Chupi

What Chupi does

Chupi is an Irish fine jewellery brand headquartered in Dublin that designs, handcrafts, and sells solid gold and gemstone jewellery through a direct-to-consumer model combining a single flagship store at the Powerscourt Townhouse Centre on Clarendon Street with a global Shopify e-commerce storefront and online video consultations. The company was founded by Chupi Sweetman and operates under the legal entity Blazenvale Limited, with a team of 11–50 employees including master goldsmiths with over 100 years of combined experience. Its core product offering centres on engagement rings (in round, oval, marquise, emerald, and three-stone cuts), wedding and eternity rings, Claddagh and Crown signature rings, plus necklaces, earrings, bracelets, and sterling silver pieces; bespoke engagement ring design combines CAD modelling with traditional lost-wax casting and allows customers to rework heirloom gold or stones.

The business monetises primarily through one-time sales of handcrafted jewellery (price range ~$256 sterling silver to ~$9,000+ premium engagement rings, with an average engagement ring price around €3,800), augmented by professional services revenue from bespoke commissions and managed-services revenue from lifetime cleaning, resizing, and repair offerings. Go-to-market is omnichannel DTC: physical flagship plus global e-commerce with free tracked delivery, tax/duty pre-payment, and Klarna/Shop Pay installment financing; virtual consultations extend the consultative model internationally. Customer segments are verticalised around couples getting engaged, wedding parties, gift buyers, and self-purchase jewellery buyers, served via content marketing (The Chupi Journal), Instagram, Pinterest, Facebook, email, and customer reviews.

Chupi is the only B Corp certified jewellery brand in Ireland (score 126.3 vs. 80 threshold) and positions around 100% recycled solid gold, carbon-neutral lab-grown diamonds, Kimberley Process certified mined diamonds, GIA/IGI stone certification, and hallmarking at Dublin Castle. The company claims over 100,000 cumulative customers, holds a 4.8-star Google rating, and has achieved brand visibility through a custom Claddagh commission for actress Nicola Coughlan. FY2024 results show a return to a modest profit of €33,617 after two years of cumulative losses exceeding €2 million following heavy marketing and branding investment.

Name

Chupi

Legal name

Blazenvale Limited T/A Chupi Jewellery

Website

https://chupi.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Chupi is an Irish fine jewellery brand founded by Chupi Sweetman that designs and handcrafts engagement rings, wedding rings, and fine jewellery in Dublin using recycled solid gold and ethically sourced diamonds. It sells direct-to-consumer through a flagship store, global e-commerce, and virtual consultations, serving over 100,000 customers.

Ownership category

akta.pro rank

Product category

Fine Jewellery

NAICS

Jewelry Retailers (45831), Jewelry and Silverware Manufacturing (33991)

SIC

Jewelry, Precious Metal (3911), Retail-Jewelry Stores (5944)

akta.pro primary industry

Engagement Rings (CRAKACAA)

akta.pro secondary industries

Bridal Jewelry Customization & Bespoke (CRAKACAG), Custom Bridal & Engagement Design (CRAKAHAB), Bridal & Engagement Jewelry Retail (CRAKAGAC)

Keywords

• Fine jewellery design
• Handcrafted engagement rings
• Lab grown diamonds
• Sustainable gold jewellery
• Custom wedding rings

Headquarters

HQ city

Dublin

HQ country

Ireland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Jewellery Product Sales: One-time sales of handcrafted fine jewellery including engagement rings, wedding rings, eternity rings, necklaces, earrings, and bracelets. Prices range from approximately $256 to over $9,000 depending on materials and design complexity.
2. Custom/Bespoke Ring Design Services: Bespoke engagement ring design service with consultation, sourcing of stones, CAD design, and handcrafting by master goldsmiths. Includes ability to rework heirloom gold or diamonds into new pieces.
3. Lifetime Services: Annual complimentary cleaning, resizing services (first resize free, fees thereafter), and maintenance/repairs services for existing customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Chupi designs, makes, and sells handcrafted fine jewellery — primarily engagement rings, wedding rings, eternity and crown rings, and complementary necklaces, earrings, and bracelets — in 14k solid recycled gold with natural and lab-grown diamonds, handcrafted in Dublin, Ireland. The company complements its catalog with a bespoke custom engagement ring design service (CAD design plus lost-wax casting) and lifetime aftercare (cleaning, resizing, repairs), sold direct-to-consumer through its own e-commerce site, single Dublin flagship store, and online video consultation appointments.

