1896 is the newest jewel in TFG’s portfolio, a brand that doesn’t just evolve jewellery, it redefines it. It is unapologetically bold, fiercely modern, and proudly embraces the spirit of Africa. It honours the past, but it is not bound by it. It draws strength from the spirit of 1896, a time when pioneers started with nothing and built something extraordinary, and channels that energy into a new era of luxury.
Opening on 13 November 2025 at Menlyn Park, Pretoria, 1896 is a celebration of African beauty, symbolism, and cutting-edge design. It is jewellery that moves with you, tells your story, and evolves with you. Every piece is crafted to be worn, loved, and lived in, because beauty should never be reserved for special occasions. It should be part of your every day.
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.
“We are standing on the cusp of something extraordinary. With 1896, we’re crating fine jewellery that feels modern, meaningful, and truly wearable. They are pieces that will connect generations whether you are 18 or 96,” says Shani Naidoo, Group Director of Retail at The Foschini Group.
At the heart of the 1896 logo lies an icon inspired by the hearts and arrows effect, a rare optical wonder visible in less than 1% of the world’s most precisely cut round brilliant diamonds. This exquisite detail is more than a design choice, it’s a reflection of the brand’s core values: balance, clarity, and enduring beauty. These principles shape every facet of 1896, from the artistry of its jewellery to the spirit of innovation it embodies.
But this is more than craftsmanship. This is transformation. This new age shaped by AI, lab-grown diamonds, and technological breakthroughs in metallurgy and design. 1896 embraces this change with open arms, bringing innovation to jewellery in ways never seen before. From advanced setting techniques to bespoke metal alloys and precision engineering, every detail is flawless. Every piece is a work of art.
“Jewellery is undergoing a sweeping transformation, and 1896 is at the forefront of that change. We’re not just creating jewellery, we’re creating a movement that redefines luxury as bold, modern, and accessible. Exclusive doesn’t need to be expensive, but it must be exceptional. That’s the 1896 promise,” says Shelley Wilkinson-Rorich, Head of Design & Innovation at 1896
The store itself is a modern sanctuary where form meets feeling, and where timeless elegance meets daring artistry. Discover signature diamond pieces, sculptural gold designs, and statement styles that speak to the soul. Complementing the jewellery offering is a curated selection of iconic Swiss watches including Tissot, Longines, Ebel, Rado, Raymond Weil, Maurice Lacroix, and Frédérique Constant, each chosen for its legacy of precision and passion.
1896 is not merely worn — it’s carried.
It is a story only you can wear.
It is the spirit of 1896 — reborn in 2025.
