Awe Inspired

What Awe Inspired does

Awe Inspired is a direct-to-consumer fine jewelry company founded in 2018 and headquartered in Culver City, California. The company designs, sources, and sells mythology-inspired jewelry—including necklaces, earrings, rings, pendants, bracelets, lockets, and modular charm systems—across curated collections built around goddess archetypes, celestial themes, and spiritual empowerment (e.g., Spellbound, Terra Futura, Goddess Collection, Eternal Awe solid gold, Men's Collection, Give Back, and Jhené Aiko capsule). Materials span 925 Sterling Silver, 14K Gold Vermeil, 14K Solid Gold, and mixed metals with genuine gemstones (pearls, sapphires, labradorite, opals, emeralds, diamonds), with per-piece pricing from approximately $50 to $8,880. The underlying technology stack is a Shopify-hosted e-commerce storefront supporting multi-currency checkout and global shipping to the US, Canada, UK, and Australia.

The go-to-market is product-led and community-driven, centered on the interactive Goddess Quiz (over 7 million participants), Instagram-led organic social engagement, email marketing through the Goddess Circle membership, and earned media in Vogue, Harper's Bazaar, WWD, InStyle, Who What Wear, and Marie Claire. Strategic celebrity and designer collaborations (Jhené Aiko, Collina Strada, Forbidden Fruits) act as primary awareness levers. Revenue is generated predominantly through one-time jewelry purchases, supplemented by the Goddess Circle subscription ($40/month credit, 10% off, free shipping, early access) and curated mystery boxes ($70–$280), with cause-marketing via the Give Back collection serving socially conscious buyers. The company is privately held and raised $6 million in August 2022 led by True., with participation from Circadian Ventures, Gaingels, Intuition Capital, Fisher Capital Investments, and White Cap Private Equity Management.

Operations are founder-led, with Jill Johnson as Founder and Artistic Director, Max Johnson as Co-founder and CEO, and Tim Eisenmann as COO. The company serves three primary customer segments: women seeking empowering/symbolic jewelry (core), men purchasing mythology-themed fine jewelry, and socially conscious consumers, with distribution exclusively through its owned DTC storefront and no disclosed wholesale, marketplace, or physical retail presence.

Name

Awe Inspired

Legal name

Awe Inspired

Website

https://aweinspired.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Awe Inspired is a direct-to-consumer fine jewelry brand that designs and sells mythology-inspired necklaces, earrings, rings, and pendants through its Shopify e-commerce storefront, targeting women (and increasingly men) seeking spiritually empowering jewelry, supported by a subscription membership and celebrity collaborations.

Ownership category

akta.pro rank

Product category

Fine Jewelry

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Religious & Cultural Fine Jewelry (CRAKAAAH)

akta.pro secondary industries

Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI)

Keywords

• Fine jewelry
• Demi-fine jewelry
• Sterling silver jewelry
• Solid gold jewelry
• Direct-to-consumer jewelry

Headquarters

HQ city

Culver City

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Jewelry Sales: The primary revenue stream is one-time purchases of fine jewelry including necklaces, earrings, rings, bracelets, and pendants. Products range from affordable pieces under $100 to premium solid gold items exceeding $8,000.
2. Goddess Circle Membership: Subscription-based membership program offering monthly credits ($40), 10% off every order, free shipping on all orders, and early access to product drops. Free trial for 30 days.
3. Mystery Boxes: Curated surprise jewelry packs sold as one-time purchases, featuring mystery pendants, rings, bracelets, and necklaces at various price points ($70-$280).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Awe Inspired designs, sources, and sells mythology- and goddess-inspired fine jewelry — including necklaces, earrings, rings, bracelets, pendants, charms, and lockets — through its Shopify-hosted direct-to-consumer e-commerce site, using 925 Sterling Silver, 14K Gold Vermeil, 14K Solid Gold, and genuine gemstones. The brand operates themed collections (Spellbound, Terra Futura, Goddess, Eternal Awe, Give Back, Men's) and a Jhené Aiko capsule, complemented by curated Mystery Boxes, Story Sets, a modular Charm Collectors system, and a recurring Goddess Circle subscription membership that delivers monthly credits, free shipping, and early access to drops.

Product overview

Awe Inspired is a fine jewelry company offering a unified e-commerce platform through its Shopify-hosted website. The product portfolio centers on empowering goddess-themed, mythology-inspired fine jewelry across multiple collections including the core Spellbound (Summer '26), Terra Futura (Spring '26), Goddess Collection, Eternal Awe (14K Solid Gold premium line), Jhené Aiko collaboration, Give Back Collection (cause-marketing), and Men's collection. Product categories span Necklaces, Earrings, Rings, Pendants & Charms, Bracelets, and Lockets, with the innovative Charm Collectors modular system allowing personalized stackable jewelry. The company also offers Story Sets (curated bundles) and Mystery Boxes for surprise purchases. Materials include 14K Gold Vermeil, 925 Sterling Silver, 14K Solid Gold, and Mixed Metals, with genuine gemstones such as Pearls, Labradorite, Sapphires, Opals, Moonstones, Emeralds, and Diamonds. The brand emphasizes handcrafted quality, ethical production, and symbolic meaning in all pieces.

