Jenna Clifford Designs proudly announces the launch of its latest fine jewellery collection, For Now and Always — a celebration of sisterhood, legacy and a tribute to the brand’s founder, Jenna Cli*ord, as one of the last collections she personally helped shape.
This deeply meaningful collection reflects Jenna’s signature style: bold yet timeless, classic yet deeply personal, designed to live with you, love with you and be a part of your story.
In a moment that marks both continuity and evolution, the brand’s three daughters — Shayna, Chanelle and Summer — now serve on the board of directors, carrying forward their mother’s legacy with the same passion, creativity and uncompromising standards that built Jenna Cli*ord Designs into a household name in luxury jewellery.
A Modern Tribute to Timeless Values
For Now and Always is more than a collection — it’s a love letter to the modern woman. Each piece blends enduring craftsmanship with contemporary versatility, designed to move seamlessly between life’s moments, from everyday wear to extraordinary occasions. Thoughtfully crafted to meet the needs of women today, these jewels are as comfortable paired with a crisp white shirt as they are with a couture gown.
Legacy in Every Detail
Jenna Cli*ord’s vision has always been rooted in storytelling — using gemstones not only for their beauty but for their meaning, energy and connection to nature. In For Now and Always, each piece carries that same intentionality, celebrating the strength, grace and individuality of the women who wear them.
“This collection is incredibly special to us, not only because it’s one of the last collections my mom personally worked on, but because it represents her belief that jewellery should live with you — not sit in a box,” says Summer Cli*ord Kotzé, Head of Marketing & Creative. “It’s jewellery that you never want to take o* and it will be treasured always.”
An Heirloom for the Future
Made in South Africa, every piece in the collection embodies the brand’s heritage of masterful design and local craftsmanship, o*ering clients fine jewellery that is bold, meaningful and destined to be passed down as part of a family’s story.
The For Now and Always collection will be available for private viewings at Jenna Clifford’s Morningside Design Studio from Wednesday, 20 August 2025.
