Stauer
Stauer is a direct-to-consumer jewelry, watch, and lifestyle accessories retailer serving over 3 million customers via e-commerce, phone, and catalog channels, offering gemstone jewelry, Swiss-made timepieces, apparel, and proprietary DiamondAura® lab-created diamond simulants at accessible price points.
- Company typePrivate
- Founded2004
- HeadquartersBurnsville, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Stauer does
Stauer (legal entity: NextTen Stauer, LLC) is a direct-to-consumer jewelry, watch, and lifestyle accessories retailer headquartered in Burnsville, Minnesota, founded circa 2003–2004. The company sells to individual consumers and gift buyers primarily through its owned e-commerce storefront (stauer.com), phone order lines, and a virtual/print catalog, and reports more than 3 million customers served and over $1 billion in cumulative sales across its 20-year operating history. Its core product portfolio spans women's and men's jewelry (bracelets, earrings, necklaces, pendants, rings) set with diamonds, moissanite, tanzanite, turquoise, opal, amethyst, sapphire, lab-grown diamonds, and authentic Murano glass, alongside men's and women's watches covering Swiss-made, automatic, chronograph, hybrid, digital, and pocket categories, plus apparel, handbags, sunglasses, and collectibles.
The company's principal proprietary technology is DiamondAura®, a lab-created diamond simulant marketed as 'The Ultimate Diamond Alternative,' alongside moissanite, lab-grown diamonds, Kyocera lab-created opals, and a Scienza lab-grown gemstone sub-line. Underlying operations are supported by a conventional DTC martech and payments stack — Google Analytics, Google/Bing/Facebook remarketing, Oracle Responsys for email automation, WorldPay for PCI-DSS-compliant payment processing, and reCAPTCHA for bot mitigation — with no disclosed proprietary AI/ML systems.
Stauer's revenue model combines one-time product sales (SKUs ranging from under $50 to several thousand dollars) with a recurring Platinum Membership subscription that the company states averages more than $2,400 per year in member savings. Distribution is exclusively direct, with no physical retail footprint, and marketing relies on email newsletters, digital and print catalogs, and promotional offer codes. The company is privately held with no disclosed venture or private-equity backing; its only documented financing is a $10.5 million debt credit facility from Cambridge Savings Bank in March 2024.
Stauer firmographics
Firmographics- Name
- Stauer
- Legal name
- NextTen Stauer, LLC
- Website
- https://stauer.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Stauer is a direct-to-consumer jewelry, watch, and lifestyle accessories retailer serving over 3 million customers via e-commerce, phone, and catalog channels, offering gemstone jewelry, Swiss-made timepieces, apparel, and proprietary DiamondAura® lab-created diamond simulants at accessible price points.
- Ownership category
- akta.pro rank
Stauer industry classification
Industry- Product category
- Direct-to-consumer jewelry and watches
- NAICS
- Jewelry Retailers (45831), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911), Jewelry, Silverware & Plated Ware (3910)
- akta.pro primary industry
- Jewelry, Watches & Luxury Omnichannel (CRAFAEAH)
- akta.pro secondary industries
- Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Colored Gemstone Jewelry (CRAKAAAB)
Keywords
Where Stauer is headquartered
LocationHeadquarters
- HQ city
- Burnsville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Stauer business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Infrastructure
Revenue model
- Product Sales: One-time purchase model for jewelry, watches, accessories, apparel, and home decor items. Products range from under $50 to several thousand dollars.
- Platinum Membership: Subscription membership program offering exclusive offers, additional savings, and member benefits. Platinum members average more than $2,400 per year in savings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level products under $50 |
| Unit Pricing | Pay-as-you-go | Mid-range products $50-$200 |
| Unit Pricing | Pay-as-you-go | Premium products $200+ |
| Subscription | Annual | Platinum Membership |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Stauer product offering
Product offeringCore offering
Stauer is a direct-to-consumer jewelry, watch, and lifestyle-accessory retailer that sells proprietary and third-party-sourced products through its e-commerce website, phone order lines, and virtual/print catalogs. The company markets fine-style jewelry featuring genuine gemstones (turquoise, tanzanite, opal, amethyst, moissanite), lab-grown diamonds, authentic Murano glass, and Italian 14K gold alongside its proprietary DiamondAura® diamond simulant, positioning luxury appearance at accessible price points by cutting out retail middlemen.
