The THOMAS SABO brand world




„The emotive value of an item of jewellery is measured in terms of the memories it captures.“

Thomas Sabo, company founder




„I am inspired by the beautiful and important moments in life that are accompanied by jewellery.“

Susanne Kölbli, Creative Director

Your engagement, wedding, your first child – items of jewellery are as personal as the event they are associated with and as unique as the person who wears them. Our maxim is to create designs that underline one's character.

Behind the scenes – creating our designs

All THOMAS SABO collections bear the unmistakable signature of the company founder: a unique mix of glamour and Rock ‘n’ Roll, nostalgia and the modern. With a sensitivity for trends, flawless attention to detail and a passion for jewellery, Thomas Sabo not only gave Sterling silver a whole new look in the 1980s, he also gave it a whole new significance. And we are constantly working on further driving his vision into the future.

Our design

Gold-plated silver? Blackened silver? Pure silver? From the initial idea, the careful selection of precious metals and stones all the way through to the final design – all creative processes take place at our German headquarters in Lauf an der Pegnitz. To this end, Thomas Sabo works in close collaboration with Creative Director Susanne Kölbli, whose sense of aesthetic and humour have been shaping the brand for many years now.

Our production

And we deploy our extensive experience and the very highest standards in our production processes as well. We maintain long-standing partnerships with leading suppliers in Europe and in Asia, who operate on-site in close cooperation with our product management. Our own hallmarks guarantee the purity of the materials we use and are engraved in each and every THOMAS SABO design. Because we want our name to always stand for contemporary jewellery and watches of the very best quality.

„Even after 35 years, I still enjoy helping design every item of jewellery myself.“

Thomas Sabo, company founder

THOMAS SABO design codes

Self-confident design

An expressive look, a sophisticated mix of materials and a dash of the eccentric are all fixed components of the THOMAS SABO DNA.

Artisanal perfection

Each THOMAS SABO design is created with precision craftsmanship and is also characterised by superlative material quality.

925 Sterling silver

Ever since the company was founded, the identity and the style of THOMAS SABO has always been about this shiny precious metal. 925 Sterling silver is nickel-free and the purest silver used in jewellery, offering superlative physical properties.

Sterling Silver

With around 1,200 different designs (status: 2018), this collection forms the very core of the THOMAS SABO brand. The items of jewellery made from 925 Sterling silver are manufactured with precision craftsmanship, embellished with exquisite stones and renowned for their expressive designs. Whether love knots or skulls, stretch bracelets or rings: the diverse Sterling Silver Collection is targeted at men and women in equal measure and is constantly creating new trends with iconic ranges such as Karma Beads and Love Bridge.

Glam & Soul

The Glam & Soul concept represents the diversity of feminine elegance. The lovingly detailed sophistication and the filigree design language represent the unique aesthetics of the collection. Each of the artistic jewellery items is made from 925 Sterling silver and hand-finished with high-quality stone embellishment.

Rebel at heart

Created by hand with precision craftsmanship, made from blackened 925 Sterling silver and with hand-picked, precious stones: the iconic Rebel at heart line is characterised by the special feel for masculine design codes. The subtle mix of materials and the detailed signature characterise the unique aesthetics of the collection.

Karma Beads

Every bead is a filigree masterpiece with individual significance. Cut from precious stones and made from high-quality Sterling silver, the detailed creations are completed by hand with precision craftsmanship. The nifty designs stand for the beauty in life and focus positive energy.

Fine Jewellery

The THOMAS SABO Fine Jewellery Collection – launched in 2014 – wows with its masterful creations crafted from the most exquisite materials: 18k rose, yellow and white gold, 925 Sterling silver, pavé-set diamonds and gloriously-colourful precious stones – all presented in the typical THOMAS SABO statement style of course.

Generation Charm Club

The pendants of the legendary Charm Club line by THOMAS SABO celebrate life, own personality and diversity with over 500 designs and innumerable combination possibilities. Since the beginning of 2018, the Collection – from now on known as Generation Charm Club – is expanding the range with new, modern looks and a completely different feeling when wearing the jewellery. With the Vintage Rebel category, iconic designs of the Rebel at heart men’s line are entering the Collection for the first time. The basis of the coveted collector’s items is always the same: 925 Sterling silver.

Watches

The perfect timepiece for all occasions and personal tastes: THOMAS SABO offers men and women a selection of more than 100 different watch designs (status: 2018). Tailored to complement the self-confident design codes of the jewellery, these watches are perfect for combining with our rings, bracelets, necklaces and earrings.

Beauty

Presented in wonderfully-decorative bottles, a selection of exclusive fragrances for men and women has been complementing the THOMAS SABO range of products since 2010. Just like our jewellery, these fragrance compositions have been designed to accompany those special moments in life and to underline the wearer’s personality.

