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In particular, diamonds are the main item in which the company trades. As a brand with a history exceeding a hundred years in length, Sterns has become something of a household name in South Africa and, to some extent, abroad as well.
Over this length of time, Sterns has established a firm reputation as a supplier of high quality products that are not only true to the company’s heritage, but are also in keeping with changing fashion trends and dominant styles of the times.
The history of the Sterns brand stretches back to the late nineteenth century. In 1896, Austrian immigrant to South Africa and qualified jeweller Joseph Stern established his first jewellery store in Johannesburg, offering well-crafted pieces of high-quality to the South African public that were based on European manufacturing standards and styles.
One of Stern’s main intentions in starting this new company was to make quality jewellery accessible and available to a wider range of people, and in so doing, to reduce the perception of jewellery as a luxury item that could only be afforded by the very wealthy.