Rebel Nell

What Rebel Nell does

Rebel Nell is a Detroit-based, women-owned social enterprise founded in 2013 that designs, produces, and sells handcrafted jewelry and accessories made from reclaimed materials with documented cultural provenance — including Detroit graffiti, fragments from iconic landmarks (Michigan Central Station, Fox Theatre, Grand Hotel, Packard Plant, Belle Isle Zoo), stadium materials from Detroit's professional sports teams, and rocks from Michigan university campuses. The company's product portfolio spans bracelets, earrings, necklaces, rings, charms, men's and unisex jewelry, and accessories (keychains, pet tags, divot tools, coasters, bottle stoppers), priced $35–$255, alongside a $55 Mystery Box and digital gift cards.

Production is carried out by a small artisan workforce (Creative Designers) hired through a workforce-development program for women facing barriers to employment, which doubles as the company's social mission and a key element of its brand story. Each piece is one-of-a-kind by virtue of the source material, and pieces are set in sterling silver or gold-plated bezels.

Revenue is generated through a hybrid omnichannel model: a direct-to-consumer e-commerce storefront (primary), three physical retail/experience locations (two in Detroit, one in Grand Rapids offering Design Your Own sessions), pop-up events, and a growing B2B corporate experiences vertical (team building, mural making, fan activations, custom corporate gifting typically priced $5K–$15K+). Named enterprise clients include Ally Bank, Kresge Foundation, Independent Bank, the Detroit Pistons, Rocket Mortgage Classic, Visit Detroit, Michigan Economic Development Corporation, and Downtown Detroit Partnerships. The company has 1–10 employees, no disclosed institutional funding beyond a $5,000 Comcast RISE grant in August 2023, and operates without a parent company or external investors based on available information.

Name

Rebel Nell

Legal name

Rebel Nell

Website

https://rebelnell.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Rebel Nell is a Detroit-based, women-owned social enterprise (founded 2013) that designs and sells handcrafted jewelry and accessories made from reclaimed Detroit materials — including graffiti, landmark fragments, and sports venue pieces — through DTC e-commerce, three retail locations, and a growing B2B corporate experiences vertical.

Ownership category

akta.pro rank

Product category

Handcrafted Artisan Jewelry

NAICS

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

SIC

Jewelry, Silverware & Plated Ware (3910), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI)

akta.pro secondary industries

Custom Fashion/Costume & Alternative Materials Jewelry (CRAKAHAC), Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)

Keywords

• Handcrafted artisan jewelry
• Reclaimed material accessories
• Social enterprise products
• Corporate team building
• Custom jewelry design

Headquarters

HQ city

Detroit

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewelry Product Sales: One-time purchase of handcrafted jewelry including necklaces, bracelets, earrings, rings, charms, and accessories. Products priced $35-$255. Core revenue stream from e-commerce and retail sales.
2. Gift Cards: Digital gift cards available from $25-$200 for jewelry, accessories, or experiences.
3. Mystery Box: $55 mystery box containing surprise jewelry or accessory from past collaborations. Free with orders $150+.
4. Corporate Experiences: Team building, mural making, fan activations, and corporate events. Pricing varies by group size from under $5k to $15k+. Includes branded takeaways and custom experiences.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Rebel Nell designs, handcrafts, and sells one-of-a-kind jewelry and accessories made from reclaimed materials sourced from Detroit landmarks, sports venues, university campuses, and artists, set in sterling silver or gold-plated bezels. The company also delivers in-person Corporate Experiences including team building mural making, fan activations, Design Your Own jewelry sessions, and custom corporate gifting for enterprise clients.

