Roxanne Assoulin
Roxanne Assoulin is a New York-based private jewelry brand selling colorful enamel and stone necklaces, bracelets, earrings, and modular charms through Shopify e-commerce, a Madison Avenue flagship, a Manhattan showroom, and wholesale partnerships with luxury retailers including Net-a-Porter and Neiman Marcus.
- Company typePrivate
- Founded1983
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Roxanne Assoulin does
Roxanne Assoulin (legally Maurice Max Inc.) is a New York-based private jewelry brand specializing in colorful, minimalist enamel and stone jewelry. The product portfolio centers on necklaces, bracelets, earrings, charms, and extenders organized into signature collections including the Puffy Heart line (heart-shaped enamel pieces in over 20 colors), Happy Cords (modular charm necklaces and bracelets), Crystal Granita (gemstone drops and clusters), and seasonal capsules. Core pricing spans $45 to $360, with select bracelets reaching $1,150 and e-gift cards up to $2,000. Personalization services such as initial engraving, charm customization, and a $25 alteration service support gift and self-purchase use cases.
The company operates a hybrid distribution model combining direct-to-consumer channels with global wholesale. Direct channels consist of a Shopify-powered e-commerce site, a flagship retail store at 1069 Madison Avenue in Manhattan, and a dedicated showroom at 49 W. 27th Street that hosts private appointments and hosted events. Wholesale distribution extends reach through at least nine premium retailers, including Net-a-Porter, Shopbop, Neiman Marcus, Nordstrom, FWRD, Holt Renfrew (Canada), La Samaritaine (France), Estnation (Japan), and Ounass (UAE), spanning North America, Europe, the Middle East, and Asia. Marketing relies on organic social (Instagram, Facebook, TikTok, Pinterest), email newsletters, and experiential showroom events.
Revenue is generated entirely through one-time purchase transactions across DTC e-commerce, retail, wholesale, and private events. The technology stack is standard Shopify-plus-analytics: Shopify for the storefront, Google Analytics, Google Tag Manager, HotJar, and Facebook Pixel for marketing optimization, with DesktopShipper for fulfillment and Zendesk for customer service. The company is founder-owned and privately held, with no disclosed external investors, funding rounds, parent organization, or subsidiaries.
Roxanne Assoulin firmographics
Firmographics- Name
- Roxanne Assoulin
- Legal name
- Maurice Max Inc.
- Website
- https://roxanneassoulin.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Roxanne Assoulin is a New York-based private jewelry brand selling colorful enamel and stone necklaces, bracelets, earrings, and modular charms through Shopify e-commerce, a Madison Avenue flagship, a Manhattan showroom, and wholesale partnerships with luxury retailers including Net-a-Porter and Neiman Marcus.
- Ownership category
- akta.pro rank
Roxanne Assoulin industry classification
Industry- Product category
- Fashion Jewelry
- NAICS
- Jewelry Retailers (458310)
- SIC
- Retail-Jewelry Stores (5944), Costume Jewelry & Novelties (3960)
- akta.pro primary industry
- Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)
- akta.pro secondary industries
- Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Luxury Fashion Jewelry & Designer Accessories (Non-fine) (CRAAAFAM), Charm & Personalized Fashion Jewelry (Nameplates/Initials/Photo) (CRAKABAE)
Keywords
Where Roxanne Assoulin is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Roxanne Assoulin business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: The company operates a direct-to-consumer e-commerce website selling jewelry products at retail prices. Products include necklaces ($70-$360+), bracelets ($75-$1,150), earrings ($75-$185), charms ($45-$80), and accessories. The company offers gift cards ranging from $50 to $2,000.
- Retail Store Sales: The company operates a flagship retail store at 1069 Madison Ave in New York City, selling products directly to consumers. The store is open Monday through Saturday 10am-6pm and Sunday 11am-6pm.
- Wholesale Distribution: Products are sold through wholesale distribution to major luxury retailers including Net-a-Porter, Shopbop, Neiman Marcus, Nordstrom, FWRD, Ylang 23, Holt Renfrew, La Samaritaine, Estnation, and Ounass.
- Private Events: The brand hosts private events at their showroom for experiential shopping, creating additional revenue opportunities through personalized customer experiences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Gift Cards |
| Unit Pricing | Pay-as-you-go | Necklaces |
| Unit Pricing | Pay-as-you-go | Bracelets |
| Unit Pricing | Pay-as-you-go | Earrings |
| Unit Pricing | Pay-as-you-go | Charm Add-ons |
| Other | Pay-as-you-go | Shipping |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels7 records
Roxanne Assoulin product offering
Product offeringCore offering
Roxanne Assoulin designs, produces, and sells colorful, minimalist fashion jewelry — necklaces, bracelets, earrings, charms, and extenders — featuring enamel, semi-precious stones, freshwater pearls, and cubic zirconia. The brand sells direct-to-consumer through its Shopify e-commerce site and two New York City locations (Madison Avenue flagship and 27th Street showroom), and distributes wholesale through premium retailers and luxury e-commerce platforms worldwide. Its signature Happy Cord charm system and Puffy Heart collection enable personalized, modular jewelry.
