STORIES - A New Chapter for byJACKY
After five years of building a strong jewellery brand, Jacky Swinkels is taking byJACKY into a new phase. What began as a platform for international female designers is now evolving into The Art of Jewellery with a focus on bespoke pieces, a high-end in-house collection, and exceptional quality. In this interview, Jacky shares the vision behind this rebranding, the insights she’s gained along the way, and how byJACKY has grown into a house where jewellery becomes art.
What prompted you to start this rebranding?
When I started five years ago, my goal was to give female jewellery designers from around the world a platform through byJACKY. Over time, I noticed that alongside this successful concept, personalised jewellery became increasingly popular.
I also took the leap to design my own collection, a skill I never imagined I had.
That’s why this new identity was needed, to bring all these elements together in a more visible and cohesive way.
How has your vision or mission changed since founding your jewellery business?
The core essence has remained the same: bringing people joy through beautiful jewellery in a unique way. Our service hasn’t changed either, if anything, it’s become even stronger.
The only real difference is that we now offer additional elements like bespoke pieces and the discovery of my own design skills.
Which core values do you want to highlight even more now?
The focus is on telling your story. That’s the heart of everything we do at byJACKY. Whether through events or personal appointments at home, it’s always about creating special moments with a personal touch.
Where do you draw your inspiration from?
Travelling and meeting different people. That’s what gives me energy every single day and fuels my creativity.
What was the most challenging or exciting part of this journey?
Listening to your intuition and daring to think differently. Wanting to stand out means taking risks – but also finding your unique place in the market.
It was a long process filled with decisions. I’m very results-driven, so allowing good ideas the time they need to develop wasn’t always easy for me.
This rebranding is not a farewell to what was, but a continuation of everything byJACKY stands for. It remains a brand where stories are told through jewellery, meaningful encounters and unforgettable moments. The byJACKY team is excited to write this new chapter together with you – because in the end, it’s still all about you.
Your story. Your style. Your jewel.