Product overview

Rebel Nell is a women-owned social enterprise founded in Detroit in 2013 that transforms meaningful reclaimed materials into unique jewelry, accessories, and experiences. The core product portfolio centers on handcrafted jewelry including bracelets, earrings, necklaces, and rings, complemented by accessories such as bottle stoppers, coasters, keychains, pet tags, and drink picks. The company operates distinctive sub-brands and collections including the Detroit Graffiti Collection (made from fallen paint from Detroit's walls), Affirmation Collection (mantra-inspired necklaces), Campus Rocks (from actual university campus rocks), Sports Collaborations (from game-worn materials), Historic Collaborations (from Detroit landmarks like Belle Isle Zoo, Olympia Stadium, and Michigan Central Station), and the Artist Series (from hand-painted murals). Beyond products, Rebel Nell offers experiential services including Corporate Experiences, DIY Mural Making team building, and Design Your Own Jewelry in-person sessions at their Detroit and Grand Rapids retail locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Bracelets Handcrafted bracelets including woven cord styles, open cuffs, and adjustable bangles, each set with a piece of reclaimed material carrying its own story.
• Earrings Earrings ranging from dainty studs and huggies to statement drops, hoops, and ear jackets, each set with a piece of reclaimed material.
• Necklaces Necklaces spanning dainty pendants, layered duet styles, bar drops, beaded affirmation pieces, and birthstone designs, each set with a fragment of reclaimed material.
• Rings Rings ranging from bold signet styles and statement cuts to delicate stacking bands, open rings, and cage designs, each piece set with reclaimed material.
• Gender Neutral / Unisex Collection Gender neutral jewelry including rings, necklaces, bracelets, and signature pieces designed so the wearer decides what feels right.
• Men's Jewelry Men's jewelry including cuff links, money clips, tie clips, dog tags, bracelets, and golf divot tools, each set with reclaimed material.
• Accessories Accessories including keychains, money clips, divot tools, bottle stoppers, pet tags, drink picks, coasters, and stickers made from reclaimed materials.
• Charm Collection Unique charms that start with reclaimed material and can be clipped onto necklaces, hoops, or bracelets, available in gold and silver bezels.
• Detroit Graffiti Collection Jewelry made from fallen paint from Detroit's walls, bridges, and underpasses, transformed into rings, necklaces, earrings, and bracelets.
• Sports Collaborations Collection Jewelry made from real game-worn and venue materials from Detroit sports teams including Detroit Tigers (Comerica Park dugout), Detroit Lions, Detroit Red Wings (Joe Louis Arena, Olympia Stadium), Detroit Roller Derby, and Rocket Classic.
• Campus Rocks Collection Jewelry made from actual campus rocks from Michigan universities including Albion College, Michigan State University, University of Michigan, and Wayne State University, targeted at alumni and graduation gifting.
• Historic Collaborations Collection Collections made from materials of Detroit landmarks including Belle Isle Zoo, Olympia Stadium (100 Years of Hockey), Joe Louis Arena, Fox Theatre, Grand Hotel, Hudson's, Michigan Central Station, Packard Plant, and The Parade Company Big Heads.
• Artist Series Collections created from hand-painted murals by featured artists including Lady Pink, Ouizi, and Ashlyn Harris (World Cup soccer balls), deconstructed into individual jewelry pieces with canvas reprints included.
• Mystery Box $55 surprise box containing jewelry or accessories from past collaborations including Michigan Central Station, Joe Louis, and Detroit graffiti pieces; free with orders of $150 or more.
• Gift Cards Online gift cards available in denominations from $25 to $200 for purchase of jewelry, accessories, or in-store experiences.
• Corporate Experiences B2B corporate team building, brand activations, and community events including mural making experiences and custom jewelry design sessions; project pricing ranges from under $5k to $15k+ based on group size and customization.
• DIY Mural Making Experience Hands-on team building experience where groups create collaborative murals that can be preserved into custom keepsakes, offered at retail locations and on-site for corporate and community groups.
• Design Your Own Jewelry Experience In-person retail experience in Downtown Detroit and Grand Rapids where customers design and create their own custom jewelry pieces from reclaimed materials; on-site corporate and community engagement version also offered.

Quantifiable outcome

• Every purchase helps create opportunity for women building brighter futures through employment and wraparound support

Named customers10 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

19 partnerships are on record, tiered core and minor.

