What Crave does

CRAVE (legal entity: Crave Innovations Inc.) is a San Francisco-based pleasure-products company founded in 2010 by Ti Chang. The company designs, manufactures, and sells premium vibrators and "pleasure jewelry" — products that combine intimate functionality with jewelry-grade aesthetics using 316L surgical stainless steel and body-safe silicone. CRAVE created the pleasure jewelry category in 2014 with the Vesper vibrator necklace and has since built a portfolio including the Vesper 2, Vesper Mini, the multi-form Tease Collection (2024), the Duet line of dual-motor bedside vibrators (Duet Classic, Duet Flex, Duet Pro), Wink+ and Bullet compact vibrators, and ID/ICON pleasure cuffs. Technical differentiators include miniaturized vibrator engineering, dual-motor clitoral-surround architecture, USB-rechargeable systems, and the MyVibes web platform that lets users program custom vibration patterns onto the Duet Pro via USB.

CRAVE operates a primarily direct-to-consumer e-commerce model at lovecrave.com with global shipping, supplemented by premium wholesale partnerships with Nordstrom and Ulta Beauty (both announced 2022) and a dealer portal (cravedealerhub.com) for international resellers. Pricing is positioned at the premium tier ($59-$229, with most vibrators in the $89-$179 band) and revenue is transactional hardware sales plus accessory replacement (charger cables, chains, cases, gift cards). The company has earned Red Dot Design Award (2014), Good Design Award (2016), Core77 awards (2020, 2021), and Fast Company recognition (2020); holds 7 granted US patents (3 utility, 4 design) and 5 trademarks; and has secured cultural endorsements from Madonna, Gwyneth Paltrow, and a 2020 Saint Laurent Valentine's Day collaboration. CRAVE is founder-owned with a 1-10 employee team and a women-led design function operating a San Francisco micro-factory for final assembly and quality control.

The go-to-market leans heavily on earned media (Vogue Italia, Marie Claire, Glamour, Forbes, Wired, Refinery29, Cosmopolitan), cultural programming (Pleasure Tour mobile pop-up, Pleasure Manifesto, Portrait Project, CES and SXSW participation), and an "Agents of Pleasure" influencer community, with a quarterly CRAVE Culture newsletter as the primary owned-channel CRM asset. Geographic reach at the storefront covers North America, the UK and EU, Australia, and most other markets via FedEx/regional post, though international returns are not accepted, suggesting that international volume remains a secondary growth lever rather than a core operating focus.

Name

Crave

Legal name

Crave Innovations Inc.

Website

https://lovecrave.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

CRAVE is a San Francisco-based pleasure-products company that designs and sells premium vibrators and "pleasure jewelry" (e.g., the Vesper necklace, Tease Collection) via DTC e-commerce, Nordstrom, Ulta Beauty, and global wholesale, serving style-conscious adult consumers.

Ownership category

akta.pro rank

Product category

Pleasure Products

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310)

SIC

Costume Jewelry & Novelties (3960)

akta.pro primary industry

Charm & Personalized Fashion Jewelry (Nameplates/Initials/Photo) (CRAKABAE)

Keywords

• Pleasure jewelry
• Luxury vibrators
• Intimate wellness devices
• Premium vibrator design
• Personal massagers

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Hardware Sales: One-time purchase of physical pleasure products including vibrators, vibrator necklaces, rings, cuffs, and accessories. Products range from $15 (charger cables) to $300. Revenue is transactional and non-recurring.
2. Connected Device Accessories: Sale of complementary accessories including replacement chains, charger cables, and storage solutions to existing product owners.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

CRAVE designs, manufactures and sells premium "pleasure jewelry" and bedside vibrators, spanning vibrator necklaces (Vesper, Vesper 2, Vesper Mini), transformable rings (Tease Collection), and cuffs/bracelets (ID Cuffs, ICON Cuffs), plus a fine bedside vibrator line (Duet, Wink+, Bullet, Flex). Products are built from stainless steel and body-safe silicone, USB rechargeable and waterproof, and sold direct-to-consumer at lovecrave.com and through authorized retailers such as Nordstrom and Ulta Beauty.

