1896: Redefining luxury jewellery for all South Africans

After twelve years of dreaming, refining and late-night work sessions, a new South African jewellery brand has finally stepped into the light, and it arrives with a vision that is bold, emotional and deeply rooted in heritage. 

The brand, 1896, is the brainchild of a team that has poured years of passion into reimagining what luxury jewellery can look and feel like for everybody.

Speaking at the launch, Shelley Wilkinson-Rorich, Head of Design and Innovation at 1896, shared how the journey began over a decade ago when they felt there was space in the market for a brand that sat above mass-market jewellery, offering quality pieces without abandoning accessibility. 

But at the time, she was repeatedly told, “Not now. The market isn’t ready.” Twelve years later, the moment is finally here.

The name 1896 was chosen because there are moments in history when everything changes. 1896 was one of those moments, a time of daring dreams, of diamonds discovered and gold unearthed. 

A time when South Africa stepped onto the world stage with courage and imagination. It was also the year two icons were born, American Swiss and Sterns, and the year that defined a legacy of elegance and craftsmanship.

Now, nearly 130 years later, 1896 rises again, not as a reflection, but as a revolution. At the heart of the 1896 brand is a simple philosophy: luxury shouldn’t be exclusive, only exceptional.

“Why should something exclusive only belong to a few?” said Wilkinson-Rorich. “You should be able to choose a beautiful piece, whether it’s R600 or R1 million, all in one space.”

The brand’s stores reflect this ethos. Instead of traditional jewellery counters that create distance, guests are invited to sit at coffee tables, sip water or coffee, and freely explore the pieces. No rigid rules, no sales pressure, just a relaxed space created for play, personal expression and discovery.

“You can try everything on. You can mix metals, layer pieces, wear gold with silver — jewellery is self-expression. There are no rules.”

One of the striking elements in the collections is the balance between minimalism and quiet luxury. While many pieces are refined and delicate, the brand also embraces bold designs, chunky silhouettes and statement shapes.

“With 1896, there really is something for everyone — from 18 to 96,” she explains. “Some people love a whisper-thin chain; others want bold, sculptural pieces. So we created both.”

The range includes everything from diamond anklets to everyday staples and eye-catching showpieces. 

Each piece carries a story. The team has developed 32 collections, each inspired by elements of Africa, nature and mythology.

While 1896 honours the traditions of South African jewellery-making, it also leans boldly into innovation. New technologies and materials, including lab-grown diamonds, allow the brand to create luxurious pieces at more accessible price points.

For Wilkinson-Rorich, the arrival of lab-grown diamonds has not diminished the craft; it has expanded it.

“Lab-grown diamonds changed the entire landscape. Suddenly, we could play again. We could innovate without worrying about rising gold and natural diamond prices. It gave us freedom.”

And for customers unsure about value, her answer is simple: “You buy jewellery because you love it. Because of how it makes you feel.”

More than anything, 1896 represents years of perseverance, teamwork and devotion to the craft. “It’s been late nights, countless ideas, and a team I’m so proud of. Finally seeing it come to life is the most beautiful moment.”

The brand launches with the promise of redefining jewellery for South Africans, making luxury feel warm, personal and truly inclusive.

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