Sterns
Sterns is a South African jewellery retailer that has sold diamonds since 1896. It is known for engagement rings and diamond jewellery and describes itself as the people's jeweller.
| Founded | 1896 |
|---|---|
| Country | South Africa |
| Speciality | Diamond jewellery |
| Positioning | The people's jeweller |
| Website | sterns.co.za |
What is Sterns?
Sterns is a South African jeweller that has been selling diamonds since 1896. The company describes itself as the people's jeweller, positioning its offer for a broad customer base in its home market.
History
Sterns marked its 125th anniversary in 2021 with a special collection of engagement rings. These included the Birthday Wish ring, a double halo cushion setting with 125 brilliant diamonds, one for each year of the company's history, and a trilogy ring with a total diamond weight of 1.25 carats.
Products and positioning
The brand focuses on diamond jewellery, with engagement and bridal rings at the centre of its range. Sterns states that its diamonds are responsibly sourced, cut, polished and crafted for lasting wear, and it emphasises craftsmanship built over more than a century.
- Engagement and bridal rings
- Diamond jewellery
- Anniversary collections
Distribution
Sterns sells its collections in South Africa, including through its own website, where its anniversary rings were launched.
Why it matters
As one of South Africa's longest established jewellery names, Sterns is a significant player in a market closely linked to the country's diamond heritage. Its long history and mainstream positioning make it a familiar destination for engagement and celebration purchases.
Frequently asked questions
How old is Sterns?
Sterns has sold diamonds since 1896 and celebrated its 125th anniversary in 2021.
What does Sterns sell?
Sterns sells diamond jewellery, with a strong focus on engagement and bridal rings.