Differentiator

Problem solved

Functional benefit

Products and services

• Spellbound Collection Summer '26 themed fine jewelry collection featuring three divine feminine archetypes (The Enchantress, The Sorceress, and The Oracle), positioned as adornment as self-actualization for women drawn to goddess mythology.
• Terra Futura Collection Spring '26 themed fine jewelry collection framed as future-forward, sustainable, and empowering, anchoring the brand's seasonal merchandising cycle.
• Jhené X Awe Collection Limited capsule collaboration with singer Jhené Aiko, comprising approximately 24 fine jewelry pieces inspired by Los Angeles, California prehistory, and Westside Whimsy motifs such as damselfly pearl earrings, evil eye scent diffuser rings, and saber-tooth pendants.
• Eternal Awe Collection 14K Solid Gold premium fine jewelry line within the Awe Inspired catalog, featuring high-value pieces with genuine gemstones and precious metals, with items ranging from $385 to $8,880.
• Goddess Collection Core fine jewelry collection featuring mythological goddess archetypes — including Athena, Hecate, Persephone, Lilith, Medusa, Artemis, Selene, Sekhmet, Bastet, Calafia, Freya, Rhiannon, Aurora, The Morrigan, and Isis — designed as empowerment talismans.
• Story Sets Curated jewelry bundles, each designed to tell a unique empowering story through thoughtfully combined pieces of fine jewelry, sold as a single SKU.
• Mystery Boxes Curated surprise jewelry packs priced $70 to $280, containing hidden treasures and a selection of empowering fine jewelry pieces, sold as one-time purchases.
• Give Back Collection Cause-marketing fine jewelry collection in which each purchase contributes to meaningful causes, including GLSEN and other charitable organizations.
• Men's Collection Dedicated fine jewelry line for men (67 items) featuring mythology-inspired symbols of strength such as Thor's Hammer, anatomical hearts, snakes, and celestial themes, handcrafted in precious metals.
• Charm Collectors Modular charm necklace system allowing customers to build personalized, story-telling fine jewelry with interchangeable charm components.
• Goddess Circle Membership Recurring subscription membership offering $40 in monthly credits, 10% off every order, free shipping on all orders, and early access to new product drops, with a 30-day free trial.

Quantifiable outcome

• Over 7 million seekers have taken the Goddess Quiz
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Jhené AikocoreStrategic or Co-development Partner · 23 April 2026Singer Jhené Aiko has launched a fine jewelry collection in collaboration with Awe Inspired, featuring approximately 24 pieces inspired by the whimsy of her birthplace, Los Angeles, California. The collection includes Damselfly-themed pearl earrings, evil eye scent diffuser rings, saber-tooth pendants, and other spiritual-inspired pieces.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Missoma: Missoma is a London-based demi-fine jewelry brand famous for celebrity-led collaborations and layered, symbolic designs. It is comparable to Awe Inspired in its celebrity collaboration playbook, symbolic/themed pieces, and DTC-first model with multi-region shipping.
• Mejuri: Mejuri is a leading direct-to-consumer fine jewelry brand selling gold and sterling silver pieces at accessible price points through its own e-commerce site. Like Awe Inspired, it targets women seeking everyday fine jewelry and combines editorial-quality marketing with celebrity and influencer partnerships to drive awareness.
• Aurate: Aurate is a New York-based DTC fine jewelry brand offering gold vermeil and solid gold pieces with a focus on craftsmanship and everyday wear. It shares Awe Inspired's model of premium materials, storytelling-led branding, and own-storefront online retail without wholesale distribution.
• Gorjana: Gorjana is a Laguna Beach-based DTC jewelry brand selling layered necklaces, bracelets, and rings at accessible price points. Like Awe Inspired, it relies on Instagram-driven marketing, stackable product design, and a direct-to-consumer model that prioritizes affordable luxury.
• Catbird: Catbird is an independent Brooklyn-based fine jewelry retailer with a strong DTC online presence and small physical footprint. It overlaps with Awe Inspired on stackable, dainty fine jewelry positioning, gold and silver materials, and a brand built on indie, design-forward storytelling.
• Astrid & Miyu: Astrid & Miyu is a London-based contemporary jewelry brand offering personalized and stackable pieces with strong DTC and boutique channels. It mirrors Awe Inspired's emphasis on personalization (Charm Collectors), symbolism-driven collections, and global online shipping.
• BaubleBar: BaubleBar is a digitally native jewelry brand offering trend-driven, accessible pieces with frequent celebrity and influencer collaborations. It competes with Awe Inspired on the under-$300 price point, celebrity-collaboration GTM, and Instagram-led demand generation.
• Brilliant Earth: Brilliant Earth is a DTC fine jewelry brand specializing in ethically sourced diamonds and engagement jewelry. It overlaps with Awe Inspired on the fine-jewelry category, ethical sourcing positioning (Give Back collection), and direct-to-consumer online model.

Broad incumbents

• Kendra Scott: Kendra Scott is an established fine jewelry and lifestyle brand combining a strong DTC e-commerce business with a large physical retail footprint. It is comparable to Awe Inspired as a broader women's fine jewelry brand at accessible price points but is a much larger incumbent with diversified channels.
• Pandora: Pandora is a global mass-market jewelry brand built around a modular charm bracelet and charm necklace system. It is comparable to Awe Inspired specifically through the Charm Collectors modular concept, though Pandora operates at vastly larger scale with extensive physical retail and wholesale distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/aweinspired
• Facebookfacebook.com/AweInspiredNYC

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors6 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 Awe Inspired