I’m a bit of a Dutch embarrassment to admit but I did not appreciate this about the Dutch until I was much older. We’re not a flashy people. You won’t encounter the average Amsterdammer all emblazoned with logos or with five thick brands lined up to buy a cup of coffee. The Dutch style is less intense than that. It’s a good coat, clean shoes, one perfect little gold hoop you’ve worn for two years, every single day. And honestly? It is this attitude that makes the Netherlands a hidden treasure for great looking, yet not expensive jewelry. When it’s not about flash, it’s about fit, finish and pieces that simply get the job done. If you’ve been looking for the best inexpensive jewelry brands Netherlands has to offer without remortgaging your studio in the Pijp, then grab a stroopwafel and sit back because this is my home turf.
After years of wearing, breaking, losing and re-buying jewelry in this country, I’m not coming up with these names off the cuff. These are brands I do see on people, in stores, at a price point.
Why Dutch Taste Makes Affordable Jewelry Easier
But before we get to the brand list, let me tell you about the Secret Weapon, it’s not the brands, it’s the sensibility. Evaluating fashion in the Netherlands is by the standards of the minimalist and quality over quantity approach. We would prefer to have 3 pieces that will match everything than 30 pieces that will match nothing.
This is a great blessing to you. Less is more when it comes to jewelry price. If one can’t spend a fortune on a thin gold-plated hoop or a simple stainless steel ring, there is no place for it not to be expensive, no place for cheapness to hide, no place for it to scream! So, you can basically spend less and still look on purpose; the Dutch aesthetic. That’s where affordable and tasteful are not mutually exclusive.
My Jewellery
So without beating a dead horse, which is everywhere, let’s begin with that one. My Jewellery is a Dutch jewellery brand that began small and already has a number of boutiques in practically every city with a shopping street, in addition to a large webshop.
They have a high quality of jewelry that is made of stainless steel, some of 925 sterling and gold plated stainless steel. For the everyday wearers: The steel material is waterproof, will not tarnish, and will withstand showers, swimming and the chaos. The pieces are priced between 15 and 50 euros, the “just right” price to purchase without regrets.
The style is fashionable yet wearable, dainty layering necklaces, small signet rings, hoops of all sizes. Their outlets are nationwide, from Amsterdam to Groningen up to Maastricht; free shipping is to be found when you reach their limit online. The brand I would recommend to a new learner who is afraid.
Lucardi
My Jewellery is the cool girl, Lucardi is the reliable national company. Since its inception in 1988, Lucardi has been the Netherlands’ largest jeweller with more than one hundred brick-and-mortar locations and has developed a complete image around vogue jewellery without you flinching at the prices.
These are silver, gold, steel, gold-plated and even diamond pieces, watches and gift sets—mostly their own private label with some outside brands thrown in. These are purchased in large quantities and the prices remain truly low, and quality is still reasonable for the bracket.
The bonus is the in-store services. If you’re looking to get a piercing or have your chain fixed, most locations will do both, so you can count on a one-stop shop when you find the need for either. You are never far from one of them, as they can be found in most malls and high streets.
Notbranded
For something more creatively Amsterdam. In 2017, Monica Westerveld started Notbranded and has successfully built up a loyal customer base for types of jewelry that people love to wear, but rarely would just end up in a jewelry box.
The vibe is modern, it’s a little playful, but it’s quite layer-able, it’s the kind of things you will layer up over time. The prices are still very reasonable and not “throw away” but more “eat and live by it.”
You can easily pick them up online in the Netherlands and they’re also found at events around Amsterdam. If you’re a fan of a name you wear proudly with a true story behind it, then this one is pretty darn nice.
Juulry
Another Amsterdam based company is Juulry, who can be described by their tag-line: quality jewellery with love, affordable! My heart is in their pocket because the materials they make for photography are just ridiculously affordable.
The design will be quite a bit of sterling silver and gold plated, and there will be a number of hoops, chunky rings and pendants in the thirty to fifty euro range. The quality is closer to “investment basic” than “trend that dies in a month” and this fits the Dutch quality-over-quantity thing just fine.
It’s mostly an online store and you order this to your doorstep, so even a self-indulgent ordering for pleasure is a little special because of the packaging. Perfect as a more grown up casual go to outfit.
