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Brands
a diverse brand portfolio
As a global home for jewelry and watches, we offer an excellent brand portfolio. This includes our brands Amor, NOELANI, Sara & Kate as well as the licensed brands JOOP!, s.Oliver and Princess Lillifee.
Brands that appeal to different customers, are in different price categories and have different partners in stationary and online retail.
Brands that fulfill jewelry and watch dreams. Brands that will certainly be a success for you, our partner.
Learn more!
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Brand with global success
AMOR is the centerpiece and flagship of the Amor Group
- Amor is the centerpiece of the amorgroup, geared to a broad and diversity minds clientele who appreciate selection and variety
- The Amor collections change several times a year and include a four-digit number of items across many jewelry categories
- Most of Amor´s high-quality customized jewelry is basic and classic staples with the focus on value-for money
- The collection is rounded off with seasonal trend themes
- Main alloys used are Silver 925 (Rhodium tarnish protection or 14k Gold-plated), Gold (9/14/18k) and Stainless Steel (hypoallergenic and waterproof)
AMOR is high-quality real jewelry that is aimed at a broad and diverse audience.
Essentially, AMOR jewelry appeals to women between the ages of 20 and 55 and enjoys a high level of target group acceptance.
The extensive range consists of 9 and 14 carat gold, 925 silver and stainless steel and offers the right jewelry for every taste and style, from classic to trendy.
With a wide variety of goods and an attractive brand world, AMOR jewelry also ensures international sales success. Guaranteed for you too.
Jewelry for all - success for you
AMOR presentation
- High productivity in a small area
- Individually adaptable modular system offers maximum flexibility
- Comprehensive service concept as part of our complete solution
- No risk, no markdowns
- High attention and buying impulses
- Attractively presented brand world through high-quality furniture – high recognition effect
The strength of our AMOR brand is also reflected in the product presentations. Our unique shopfitting concept with individually adjustable furnishings and the high-quality AMOR brand world provide a genuine shopping experience.
Our range of smart rotating display cases form the centerpiece of the AMOR jewelry presentation at POS. Developed by us in 1981, they are true classics of modern, space-saving, and highly efficient product presentation. They hold up to 300 individual items on a space measuring just 2.75 square feet and guarantee maximum profitability even in the smallest of sales areas.

Joy with a touch of casualness
Jewelry takes a whole new approach
- NOELANI is the second own brand, established to meet demand of a trend-savvy and fashion -conscious clientele for more fashionable high-value jewelry style
- The open minded women as the target clientele define not only the product portfolio but also sales channels with a more prominent role of e-commerce an social media
- The NOELANI collections change several times a year and include a three-digit number of items across many jewelry categories
- Main alloys used are Silver 925 (Rhodium tarnish protection or 14k Gold-plated) and Stainless Steel (hypoallergenic and waterproof)
NOELANI was specially created for a new generation of female customers. For women who do not want to be forced into clichés and fixed roles. Who celebrate diversity and personality. In themselves and in others.
With our high-quality jewelry items made from 925 silver and stainless steel, we appeal first and foremost to a young, modern clientele aged between 18 and 35.
We are moving in a new, progressive direction both in our collections and in our communication. NOELANI is a brand that does not just talk to a target group but rather talks with it. As equals. And deliberately in those areas where this target group seeks inspiration, exchanges views, and enjoys life. Online and especially in social media.
NOELANI. Embracing a new individuality.
Successful in the hypermarket
The jewelry and watch answer for hypermarkets
- Succesful in promotional business at highly frequented hyper- and supermarkets and discounters
- Most recent own brand developed to reach out cost- and fashion-conscious customers looking for contemporary mainstream styles
- The brand placement in „ready-to-sell” pre-fitted product displays aims to develop strong purchase impulses by presenting products in a compact way within easy reach
- Main alloys used Silver 925 (flash tarnish protection) and Stainless Steel (hypoallergic)
Sara & Kate was specially designed for supermarkets and drugstores and comes with its own stand and
Tabletop displays.
With trendy jewelry and watches made from stainless steel or 925 sterling silver, we appeal to fashion-conscious but above all price-conscious customers aged 21 to 59. A target group that wants high-quality jewelry items at particularly attractive entry prices. That is open to impulse buys and advertising campaigns.
Sara & Kate makes a striking and stylish addition to the department store range, comes ready to sell with no additional cost or effort required, and offers extensive access to our unique distribution and logistics system.

