TORONTO — Ever since its launch here in 2020, Steff Eleoff jewelry has been gaining fans thanks to the way its molten metal tendrils drip and melt over every finger, neck and ear they adorn.
Now after five years of selling its curvy cuffs, rings, bangles, earrings and body chains direct to consumers and building a following that includes Kourtney Kardashian Barker, Kylie Jenner, Hailey Bieber, Cardi B and more, Steff Eleoff is marking a new milestone this month as it heads to Selfridges, its first stop in its international rollout.
Debuting in store on Dec. 15, Selfridges’ interest in the sustainable Canadian brand first grew after seeing a viral video posted last July of a Greek fisherman wearing Steff Eleoff’s jewelry.
The retailer knew the brand had done direct sales in the U.K., Europe, Australia and Asia, and had a large customer base in the U.S.
“Selfridges spots brands that might be overlooked by bigger competitors,” said brand founder, designer and creative director Steff Eleoff, who shared data with the department store on her bestsellers in the U.K.
Steff Eleoff’s Sedona ring. Photo by Kirk Lisag
Selfridges love of showcasing art in its store also impressed Eleoff, who has a masters of fine arts and studied at New York’s School of Visual Arts in Chelsea.
“I liked that when you walked into Selfridges there was an area for art to be seen and enjoyed. This was not your usual big-box department store,” Eleoff told WWD.
This London debut will showcase 13 skus from Steff Eleoff, some of which will have never been seen before.
The Selfridges’ launch will also feature one necklace called Midnight Drive, a large, daring piece set with big rectangular gems.
The Midnight Drive necklace. Photo by Kirk Lisag.
Prices for the collection will run from $200 to $800 and feature an online price range of $80 to $1,500.
Additional international expansion is in the works for 2026, while details have yet to be released.
All this progress comes after Eleoff was named the Canadian Arts & Fashion Awards’ 2024 winner for Emerging Accessory Designer of the Year. That same year also saw Eleoff gain a major international platform after building an installation for Porsche Scopes 10th anniversary event in Toronto.
“I started all this out of my own need to have jewelry that was unique in its shape and had artistry to it,” said Eleoff, who advertised in her early career days by wearing her creations around town. She sold her first piece of jewelry while at a bar in Toronto.
Once Eleoff began posting her work on Instagram, she quickly noted that others were looking for unique jewelry, too.
“I saw a gap in the market and set out to fill it,” said Eleoff, whose brand proudly boasts a less than 1 percent return rate with its customers.
“I approach everything I do from a customer mindset because I think of myself as a customer,” said Eleoff, who just released her brand’s latest ad campaign featuring her 91-year-old grandmother, Eda.
“My grandmother and I are best friends,” Eleoff said. “Age hasn’t stopped her from experimenting to look great and be seen. In fact, there’s one really large ear cuff in the Selfridges’ lineup she just loves. There’s no age that’s too old or too young to wear accessories, experience them and explore.”