Milestones

1984
Our story begins on May 8, 1984. Young entrepreneur Thomas Sabo enters the silver jewellery market with his own business. He has his designs manufactured in Asia and sells them to selected traders at specialist fairs.
1986
The very first best-seller: Thomas Sabo makes his breakthrough with an ear cuff. Inspired by the rebellious look of London Punks, this en-vogue item of jewellery becomes the fashion statement for an entire generation.
1989
One important source of support behind Thomas Sabo is his father, Franz Sabo – responsible for the family character of the company as the senior boss over the course of many years.
1990
At the end of the 1980s, self-made man Thomas Sabo develops the THOMAS SABO concept with a growing team of employees.

The innovation of selling and distributing jewellery under a brand name revolutionises the silver jewellery market and proves to be hugely popular with traders and jewellers.
1992
Thomas Sabo makes one of the most ground-breaking decisions in the company’s history: he employs talented graphic designer Susanne Kölbli as the head designer for his upwardly-mobile company. Her first jewellery collection launches a successful collaboration – one that is absolutely unique in this form. To this very day, the Heidelberg native is – as Creative Director – responsible for the THOMAS SABO style.
1998
Due to the huge demand, Thomas Sabo is able to fulfil a further vision: establishing his own stores. The first THOMAS SABO shop opens on October 1, 1998 at Große Bockenheimer Straße 6 in the heart of Frankfurt.
2004
The site to date at Eschenauer Straße in Lauf an der Pegnitz is now too small for the constantly growing number of employees and the companies moves to its new HQ at Martin-Luther-Straße 20 in March.
2005
‘Love, Luck, Fashion & Passion’ – this is the motto with which Thomas Sabo and Susanne Kölbli transform the classic charm bracelet into a super-cool fashion must-have with personal design. The passion for collecting these small charm pendants among customers exceeds all expectations. The Charm Club is born, driving the international expansion of THOMAS SABO forward, as the collection unites people of all ages and nationalities.
2006
From 2006, THOMAS SABO intensifies its own advertising in European fashion and lifestyle magazines such as ELLE, Marie Claire and Vogue. From 2008, the campaign is expanded internationally to include markets such as Canada and countries in Asia.
2007
Establishment of the THOMAS SABO Foundation under the chairmanship of Thomas Sabo’s wife, Luz Enith Sabo. The focus of the foundation is on regional and international charity projects for children and adolescents.

With the Rebel at heart Collection and its expressive designs crafted from blackened 925 Sterling silver, THOMAS SABO starts tapping into the men’s market.
2008
As of July 1, 2008, there are for the very first time more than 200 employees working at the THOMAS SABO company headquarters in Lauf an der Pegnitz.
2009
The THOMAS SABO product portfolio is expanded to include a line of watches. Here, the watches draw on the self-confident design codes of the jewellery collections for the iconic details on the dials, such as skulls and snakes.
2010
The company continues to expand and extends its image as a lifestyle brand by launching its own beauty line.
2012
In December 2012, a further decisive foundation stone is laid with the purchase of a 33,000 m2 plot: this marks the beginning of the new company headquarters. With this, THOMAS SABO clearly commits himself to the metropolitan region of Nuremberg. In honour of the brand and its preference for the material, the town of Lauf an der Pegnitz awards the street on which the new company headquarters are located a very special name: Silberstraße (Silver Street).
2013
Following a complete remodelling and expansion of the shop floor space, the flagship store at Seilergasse 4 in Vienna celebrates its reopening. With its modern, geometric design and the elegant black counters, it becomes a symbol for the future direction of THOMAS SABO. It is followed by flagship stores at exclusive locations such as London, Paris and Zurich, which offer a unique insight into the world of the brand and strengthen its international image.
2014
THOMAS SABO breaks new ground: fine jewellery. The Fine Jewellery Collection dazzles with the most exquisite materials and the positive style full of life energy that is so characteristic of the brand.

THOMAS SABO once again proves its innovative spirit in the Sterling silver segment. 2014 sees the market launch of the Far East-inspired Karma Beads, followed by the unveiling of the engravable Love Bridge range a year later.
2016
A new chapter begins: around 500 employees relocate to the newly-constructed international company headquarters in Lauf an der Pegnitz. The headquarters make a real statement with the modern, straight-lined design. With the generous administrative and logistics area, it has been scaled to cater for additional employees and sustainable growth. A few months later, the Nuremberg THOMAS SABO shop celebrates its reopening as a flagship store.
2017
The THOMAS SABO guiding principle of ‘Together’ is established: Across all sales channels, this new and sustainable advertising concept is now fundamental to the language of the campaign. Meanwhile, the course of expansion continues: The region of Asia forms the particular focus for 2017.

THOMAS SABO is also making headlines with a design collaboration: For the first time, THOMAS SABO Edition models of the A-Class by Mercedes-Benz are adorned with iconic design highlights such as the the fleur-de-lis motif of the men’s Rebel at heart Collection and the Arabesque motif of the ladies’ Glam & Soul Collection.
2018
Sophisticated, expressive and traversing all generations: With the launch of the Generation Charm Club Collection from 16 February 2018, THOMAS SABO is reinventing the world of the Charm. The global campaign combines high fashion looks with enthusiasm for jewellery and a completely new expression of the wearer’s own personality.

Philosophy

Organisation

Brand World

Our responsibility