What Noonday Collection does

Noonday Collection is a privately held, female-founded direct-to-consumer e-commerce brand headquartered in Austin, Texas, founded in 2010 by Jessica Honegger. The company sells artisan-made jewelry, accessories, apparel, bags, and home goods through its Shopify-powered storefront at noondaycollection.com, alongside a curated gift card program and sub-brands including Together Coffee and the word-charm Courage Collection. The full product range spans approximately $16 to $256 per item, with free shipping on orders over $100 and a pay-as-you-go unit pricing model — there is no subscription or recurring revenue layer.

Noonday Collection's commercial differentiation rests on a fair-trade, B Corp-certified supply model: the company sources handcrafted products from artisan partners in more than 15 countries (including Uganda, Ethiopia, Guatemala, Haiti, India, Kenya, Nepal, Peru, Vietnam, and Rwanda), advances 50% of payment to artisans before production, and has cumulatively invested more than $30 million in artisan payments over its 15-year history. The company is approximately 90% women at its home office and 75% of its artisan partners are female. Distribution is single-channel and US-only (plus APO/FPO addresses), relying on Instagram, Facebook, Pinterest, email, blog content, podcast appearances, and earned media in Vogue, Forbes, People, InStyle, Seventeen, and Daily Mail for customer acquisition.

In August 2022 Noonday Collection merged with Sseko Designs (founded by Liz Bohannon), consolidating two purpose-driven artisan brands. Headcount is reported at 51-100 employees, no institutional venture or private equity backing is disclosed, and revenue is not publicly reported. The company remains bootstrapped and founder-controlled, with a small capital raise noted in early 2026.

Name

Noonday Collection

Legal name

Noonday

Website

https://noondaycollection.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Noonday Collection is a B Corp-certified, female-founded DTC e-commerce brand selling artisan-made jewelry, apparel, accessories, and home goods to values-driven US consumers through its Shopify-powered website, sourcing from artisan partners across more than 15 countries.

Ownership category

akta.pro rank

Product category

Artisan Fashion Accessories and Lifestyle Goods

NAICS

Jewelry Retailers (45831), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Retail-Jewelry Stores (5944), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)

akta.pro secondary industry

Occasion & Seasonal Fashion Jewelry (Prom/Holiday/Festival) (CRAKABAJ)

Keywords

• Artisan fashion accessories
• Fair trade jewelry
• Handcrafted home goods
• Ethical apparel
• Sustainable accessories

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce sales of handcrafted jewelry, accessories, apparel, and home goods to consumers through the company's Shopify-powered online storefront. One-time product transactions with no subscription model.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Noonday Collection is a direct-to-consumer e-commerce brand that curates and sells handcrafted artisan-made jewelry, accessories, apparel, bags, and home goods sourced from artisan partners across 15+ countries. Products are sold as one-time retail transactions through the company's Shopify-powered online storefront, with no subscription model. The assortment spans price points from approximately $16 (friendship bracelets) to $256 (Modern Leather Bucket Tote), with jewelry typically priced $30–$150 and accessories/bags $40–$250.

Differentiator

Problem solved

Functional benefit

Brands

• Together Coffee: A coffee product line featuring blends sourced from artisan communities.
• Courage Collection

Products and services

• Jewelry Collection (Necklaces, Earrings, Bracelets, Rings) Handcrafted jewelry including necklaces, earrings, bracelets, and rings made by artisan partners across 15+ countries, with prices typically ranging from $30 to $150. Targeted at individual consumers seeking unique, ethically sourced pieces.
• Accessories, Apparel & Bags Handcrafted accessories, jackets, apparel, bags, wallets, and hair accessories made by artisan partners worldwide, typically priced $40 to $250. Targeted at individual consumers shopping for ethical fashion.
• Home & Lifestyle Goods Handcrafted home goods, scents, candles, and lifestyle items sourced from artisan partners, typically priced $15 to $20. Targeted at values-driven consumers seeking ethically produced home décor.
• Storyline Collection (Waterproof Necklaces) A curated line of waterproof and sweatproof necklaces designed for everyday wear, sold through the Noonday Collection online storefront. Targeted at consumers seeking durable, low-maintenance artisan jewelry.
• Courage Collection (Charm Bracelets and Jewelry) A sub-brand collection of charm bracelets and jewelry featuring inspirational word charms such as Dreamer, Gratitude, Grit, Hope, Rest, Refine, Renew, Seek, and Trust. Targeted at consumers seeking meaningful, story-driven jewelry.
• Together Coffee A coffee product line featuring blends sourced from artisan communities, sold as part of the home and lifestyle assortment. Targeted at values-driven consumers seeking ethically sourced coffee.
• Noonday Gift Card A stored-value gift card product that can be redeemed for any item in the Noonday Collection storefront, intended for gift purchases and special occasions.

