As South African fine jewellery house Jenna Clifford brings its world of bespoke design to an international audience, the next generation reflects on the enduring value of craftsmanship, the responsibility of carrying a founder’s legacy, and the evolving identity of African luxury.
Founded in Johannesburg in 1992, Jenna Clifford has built its reputation on a philosophy that places personal storytelling at the heart of fine jewellery. For the South African design house, a piece is rarely simply an object of adornment. It can hold the memory of a relationship, mark a turning point in someone’s life or become an heirloom passed between generations. More than three decades after its founding, that philosophy continues to shape the business as it enters a new chapter under the leadership of the founder’s three daughters.
In September 2026, the house brought this approach to the UK through Jenna Clifford in Residence, its first UK residency, creating an opportunity to reconnect with its international clientele through bespoke commissions, personal consultations and the experience of the design house itself. Yet the move represents more than an expansion of geography. It speaks to a broader ambition to share South African craftsmanship with international audiences while preserving the personal relationships and creative philosophy that have defined the brand since its inception.
For CIKO CIRILLO, the conversation offered an opportunity to look beyond the jewellery itself and explore the ideas that underpin the house: how personal histories become tangible objects, what it means to carry a founder’s vision into a new generation, and how a proudly South African luxury brand can evolve without losing its sense of identity.
We sat down with the Jenna Clifford team ahead of the UK residency to discuss the relationship between jewellery and memory, the value of local craftsmanship, and the future of African luxury.
Jenna Clifford has always made jewellery personal. What did your mother believe jewellery could mean beyond simply being beautiful to wear?
My mom saw jewellery as a significant investment, something that, if you look after it, you can have throughout your lifetime and pass on to another generation.
For her, it was about asking how we could make a piece deeply meaningful and symbolic of where you are in life. When we begin a bespoke commission, we want to understand as much as possible about you, your family, your partner, your children and perhaps even your grandchildren. We then consider how those stories can be woven into the design.
We often look at birthstones and the symbolism they carry, using them to represent someone important in your life. Gemstones themselves have different associations. Pink sapphires, for example, are associated with love and passion, while blue sapphires are often associated with protection, truth and calmness.
We also incorporate small details, engravings, symbols and hidden elements beneath the setting that perhaps only the wearer knows are there.
When I look at our bespoke commissions, many represent a particular moment in someone’s life. Sometimes it is a significant milestone, whether personal or professional. Other times, it is simply a moment that mattered deeply to that person. The jewellery becomes a way of holding on to that experience.
You are now taking the brand into its next generation. What parts of your mother’s vision are most important to protect, and where do you see space for something new?
The essence of the brand that we want to protect is our personal approach, both to design and to our clients. They become more like family than clients.
Many of our clients have been with us for more than 20 years. We know their children, their grandchildren and their histories. They have become part of our JC family, just as we have become part of theirs. That personal connection is something very few brands maintain, particularly as businesses become more commercial and the relationship risks becoming transactional. It is something we never want to lose.
We also want to preserve our approach to craftsmanship and the ethical side of design. We do not believe in mass production. Our pieces are produced here in Johannesburg, South Africa, supporting local craftsmanship. Those are all important parts of my mother’s values.
Where we see room to evolve is in how we connect with people in the digital age. We are currently working on a new online store that will bridge the gap between e-commerce and bespoke design, because the two experiences are very different.
Many of our clients live abroad, as we saw with the residency. We want to make it easier for someone to purchase a Jenna Clifford piece or a custom design from anywhere in the world, while bringing the online experience as close as possible to what they would experience when visiting our design studio. Growing our online presence is therefore a key focus for the brand.
What does being a South African luxury jewellery house mean to you today, and what do you hope people outside South Africa understand about the craftsmanship behind Jenna Clifford?
My mom and I share a deep passion for South Africa and the talent that surrounds us. People are sometimes quick to assume that the grass is greener elsewhere, but every country has its challenges. When I look at our people, our resources and what we have here, I see enormous potential. Championing South African talent was something my mother always believed in.
Being proudly South African is something I do not believe will ever change about our business. Our jewellery is designed and made here.
It was a particularly proud moment for us to introduce our jewellery to international clients and see how warmly it was received. When people respond so positively to the designs themselves, it is a testament to South African talent and craftsmanship being on par with international standards.
I think the same applies beyond jewellery. There are so many South African brands and creatives whose work deserves a wider platform. Creating more opportunities to share that talent with the world is something we want to continue doing.
You describe yourselves as storytellers as much as jewellers. How does a client’s story become part of the design of a piece?
We would never simply ask someone what they are looking for, take their description and immediately begin designing. We first get to know them, sometimes over several conversations. We want to understand who they are and where they are in their life journey.
