Safira Receives Investment from Verdane Capital

Fashionable Development Europe AB, online retailer of jewellery and accessories under the brand name Safira, received an investment from Nordic private equity fund Verdane Capital IX.

The company intends to use the proceeds to continue to build a fast fashion jewellery brand with international ambitions.

Founded in 2012 and led by Jeff Petterson, CEO, Safira is an online retailer of jewellery and accessories, which offers a variety of fashion and traditional jewellery products, including gold and silver rings, necklaces, bracelets and watches.
So far, the brand has primarily focused on the Swedish consumer market, through and its newly opened flagship store in Gothenburg.

Following the investment by Verdane Capital IX, the company now targets expansion across the Nordics and beyond.



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