My Jewellery

What My Jewellery does

My Jewellery is a Dutch fashion retailer founded in summer 2011 by Sharon Hilgers as a female-led, family-run jewellery brand. Headquartered in 's-Hertogenbosch, the company has evolved from a single-category jewellery business into a multi-category fashion retailer selling jewellery, clothing, accessories, beauty, and lifestyle products. Its core product proposition centers on premium stainless steel jewellery that is marketed as 100% waterproof, tarnish-resistant, and scratch-resistant, with secondary offerings in 925 sterling silver and 925 gold-plated silver. The full creative pipeline—sketching, print design, photo shoots, and modelling—is conducted in-house, enabling daily new-in product drops on the e-commerce site.

The company monetizes through a dual omni-channel model: a direct-to-consumer e-commerce platform at my-jewellery.com and 60 proprietary retail boutiques distributed across the Netherlands (32 locations), Belgium (10), Germany (13), and Paris (1). Unit pricing spans approximately €9.99 to €89.99, with most jewellery items in the €15–€50 range and free shipping thresholds at €49.99 or €75 depending on destination country. Incremental revenue and engagement levers include the My Jewellery Atelier (in-store engraving and jewellery stringing workshops), boutique-based ear piercing services, gift cards, curated gift sets, and seasonal promotional sales offering up to 50% discounts. Ancillary marketing and conversion tools include a Gift Finder, an email newsletter (with a 10% welcome incentive), blog content, Instagram and Facebook, and 19,000+ verified customer reviews on Feedbackcompany scoring 8.7/10.

The primary customer base is fashion-conscious women seeking affordable, on-trend, everyday and occasion wear, with secondary segments in gift buyers and male accessory shoppers. Customer service is delivered via phone, email, chat, Facebook Messenger, and WhatsApp. My Jewellery is privately held with no disclosed external funding rounds, no parent company, and no M&A activity in the available data. The company has 51–100 employees and reports no regulatory actions, patents, trademarks, or third-party wholesale or marketplace distribution, indicating a fully owned, vertically controlled retail operation.

Name

My Jewellery

Legal name

My Jewellery

Website

https://my-jewellery.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

My Jewellery is a privately held Dutch fashion retailer founded in 2011 that designs and sells affordable jewellery, clothing, accessories, and gifts primarily to women through its e-commerce platform and 60 owned boutiques across the Netherlands, Belgium, Germany, and Paris.

Ownership category

akta.pro rank

Product category

Fashion Jewellery and Accessories Retail

NAICS

Jewelry Retailers (458310), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Jewelry Stores (5944), Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)

akta.pro secondary industries

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA), Charm & Personalized Fashion Jewelry (Nameplates/Initials/Photo) (CRAKABAE), Fashion/Costume Jewelry Manufacturing (CRAKAIAB)

Keywords

• Fashion jewellery retail
• Women's accessories
• Stainless steel jewellery
• Personalised jewellery engraving
• Clothing and gifts

Headquarters

HQ city

's-hertogenbosch

HQ country

Netherlands

HQ region

Europe

Offices33 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Retail: Primary revenue stream through the My Jewellery webshop selling jewellery, clothing, accessories, and gifts directly to consumers. Products are priced individually with prices ranging from approximately €9.99 to €89.99. Summer Sale promotions offer up to 50% off.
2. Physical Boutique Retail: Revenue from 60 proprietary retail boutiques across the Netherlands, Belgium, Germany, and Paris. Boutiques offer the full product range plus ear piercing services.
3. Gift Cards: Gift cards sold in fixed amounts with beautiful packaging, allowing recipients to select their own products. Available both online and in boutiques.
4. Gift Sets & Boxes: Pre-curated gift sets packaged in gift boxes, adding premium packaging to product purchases as an upsell opportunity.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

My Jewellery designs and sells affordable Dutch fashion jewellery, primarily made from premium stainless steel, along with women's clothing, accessories, and gift items. The company operates a direct-to-consumer model through its own e-commerce webshop and 60 proprietary retail boutiques across the Netherlands, Belgium, Germany, and Paris, offering in-house designed products plus personalised services such as jewellery engraving and ear piercing.

Product overview

My Jewellery is a Dutch fashion e-commerce company that evolved from a jewellery brand founded in summer 2011 into a comprehensive fashion retailer. The company operates a unified platform offering three core product categories: Jewellery (including bracelets, necklaces, rings, earrings, watches, anklets, charms, and hand chains made primarily from premium stainless steel), Clothing (featuring dresses, tops, T-shirts, trousers, skirts, blazers, gilets, cardigans, jumpsuits, swimwear, and seasonal collections), and Accessories (including bags, scarves, hair accessories, phone cases, belts, caps, sunglasses, and home items). The company also offers personalization services through its Atelier (jewellery engraving), ear piercing in boutiques, and gift options including gift cards and gift sets. Products are sold through the e-commerce website and 60 physical boutiques across the Netherlands, Belgium, Germany, and Paris. Free shipping is available for orders of €49.99 or €75 depending on destination.