With status and self-confidence
Clear commitment to success in specialist retail outlets
- With status and self-confidence – JOOP! Is an established German premium fashion brand that marked its comeback into the world of jewelry and watches in 2018, realized by amorgroup
- JOOP! style is inspired by hedonism, quality and sexiness, underlining individual peronality
- Main alloys used are Silver 925 (Rhodium tarnish protection or 14k Gold-plated) and Stainless Steel (hypoallergenic and waterproof)
With our license brand JOOP! we show a clear commitment to specialist retail outlets as the main sales channel. Here we have been offering jewelry and watches in the premium price range since 2018.
Our JOOP! range is aimed explicitly at discerning customers aged 29 to 49, who flaunt their classicfashionable lifestyle and brand awareness.
The design, material and workmanship of the jewelry items and watches are all correspondingly high-quality. Sterling silver 925 and stainless steel 316L jewelry.
With JOOP! we celebrate status and self-confidence and increase desirability through appealing and sophisticated brand presentation in specialist retail outlets.

Lifestyle success for the middle classes
Established licensed brand with great popularity
- Lifestyle success fort he middle classes – s.Oliver is a renowned German fashion brand with 8,000 PoS in 30 countries and amorgroups 1st license partner
- s.Oliver stands for self-confident, positive and genuine fashion and is based on contemporary design, quality and wide product diversity aimed at down-to-earth clientele
- The s.Oliver collection includes jewelry and watches in the mid-price segment
- Main alloys used are Silver 925 (Rhodium tarnish protection or 14k Gold-plated) and Stainless Steel (hypoallergenic and waterproof)
For 14 years we have been working successfully together with s.Oliver jewelry. With our lifestyle license brand, we appeal to a fashion-conscious, down-to-earth target group. Women and men aged between 20 and 45 as well as girls and boys aged between 8 and 14.
s.Oliver jewelry owes its success to its contemporary design, outstanding quality and wide product diversity. These items of jewelry, made of 925 sterling silver and high-quality stainless steel, are also attractively priced.
As of spring 2022 we are official license partners for s.Oliver Watches. This allows us to better coordinate our collections and achieve an even broader and more effective customer appeal.
Moreover, we offer the s.Oliver rotating display case exclusively for specialist jewelers. This makes us the only company in our industry to combine all the benefits of a system business with a genuine brand.

Great success with young customers
Additional potential through new segments
- Princess Lillifee is a literary character in a series of children´s books popular among girls – a German success story worlwide with 17 books in 12 languages
- With quality and diversity in mind, Princess Lillifee offers a wide range of jwelry, watches and sets that create desirability and opens up new target groups
- Main alloys used are Silver 925 (Rhodium tarnish protection or 14k Gold-plated) and Stainless Steel (hypoallergenic and waterproof)
With our Princess Lillifee license brand, we are pioneers in targeting new customer groups. For more than 10 years we have been creating jewelry and watches specially aimed at the wishes and needs of children.
Child-friendly and featuring appealing designs, our Princess Lillifee children‘s jewelry is exclusively made from high-quality raw materials such as silver and stainless steel. With rhodium-plated 925 sterling silver, we protect the items of jewelry from becoming tarnished, while robust, high-quality aluminum and mineral glass keep the watches free from scratches and other marks of use. All so that our youngest customers can enjoy their jewelry for many years.
With quality and diversity in mind, Princess Lillifee offers a wide range of items of jewelry, watches and sets that create desirability and open up new target groups.