Product overview

CRAVE is a pleasure house offering two main product collections: Pleasure Jewelry (iconic vibrator necklaces, rings, and cuffs) and Fine Bedside Products (vibrators). The Pleasure Jewelry collection centers on the Vesper franchise (Vesper, Vesper 2, Vesper Mini) and the newer Tease Collection, with ID and ICON Cuffs as companion adornments. Fine Bedside Products include the Duet line (Duet Classic, Duet Flex, Duet Pro), Wink+, Bullet, and Flex vibrators. The company also offers accessories (charger cables, cases, chains) and gift sets pairing products together. The MyVibes web platform enables programming customization exclusively for the Duet Pro. Products are designed for external use, emphasize aesthetic design as objects of desire, and incorporate patented innovations with premium materials (316L surgical stainless steel, body-safe silicone).

Differentiator

Problem solved

Functional benefit

Brands

• Vesper Collection: Iconic vibrator necklace line including Vesper, Vesper 2, and Vesper Mini
• Bedside Products
• Pleasure Jewelry
• Accessories

Products and services

• Vesper 2 Waterproof vibrator necklace in 316L surgical stainless steel with four vibration patterns (Low, Medium, High, Wave), 40-minute runtime, USB-A charging, 26-inch chain and submersible design. Available in Black, Rose Gold, and 24kt Gold. Updated version of the flagship Vesper.
• Vesper Mini Compact vibrator necklace roughly two-thirds the size of Vesper/Vesper 2, with Turbo mode and four patterns, USB-C charging, waterproof design and adjustable 22–26 inch chain. Available in Silver, Black, Rose Gold, and 24kt Gold.
• Vesper Original stainless steel vibrator necklace that pioneered the pleasure jewelry category when launched in 2014. Splash-proof, 26-inch chain, four vibration patterns; winner of the Red Dot Design Award.
• Tease Collection Multi-form pleasure jewelry collection that converts between a vibrator necklace, statement ring, and finger vibe via interchangeable attachments. Stainless steel and body-safe silicone construction, five vibration settings plus Turbo mode, 11 ring sizes and adjustable chain. From $179.
• ID Cuffs Stacked silicone bracelets with stainless steel hardware that function as both self-love reminders and light intimate restraints. Waterproof, adjustable sizing (6.75", 7.6", 8.5"), multiple color combinations including limited editions. $59.
• ICON Cuffs Leather and stainless steel bracelet-cuffs designed as sophisticated restraints with adjustable sizing (6.75", 7.6", 8.5"). Available in Black & Silver and Black & 24kt Gold. From $89.
• Duet Flex Dual-motor vibrator with flexible silicone tips that adapt to body contours and surround the clitoris. 16 vibration patterns, waterproof design, in-unit USB charging, travel lock and up to 50-minute runtime. Available in Black, Pink, and Blue. $109.
• Duet Classic CRAVE's inaugural pleasure product and the world's first crowdfunded vibrator. Dual-motor design for clitoral stimulation with stainless steel body and body-safe materials.
• Duet Pro Programmable dual-motor vibrator that lets users customize vibration patterns, speed and power via the MyVibes web application over USB. Designed for focused clitoral stimulation with dual silicone tips. $179.
• Wink+ Compact stainless steel bullet vibrator with silicone cap, 5+ hour battery life on highest setting, waterproof and submersible, USB-C charging and five vibration patterns. 4.25" x 0.75" x 0.75". $89.
• Bullet Reimagined classic bullet vibrator with stainless steel body, rechargeable battery and waterproof design. Good Design Award winner. From $69.
• Pleasure Jewelry Set Curated gift sets pairing Vesper or Vesper Mini with ID or ICON Cuffs in keepsake gift boxes. Available in Classic and Mini versions across multiple color combinations. From $140.
• MyVibes Proprietary web application (myvibes.lovecrave.com) used with the Duet Pro vibrator. Users log in via the device serial number to design and download custom vibration patterns to the Duet Pro over USB, with a privacy-first design that does not store the serial number at purchase or link it to personal information.