• Detroit Tigers / Comerica ParkcoreStrategic or Co-development PartnerCollaboration using actual materials from Comerica Park dugout. Products include necklaces, bracelets, earrings, charms, and keychains made from reclaimed dugout materials. Fan merchandise celebrating Detroit Tigers.
• Detroit LionscoreStrategic or Co-development PartnerSports collaboration with Detroit Lions. Products made from stadium materials featuring team branding and colors.
• Detroit Red Wings / Joe Louis Arena / Olympia StadiumcoreStrategic or Co-development PartnerCollaboration with Detroit Red Wings featuring materials from Joe Louis Arena and Olympia Stadium. Limited-edition Olympia Stadium charm made from repurposed brick celebrating 100 years of Detroit hockey.
• Detroit Roller DerbyminorStrategic or Co-development PartnerCollaboration using reclaimed roller derby jersey materials for unique jewelry pieces.
• Detroit Zoo / Belle Isle ZoocoreStrategic or Co-development PartnerCollaboration with Detroit Zoo using materials from Belle Isle Zoo. Also features vintage tickets from original Belle Isle Zoo. Products include jewelry and accessories.
• Fox TheatrecoreStrategic or Co-development PartnerCollection made from repurposed seats from Detroit's Fox Theatre. Deep reds and rich textures from actual theater seats. Includes rings, earrings, necklaces, and accessories.
• Grand Hotel (Mackinac Island)coreStrategic or Co-development PartnerCollection made from wallpaper reclaimed directly from the Grand Hotel on Mackinac Island. Features authentic historic wallpaper patterns in jewelry pieces.
• Hudson'scoreStrategic or Co-development PartnerCollection made from iconic green-and-gold retail bags from Detroit's beloved Hudson's department store. Gold leaf added to bring out richness of source material.
• Michigan Central StationcoreStrategic or Co-development PartnerCollection made from reclaimed graffiti pulled from Michigan Central Station before its restoration. Features authentic station graffiti in various jewelry pieces.
• Packard PlantcoreStrategic or Co-development PartnerCollection made from reclaimed graffiti and remnants from Detroit's Packard Plant. Tributes Rosie the Riveter legacy with special designs honoring women in manufacturing.
• The Parade Company (Big Heads)minorStrategic or Co-development PartnerCollection made from papier-mâché material reclaimed from the Big Heads figures from America's Thanksgiving Parade. Proceeds support the Big Heads program.
• Ashlyn HarrisminorStrategic or Co-development PartnerLimited-edition collection made with repurposed World Cup soccer balls. Includes charms, lapel pins, tie clips, and cuff links.
• Lady PinkminorStrategic or Co-development PartnerArtist Series collaboration with prolific NYC graffiti artist from 1979. Pieces created from hand-painted mural deconstructed into jewelry. Artist's work in Whitney Museum and Met.
• OuiziminorStrategic or Co-development PartnerArtist Series collaboration creating pieces from hand-painted mural. Each purchase includes 5x5 canvas reprint of original Ouizi mural.
• Albion CollegeminorStrategic or Co-development PartnerCampus Rocks collection using actual rocks from Albion College campus. Graduation and alumni jewelry gifts.
• Michigan State UniversityminorStrategic or Co-development PartnerCampus Rocks collection using actual rocks from Michigan State campus. Alumni and graduation jewelry.
• University of MichiganminorStrategic or Co-development PartnerCampus Rocks collection using actual rocks from U of M campus in Ann Arbor. Alumni merchandise.
• Wayne State UniversityminorStrategic or Co-development PartnerCampus Rocks collection using actual rocks from Wayne State campus. Detroit-based university alumni jewelry.
• Rocket Classic (Golf Tournament)minorStrategic or Co-development PartnerGolf tournament collaboration with custom merchandise and fan experiences at Rocket Mortgage Classic.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kendra Scott: Direct-to-consumer jewelry brand with in-store 'Design Your Own' and customization experiences, similar price tiers to Rebel Nell, and a multi-channel retail + e-commerce footprint. Both operate experiential retail and rely on storytelling around individual pieces.
• Catbird: Independent Brooklyn-based jewelry brand known for handcrafted, delicate pieces and a strong mission/ethics stance. Comparable to Rebel Nell in independent-brand positioning, artisan production, and curation-led assortment.
• Alex and Ani: Meaningful jewelry brand that donates a portion of proceeds to charitable causes and emphasizes symbolic storytelling on each piece. Comparable to Rebel Nell in the link between product meaning, charitable mission, and accessible price points.
• Mejuri: Direct-to-consumer fine jewelry brand targeting similar price-conscious, story-driven female consumers with an emphasis on everyday, giftable pieces. Operates DTC e-commerce plus physical retail locations in a similar experiential format.
• Shinola: Detroit-based lifestyle brand built on local heritage, craftsmanship, and American manufacturing. Like Rebel Nell, Shinola leverages Detroit identity as a core marketing asset and sells premium goods (watches, leather, accessories) at similar price points.
• Pura Vida Bracelets: Cause-based jewelry brand whose bracelets and charms support artisan communities globally. Shares Rebel Nell's mission-driven positioning, charm/affordable-jewelry product mix, and reliance on partnership collections and social-impact marketing.
• Monica Vinader: Sustainable, design-led jewelry brand with in-store personalization and a giftable product mix at overlapping price tiers. Comparable to Rebel Nell in DTC + experiential retail model and emphasis on meaningful, giftable jewelry.

Broad incumbents

• Brilliant Earth: Larger ethical-jewelry brand focused on responsibly sourced fine jewelry. Comparable to Rebel Nell in mission/values-led branding and customization services, though operating at a much larger scale and concentrated in fine jewelry.
• Etsy (Handmade Jewelry Sellers): Online marketplace hosting thousands of independent artisan jewelry makers, including many one-of-a-kind and reclaimed-material pieces that overlap with Rebel Nell's product category, though without Rebel Nell's workforce-development positioning.

Emerging players

• Patrick Adair Designs: Direct-to-consumer jewelry brand that incorporates unconventional materials (gaming elements, meteorite, etc.) into made-to-order pieces. Comparable to Rebel Nell in storytelling around unique source materials and customization-driven online sales.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@rebelnell1687
• Facebookfacebook.com/rebelnelldetroit
• LinkedInlinkedin.com/company/rebel-nell
• Instagraminstagram.com/rebelnell
• Pinterestpinterest.com/rebelnell
• TikToktiktok.com/@rebelnelldetroit
• Xx.com/rebelnell

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Rebel Nell