Shane Fallscheer, the managing director and executive director of Lovisa partnered with Brett Blundy's private investment company BBRC in 2010 to establish this fast-fashion specialty jewellery chain. The brand concept for Lovisa was envisioned to be an extension of BBRC's existing jewellery brand, Diva. In December 2014, Lovisa had its
initial public offering on the
Australian Securities Exchange. That same year, all remaining Diva locations had been closed or converted into Lovisa stores. Due to "poor support from landlords" during the
COVID-19 pandemic in Spain, Lovisa exited the country in the 2020 fiscal year.
Expansion In November 2020, Lovisa announced its acquisition of part of the European retail store network of German jewellery wholesaler Beeline GmbH. The deal concerns 74 stores operating under the
Six and
I Am names in Germany, Switzerland, the Netherlands, Belgium, Austria and Luxembourg. The stores were rebranded as Lovisa. In December 2020, Lovisa acquired Beeline's 30 stores in France. In 2023, Lovisa opened a warehouse in Poland to replace its
third-party logistics service providers in the European region. In 2025, Lovisa launched a new upmarket brand in the UK called Jewells. As of July 2025, there were 7 Jewells stores in the UK. == Controversies ==