Differentiator

Problem solved

Functional benefit

Brands

• My Jewellery Atelier: Personalized jewellery service offering engraving and custom jewellery creation

Products and services

• Jewellery Collection Core jewellery range including bracelets, necklaces, rings, earrings, anklets, charms, hand chains, bangles, watches, and beaded jewellery, made primarily from premium stainless steel with 100% waterproof, tarnish-resistant, and scratch-resistant properties, also using 925 sterling silver and 925 gold-plated silver. Targeted at fashion-conscious women seeking affordable everyday and occasion wear.
• Women's Clothing Collection Women's clothing line featuring dresses, tops, T-shirts, sweatshirts, trousers, jeans, skirts, shorts, blouses, blazers, gilets, cardigans, jumpsuits, co-ord sets, swimwear, and seasonal spring, summer, fall, and winter collections. Priced from approximately €25.99 to €79.99.
• Fashion Accessories Fashion accessories including tote bags, shoulder bags, crossbody bags, scarves, keychains, toiletry bags, jewellery organisers, brooches, hair accessories (scrunchies, headbands, hair pins), phone accessories and cases, belts, caps, sunglasses, socks & tights, laptop sleeves, sneaker accessories, and home accessories.
• Gift Shop (Gift Cards, Sets, and Boxes) Gift cards sold in fixed amounts with premium packaging, pre-curated gift sets packaged in gift boxes for various occasions, and gift bags for purchase. Available both online and in boutiques for customers seeking meaningful personal gifts.
• My Jewellery Atelier (Personalisation Service) Personalisation service available in boutique locations in Den Bosch, Breda, Zwolle, Eindhoven, Antwerp, Ghent, and Rotterdam, where customers can create unique, personalised jewellery through engraving, stringing, and custom designs.
• Ear Piercing Service Professional ear piercing service available in boutiques, allowing customers to book appointments online for ear piercings alongside jewellery purchases.
• Summer Sale / Outlet Seasonal sale section offering discounted jewellery, clothing, accessories, and beauty products from previous collections at reduced prices with discounts up to 50% off.

Quantifiable outcome

• 8.7/10 customer satisfaction rating on Feedbackcompany
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators4 records

Expansion highlights5 records

Broad incumbents

• H&M: Global fast-fashion retailer with an extensive accessories and jewellery assortment at accessible prices. Direct overlap with My Jewellery's clothing and accessories categories and value-pricing model.
• Pandora: Global jewellery major operating branded boutiques and concept stores worldwide, including in Western Europe. Comparable jewellery retail format and brand-led store experience, though at a higher price point.
• Swarovski: Austrian jewellery and crystal accessories brand with its own boutique network across Europe. Broad incumbent in the fashion-jewellery retail space with overlapping gifting and accessories categories.
• Zara (Inditex): Spanish fast-fashion incumbent with trend-driven accessories and jewellery lines refreshed on rapid cycles. Comparable trend-responsiveness and women's fashion customer, and a benchmark for clothing-side competitive pressure.

Direct peers

• Missoma: London-based contemporary demi-fine and fashion jewellery brand popular with women, sold primarily DTC online and in select wholesale. Highly comparable in target customer, trend-led drops, and personalisation-friendly gifting assortment.
• Pilgrim Jewellery: Danish designer fashion jewellery and accessories brand sold through own stores, department stores, and e-commerce across Europe. Closely matches My Jewellery's accessible-price, on-trend, in-house-designed fashion jewellery positioning.
• Accessorize (Monsoon Accessorize): UK-based fashion accessories and jewellery specialist with own stores across Europe. Closely matches My Jewellery's focus on affordable, trend-led women's accessories and jewellery across multiple price tiers.
• Astrid & Miyu: UK contemporary jewellery brand with own boutiques and piercing services alongside e-commerce. Direct overlap with My Jewellery's boutique-plus-piercing model and women's fashion-jewellery positioning.
• Lovisa Holdings: Australian fast-fashion jewellery retailer with hundreds of own stores globally and rapid trend-driven product cycles. Comparable in price point, daily newness model, and mall-based boutique expansion strategy.
• Claire's: Global fashion jewellery and accessories retailer with mall-based boutiques and ear-piercing services. Overlaps directly with My Jewellery's boutique-and-piercing retail model, though skews younger in customer base.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/myjewellery
• Facebookfacebook.com/MyJewellerycom
• LinkedInlinkedin.com/company/my-jewellery

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 My Jewellery