Over 100 designers, one platform, a market worth 2–4 billion euros—Swiss jewelry platform with a 70% gross margin

The company offers curated designer jewelry in the demi-fine segment at price points ranging from approximately CHF 40 to 200, positioning itself between classic costume jewelry and high-end fine jewelry. The collection features products from over 100 international designers and brands, offering customers a diverse selection of high-quality, design-oriented jewelry all in one place. The combination of a carefully curated selection, accessible pricing, and an inspiring presentation creates a distinctive shopping experience for quality- and style-conscious female customers. In addition, the company leverages select brand and influencer collaborations to market relevant collections and content tailored to its target audience.

The company primarily serves a high-spending female B2C target audience in the DACH region who are looking for high-quality, curated designer jewelry in the demi-fine segment at affordable price points. Customers shop through the company’s own online store, its brick-and-mortar boutiques, and shop-in-shops, as well as through Zalando and Amazon. In its brick-and-mortar sales, the company also partners with premium department stores and retailers such as Globus, Jelmoli, Loeb, Breuninger, and KaDeWe. Customers particularly appreciate the curated selection of international brands, the combination of online and offline experiences, and the opportunity to purchase design-oriented jewelry that goes beyond traditional costume jewelry.

The demi-fine jewelry market, in the CHF 40–200 price range, combines elements of fashion, premium accessories, and fine jewelry and offers further growth potential, particularly in the DACH region. The German market alone is estimated at around EUR 2–4 billion, while online penetration remains below 15%; growth drivers include the increasing demand for high-quality, accessible jewelry and the ongoing integration of e-commerce and premium brick-and-mortar retail. The company benefits from this trend through its established presence in Germany and Switzerland, a curated multi-brand selection, and the integration of digital sales channels with physical premium locations.

In the DACH region, the company competes with international demi-fine DTC brands as well as established jewelry and premium retailers, fashion and accessory brands, and relevant online marketplaces. Its competitive position is strengthened by a combination of a curated multi-brand assortment, its own e-commerce platform, brick-and-mortar boutiques, and a presence in high-end retail locations. Compared to purely online or private-label providers, this gives it local market knowledge, a broader brand base, and multiple touchpoints along the customer journey. The long-standing relationships with over 100 designers and premium retail partners, as well as the resulting product assortment and network effects, make it difficult to imitate the company’s model and foster strong customer loyalty.