TFG has launched a new brand called 1896, unveiling its gleaming Menlyn Park flagship on November 13 as a confident step into the world of high jewellery. Pronounced Eighteen Ninety Six, the name nods to a pivotal year in the company’s own legacy: the founding of American Swiss and Sterns. It is a date that quietly bridges heritage and modern ambition—an anchoring point for a jewellery maison built for a new era.
Global demand for hard luxury remains resilient despite economic uncertainty, with high jewellery emerging as a consistent outperformer. Richemont’s latest results underscore this momentum: its Jewellery Maisons delivered a 17% sales increase in the second quarter of the 2025 financial year at constant exchange rates, contributing to a 14% gain over the first half and an operating margin of 32.8%. For the full fiscal year ending March 31, 2025, the group’s jewellery division reached €15.3 billion in sales, up 8% at both actual and constant rates. The message to the market is clear — affluent consumers continue to invest in fine jewellery as both emotional touchstones and long-term assets. With 1896, TFG is positioning itself squarely within this growth trajectory.
“We are standing on the cusp of something extraordinary,” says Shani Naidoo, Group Director of Retail at TFG. “1896 represents transformation—a jewellery brand that doesn’t imitate, it innovates. It’s the spirit of 1896, reborn for 2025.” The brand sets itself apart through its commitment to real-world wearability. Rather than creating pieces destined for safes or special occasions, 1896 focuses on fine jewellery designed to move seamlessly through the rhythms of everyday life. “Our jewellery is made to be worn, loved, and lived in,” Naidoo explains. “With 1896, we’re creating pieces that feel modern, meaningful, and truly wearable—whether you are 18 or 96.”
At the creative helm is Head of Design and Innovation Shelley Wilkinson-Rorich, who positions 1896 at the frontier of jewellery’s technological evolution. The brand integrates AI-assisted design, lab-grown diamonds, and exclusive metal alloys to push the boundaries of form and function while maintaining the rigour of traditional craftsmanship. “Jewellery is undergoing a sweeping transformation, and 1896 is at the forefront of that change,” she says. “Exclusive doesn’t need to be expensive, but it must be exceptional. That’s the 1896 promise.”
The debut offering spans 11 collections, from the sculptural Queen Protea line to the impressionistic Monet series. The Nomadic collection channels the spirit of modern exploration, shaped by vast landscapes and contemporary storytelling. With prices ranging from R1,500 to R550,000, the brand has calibrated a tiered luxury proposition – broadening accessibility without compromising its positioning.
Complementing the jewellery is a curated portfolio of Swiss timepieces, including Tissot, Longines, Ebel, Rado, Raymond Weil, Maurice Lacroix, and Frédérique Constant. An in-store designer offers bespoke services usually reserved for the world’s most established maisons, signalling TFG’s commitment to elevating the South African luxury experience.
The timing aligns with a domestic market reaching new maturity. South African consumers are increasingly drawn to fine jewellery for its longevity, collectability, and investment potential. Searches for the category have surged, and a growing pre-owned market reflects a shift toward discerning, value-minded purchasing. TFG’s investment in 1896 suggests confidence that this evolution marks a lasting behavioural shift, not a fleeting trend.
By combining heritage with technological innovation, and pairing natural and lab-grown diamonds to meet both traditional and future-focused preferences, 1896 positions itself as a contemporary luxury destination. Its strategy acknowledges that today’s consumer seeks both narrative and nuance – pieces that carry personal meaning while retaining long-term value.
In 1896, TFG has created a maison rooted in legacy yet engineered for modern luxury, balancing accessibility with excellence and craftsmanship with innovation.
1896 is now open at Menlyn Park, Pretoria.
