Kylie Jenner's Favorite Jeweler Steff Eleoff Starts International Launch at Selfridges, Loved by Haylie Bieber

TORONTO Since its debut in 2020, Steff Eleoff jewelry has captivated admirers with its signature molten metal designs that wrap elegantly around fingers, necks, and ears. Over the past five years, the brand has grown a devoted following, including celebrities like Kourtney Kardashian Barker, Kylie Jenner, Hailey Bieber, and Cardi B, offering curvy cuffs, rings, bangles, earrings, and body chains directly to consumers.

Now, Steff Eleoff takes a significant step by entering the international market with its first in-store launch at Selfridges. The debut is set for December 15, marking a milestone in the brands expansion beyond direct-to-consumer sales in the U.K., Europe, Australia, Asia, and the U.S.

The retailer became interested after a viral video showed a Greek fisherman wearing Steff Eleoff jewelry. Selfridges seeks out brands that may be overlooked by larger competitors, said founder and creative director Steff Eleoff, who shared her top-selling U.K. pieces with the store.

Eleoff, who holds a Master of Fine Arts from New Yorks School of Visual Arts, was also drawn to Selfridges dedication to showcasing art. Walking into Selfridges felt differenttheres a space for art that you can truly experience, she said.

The London launch will present 13 SKUs, including new designs never seen before. A highlight is the Midnight Drive necklace, a bold statement piece featuring large rectangular gemstones. Prices for the collection range from $200 to $800 in-store, with an online range of $80 to $1,500. Further international expansions are planned for 2026, though details remain under wraps.

Eleoffs career has been marked by notable recognition, including winning the 2024 Canadian Arts & Fashion Awards Emerging Accessory Designer of the Year. That same year, she gained international exposure through a custom installation for Porsche Scopes 10th anniversary event in Toronto.

Reflecting on her journey, Eleoff shared, I began creating jewelry out of a personal desire for unique, artistic pieces. I sold my first piece at a Toronto bar and soon discovered others wanted the same. Her brand maintains a less than 1% return rate, emphasizing quality and customer satisfaction.

Eleoff continues to celebrate inclusivity in style, recently featuring her 91-year-old grandmother, Eda, in the brands latest campaign. Age is no barrier to experimenting with accessories and self-expression, she noted, highlighting a favorite oversized ear cuff in the Selfridges collection.

Author: Benjamin Carter