Scandinavian Canadian jewelry brand Pilgrim eyes continued expansion

The Danish jewelry brand Pilgrim was founded in 1983 by designer Annemette Markvad.

Brought to Canada in 2014 by now-North American CEO Robert P. Hayes, the company has since charted a path of growth in the country that now includes 11 stores and dedicated e-commerce.

“For us, expansion isn’t just about opening more doors. It’s about building a stronger Pilgrim community across Canada, while continuing to understand what resonates with Canadian consumers,” says Hayes.

We caught up with the Montreal-based executive to learn more:

Pilgrim is a Danish jewelry and accessories brand that has been around for more than 40 years. We design jewelry, watches and sunglasses, with a strong Scandinavian influence in both our esthetic and approach to design.

The brand was founded on the idea that accessories can be a simple way to reflect personal style. At the heart of Pilgrim, it’s really about celebrating individuality, confidence and the stories we all carry with us every day.

What makes Pilgrim special is the balance between style, substance and heart, which is reflected in its “Hand & Heart-made” philosophy. Every piece is designed in Denmark and inspired by the Scandinavian belief that great design should be beautiful, effortless and accessible.

We’re also committed to doing things more consciously. Today, more than 80 per cent of our jewelry is made with at least 75 per cent recycled materials, and all of our pieces are hypoallergenic and free from lead and nickel. Beyond the materials, Pilgrim creates jewelry with meaning that is made to be worn and loved every day.

Canada has felt like a natural home for Pilgrim ever since we first entered the market in 2014. While Denmark and Canada are very different in size, there are a lot of shared values. Canadians appreciate quality, authenticity and products that are designed to last, not just following trends. That mindset aligns closely with our Scandinavian roots.

There’s also a strong appreciation here for thoughtful design and more conscious choices. Pilgrim is built around creating jewelry that is versatile, effortless to wear and suited for everyday life, which resonates with Canadian consumers.

What’s been most rewarding, though, is seeing how Canadians have embraced the spirit of the brand. Pilgrim has always been about individuality and self-expression, and those values translate beautifully here. That connection is a big reason why we’ve continued to invest and grow across the country.

Our growth in Canada is really centred on relationships. Independent retailers have been the backbone of Pilgrim’s success in this country since we first entered the market, and they continue to play a vital role in how we connect with communities from coast-to-coast. We’re actively looking to expand our network of retail partners because we believe local businesses create the most meaningful and authentic customer experiences.

At the same time, we’re continuing to invest in our own retail presence. Following the opening of our newest boutique in Oshawa, we’re planning to open three additional stores by 2027, giving more Canadians the opportunity to experience the brand firsthand.

We’re also seeing tremendous growth in our professional needle piercing service, which now represents more than 12 per cent of our business. It’s become an important part of the Pilgrim experience and another way for customers to express their individuality and connect with the brand.

On the wholesale side, we’ve also introduced Shopify Collective, which allows our Canadian wholesale partners to offer Pilgrim online through a dropship model. It gives independent retailers another way to expand their assortment without having to carry additional inventory.