Product overview
Roxanne Assoulin is a New York-based jewelry and lifestyle brand offering colorful, minimalist enamel and stone jewelry designed for everyday wear. The product portfolio centers on a unified jewelry line organized into collections including necklaces, bracelets, earrings, and charms, with signature lines like the Puffy Heart collection featuring heart-shaped enamel pieces in over 20 colors, Happy Cords for customizable layering, and Crystal Granita for gemstone pieces. The brand operates direct-to-consumer sales through its e-commerce platform and two physical retail locations in New York City, with wholesale distribution through major retailers including Net-a-Porter, Nordstrom, and Shopbop. Products range from $30 extenders to $2,000 gift cards, with core charm and necklace pieces typically priced between $50-$360.
Differentiator
Problem solved
Functional benefit
Products and services
- Necklaces Primary jewelry category featuring stone bead necklaces, cord necklaces, pearl necklaces, charm necklaces, and statement pieces. Includes the signature Happy Cord Charm Necklace, the Pebble Stone Necklace, the Paprika Necklace Duo, and the Very Big Bead Stone Necklace. Priced from $70 to $360+.
- Bracelets Cuff, chain, and cord bracelets with options for layering and charm customization, featuring stone, crystal, and enamel designs. Priced from approximately $75 to $1,150.
- Earrings Stud, hoop, and drop earrings featuring heart motifs, stones, pearls, and crystals in gold and silver-tone finishes. Priced from $75 to $185.
- Charms Mix-and-match decorative charms including Mini Puffy Heart charms (20+ colors), Puffy Initial charms, Tiny Treasures charms, and themed charms that attach to Happy Cord necklaces and bracelets for personalization.
- Gift Cards E-gift cards available in denominations of $50, $100, $150, $250, $350, $500, $1,000, and $2,000, valid for one year from purchase date.
- Private Events Hosted shopping events at the 27th Street showroom with food, drinks, and creative activities designed for groups, providing personalized service and community building.
- Customization and Alteration Services Personalization services including initial engraving, charm customization, and alteration services available for a $25 fee per alteration.
Companies that use Roxanne Assoulin
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Roxanne Assoulin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Roxanne Assoulin partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- ShopifycoreShopify provides the e-commerce platform powering roxanneassoulin.com, including storefront, payment processing, and order management. The company's online sales are entirely dependent on Shopify's infrastructure.
- Facebook (Meta)coreFacebook Custom Audience and Facebook Connect integration for targeted advertising and social login functionality on the website.
- Google (AdWords, Dynamic Remarketing, DoubleClick)coreGoogle advertising platforms used for conversion tracking, dynamic remarketing campaigns, and display advertising across Google's network.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Roxanne Assoulin competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Roxanne Assoulin social profiles
Digital presenceRoxanne Assoulin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roxanne Assoulin leadership team
Management profileNumber of profiles
Roxanne Assoulin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roxanne Assoulin 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 Roxanne Assoulin
What does Roxanne Assoulin do?
Roxanne Assoulin designs, produces, and sells colorful, minimalist fashion jewelry — necklaces, bracelets, earrings, charms, and extenders — featuring enamel, semi-precious stones, freshwater pearls, and cubic zirconia. The brand sells direct-to-consumer through its Shopify e-commerce site and two New York City locations (Madison Avenue flagship and 27th Street showroom), and distributes wholesale through premium retailers and luxury e-commerce platforms worldwide. Its signature Happy Cord charm system and Puffy Heart collection enable personalized, modular jewelry.
Is Roxanne Assoulin a public or private company?
Roxanne Assoulin is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Roxanne Assoulin founded?
Roxanne Assoulin was founded in 1983. It employs 11 to 50 people.
Where is Roxanne Assoulin based?
Roxanne Assoulin is headquartered in New York, United States, in the North America region.
How does Roxanne Assoulin make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Store Sales, wholesale Distribution and private Events.
Does Roxanne Assoulin have an API?
No public API is recorded for Roxanne Assoulin.
What industry is Roxanne Assoulin in?
Roxanne Assoulin's product category is Fashion Jewelry. Its primary akta.pro industry code is CRAKABAC, Designer/Artisan Fashion Jewelry (Independent Brands), with a secondary code of CRAKAHAG, Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones). Its NAICS code is 458310 and its SIC code is 5944.