Quantifiable outcome

• 14+ years in business since 2010
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core, flagship and minor.

• NordstromcoreChannel Partner/ Reseller/ Distributor · 27 October 2022Department store Nordstrom carries CRAVE Vesper vibrator necklaces, providing premium retail distribution that positions CRAVE alongside other luxury lifestyle and fashion accessories.
• Ulta BeautycoreChannel Partner/ Reseller/ Distributor · 27 September 2022Ulta Beauty opened its virtual Intimate Wellness Shop featuring CRAVE products, providing mainstream retail distribution for the brand alongside traditional beauty products and establishing presence in the growing intimate wellness category.
• Saint Laurent (YSL)flagshipStrategic or Co-development Partner · 14 February 2020Luxury fashion house Saint Laurent partnered with CRAVE for Valentine's Day collaboration, creating an exclusive edition of the Vesper vibrator necklace. This partnership elevated CRAVE's brand positioning in the luxury goods market and brought the pleasure jewelry concept to high fashion audiences.
• Carole RadziwillminorGTM or Marketing Partner · 5 November 2019Real Housewives of New York star Carole Radziwill collaborated with CRAVE to create a limited edition Vesper design, leveraging her media profile to reach new audiences interested in celebrity-endorsed intimate products.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Unbound: Sex-positive, design-forward intimate products brand targeting women and couples. Similar to CRAVE in D2C-led distribution, design emphasis, and demographic focus, though broader product assortment.
• Dame Products: Women-founded premium vibrator and intimate wellness brand known for design-forward products like the Eva and Fin. Operates D2C and through retail, with similar positioning to CRAVE's design-led, female-focused approach.
• Maude: Modern minimalist intimate wellness brand with gender-inclusive, design-conscious positioning. Closely comparable to CRAVE on aesthetic, target demographic (women/forward-thinking consumers), and D2C premium strategy.
• Jimmyjane: Design-led premium vibrator brand known for form-factor innovation (e.g., Form series). Strong design pedigree and premium positioning makes this one of the closest aesthetic peers to CRAVE's pleasure jewelry approach.
• MysteryVibe: Tech-forward intimate products brand with connected devices and adaptive technology. Comparable to CRAVE on engineering sophistication and price point, though focused more on health-tech positioning than jewelry aesthetics.
• Arcwave: Premium intimate products brand under Wow Tech with design-led positioning and similar price point to CRAVE. Comparable aesthetic and brand strategy, though focused on men's pleasure products rather than CRAVE's women-focused offering.

Broad incumbents

• LELO: Swedish-established global luxury intimate products brand offering premium vibrators, couples' toys, and massagers. The category's leading incumbent with broader product portfolio and significantly larger scale than CRAVE, but overlaps in design-led positioning.
• Womanizer: Established pleasure-air technology brand offering premium clitoral stimulators. Comparable as a design-driven, premium-priced competitor, though with much larger scale and broader product portfolio than CRAVE.
• We-Vibe: Established couples vibrator brand under Wow Tech, offering connected intimate products. Comparable to CRAVE on technology integration and global distribution, though targeting couples more explicitly than CRAVE's individual-focused positioning.
• Satisfyer: Mass-market pleasure products brand with affordable price points and broad distribution. Operates at a different price tier but is a meaningful competitor in the broader vibrator category and could pressure CRAVE on accessibility.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/followcrave
• Instagraminstagram.com/lovecrave
• Pinterestpinterest.com/pincrave
• TikToktiktok.com/@crave_official
• Facebookfacebook.com/likecrave
• LinkedInlinkedin.com/company/crave-innovations

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crave