Tini Lux

What Tini Lux does

Tini Lux is a New York City-based, female-founded direct-to-consumer jewelry brand established in 2017 that specializes in hypoallergenic, medical-grade titanium jewelry targeting consumers with sensitive ears and metal allergies. The product portfolio spans earrings as the core category, with extensions into necklaces, rings, and the Little Lux kids jewelry line, priced from $5 to $225. The company's technical positioning rests on the use of ASTM F-67 pure titanium and ASTM F-136 implant-grade titanium, along with Nickel Free certification, distinguishing it from commodity fashion jewelry on material grounds.

The business operates a Shopify-based D2C e-commerce model with international shipping, supplemented by a Monthly Box subscription at $40 per month offering 40% savings versus à la carte pricing and the Club Lux loyalty program. An Affirm partnership enables buy-now-pay-later financing for higher-ticket items. The company has served more than 160,000 customers cumulatively and has been featured in The New York Times, Byrdie, BRIDES, and Glamour. Tini Lux remains bootstrap and founder-owned with no disclosed external funding.

The upcoming Good Lux Collection, a 26-product line slated for summer 2026, represents the most significant recent assortment expansion and a key forward-looking catalyst for revenue diversification beyond the core earrings category. The combination of subscription, loyalty, and BNPL mechanics suggests a layered retention strategy, though quantitative evidence on repeat purchase, AOV, or cohort retention is not disclosed in the available material.

Name

Tini Lux

Legal name

Tini Lux

Website

https://tinilux.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Tini Lux is a NYC-based, female-founded D2C jewelry brand founded in 2017 that designs and sells hypoallergenic medical-grade titanium earrings, necklaces, rings, and kids jewelry for consumers with sensitive ears and metal allergies.

Ownership category

akta.pro rank

Product category

Hypoallergenic Jewelry

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)

SIC

Costume Jewelry & Novelties (3960), Retail-Jewelry Stores (5944)

akta.pro primary industry

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

akta.pro secondary industry

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

Keywords

• Hypoallergenic jewelry
• Titanium earrings
• Sensitive ear jewelry
• Medical grade jewelry
• Direct to consumer jewelry

Headquarters

HQ city

Jersey City

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, Personnel, Technology or R&D

Revenue model

1. E-commerce Product Sales: Direct-to-consumer online sales of titanium earrings, necklaces, rings, and kids jewelry. One-time purchase model with individual product pricing ranging from $5 to $225.
2. Monthly Subscription Box: Monthly box subscription model delivering new earring designs monthly. Customers save 40% on every box with option to pause or cancel anytime.
3. Loyalty Program: Club Lux loyalty program offering rewards and exclusive deals to drive repeat purchases and customer lifetime value.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Tini Lux designs and sells hypoallergenic earrings and jewelry made from medical-grade titanium (ASTM F-67 commercially pure Grade 1 and ASTM F-136 implant grade) for people with sensitive ears. The company sells direct-to-consumer through its own Shopify online storefront, offering collections of studs, hoops, flat backs, necklaces, rings, kids earrings, and a Monthly Box subscription that delivers new designs with 40% savings.

Product overview

Tini Lux is an independent, female-founded jewelry brand established in 2017 in New York City, specializing in hypoallergenic earrings and jewelry for sensitive ears. The company offers a diverse portfolio of pure titanium earrings including multiple collections: Solitaire Studs (with Bijou and Celeste styles), Flat Back Stud Earrings (with Nano Celeste, Astrid, Lex, and Vivian variants), Tiny Hoop Earrings (including Rooftop Huggie, Mini Trendsetter, Ocean Ave, Jane, Maya, and Lucia styles), and the new Good Lux summer 2026 collection (featuring Daria, Elara, Loni, Mati, Zaya, Tessa studs and Viviana chain hoops). Beyond earrings, Tini Lux provides complementary jewelry including the Alexia safety pin necklace and Mati evil eye necklace, rings (Aspen Dome, Bria, Cleo, Eloise), body chains (Nero), and a Monthly Box subscription service (40% savings). The company also offers a dedicated Little Lux line for children. All products feature medical-grade titanium construction, waterproof and non-tarnishing properties, and come with a 1-year warranty.

Differentiator

Problem solved

Functional benefit

Brands

• Good Lux: A sub-collection line featuring dainty, waterproof jewelry described as 'your sensitive ears' good luck charms'. Includes stud earrings, hoop earrings, and necklaces.

Products and services

• Solitaire Studs Collection

Quantifiable outcome

• Less than 0.6% of people are allergic to titanium (compared to more than 20% for other metals)

Named customers7 records

Segments3 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

One partnership is on record.

• AffirmminorGTM or Marketing PartnerAffirm provides pay-in-4 interest-free installment payment option at checkout, allowing customers to split purchases into smaller payments.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Studex: Piercing jewelry and aftercare specialist with medical-grade offerings. Comparable as a category-defining piercing-focused brand with strong sensitivity and clinical positioning.
• Blomdahl: Medical-grade titanium and plastic piercing jewelry maker (Swedish). Directly comparable as a specialized hypoallergenic piercing jewelry brand targeting sensitive-skin consumers with similar ASTM-grade titanium positioning.

Broad incumbents

• Oak and Luna: Personalized and name jewelry D2C brand. Comparable as a digitally-native jewelry brand with strong personalization/customization offering and similar audience targeting.
• Stone and Strand: NYC-based D2C fine jewelry brand offering delicate, modern designs. Comparable as a digitally-native jewelry brand with similar target customer and price-point positioning.
• Catbird: Independent NYC-based jewelry brand with a focus on delicate, everyday pieces. Comparable as a fellow female-founded NYC independent jewelry brand with similar aesthetic positioning and direct-to-consumer focus.
• Linjer: D2C jewelry and accessories brand with Scandinavian design aesthetic. Comparable as a digitally-native jewelry brand with subscription-adjacent gifting and recurring revenue patterns.
• Aurate: D2C fine jewelry brand emphasizing ethical sourcing and accessibility. Comparable as a digitally-native jewelry brand targeting similar demographics with an emphasis on quality and modern design.
• Mejuri: Major D2C fine jewelry brand with extensive product line and strong brand recognition. Comparable as a digitally-native jewelry brand targeting millennial/Gen Z consumers, though broader in assortment and price point.

Emerging players

• Painted Pastel: Kids' jewelry brand offering hypoallergenic options. Comparable as a smaller niche jewelry brand addressing the kids' segment with safety-focused positioning.
• Maison Miru: D2C jewelry brand offering everyday pieces including piercing-friendly options. Comparable as a digitally-native jewelry brand with a focus on quality materials and modern customer experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/tiniluxjewelry
• Xx.com/tiniluxjewelry
• Facebookfacebook.com/tiniluxjewelry

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&A

Investments

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

Frequently asked questions about Tini Lux