Hagerty

What Hagerty does

W.J. Hagerty & Sons is a family-owned manufacturer of premium cleaning, polishing, and storage products for silver, jewelry, and luxury home care, headquartered in South Bend, Indiana, where it has continuously operated since 1895. The product portfolio is organized across four categories: Silver Care (polishes, dips, cloths, gloves, and tools for sterling and silver plate); Jewelry Care (ammonia-free cleaners, polishing cloths, and ultrasonic/sonic cleaning equipment for diamonds, gems, gold, and pearls); Home Care (metal polishes, chandelier cleaner, pewter wash, and Vernax furniture polish); and Storage (Silver Keeper bags, flatware drawer liners, tabletop china/stemware savers, and jewelry keepers). All products are certified Kosher by the Union of Orthodox Jewish Congregations of America and are primarily manufactured in the USA.

The company's technical foundation is its proprietary R-22 anti-tarnish protection, applied across silver polishes, polishing cloths, wipes, gloves, and storage products to prevent tarnish and preserve brilliance. The portfolio also includes professional-grade specialty cleaners (e.g., Pearl Clean for natural and cultured pearls, Crystal Care for smart screens and crystal, Vernax for wood and leather) and precision tools such as horsehair brushes and sponge applicators, positioning Hagerty as a category specialist rather than a generalist household cleaner.

Hagerty operates a B2C/B2B2C distribution model, selling through tier-1 retailers including Amazon, The Home Depot, Target, and The Container Store, alongside jewelry stores, luxury boutiques, department stores, specialty museum supply outlets, equestrian/tack shops, music retailers, and fine tabletop/homeware stores across 27+ countries. The company markets via organic social media (Facebook, YouTube, Instagram, Pinterest, X), an email newsletter, and retail partner co-marketing. Customer segments span four groups: families and collectors preserving heirlooms, professional jewelers and watchmakers, museums and antique restoration experts, and retailers/wholesalers. Note: the input also contains data referencing a publicly-traded "Hagerty, Inc." (ticker HGY) that is a classic car insurance business; that entity is a different company from W.J. Hagerty & Sons, and its financial data (~$380M Q3 2025 revenue, 2021 IPO, McKeel Hagerty as CEO) is not applicable to the cleaning-products manufacturer described here.

Name

Hagerty

Legal name

Hagerty

Website

https://hagertyusa.com

Company type

Public

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Silver Care and Jewelry Care Products

NAICS

Polish and Other Sanitation Good Manufacturing (325612), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Specialty Cleaning, Polishing And Sanitation Preparations (2842)

akta.pro industry

PRIMARYCRAKALAI

Cleaning, Polishing & Preventive Maintenance

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Repair, Resizing & Aftercare Services

SECONDARYCRAJACAD

Wood & Laminate Surface Cleaners & Polishes

Consumer Products & Retail/Household Products & Cleaning Supplies/Hard Surface Cleaners

Keywords

• Silver care products
• Jewelry cleaning solutions
• Metal polishing products
• Anti-tarnish storage
• Home care cleaners

Headquarters

HQ city

South Bend

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Consumer Products Sales: Sale of premium cleaning, polishing, and storage products for silver, jewelry, and home care through retail and e-commerce channels. Products include polishes, dips, cleaning solutions, polishing cloths, and storage solutions.

Go-to-market motion1 record

Distribution channels9 records

Marketing channels3 records

Core offering

W. J. Hagerty & Sons manufactures and sells a portfolio of premium cleaning, polishing, and storage products for sterling silver, silver plate, gold, platinum, diamonds, gemstones, pearls, and luxury home finishes. The line spans silver polishes and dips, polishing cloths, jewelry cleaners, anti-tarnish storage bags and drawer liners, fine tabletop and china storage, metal polishes, chandelier cleaners, and furniture polish, unified by the proprietary R-22 anti-tarnish protection technology. Products are sold to consumers, jewelers, museums, and restoration professionals through retailers and channel partners globally.

Product overview

Hagerty is a portfolio of premium cleaning, polishing, and storage products for silver, jewelry, and luxury home care. The product line is organized into three main categories: Silver Care (polishes, dips, cloths, and tools for sterling and silver plate), Jewelry Care (cleaners, polishing cloths, and ultrasonic tools for diamonds, gems, gold, and pearls), and Home Care (metal polishes, chandelier cleaners, and furniture polishes like Vernax). Storage solutions include Silver Keepers with R-22 Tarnish Prevention technology, tabletop storage for china and stemware, and jewelry storage with anti-tarnish protection. Products are sold through major retailers including Amazon, Target, The Home Depot, and The Container Store. The company is family-owned and operated since 1895, with products primarily manufactured in the USA and certified Kosher.

