Boma Jewelry

What Boma Jewelry does

Boma Jewelry is a family-owned, Seattle-based jewelry company founded in 1981 that designs, manufactures, and sells sustainable sterling silver and 14k gold vermeil jewelry through a direct-to-consumer model. The company sells a broad catalog spanning earrings (huggie hoops, studs, dangles, pull-throughs), necklaces (chain, pendant, pearl, beaded), rings (stackable, statement, minimal), and bracelets (chain, charm, stackable), organized into themed collections including Nature, Gemstone, Essential, Layering, Petite, 14K Gold, Summer, and Personalized Jewelry. Materials include recycled sterling silver, 14K gold vermeil over sterling silver, and genuine gemstones (turquoise, mother of pearl, moonstone, white topaz, birthstones). Pricing spans from approximately $15 (entry-level mini ball studs) to over $175 (premium pieces like the Unity Link Bracelet), with most items priced in the $25-$75 range and periodic sales offering up to 50% off. The company claims Thai artisan craftsmanship combined with Japanese attention to detail as a production approach, and holds B Corp certification since 2021.

The business operates a multi-channel go-to-market: (1) DTC e-commerce is the primary channel via bomajewelry.com, with global shipping; (2) owned physical retail stores provide an in-person shopping experience; (3) a wholesale division at bomajewelrywholesale.com supplies retail resellers; (4) a private label manufacturing service operates as a B2B contract producer; and (5) a corporate gifting and bulk events service addresses business buyers. Marketing relies on content marketing through a blog, organic social presence across Instagram, Facebook, TikTok, Pinterest, and YouTube, email marketing, and customer reviews. The customer base is split across individual consumers (everyday wear, including those with sensitive skin needing hypoallergenic jewelry), gift buyers (birthdays, graduations, anniversaries, holidays), themed jewelry enthusiasts (zodiac, nature, birthstones), and wholesale partners. The company has no disclosed external funding, no parent company, and no evidence of institutional investment.

The proprietary technology base is minimal: the company is described as a traditional jewelry design and manufacturing operation with no patents, no disclosed APIs or SDKs, and no AI/ML capabilities. Competitive positioning rests on B Corp-certified sustainability credentials, 40+ years of brand heritage, family-owned narrative, ethically sourced materials, conflict-free materials policy, and breadth of themed collections at accessible price points. The company offers complementary services including jewelry repair, a recycling program, gift packaging, and personalized gift messaging, which extend customer lifetime value and reinforce the gifting use case.

Name

Boma Jewelry

Legal name

Boma Jewelry

Website

https://bomajewelry.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

251–500 employees

Short description

Boma Jewelry is a family-owned, Seattle-based sustainable jewelry company founded in 1981 that designs and sells sterling silver and 14k gold vermeil jewelry directly to consumers through e-commerce, physical retail, and wholesale channels, targeting individual buyers, gift shoppers, and themed-jewelry enthusiasts at accessible price points.

Ownership category

akta.pro rank

Product category

Sustainable Jewelry

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (423940)

SIC

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

akta.pro primary industry

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

akta.pro secondary industries

Colored Gemstone Jewelry (CRAKAAAB), Pearl Jewelry (CRAKAAAC), Personalized Fine Jewelry (Nameplates/Initials/Engraved) (CRAKAAAI)

Keywords

• Sterling silver jewelry
• Gold vermeil jewelry
• Sustainable jewelry
• Everyday jewelry
• Wholesale jewelry

Headquarters

HQ city

Seattle

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. Jewelry Product Sales: Direct retail sales of sterling silver and 14k gold vermeil jewelry through e-commerce and retail stores. Products include earrings, necklaces, rings, bracelets, and anklets across various collections.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Boma Jewelry designs, manufactures, and sells sustainable sterling silver and 14K gold vermeil jewelry, including earrings, rings, necklaces, bracelets, and anklets organized into themed collections (Nature, Zodiac, Gemstone, Summer, Gift, etc.). The company sells directly to consumers via its e-commerce site and physical retail stores, and to retailers through a wholesale program, also offering private label manufacturing and corporate gifting services. Materials include recycled sterling silver, 14K gold vermeil over silver, and genuine gemstones such as turquoise, mother of pearl, and birthstones.

