Set & Stones

What Set & Stones does

Set & Stones is a women-owned and operated jewelry brand founded in 2016 by Sarah Tullgren and headquartered in San Diego, CA. The company designs and sells personalized and themed jewelry — necklaces, bracelets, earrings, rings, hand chains, and anklets/body jewelry — across materials including 14k gold filled, sterling silver, gold over brass, freshwater pearls, semi-precious stones, cubic zirconia, and turquoise, with a 14k solid gold tier at the top of the line. Products are organized into category, material, and themed collections (Birthstone, Birth Flower, Zodiac, Angel Numbers, Initials, Bridal, Mama), with personalization executed via custom laser engraving and hand stamping. Prices span $5 (gift bags and accessories) to $848 (solid-gold huggies), with most of the catalog concentrated in the $50-$150 mid-range.

The business runs a dual distribution model. Direct-to-consumer sales flow through a Shopify storefront with free shipping over $100, supported by an email capture mechanism (15% off first order), active social presence on Instagram, Pinterest, Facebook, and LinkedIn, and an ambassador/affiliate program that leverages influencer visibility (including an 'As Seen On' page and a CBS soap opera placement on 'The Young and the Restless'). Wholesale distribution covers Nordstrom (flagship), Anthropologie and Anthropologie Weddings, Free People, Wolf & Badger, FabFitFun subscription boxes, and 100+ specialty boutiques, resort shops, and hotel gift shops across the US, Canada, Mexico, and Taiwan. A sub-brand, 'The First Layer by Set & Stones,' targets accessible everyday essentials at a separate price tier and is excluded from discount codes.

Operationally, the company is small (1-10 employees, with named individuals including the founder Sarah Tullgren as Owner + Designer, and roles covering operations, production, and support). No external funding rounds, parent company, or institutional investors are recorded, and revenue is not publicly disclosed — the business appears bootstrapped and founder-controlled. Custom laser-engraved and hand-stamped pieces carry a 5-7 business day production lead time and are final sale, reflecting a made-to-order personalization workflow layered on top of stock inventory.

Name

Set & Stones

Legal name

Set & Stones

Website

https://setandstones.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Fashion Jewelry

NAICS

Jewelry Retailers (45831), Jewelry and Silverware Manufacturing (33991), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG)

akta.pro secondary industries

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI)

Keywords

• Women's jewelry
• Fashion jewelry
• Personalized jewelry
• Fine jewelry
• Bridal jewelry

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through their Shopify e-commerce platform selling jewelry directly to consumers. Products range from $5 accessories to $848 fine jewelry pieces.
2. Wholesale to Retail Partners: B2B wholesale distribution to major retailers including Nordstrom, Anthropologie, Free People, and hundreds of boutique locations worldwide.
3. Gift Cards: Digital and physical gift cards available for purchase, allowing customers to give the brand's products as gifts.
4. Subscription Box Partnerships: Products featured in subscription boxes like FabFitFun, driving discovery and sales through this channel.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Set & Stones designs, sells, and personalizes women's jewelry including necklaces, bracelets, earrings, rings, hand chains, anklets, and body chains made from 14k Gold Filled, Sterling Silver, Gold over Brass, freshwater pearls, semi-precious stones, and 14k Solid Gold. The brand offers themed collections (Birthstone, Birth Flower, Zodiac, Angel Numbers, Initials, Bridal, Mama), custom laser engraving and hand stamping, gift sets, and gift cards. Products are sold direct-to-consumer through a Shopify storefront and through wholesale partners including Nordstrom, Anthropologie, Free People, and 100+ specialty boutiques.

Product overview

Set & Stones is a women-owned and operated jewelry brand based in San Diego, CA, established in 2016. The company offers a diverse portfolio of fine and fashion jewelry across multiple product categories including necklaces, bracelets, earrings, rings, hand chains, and anklets. The core product lines are organized by material (14k Gold Filled, Gold over Brass, Sterling Silver, Pearl, Turquoise, and 14k Solid Gold Fine Jewelry) and theme (Birthstones, Birth Flowers, Zodiac, Angel Numbers, Initials, and Bridal). The company operates a sub-brand called 'The First Layer by Set & Stones' featuring everyday essential jewelry pieces at an accessible price point. The product portfolio also includes personalized/engraved jewelry services, gift sets, gift cards, and accessories like extenders and gift bags. Prices range from under $35 to over $800, with the premium Fine Jewelry and Splurge Worthy Gifts collections featuring solid gold pieces priced up to $848. The brand is available through its direct-to-consumer e-commerce platform as well as major retail partners including Nordstrom, Anthropologie, and Free People.

Differentiator

Problem solved

Functional benefit

Brands

• The First Layer by Set & Stones: A sub-collection featuring dainty, everyday essential jewelry pieces at an accessible price point.