Differentiator

Problem solved

Functional benefit

Products and services

• Silver Foam Cream silver polish with extra mild formula designed to gently remove tarnish and restore shine to sterling, silver plate, and gold.
• Silversmiths' Polish Liquid silver polish with R-22 Tarnish Prevention that gently removes tarnish, restores luminous shine, and locks in brilliance.
• Silversmiths' Spray Polish Aerosol silver polish with R-22 Tarnish Prevention for quick application and tarnish protection.
• Silversmiths' Pump Spray Polish Pump silver polish with R-22 Tarnish Prevention for controlled application.
• Silversmiths' Wash Paste silver polish with R-22 Tarnish Prevention for deep cleaning action.
• Silver Care Package Starter kit with R-22 Tarnish Prevention containing essential silver care products for beginners.
• Instant Silver Dip Liquid silver dip providing instant tarnish removal for quick cleaning of sterling and silver plate.
• Flatware Silver Dip Liquid dip specifically formulated for flatware, providing instant tarnish removal.
• Fork Clean Liquid cleaner designed for silver flatware with instant tarnish removal properties.
• Silversmiths' Gloves Machine washable silver cleaning gloves with R-22 Tarnish Prevention for protective handling.
• Silver Duster Two-piece silver polishing cloth with R-22 Tarnish Prevention for quick refreshes.
• Silversmiths' Wipes Dry, disposable silver wipes with R-22 Tarnish Prevention for convenient on-the-go cleaning.
• Horsehair Silver Brush Soft, non-scratch professional tool designed for precision cleaning of detailed silver patterns.
• Silver Polish Sponge Applicator Soft, non-scratch professional tool for applying polish to delicate silver finishes.
• Handling Gloves Professional tool that prevents fingerprints when handling silver and jewelry.
• Jewel Clean Ammonia-free jewelry cleaner for diamonds, gemstones, porous stones, platinum, and gold from the Luxury Care Collection.
• Silver Clean Jewelry cleaner that removes tarnish from sterling and silver plate jewelry.
• Pearl Clean Gentle, safe jewelry cleaner specifically formulated for natural and cultured pearls, and delicate porous stones.
• Jewel Clean Concentrate Concentrated travel-friendly jewelry cleaner that makes 7 fl. oz. when mixed with water.
• Jewelry Wipes Pre-moistened wipes for cleaning silver, gold, and gemstones.
• Crystal Care Specialized cleaner for smart screens and crystal jewelry.
• Jewelry Foam (Aerosol) Aerosol foam cleaner for diamonds and gemstones from the Luxury Care Collection.
• Jewelry Foam (Pump) Pump-action foam cleaner for diamonds and gemstones from the Luxury Care Collection.
• Diamond and Gem Care Cloth Non-treated microfiber cloth for cleaning diamonds and gems.
• Jewelry Polishing Cloth Polishing cloth with R-22 Tarnish Prevention for silver and gold jewelry.
• Digital Ultrasonic Jewelry Cleaner Professional ultrasonic cleaner for deep cleaning jewelry and watches using high-frequency sound waves.
• Sonic Jewelry Cleaner Battery-operated sonic cleaner for diamonds, gems, and gold.
• Horsehair Jewelry Brush Soft-bristled professional brush for gentle jewelry cleaning.
• Stainless Steel Wash Paste formula for cleaning and polishing stainless steel surfaces.
• Hagerty 100 All Metal Polish Multi-surface metal polish that cleans over 100 surfaces with R-22 Tarnish Prevention.
• Chandelier Cleaner Spray formula for cleaning crystal and glass chandeliers without disassembly.
• Pewter Wash Paste formula for cleaning and polishing pewter.
• Vernax Furniture Polish Premium wood and leather care polish used in museums and galleries for over a century.
• Heavy Duty Copper, Brass & Metal Polish Liquid polish for heavy-duty cleaning of copper, brass, and other metals.
• Silver Keeper Zippered Bags Specially treated storage bags in multiple sizes (6"x6" to 24"x30") with R-22 Tarnish Prevention for protecting silver between uses.
• Silver Keeper Flatware Bag 4"x12" flatware storage bag with R-22 Tarnish Prevention.
• Zippered Flatware Storage Drawer Liner Drawer liner that stores 120 pieces of flatware with R-22 Tarnish Prevention.
• Silver Protection Strips Strips that absorb sulfur in the air to prevent tarnish on silver items.
• 4-Piece Plate Saver Set Storage set for protecting china plates from scratches and damage.
• 5-Piece China Storage Set Storage set for protecting china plates and cups.