One client once referred to us as the JC clinic because, whenever she was going through a difficult period, she would visit us and sit with our head designer. They would talk, share a glass of wine, and connect. That kind of relationship is often part of the experience. Clients come to us, share what is happening in their lives, and we build a connection with them.
When you design jewellery for someone, the designer often knows their life story. Over the years, as that relationship develops, the pieces become increasingly personal and meaningful.
Another important part of our approach is continuity. As far as possible, clients work with the same designer rather than being assigned someone new each time they want something created. You build a relationship with someone who comes to understand you. We also incorporate symbols, gemstones, dreams and aspirations into the design, allowing a piece to represent something meaningful to its wearer.
Jewellery remodelling is another important part of our bespoke offering. Sometimes a client inherits jewellery from their mother or grandmother and loves the sentiment behind it but no longer connects with the design.
We do not believe jewellery serves anyone by sitting in a box or remaining locked away in a safe for ten years. You need to wear it and love it. Our work involves taking pieces that are loved but no longer worn, preserving their sentimental value while making them relevant to the person you are today.
You might have bought a piece ten years ago, but you are not necessarily the same person you were then. Your jewellery should reflect who you are now. It should be something you want to put on and wear.
This September, Jenna Clifford is coming to the UK for its first Residence in Guildford and London. Why is now the right time to bring the house to the UK, and what would you like to build here beyond the Residence?
I think the timing happened quite organically. We had been discussing the idea of a residency for a few months, and in South Africa, the build-up to Christmas is always a wonderful time of year. It’s summer, the energy is warm, and people are getting excited for the festive season. My sister, who lives in the UK, was telling me that September has its own lovely energy here, too. It’s the beginning of autumn, the weather is still beautiful, and people are looking forward to the months ahead.
September is also my mum’s birthday month, which made it particularly meaningful. Earlier that month, we celebrated her birthday at our Morningside studio with a beautiful event in partnership with BMW and Estée Lauder. It was a month of celebration, so the residency felt like a natural continuation of that, doing something we wish my mum could have been part of and could have experienced herself.
It was organic, but looking back, it became quite intentional. Following the residency, we hope to do it again. We’re already looking at plans for next year, considering the right time of year and the format.
At this stage, we’re still figuring out what the rhythm will look like. Perhaps we’ll host a residency twice a year, or even quarterly as things develop. I think we’ll discover the right frequency as we go, but we’re certainly looking ahead to next year.
We are also looking towards the United States. We have a number of clients there, so once we establish a consistent rhythm with the UK residencies, that could become the next chapter.
Looking ahead, what would you like the next chapter of Jenna Clifford to look like?
My sisters and I have a very distinctive signature when it comes to our jewellery and design. When the brand began in the 1990s, it was such a glamorous era. People dressed up, and there was a particular sense of occasion. Today, the way people dress has become much more casual. People wear jeans to work, and there is less of that expectation that you need to dress formally every day.
Something we are exploring is how to show people that they can wear our beautiful, bold jewellery with jeans. It does not have to be reserved for a special occasion.
My mother was exactly like that. She would wear her statement pieces with leggings or jeans and make them her own. She might even wear her jewellery while cooking in the kitchen. She loved her pieces and what they represented to her.
We want to encourage our clients to see jewellery differently: not as something precious that must be kept away and worn once a year, but as something to enjoy every day. Every day should be special, and every day can be an opportunity to wear your jewellery.
We also want to reach new audiences internationally, but not necessarily through traditional brick-and-mortar stores. We are exploring innovative ways to connect with people around the world and make the online experience as personal as visiting our design studio.
My mother also believed in what she called cross-pollination: bringing brands, people and ideas together to create something mutually beneficial. Collaborations have always been part of our business, and we want to continue working with people and brands who share our values.
As we look towards our 35th anniversary in 2027, we are excited about what comes next, including a partnership inspired by South African identity and talent that we look forward to sharing publicly. It’s South African-inspired so we are very excited about that.
The Next Chapter
For Jenna Clifford, bringing South African design to an international audience is not about leaving its origins behind. It is about sharing what has always defined the house: a commitment to craftsmanship, jewellery shaped by personal histories, and relationships built over generations. As the next generation looks towards the UK, the US and new ways of reaching clients around the world, the philosophy remains unchanged. Each piece is made to be worn, lived in and passed on, carrying the stories of the people who wear it.
More than three decades after its founding in Johannesburg, Jenna Clifford continues to build on its founder’s vision, bringing South African craftsmanship to new audiences while preserving the personal stories and creative values that have defined the house from the beginning.