Product overview

Boma Jewelry is a family-owned sustainable jewelry company founded in 1981 in Seattle, Washington, offering a comprehensive portfolio of Sterling Silver and Gold Vermeil jewelry products. The core product lines include earrings (huggie hoops, studs, dangles, pull-throughs, and wire hoops with 305+ items), rings (stackable, statement, minimal, and unisex styles with 67+ items), necklaces (chain, pendant, pearl, and beaded styles with 149+ items), and bracelets (chain, charm-compatible, and stackable styles with 22+ items). The company differentiates through various sub-brands and themed collections including the Essential Collection (timeless everyday pieces), Layering Collection (for stacking and layering), Petite Collection (delicate designs), Nature Collection (nature-inspired), Gemstone Collection (with genuine turquoise, mother of pearl, and colored stones), 14K Gold Collection (gold vermeil and gold-plated pieces), Summer Collection (ocean/beach-themed), and Personalized Jewelry (birthstone, zodiac, and letter pieces). New arrivals feature seasonal themes like the summer ocean-inspired collection with flip flop, palm tree, and wave designs. Boma also offers complementary services including wholesale programs, private label manufacturing, corporate gifting, repair services, a recycling program, and gift packaging. The company holds B Corp certification and emphasizes sustainability through recycled silver and ethical manufacturing with Thai artisanship and Japanese detail. Materials include genuine sterling silver (925), 14K gold vermeil, and 14K gold-plated over sterling silver, with genuine gemstones including turquoise, mother of pearl, moonstone, white topaz, and various birthstone options. The product line spans multiple price points from under $25 to over $100, with gift options ranging from personalized messages to gift cards.

Differentiator

Problem solved

Functional benefit

Products and services

• Earrings Sterling silver and 14K gold vermeil earrings across multiple styles (huggies, studs, dangles, hoops, drops, ear cuffs) for everyday wear, gifts, and themed collections. Materials include sterling silver, 14K gold vermeil over sterling silver, and genuine gemstones such as turquoise, mother of pearl, moonstone, lapis, onyx, and carnelian.
• Rings Sterling silver and 14K gold vermeil rings including stackable, statement, minimal, and unisex styles. Includes themed designs (sunflower, leaf, wave, dragonfly) and gemstone pieces (bezel-set turquoise, onyx, white topaz, garnet).
• Necklaces Sterling silver and 14K gold vermeil necklaces including pendant necklaces (heart, crescent moon, zodiac, birthstone, summer themes), chain necklaces (box chain, bead chain, luxe chain), and personalized options.
• Bracelets

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Mejuri: Mejuri is a leading DTC fine jewelry brand offering similar sterling silver and 14K gold pieces at accessible price points, with sustainability messaging and a direct e-commerce model that closely mirrors Boma's.
• Catbird: Catbird is a Brooklyn-based DTC jewelry brand focused on dainty, everyday sterling silver and gold pieces with strong sustainable and ethical sourcing credentials, directly comparable to Boma's positioning.
• Aurate: Aurate is a DTC fine jewelry company selling sustainably produced gold and silver jewelry at accessible price points with a transparent supply chain message, closely aligned with Boma's value proposition.
• Gorjana: Gorjana is a California-based accessible jewelry brand selling layered, everyday gold and silver pieces through DTC and wholesale channels, mirroring Boma's price ladder and channel mix.
• Ana Luisa: Ana Luisa is a DTC fine jewelry brand focused on sustainably made gold and silver essentials at accessible price points, targeting a similar everyday-wear, gift-oriented customer base as Boma.
• Monica Vinader: Monica Vinader is a contemporary fine jewelry brand offering demi-fine sterling silver and gold vermeil pieces with sustainability credentials and a strong DTC plus wholesale presence comparable to Boma.
• BaubleBar: BaubleBar sells accessible personalized and trend-driven jewelry through DTC and wholesale channels, with comparable price points and gift-occasion targeting to Boma.

Broad incumbents

• Kendra Scott: Kendra Scott is a larger, established jewelry brand operating retail stores, DTC, and wholesale, selling accessible fine and fashion jewelry at comparable price points to Boma, with broader brand reach.
• Pandora: Pandora is a global mass-market jewelry brand with extensive retail and wholesale distribution, including sterling silver and gold pieces at accessible price points, representing a larger incumbent in Boma's category.
• Blue Nile: Blue Nile is an online jewelry retailer specializing in fine and bridal jewelry, including silver, gold, and gemstone pieces, with comparable e-commerce distribution and overlapping target customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@bomajewelry
• Facebookfacebook.com/BomaJewelry
• Instagraminstagram.com/bomajewelry
• TikToktiktok.com/@bomajewelryofficial
• Pinterestpinterest.com/bomajewelry

Compliance2 records

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 Boma Jewelry