Stradivarius ventures into jewellery with SafSafu collaboration

The youth-oriented brand of the Inditex group, Stradivarius, is mirroring Zara’s strategy by expanding its portfolio through carefully chosen collaborations. While Zara aims to elevate its positioning towards the premium and luxury segments through a curated selection of alliances, Stradivarius is focusing on emerging design labels that resonate with a youthful, cool, and celebrity-associated image.

After launching its first collaboration with the Spanish underwear brand Hand Over just a few months ago, Stradivarius has now introduced a new partnership with SafSafu. This collaboration marks Stradivarius’s debut in the world of jewellery with a comprehensive collection featuring 15 pieces. The collection is already available both online and in select physical stores.

The collection, with a minimalist and “coquette” style, includes single-ear earrings in the shape of keys, stars, or hearts; star-shaped rings; a printed scarf; and a cowboy-style pendant. Presented as modern accessory sets, the collection is priced around 15 euros, aligning with Stradivarius’s affordable price point while making SafSafu’s premium jewellery—previously worn by stars like Rosalía and Dua Lipa—accessible to a broader audience.

The collaboration began with an unexpected email from Stradivarius landing in the inbox of Safu Seghatoleslami, the Spanish jewellery designer of Iranian origin behind SafSafu. “The partnership emerged very organically and naturally. Despite the brand’s large size, I felt very comfortable collaborating with Stradivarius. We designed together, respecting the identity and style of SafSafu,” the designer, known for her original and irreverent designs, told FashionNetwork.com.

France and Germany: strategic markets for Stradivarius

In the first half of the fiscal year, the Inditex group increased its turnover by 7.2%, reaching €18.065 billion. Stradivarius, in particular, saw its sales rise to €1.255 billion. As of July 31, 2024, the chain operated 847 stores—two more than on the same date the previous year—out of the 5,667 stores under the multinational’s umbrella. This year also marks the 30th anniversary of Stradivarius, a significant milestone for the brand.

In addition to its strong commitment to the French market, Stradivarius is focusing heavily on expanding in Germany. According to information confirmed by FashionNetwork.com, the brand’s future plans include significant expansion in Germany, with upcoming store openings in major cities like Hamburg and Berlin.