ICY Amsterdam
If you’re looking for a lot less shine and a lot less price, then ICY Amsterdam is for you. They are a fashion-forward Amsterdam jeweler that specializes in chains, bracelets, rings and statement pieces.
Many of their gold pieces are 18k gold plated, and that’s important too because the thinner the plating, the more it will flake and cause your finger to turn green after 3 wears. Good plating, your cheap piece will live for over a fortnight. The aesthetics are slightly more “eleven points” than the smallish brands mentioned above.
If your style is a bit trickier than most Dutch fans, they’re available online with deliveries throughout the Netherlands.
Bijou Brigitte
I’d be a lying bitch if I didn’t put this in since half the country has purchased a pair of earrings at some point here. An international fashion jewellery brand which has shops throughout shopping centres in the Netherlands, Bijou Brigitte is as cheap as jewellery can come.
This is where the trend pieces are, the festival accessories go, and the “I lost my earring and I need it before the dinner” purchases are made. It’s not an heirloom, but for fun, cheap, of-the-moment pieces, it’s definitely worth having, and you can get it in person on just about any high street.
From steel everyday wear to a little sparkle, this is a good list of the brands that the people who can afford it actually use and rely on – in the Netherlands.
Where to Actually Shop for Affordable Jewelry in the Netherlands
“Brands are only part of the picture.” The other half is knowing where to hunt, and local insiders do it under the radar.
De Bijenkorf Sale Sections
Yes, De Bijenkorf is a high-end department store with luxury brands, but the sales don’t get any better. Their accessory and jewelry departments can bring more luxurious lines down to an affordable price, particularly during the end-of-season clearance, and it can be a great way to mix your collection.Their accessory and jewelry departments can make more upscale brands affordable, particularly at the end-of-season clearance, and it can be a wonderful way to complement your collection. Bring a budget and a laser focus, as the full price floors are a hazardous place!
HEMA for Basics
HEMA is a national treasure and the budget department store of the Netherlands. It’s great for absolutely basic, little everyday parts: simple studs, simple hoops, little simple bits. It will not last a lifetime, but it would be ideal for test trend or starter work. Interesting fact: HEMA has a long tradition of good relations with proper Dutch designers, so even the lowest priced items have more thought behind them than one would imagine.
Online Dutch Jewelry Stores
In this webshop game, it is good. Other than the brands listed above, there are several entire ecosystems of Dutch online jewelry stores that specialize in waterproof stainless-steel designs, and frequently deliver the same day and accept returns. Easy to wear, easy to wear up, your convenience is your friend online.
Albert Cuyp Market in Amsterdam
One of the biggest day markets in Europe, Albert Cuyp Market in De Pijp, is fun and has an energy of treasure hunting, and the jewellery and accessory stalls are an authentic vibe. Between the cheese and the stroopwafel stand you will see rings, trinkets and watches which are frequently sold at lower prices than anywhere else. Just playfully negotiate and you’ll be home with a great gag for a few euros.
The Secondhand Goldmine
When going for maximum style with minimum money, second-hand is the place to be, and the Dutch are definitely on board with a great resale culture.
First, of course, is Vinted NL, a platform that is ideal for people giving away just worn clothes from the above brands for a small price under retail. Then there is Marktplaats, our ever-so-popular confused version of eBay, where you’ll find some gold from the past and somebody’s unwanted gift, if you’re patient enough to scroll. In reality, people love to shop for vintage and pre-loved pieces at flea markets such as the Waterlooplein in Amsterdam and the giant IJ-Hallen market in Amsterdam-Noord for those who prefer the thrill of the hands-on approach to shopping.
The purchase of second-hand items also dovetails in with that Dutch thing of making do, you’re saving a good piece, rather than picking up another disposable one. Win in the wallet, win for the planet, win for that slightly smug conscience.
My Honest Two Cents
If I’m being completely honest, the move is not a buy from one brand, it’s a mix! A waterproof My Jewellery, a slightly nicer (silver) piece from Juulry, a fun market find and perhaps a secondhand treasure that you acquired for eight Euros on Vinted. That stack is less expensive than a mid designer piece and ten times as much like you.
The silent charm of the top budget friendly jewellery brands in Netherlands: The Dutch culture was never about showcasing the price tag! Of course, it’s always been about finding a pair of shoes that fits you and looks great on you. Do small, wear all the time, and build it up, the slow, slow, very dutch way.
