NOT FOR NOW. FOR ALWAYS.
- TOUJOURS
Frequently asked questions
What is TOUJOURS?
TOUJOURS is a demi-fine jewellery brand founded in Copenhagen, designing pieces meant to be worn every day
and kept for years rather than seasons.
What does the name “TOUJOURS” mean?
TOUJOURS is French for “always.” The name reflects the brand’s core idea: jewellery designed for permanence, not for a single trend cycle.
What does “NOT FOR NOW. FOR ALWAYS.” mean?
It is TOUJOURS’ guiding line: pieces are designed to outlast trends, made to be worn daily and passed down rather than replaced each season.
Where is TOUJOURS designed?
TOUJOURS is designed in Copenhagen, Denmark, and sold direct-to-consumer online at toujours.dk.
What are TOUJOURS’ collections?
TOUJOURS is organised into four collections: AUBE, JOUR and NUIT, named after times of day, and RIVIÈRE, the brand’s signature tennis-jewellery line. Each collection includes a necklace, a bracelet and a pair of earrings.
Is TOUJOURS a fast-fashion brand?
No. TOUJOURS is built against the fast-fashion model: a small number of considered, durable pieces designed to be worn for years, rather than a constant churn of new styles.
What is TOUJOURS’ mission?
TOUJOURS exists to counter the buy-more, wear-once culture of fast fashion. The mission is simple: buy less, but buy better - an affordable, considered capsule collection designed to be worn now and to still feel right in ten years.
Is TOUJOURS jewellery only for special occasions?
No. Every piece is designed to move easily between a little black dress and a corporate day at the office, so it earns its place in daily rotation rather than sitting in a drawer for special occasions.
What is TOUJOURS jewellery made from?
Every piece is available in 925 sterling silver or 18k gold vermeil (18k gold plated over 925 sterling silver).
What is 18k gold vermeil, and how durable is the plating?
Vermeil is genuine 18k gold plated over solid sterling silver at a minimum of 2.5 microns - a thickness well above flash plating (around 0.05 microns), which is why it holds its colour far longer with normal wear and proper care.
Is TOUJOURS jewellery hypoallergenic or nickel-free?
TOUJOURS jewellery is manufactured to meet EU nickel-release compliance standards (REACH / EN 1811), making it suitable for sensitive skin.
What is “demi-fine” jewellery?
Demi-fine sits between fine and fashion jewellery: real precious metals - sterling silver and gold vermeil - without gemstone or solid-gold pricing, built to be worn daily rather than saved for occasions.
Where is TOUJOURS jewellery made?
TOUJOURS jewellery is designed in Copenhagen and manufactured in China in 925 sterling silver, finished to the brand’s own material and plating standards.
How do I care for my TOUJOURS jewellery?
Keep pieces dry and store them separately, ideally in the pouch or box they arrived in, to prevent scratching and tarnishing. Wipe with a soft, dry cloth after wear. Read more in our guide here.
Can I wear my TOUJOURS jewellery every day?
Yes - every piece is designed for daily wear. Avoiding prolonged contact with water, perfume and chemicals will keep it looking its best for longer.
Should I remove my jewellery before showering, swimming or exercising?
Yes. Chlorine, salt water, sweat and skincare products can dull the finish over time, so it’s best to remove your jewellery before showering, swimming, sleeping or exercising.
Where can I buy TOUJOURS jewellery?
TOUJOURS is sold exclusively online at toujours.dk, available in English and Danish.
Considered materials
925 sterling silver and 18k gold vermeil, made to be worn daily.
Buy less. Buy better.
Not for now. For always.
One vision, not a trend
Designed in Copenhagen, for a single idea: timelessness.