Product overview
Stauer is a direct-to-consumer jewelry, watches, and lifestyle accessories company offering a diverse portfolio of products primarily through its e-commerce platform. The core offerings include women's and men's jewelry (bracelets, earrings, necklaces, pendants, rings) featuring various gemstones including diamonds, moissanite, tanzanite, turquoise, opal, amethyst, and proprietary DiamondAura® simulants. The watch collection spans men's and women's timepieces including Swiss-made watches, automatic watches, chronographs, and hybrid watches. Key sub-brands include DiamondAura® (proprietary diamond alternative), Private Vault (premium/rare items), Authentic Murano Glass, and Italian 14K Gold collections. Beyond jewelry and watches, Stauer offers apparel (cashmere, wool, shoes), accessories (handbags, sunglasses, wallets), home decor, and collectibles. The company operates a membership program providing exclusive offers and savings. Stauer sells directly to consumers, cutting out middlemen to offer products at competitive price points.
Differentiator
Problem solved
Functional benefit
Brands
- DiamondAura: Proprietary diamond simulant brand marketed as 'The Ultimate Diamond Alternative'
- Private Vault
- Scienza
Products and services
- DiamondAura® Jewelry
Quantifiable outcome
- Over 3 million loyal customers served
- +3 more outcomes
Companies that use Stauer
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Stauer technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature2 records
Stauer partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights6 records
Stauer competitors and assessment
Company assessmentDirect peers
- Blue Nile: Online-first diamond and fine jewelry retailer; competes directly with Stauer's e-commerce model in bridal and gift jewelry, targeting similar value-conscious online buyers.
- Brilliant Earth: DTC fine jewelry retailer specializing in ethically sourced and lab-grown diamonds; overlaps with Stauer's premium Private Vault and Scienza offerings and digital GTM.
- James Allen: Online diamond and bridal jewelry retailer owned by Signet; competes with Stauer in bridal and fine jewelry sold directly to consumers through digital channels.
- Charles & Colvard: Creator and primary retailer of moissanite jewelry, a lab-created diamond simulant analogous to Stauer's DiamondAura; directly comparable as a branded lab-stone DTC jewelry business.
- Gemporia: DTC gemstone jewelry retailer using TV and online channels to sell affordable gemstone jewelry worldwide; closely matches Stauer's catalog, gemstone focus, and value-pricing model.
- JTV (Jewelry Television): Shop-by-TV and online gemstone jewelry retailer; uses a similar value-pricing, catalog-driven model to Stauer and serves a closely overlapping gift-buyer customer.
Broad incumbents
- Kay Jewelers: Mass-market U.S. jewelry chain owned by Signet; targets a similar accessible-luxury gift buyer as Stauer and is the implicit benchmark Stauer undercuts on price.
- Zales: National fine jewelry retailer under Signet; overlaps with Stauer in bridal, gift, and fashion jewelry at similar accessible-luxury price points.
- Pandora: Global branded jewelry company with strong direct-to-consumer and wholesale footprint; overlaps with Stauer's women's jewelry and gifting positioning, though at lower price points.
- Macy's (Fine Jewelry): Department store fine jewelry retailer and one of the price benchmarks Stauer explicitly undercuts; comparable assortment of diamond, gold, and gemstone jewelry at accessible price tiers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks4 records
Key highlights7 records
Customer concentration
Stauer social profiles
Digital presenceStauer compliance and trust
Trust signalCompliance4 records
Stauer financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stauer leadership team
Management profileNumber of profiles
Profiles1 record
Stauer funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stauer M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Stauer
What does Stauer do?
Stauer is a direct-to-consumer jewelry, watch, and lifestyle-accessory retailer that sells proprietary and third-party-sourced products through its e-commerce website, phone order lines, and virtual/print catalogs. The company markets fine-style jewelry featuring genuine gemstones (turquoise, tanzanite, opal, amethyst, moissanite), lab-grown diamonds, authentic Murano glass, and Italian 14K gold alongside its proprietary DiamondAura® diamond simulant, positioning luxury appearance at accessible price points by cutting out retail middlemen.
Is Stauer a public or private company?
Stauer is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Stauer founded?
Stauer was founded in 2004. It employs 101 to 250 people.
Where is Stauer based?
Stauer is headquartered in Burnsville, United States, in the North America region.
How does Stauer make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are platinum Membership.
Who are Stauer's main competitors?
Direct peers on record are Blue Nile, Brilliant Earth, James Allen, Charles & Colvard, Gemporia and JTV (Jewelry Television). Broad incumbents are Kay Jewelers, Zales, Pandora and Macy's (Fine Jewelry).
Does Stauer have an API?
No public API is recorded for Stauer.
What industry is Stauer in?
Stauer's product category is Direct-to-consumer jewelry and watches. Its primary akta.pro industry code is CRAFAEAH, Jewelry, Watches & Luxury Omnichannel, with a secondary code of CRAKAGAA, Fine Jewelry Retail (Precious Metals & Gemstones). Its NAICS code is 45831 and its SIC code is 5944.