• Stemware Saver Storage solution for protecting crystal and glass stemware.
• Stainless Steel Flatware Storage Drawer Liner Drawer liner that stores 120 pieces of stainless steel flatware.
• Fine China Plate Separators Separators that prevent scuffing between fine china plates.
• Table Leaf Storage Bag Storage bag for protecting extra table leaves.
• Jewelry Keeper Double-sided tarnish-preventing storage for jewelry with R-22 Tarnish Prevention.
• Forever New Silver Jewelry Storage Kit 3-piece storage kit for silver and gold jewelry with R-22 Tarnish Prevention.
• Jewelry Pouch Pouch for storing and protecting silver and gold jewelry.
• Silver and Gold Zippered Jewelry Keeper 4"x4" zippered bag for silver and gold jewelry with R-22 Tarnish Prevention.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon serves as a primary online marketplace for Hagerty products, selling items such as Jewel Clean, Silver Clean, Pearl Clean, and various polishing cloths directly to consumers.
• The Home DepotcoreChannel Partner/ Reseller/ DistributorThe Home Depot stocks Hagerty products including Silver Clean and various home care solutions in their retail stores.
• TargetcoreChannel Partner/ Reseller/ DistributorTarget carries Hagerty jewelry care products including the Essential 3-Piece Jewelry Care Collection.
• The Container StorecoreChannel Partner/ Reseller/ DistributorThe Container Store stocks Hagerty Jewel Clean and other organizational and care products.
• BeringsminorChannel Partner/ Reseller/ DistributorBerings jewelry store carries Hagerty Jewel Clean among their product offerings.
• The Silver SunminorChannel Partner/ Reseller/ DistributorThe Silver Sun jewelry retailer stocks Hagerty Silver Clean for their customers.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Goddard's: Heritage silver care brand offering polishes, dips, and cloths for sterling silver and plated ware. Direct competitor to Hagerty's silver care line with similar museum/professional positioning and overlapping retail channels.
• Wright's: Long-established mass-market silver polish brand (cream and paste polish) with broad grocery and mass-retail distribution. Competes head-to-head with Hagerty Silver Care in the silver polish and dip category.
• Connoisseurs: Leading jewelry cleaner brand with a portfolio of dips, sprays, wipes, and polishing cloths for gold, silver, and gemstones. Directly competes with Hagerty's Jewelry Care line at retail jewelers and mass-market stores.
• Town Talk Polish Co. UK-based silver and metal care specialist offering polishes, cloths, and storage solutions. Direct product-line competitor to Hagerty in silver care with strong heritage brand positioning, primarily serving European markets.
• BlueMagic: Specialty metal polish manufacturer with product lines for silver, gold, copper, brass, and chrome. Direct competitor to Hagerty's all-metal polish and home care cleaning products.

Broad incumbents

• Weiman Products: Broader specialty cleaning products company offering stainless steel, cooktop, leather, and wood cleaners. Overlaps with Hagerty's Home Care line (metal polish, wood polish) with wider category scope and mass retail presence.
• Mrs. Meyer's Clean Day: Premium household cleaning brand with broader home care portfolio. Overlaps with Hagerty's Home Care positioning as a premium branded cleaning product sold through similar mass-retail channels like Target and Home Depot.

Emerging players

• Simple Shine: DTC-focused jewelry and silver care brand with modern packaging and subscription-friendly offerings. Competes with Hagerty's Jewelry Care line for younger consumers and e-commerce-driven shoppers.

Others

• Hagerty (Insurance): Publicly traded classic car insurance and media company sharing the 'Hagerty' name but operating in an unrelated vertical. Mentioned for disambiguation due to potential brand confusion; not a comparable operating business.
• Jewelry Brand Catalogs (e.g., Tiffany & Co.): Luxury jewelry retailers whose stores carry Hagerty's Jewelry Care line as a complementary product. Retail-channel relationship rather than direct product competition, but representative of the premium jewelry ecosystem Hagerty sells into.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hagertycare

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Hagerty