Products and services

• Necklaces Dainty chain necklaces in styles including initial, birthstone, birth flower, angel numbers, zodiac, lariat, and personalized options, made with 14k Gold Filled, Sterling Silver, and Gold over Brass.
• Bracelets Bracelet collection featuring initial, birthstone, birth flower, angel numbers, zodiac, and date bracelets in 14k Gold Filled, Sterling Silver, and Gold over Brass.
• Earrings Earring collection including studs, hoops, threaders, and huggie styles, featuring birthstone studs, birth flower studs, and initial earrings in 14k Gold Filled and Sterling Silver.
• Rings Stackable and statement rings in initial, birthstone, cross, and zodiac designs crafted in 14k Gold Filled and Sterling Silver.
• Hand Chains Hand chain accessories featuring cubic zirconia connectors in 14k Gold Filled and Sterling Silver, including Miley Hand Chain, Austen Hand Chain, and Cyrus Hand Chain.
• Anklets + Body Jewelry Anklets and body chains including belly chains, body chains, and anklets, such as Bobbi Anklet, Bobbi Body Chain, and Bobbi Belly Chain.
• Fine Jewelry Premium jewelry collection featuring 14k Solid Gold pieces including fine rings, studs, necklaces, and huggies, part of the Splurge Worthy Gifts collection with prices from $196 to $848.
• The First Layer by Set & Stones A curated sub-brand collection featuring everyday essential dainty jewelry pieces at an accessible price point across bracelets, earrings, necklaces, and rings, with 72-hour shipping and exclusions from discount codes.
• Bridal Collection Bridal and wedding jewelry featuring bridal gifts, Something Blue collection, and Mrs-styled pieces including Something Blue Necklace, Something Blue Bracelet, and bridal anklets.
• Personalized Jewelry Custom laser engraving and hand stamping personalization service for select pieces including name necklaces, date bracelets, and custom message jewelry such as the Goldie Necklace and Alice Initial Necklace. Custom pieces may take 5-7 business days to ship and are final sale.
• Gift Sets Pre-curated jewelry gift sets including coordinated sets like the Birthstone Gift Set, paired with jewelry gift cards and gift bags.
• Gift Cards Digital gift cards available for purchase to give recipients flexibility in choosing their own jewelry.
• Splurge Worthy Gifts Luxury fine jewelry collection featuring premium pieces in 14k Solid Gold and White Gold, including Santorini Necklace, Palermo Huggies, Odessa Huggies, and Geneva Necklace.
• Ready-to-Ship Collection Pre-made jewelry pieces available for immediate shipment, including 21 popular styles such as Katrina Birth Flower Necklace and Birthstone Charm Necklace.

Quantifiable outcome

• Products available in retailers worldwide
• +1 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

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• NordstromcoreChannel Partner/ Reseller/ DistributorMajor department store partnership with Set & Stones jewelry sold in Nordstrom stores nationwide and online at Nordstrom.com. One of the brand's flagship retail partners providing significant distribution reach across the United States.
• AnthropologiecoreChannel Partner/ Reseller/ DistributorLifestyle retailer carrying Set & Stones in their main jewelry collection and Anthropologie Weddings sub-brand. Products sold in stores and online, reaching the brand's target demographic of style-conscious women.
• Free PeoplecoreChannel Partner/ Reseller/ DistributorBoutique clothing and lifestyle retailer featuring Set & Stones as a brand partner in their jewelry assortment. Complements Free People's bohemian aesthetic with Set & Stones' elegant jewelry designs.
• FabFitFunminorChannel Partner/ Reseller/ DistributorQuarterly subscription box service featuring curated products. Set & Stones products are included in subscription boxes, providing exposure to new customers and driving direct sales through the partnership.
• Wolf & BadgerminorChannel Partner/ Reseller/ DistributorIndependent fashion retailer with locations in the US and UK, specializing in featuring independent designers. Set & Stones products sold at their US location, providing international exposure.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pura Vida Bracelets: Pura Vida is a DTC-accessible jewelry and accessories brand with strong charity and lifestyle positioning, sold across boutiques and major retailers. Comparable in price points, lifestyle branding, and wholesale + DTC channel mix.
• Mejuri: Mejuri is a DTC-accessible fine and fashion jewelry brand targeting women with personalized, everyday pieces at similar price points and sold across DTC, wholesale, and own retail. Direct overlap in product, customer (women 25-45), and channel mix (Shopify, department stores).
• BaubleBar: BaubleBar is a digitally-native fashion jewelry brand selling trend-driven, personalized pieces at accessible prices through DTC, department stores, and subscription partnerships. Strong overlap in personalization, gifting, and theme-driven collections.
• Gorjana: Gorjana is a California-based women-owned jewelry brand selling dainty, everyday jewelry in gold and silver at comparable price points, with strong wholesale distribution in department stores and boutiques and active social media presence. Closely matched in positioning and GTM.
• Kendra Scott: Kendra Scott is a women-founded accessible-luxury jewelry brand with strong wholesale and DTC presence, frequent personalization (birthstones, monogramming), and a similar theme-driven merchandising approach. Comparable in product categories, price ladder, and retail footprint.
• Stella & Dot: Stella & Dot is a women-led jewelry and accessories brand selling personalized, on-trend pieces through boutique and trunk-show channels plus online. Comparable in personalized jewelry assortment and women-driven GTM motion.
• Adina's Jewels: Adina's Jewels is a women-founded jewelry brand offering personalized initial and birthstone pieces at accessible price points, with wholesale placement in Anthropologie and Nordstrom. Direct overlap with Set & Stones' personalization-led assortment.
• Aurate: Aurate is a DTC fine and fashion jewelry brand with transparent pricing, gold-filled and solid gold pieces, and a women-focused narrative. Overlaps with Set & Stones on materials, price ladder, and channel mix (DTC plus department-store partnerships).

Emerging players

• Hey Harper: Hey Harper is an emerging DTC jewelry brand specializing in waterproof, everyday pieces sold direct to consumer. Overlaps on price points, target customer (women 25-45), and DTC-first motion, though with a different durability-led value proposition.

Broad incumbents

• Kate Spade (jewelry line): Kate Spade is a large lifestyle brand with a substantial jewelry assortment sold across its own stores, department stores (including Nordstrom and Anthropologie), and online. Overlaps with Set & Stones on channels, gifting positioning, and customer demographic, but at much larger scale and breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/setandstones
• LinkedInlinkedin.com/company/setandstones
• Instagraminstagram.com/setandstones
• Pinterestpinterest.com/setandstones/_created

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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 Set & Stones