Freshstream partners with My Jewellery to drive international growth

Freshstream Investments LLP (“Freshstream”) has agreed to forming a strategic partnership with My Jewellery, a leading Dutch jewellery and lifestyle brand. Freshstream will partner with CEO and founder Sharon Hilgers and CFO/CTO Vilmar Bliekendaal to accelerate the international growth of the business. 

Founded in 2011 by Sharon Hilgers, My Jewellery has rapidly established itself as the largest affordable jewellery brand in the Benelux, offering a wide range of on-trend products. The business now employs over 800 people and operates more than 40 stores across the Netherlands, Belgium, Germany, and France, supported by a strong omnichannel platform and a loyal customer base. In collaboration with Freshstream, My Jewellery is set to expedite its expansion into Germany, France, and emerging target markets across Europe, while reinforcing its established presence in the Benelux region.

The investment forms part of Freshstream’s core strategy of partnering with entrepreneurs and families to fast-track growth. My Jewellery will be the 9th investment in Freshstream’s first independent fund, which closed in 2023 having raised €762 million. My Jewellery joins other high growth, originally entrepreneur led businesses in the portfolio including MCR, Bella Figura Music, G2V Group, Detertech and Nafinco.

The transaction is subject to amongst others the approval of the Netherlands Authority for Consumers & Market (ACM).

Houthoff advised Freshstream on the transaction. The team included Guillette van Grinsven, Anne Steinbusch, Esmee de Bos, Juliëtta Alibrandi, Jasper van der Kooij, Merel Lommen, Yvo de Vries, Cornelie Castelein, Jasmijn Harms, Zinke Lansink, Romy Groot Baltink, Anouk de Brabander, Jara Lankhuijzen, Anouk Boutens, Myrthe Prinsze, Floor Kuiper, Thomas de Weerd, Lucy de Graaf, Anton Kooij, Frank Mattheijer, Stijn Harder, Sjors Panis, Jeroen van Mourik, Noor Eliens Diede van der Voort, Elise Heikens.