1896: A New Era in South African Jewellery Begins

South Africa is entering a new chapter in jewellery design — one that honours the past while fearlessly shaping the future. 1896, the newest luxury brand in TFG’s portfolio, officially opens its first store on 13 November 2025 at Menlyn Park, Pretoria. More than a launch, it is the birth of a movement: a bold, modern, African expression of fine jewellery that promises to redefine what luxury means for a new generation.

Steeped in symbolism and charged with contemporary vision, 1896 is not simply an evolution of the craft but a confident reimagining of it. It draws its name — and its spirit — from a pivotal moment in South African history. In 1896, a wave of discovery reshaped the nation: diamonds were unearthed, gold was found, and South Africa stepped onto the world stage with courage, imagination and possibility. It was also the birth year of two icons of craftsmanship: American Swiss and Sterns.

Now, nearly 130 years later, that spirit rises again — not as a reflection of what was, but as a revolution for what comes next.

Jewellery for every day, for every generation

1896 is built on the belief that beauty should not be reserved for rare moments. Its jewellery is designed to move with you, tell your story and grow with you — to be worn, lived in and loved.

“We are standing on the cusp of something extraordinary. With 1896, we’re creating 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.

The brand’s aesthetic is proudly African, unapologetically bold and fiercely modern — a celebration of the continent’s beauty, symbolism and artistic legacy, crafted with cutting-edge design.

A logo with meaning: the rare hearts and arrows icon

At the centre of the 1896 logo lies an icon inspired by the hearts and arrows effect — a rare optical phenomenon seen in fewer than 1% of the world’s most perfectly cut round brilliant diamonds. For 1896, this symbol is more than artistry. It represents the brand’s core values: balance, clarity and enduring beauty. These principles shape every design detail, from the precision of its engineering to the soul of its creativity.

Craftsmanship meets the future

1896 arrives at a time when jewellery is undergoing a seismic transformation powered by AI, lab-grown diamonds, and advanced innovations in metallurgy and design. The brand embraces this frontier wholeheartedly.

From bespoke metal alloys and advanced setting techniques to precision engineering, every piece is crafted with a meticulous, future-forward approach. The result is jewellery that feels both timeless and radically new.

“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.

A sanctuary of modern elegance

The Menlyn Park store is designed as a contemporary sanctuary — a space where elegance meets emotion and where artistic daring meets timeless sophistication. Inside, visitors will discover:

• Signature diamond creations

• Sculptural gold designs

• Statement jewellery with soul

• A curated selection of iconic Swiss watches, including Tissot, Longines, Ebel, Rado, Raymond Weil, Maurice Lacroix and Frédérique Constant

Each timepiece is chosen for its legacy of precision, passion and craftsmanship — complementing the bold design language of 1896.

1896 is not merely worn — it’s carried

It is a story.
A declaration.
A legacy reborn.

As South Africa enters this new era of jewellery, 1896 stands as both a tribute and a transformation — a modern expression of African beauty built for the world, and a reminder that boldness and elegance are not opposites, but partners.

It is the spirit of 1896 — reborn in 2025.

Connect with the brand:

Instagram: @1896_jewellers
TikTok: @1896_jewellers
Website: www.1896.co.za