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Glitter introduces Safira to in-store – curated assortment now available in Sweden and Norway
From online to in-store, Safira is now available in selected Glitter stores across the Nordics.
Following Glitter’s acquisition of the Safira brand on 3 March 2025, Safira is now taking the step from digital to physical retail. Starting 4 December, a curated selection of jewelry will be available in 23 Glitter stores across Sweden and Norway, as well as on Glitter.se and Glitter.no.
“We are proud to offer more customers the opportunity to discover Safira’s inspiring assortment in Glitter’s stores and online, combined with our strong customer experience,” says Susanne Börjesson, CEO of Glitter International.
Founded in 2012, Safira has established itself as a strong digital brand with a sustainability focus. The launch collection includes jewelry in genuine sterling silver 925, as well as pieces plated with 18- or 24-karat gold. More than 85 percent of the silver used is recycled.
Emner
Glitter is a jewelry and accessories retailer with 162 stores across the Nordic region, along with a well-established e-commerce platform. Founded in 1992, Glitter is part of Bergendahl Fashion, owned by Bergendahl & Son AB.