Product overview

Chupi is an Irish fine jewellery brand specializing in handcrafted engagement rings, wedding rings, and fine jewellery made in Dublin. The core product portfolio centers on engagement rings available in multiple cuts (round, oval, marquise, emerald, three stone) with natural and lab-grown diamond options, complemented by wedding bands, eternity rings, and crown rings. The fine jewellery line extends to necklaces, earrings, bracelets, and rings in 14k solid gold and sterling silver. Notable sub-brands include the North Star collection featuring starburst motifs and the traditional Irish Claddagh collection. The Custom Engagement Rings service offers bespoke design through master goldsmiths using CAD and lost-wax casting. Chupi positions itself as a sustainable alternative, using 100% recycled gold and ethically sourced conflict-free diamonds. The company operates a flagship store in Dublin's Powerscourt Townhouse and provides virtual appointment consultations alongside its e-commerce platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Engagement Rings Handcrafted solid gold engagement rings offered in round, oval, marquise, emerald, and three-stone designs, with both natural and lab-grown diamond centre stones, intended for couples planning a proposal.
• Wedding Rings Men's and women's handcrafted wedding bands in 14k solid recycled gold, available in twig, polished, textured, and eternity settings, designed to coordinate with engagement rings.
• Eternity Rings Diamond eternity rings in round, oval, and baguette cuts, intended as wedding rings, anniversary gifts, or milestone markers representing eternal love.
• Crown Rings Crown-inspired diamond engagement rings featuring solitaire and halo designs with symbolic crown motifs representing royalty and commitment.
• Necklaces Fine jewellery necklaces including initial necklaces, diamond pendants, and symbolic pieces like the North Star collection, in 14k solid gold with lab-grown diamond options.
• Earrings Solid gold earrings including stud earrings, hoops, teardrop pearl earrings, and diamond-encrusted styles, crafted with recycled gold and ethically sourced materials.
• Bracelets Solid gold bracelets featuring diamond tennis bracelets, charm bracelets, and twig-inspired designs, including the Tomorrow and Today lab-grown diamond collections.
• Rings (Fine Jewellery) Non-engagement solid gold rings including signet rings, initial rings, and stackable bands for everyday wear and gifting.
• Claddagh Rings Traditional Irish Claddagh rings featuring heart, crown, and hands motifs representing love, loyalty, and friendship, available in diamond, North Star, and various metal combinations.
• Custom Engagement Rings (Bespoke Design Service) Bespoke custom engagement ring design service where customers collaborate with master goldsmiths in Dublin through consultation, CAD design, traditional lost-wax casting, and the option to rework heirloom gold or personal diamonds into new pieces.
• Lab Grown Diamond Rings Carbon-neutral, GIA and IGI certified lab-created diamond engagement rings offering equivalent quality to mined diamonds with reduced environmental impact.
• North Star Collection Signature starburst-inspired collection including diamond-encrusted signet rings, necklaces, and stud earrings symbolising guidance and hope.
• Sterling Silver Collection Everyday sterling silver jewellery including coin necklaces, rings, and earrings at accessible price points intended for daily wear.
• Virtual Appointment Consultation Online video consultation service allowing customers to explore engagement and wedding jewellery remotely with Chupi jewellery consultants via 30-minute high-definition video sessions, including follow-up.
• Lifetime Care Service Lifetime aftercare service covering annual complimentary cleaning, complimentary first resizing (fees thereafter), and ongoing maintenance and repairs for Chupi jewellery owners.

Quantifiable outcome

• B Corp score of 126.3 (vs certification threshold of 80)
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Carbon-Neutral Gold Supplier (Germany)coreOthersRecycled gold sourced from carbon-neutral partner supplier in Germany who uses renewable energy and clean, closed-loop systems to reduce energy and waste in the refinement process.
• Carbon Neutral Lab-Grown Diamond SupplierscoreOthersLab-grown diamonds sourced from carbon neutral suppliers to deliver the most sustainable engagement ring option.
• Kimberley Process Certified Diamond SupplierscoreOthersAll newly mined diamonds certified through the Kimberley Process to ensure origin is not subsidising conflict or war.
• Vincent Villagér (Packaging Designer)minorOthersRenowned packaging designer collaborated with Chupi to design packaging that could live on as keepsakes and equally be easily recycled.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mejuri: Canadian DTC fine jewellery brand offering solid gold and lab-grown diamonds direct to consumers globally. Closest comparable to Chupi on omnichannel DTC model, sustainability claims, target customer (engagement and gift jewellery buyers) and price band overlap.
• Brilliant Earth: US-based DTC jeweller specializing in ethically sourced and lab-grown diamond engagement rings and fine jewellery. Directly competes with Chupi on the sustainability/ethical-lab-grown proposition and engagement-ring focus.
• VRAI: Lab-grown diamond jewellery brand owned by Diamond Foundry with vertically integrated, carbon-neutral diamond production. Highly comparable to Chupi's lab-grown diamond engagement ring offering with similar sustainability-led positioning.
• Monica Vinader: British sustainable fine jewellery brand selling demi-fine and fine gold jewellery DTC and through retail stores. Comparable to Chupi on UK/Irish market proximity, sustainability messaging and bespoke/semi-bespoke offering.
• Aurate: US DTC fine jewellery brand focused on sustainable gold and ethically sourced gemstones with a subscription and direct-purchase model. Comparable to Chupi on direct-to-consumer sustainability positioning and everyday fine jewellery expansion beyond engagement.
• Blue Nile: Large online engagement ring and fine jewellery retailer offering build-your-own diamond rings and lab-grown diamonds. Directly competes with Chupi on online engagement-ring purchase journey and lab-grown offering.
• Catbird: US-based independent fine jewellery retailer and maker focused on ethically sourced gold and conflict-free diamonds with a strong in-store and DTC presence. Highly comparable to Chupi on independent positioning, ethical sourcing narrative and bridal/engagement adjacency.

Broad incumbents

• Tiffany & Co. Global luxury jewellery incumbent owned by LVMH with flagship engagement-ring category and recent lab-grown expansion. Comparable at the brand-aspiration and engagement-ring category level, but operates at materially higher price points and global scale than Chupi.
• Pandora: Global mass-market jewellery brand with a broad gold and lab-grown diamond assortment sold through extensive wholesale and own-store retail. Comparable on lab-grown diamond strategy and accessible gold jewellery, but competes at much lower price points and greater scale than Chupi.
• De Beers: Vertically integrated diamond mining and jewellery giant with Lightbox lab-grown diamond brand. Comparable on diamond supply chain and engagement-ring adjacency, but vastly larger scale and manufacturer/upstream positioning relative to Chupi.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/xchupi
• Instagraminstagram.com/chupi
• Pinterestpinterest.ie/chupijewelry
• Xx.com/xchupi

Compliance4 records

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 Chupi