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STEEL & BARNETT Joins the HGA | Member News
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STEEL & BARNETT Joins the Home & Gift Association
Meet the Bruges-based men's jewellery brand helping independent retailers turn a few bracelets on a shelf into a proper men's gifting offer.
We're delighted to welcome STEEL & BARNETT to the Home & Gift Association, bringing a fresh approach to men's jewellery, thoughtful gifting and retail partnerships.
From a small home office in Bruges to more than 1,000 points of sale across 22 countries, STEEL & BARNETT has built a business around one simple idea: men's jewellery deserves to be just as exciting, accessible and easy to shop as women's jewellery.
Meet our newest member
Introducing STEEL & BARNETT
Founded by Yoshi Verbrugge and Steffie Maene, STEEL & BARNETT began as a side project, with the couple threading beaded bracelets by hand from their small home office in Bruges.
What started as a creative idea has grown into an international jewellery brand, now stocked in more than 1,000 locations across 22 countries.
And while the business has grown considerably, its approach has remained the same. From the very beginning, STEEL & BARNETT has put wholesale partnerships and independent retailers at the heart of what it does.
A growing opportunity
More than a product on a shelf
Men's jewellery is an increasingly interesting category for gift retailers, but it's one that can sometimes be overlooked when it comes to presentation and merchandising.
As Yoshi explains, women's jewellery is often displayed in carefully considered collections, making it easy for customers to explore different styles and combinations. Men's jewellery, meanwhile, can end up as a handful of individual products without much guidance on how to wear or gift them.
An opportunity hiding in plain sight
According to STEEL & BARNETT's own webshop data, 63% of its sales come from women purchasing jewellery for a man. That's a particularly interesting insight for independent gift retailers, where customers are often shopping for someone else.
There's also a growing audience of men purchasing jewellery for themselves. A 2025 YouGov survey found that almost one in four Gen Z men in the UK had bought jewellery for themselves in the previous year.
Together, these audiences create an opportunity for retailers to offer something that appeals both to customers looking for a thoughtful gift and to men looking to express their own style.
Designed to work together
Mix, match and make it personal
One of the things that makes STEEL & BARNETT particularly interesting is the way its collections are designed to complement one another.
Rather than offering individual bracelets in isolation, the brand encourages customers to experiment with different materials, textures and colours to create their own combinations.
For retailers, that approach extends to the in-store experience. From compact countertop displays to larger wall and floor installations, STEEL & BARNETT offers fully stocked merchandising solutions with guidance on how to present the collections together.
Thoughtful gifting
The Gift Series: Ready to give, ready to wear
Taking its mix-and-match philosophy one step further, STEEL & BARNETT has created a dedicated Gift Series, bringing together complementary bracelets in beautifully presented gift boxes.
The idea is to make choosing men's jewellery feel less complicated and much more enjoyable, whether you're buying for a partner, family member, friend or yourself.
The collection has also been entered into Gift of the Year 2027, making it particularly exciting to welcome the brand into the HGA community.
Three ways to gift
The Duo | £95
Two complementary bracelets designed to be worn together.
The Triple | £120 to £140
Three coordinated bracelets for a complete layered look.
The Bestseller Triple | £140
A curated combination of the brand's bestselling styles.
With 13 colourways and sizes S, M and L, there's plenty of opportunity for customers to find a combination that feels personal.
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Supporting independent businesses
Built with independent retailers in mind
Of course, a beautiful collection is only part of the story. For independent retailers, finding suppliers who understand the realities of running a shop can make all the difference.
STEEL & BARNETT has developed its wholesale offering to make introducing men's jewellery as straightforward as possible, with practical support at every stage.
An easy place to start
Retailers new to the category can begin with a ready-made bestseller package, helping them introduce a coordinated men's jewellery offer without having to build a collection from scratch.
Reliable stock and delivery
The core collection is Never Out Of Stock, with orders dispatched within 48 hours. For UK retailers, the brand also covers import duties and customs fees, helping avoid unexpected charges on delivery.
Fair pricing and retail partnerships
Prices are consistent online and in store, with no promotions designed to undercut stockists. Although formal exclusivity isn't offered, the brand carefully manages its retail locations to avoid placing direct competitors on the same street.
Marketing support included
Retail partners have access to professional product photography, lifestyle imagery, ready-to-use copy and seasonal marketing campaigns, helping smaller businesses promote the collections without needing their own marketing department.
The finishing touches
From gift packaging and branded shopping bags to a dedicated contact person and a B2B portal showing live stock levels, the brand aims to make the day-to-day experience as simple as possible for its retail partners.
Could STEEL & BARNETT be a good fit for your shop?
Explore the collections, merchandising options and wholesale support available to independent retailers.
Explore STEEL & BARNETT WholesaleJust for our members
An exclusive HGA member offer
To celebrate joining the Home & Gift Association, STEEL & BARNETT has put together a special welcome offer for HGA members looking to introduce the brand to their stores.
Exclusive HGA member benefit
3% off your opening order
Available to HGA members on opening orders placed before 31 March 2027.
Plus, a little something extra!
You'll also receive a complimentary two-piece set to use as a social media giveaway when you launch the brand, helping you introduce your new collection to customers and create some excitement around it.
And there's even more included as standard:
- Free shipping
- Import duties and customs fees covered
- Gift and standard packaging
- Branded shopping bags
- A library of free marketing assets
- Access to a B2B portal with live stock levels
Interested in becoming a stockist? Apply for a trade account and contact the STEEL & BARNETT team to confirm how to claim your HGA member offer.
Welcome to our community
Welcome to the HGA, STEEL & BARNETT!
We're so pleased to have Yoshi, Steffie and the whole STEEL & BARNETT team joining our community.
It's always exciting to welcome a business that brings not only beautiful products, but also a genuine understanding of the independent retailers who help bring those products to life.
We look forward to seeing the brand grow its connections across the UK home and gift industry, and wish the team every success with their Gift of the Year 2027 entry!
Discover more about STEEL & BARNETT
Whether you're exploring a new men's gifting category or looking for a jewellery supplier that understands independent retail, the STEEL & BARNETT team would love to hear from you.
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