When 1896 recently unveiled its Menlyn Park store in Pretoria, it brought more than jewellery – it brought a story of African spirit, ambition, and modern elegance. The newest jewel in The Foschini Group’s (TFG) luxury portfolio, 1896 is distinctive, modern, and proudly African.
As a brand, 1896 doesn’t just elevate jewellery; it reimagines it. It’s a moment in history when pioneers built something extraordinary from almost nothing.
That year was 1896 – a year of daring dreams, of diamonds discovered, and gold unearthed. It was also the year two icons, American Swiss and Sterns, were born, marking the beginning of a legacy of elegance and artistry. Almost 130 years later, 1896 enters a new era. Each piece of jewellery is designed to move with you, tell your story, and evolve with your life. Fine diamonds, sculptural gold, and statement designs are meant to be worn, loved, and lived in.
“We are standing at the cusp of something extraordinary,” says Shani Naidoo, Group Director of Retail at TFG. “With 1896, we’re creating fine jewellery that feels modern, meaningful, and truly wearable. These are pieces that connect generations, whether you’re 18 or 96.”
At the heart of the brand is its signature logo, inspired by the rare “hearts and arrows” effect – an optical phenomenon visible in fewer than one percent of the world’s most precisely cut round brilliant diamonds. The emblem reflects 1896’s core values: balance, clarity, and enduring beauty.
But 1896 is more than skilled artistry – it’s also an evolution. In an era shaped by AI, lab-grown diamonds, and technological breakthroughs in design and metallurgy, 1896 embraces innovation with intent. Advanced setting techniques, bespoke metal alloys, and precision engineering ensure each piece is flawless, functional, and deeply personal.
“Jewellery is undergoing a sweeping transformation, and 1896 is at the forefront of that change,” explains Shelley Wilkinson-Rorich, Head of Design and Innovation at 1896. “We’re not just creating jewellery; we’re creating a new language for luxury – bold, modern, and accessible. Exclusive doesn’t need to mean expensive, but it must be exceptional. That’s the 1896 promise.”
The Menlyn Park store is a modern sanctuary where timeless elegance meets daring artistry. Visitors can explore signature diamond pieces, sculptural gold designs, and statement jewellery. Complementing the collection is a curated selection of iconic Swiss watches, including Tissot, Longines, Ebel, Rado, Raymond Weil, Maurice Lacroix, and Frédérique Constant.
As 2025 draws to a close, 1896 stands as a testament to thoughtful design, enduring mastery, and the spirit of possibility – a brand poised to define a new chapter in African luxury jewellery for years to come.