Quantifiable outcome

• $30 million invested in artisan payments over 15 years of operation

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered major and core.

• Sseko DesignsmajorStrategic or Co-development PartnerStrategic merger between Noonday Collection (founded by Jessica Honegger) and Sseko Designs (founded by Liz Bohannon). The merger was discussed in The Going Scared Podcast with insights from both founders on collaboration and overcoming challenges in building socially-conscious businesses.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the Noonday Collection online store. Shopify enables the curated shopping experience, payment processing, order fulfillment, and customer account management.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Trades of Hope: Trades of Hope is a fair-trade fashion and accessories brand that partners with artisans in developing countries — directly comparable to Noonday's model. Both are female-founded, mission-driven, and sell ethically-made jewelry, apparel, and home goods through direct-to-consumer channels.
• The Citizenry: The Citizenry is a direct-to-consumer home goods and accessories brand that partners with artisan collectives globally — comparable product mix (textiles, ceramics, jewelry), similar artisan-storytelling model, and similar premium price positioning as Noonday.
• NOVICA: NOVICA is one of the largest online artisan marketplaces, featuring handcrafted jewelry, apparel, and home decor from artisans across the globe. Comparable to Noonday in product categories and artisan-sourced value proposition, though at broader marketplace scale.
• Raven + Lily: Raven + Lily is a certified B Corp that creates ethically-made jewelry, accessories, and home goods from artisan partnerships across the globe — overlapping product categories and fair-trade positioning with Noonday Collection.
• Ten Thousand Villages: Ten Thousand Villages is a long-established fair-trade retailer selling handcrafted jewelry, home goods, and gifts from artisans in 30+ countries. Overlaps with Noonday on product categories (jewelry, accessories, home goods) and fair-trade artisan provenance, though it operates with both physical retail and e-commerce.
• Sseko Designs: Sseko Designs merged with Noonday Collection in 2022 — both are purpose-driven, artisan-made fashion brands founded by women, selling jewelry and accessories produced in Uganda and other emerging markets. Same B2C model, same values-driven positioning, and same direct-to-consumer e-commerce channel.
• Article22: Article22 transforms repurposed materials (notably bomb/shell casings from Laos) into jewelry and accessories. Comparable to Noonday in artisan-made, ethically-sourced, story-driven jewelry direct-to-consumer with similar price points.
• Fair Anita: Fair Anita is a fair-trade accessories and jewelry brand working with 8,000+ artisans in 16 countries. Similar price points ($15-$100), similar direct-to-consumer model, and similar artisan-partnership narrative as Noonday Collection.

Emerging players

• Mejuri: Mejuri is a digitally-native fine jewelry brand targeting similar millennial/Gen Z women — overlapping customer demographics with Noonday. While Mejuri focuses on fine jewelry at lower price points ($50-$500) without fair-trade framing, it competes for the same values-conscious female consumer wallet share.

Broad incumbents

• Etsy (Handmade Category): Etsy's handmade marketplace aggregates thousands of independent artisan jewelry and accessory makers globally — competing with Noonday for both artisan supply and end-consumer attention. While Etsy's marketplace model lacks Noonday's curated brand narrative, it offers similar products at lower price points.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/noondaycollection
• Instagraminstagram.com/noondaycollection
• Pinterestpinterest.com/noondaystyle
• Xx.com/noondaystyle
• LinkedInlinkedin.com/company/noonday-collection

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Noonday Collection