MOON AND LOLA

What MOON AND LOLA does

Moon and Lola is a US-based, direct-to-consumer personalized jewelry and accessories brand founded in 2012 by Kelly Shatat, who serves as Founder, CEO, and Designer. The company is headquartered in Apex, North Carolina, operates with 11-50 employees, and sells primarily through its own Shopify-hosted e-commerce website at moonandlola.com. Its core offering is customizable jewelry, anchored by monogram necklaces, nameplate necklaces, earrings, bracelets, and rings available in both acrylic entry-level pieces and a Sterling Silver / Gold Overlay fine metals tier. The proprietary Charm Bar system lets customers build personalized necklaces and bracelets by selecting a base chain (Apex, Brooklyn, Essex) and adding interchangeable charms such as letter, birthstone, zodiac, state, and pet breed charms. Vertical-specific collections target weddings, pet owners, US state pride, and men's accessories, with adjacent items including ornaments, keychains, gift packaging, e-gift cards, lamp finials, and wall art.

The business model is one-time direct product sales with unit-based pricing ranging from approximately $2 for gift pouches to over $400 for fine-metal cuff links and signet rings; the majority of the catalog sits in the $8-$78 acrylic range. Go-to-market is digital-first, relying on social media (the #moonandlola hashtag and user-generated content), an email newsletter, and the "Happy Pill" lifestyle blog to drive traffic and conversion. The brand has earned editorial placement in Vogue, O Magazine, and Cosmopolitan, supporting awareness in the personalized jewelry category. Historically, Moon and Lola also distributed select exclusive SKUs through Neiman Marcus, including the Nola Turquoise Necklace, though current distribution is concentrated on its owned website with a Wholesale Inquiries page indicating possible future B2B activity. The company is privately held with no disclosed venture capital or private equity backing, no public revenue figures, and no documented AI/ML or proprietary technology stack.

Name

MOON AND LOLA

Legal name

Moon and Lola

Website

https://moonandlola.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Moon and Lola is a US direct-to-consumer personalized jewelry brand, founded in 2012 by Kelly Shatat, offering monogram necklaces, a Charm Bar customization system, fine metals, and themed collections for weddings, pets, and state pride to primarily female consumers seeking personalized gifts and accessories.

Ownership category

akta.pro rank

Product category

Personalized Jewelry

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831), Jewelry and Silverware Manufacturing (33991)

SIC

Retail-Jewelry Stores (5944), Costume Jewelry & Novelties (3960), Jewelry, Precious Metal (3911)

akta.pro primary industry

Charm & Personalized Fashion Jewelry (Nameplates/Initials/Photo) (CRAKABAE)

akta.pro secondary industries

Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Custom/Bespoke Jewelry Retail Studios (CRAKAGAJ), Personalized Fine Jewelry (Nameplates/Initials/Engraved) (CRAKAAAI)

Keywords

• Personalized jewelry
• Monogram necklaces
• Charm bracelets
• Custom accessories
• Fine metals jewelry

Headquarters

HQ city

Apex

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Direct Product Sales: One-time purchase model for jewelry and accessories sold directly through e-commerce. Products include necklaces, earrings, bracelets, rings, charms, ornaments, and keychains at various price points ranging from approximately $10 to $330+.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Moon and Lola designs, produces, and sells personalized monogram jewelry and accessories directly to consumers through its owned e-commerce website. The offering centers on a Charm Bar system that lets customers build custom necklaces and bracelets from base chains (Apex, Brooklyn, Essex) and interchangeable charms including letter charms, birthstones, zodiacs, states, and pet silhouettes. Products span monogram necklaces, nameplates, earrings, bracelets, rings, ornaments, keychains, and a fine metals collection (Sterling Silver, Gold Overlay), with price points from approximately $2 to $400+.

Product overview

MOON AND LOLA is a personalized jewelry brand offering a modular charm bar system and custom monogram jewelry. The core product line includes monogram necklaces, nameplate necklaces, earrings, bracelets, and rings available in both acrylic and fine metals. The proprietary Charm Bar system allows customers to build personalized necklaces and bracelets by selecting base chains (Apex Chain, Brooklyn Chain, Essex Chain) and adding interchangeable charms including Pet Charms, Dalton Letter Charms, Birthstone Charms, Zodiac Constellation Charms, and themed Eden Charms. Special collections target weddings, pets, state pride, and men's accessories. The product portfolio also includes ornaments, keychains, and gift packaging, with offerings spanning from affordable acrylic pieces to premium fine metals (Sterling Silver, Gold Overlay).

Differentiator

Problem solved

Functional benefit

Products and services

• Monogram Necklaces Personalized monogram necklaces including Paris Script, Nice Block, Cheshire Handcut, Hampton Handcut, and Hartford styles in acrylic and metal variants.
• Nameplate Necklaces Custom nameplate necklaces including Lauren Nameplate, Metal Nameplate, and Olivia Nameplate in various chain styles (Brooklyn, Essex, Apex).
• Charm Bar / Charms Extensive charm collection including Pet Charms, Dalton Letter Charms, Birthstone Charms, Zodiac Constellation Charms, State Charms, and themed Eden Charms for bracelet and necklace customization.
• Bracelets Charm bracelets including Preston Family bracelets, Nora Bangle, Jane Bangle, Birthday Bangle, and base pieces for charm bar customization.
• Earrings Earring collection including Serena Hoops, Chelsea Post, Hampton Handcut Post, Providence Post, Sasha Hoops, drop earrings, and stud earrings in various styles and metals.
• Rings Monogram and signet rings including Cheshire Cutout Ring, Boyfriend Signet Ring, Palais Cigar Band Ring, and Vineyard Oval/Round Rings.
• Fine Metals Collection High-end jewelry in precious metals including Sterling Silver and Gold Overlay featuring Cheshire Handcut and Hampton Handcut Monogram pieces, Engraved Bar Necklaces, and fine metal post earrings.
• Pet Products Pet-themed jewelry and accessories including Pet Charms in multiple breeds, Personalized Pet Ornaments, Acrylic Dog Bone Tags, and Pet Keychains featuring various dog breeds.
• Wedding Collection Bridal and wedding jewelry including monogram necklaces, monogram brooches, pearl earrings (Europa Cotton Pearl, Lynbrook), wedding ornaments, and bridesmaid gifts.
• State Collection State-themed jewelry featuring Acrylic State Solid/Heart/Star Necklaces, State Monogram Necklaces, State Charms, Metal State Cuff Links, and State Ornaments representing all US states.
• Men's Accessories Men's jewelry and accessories including Monogram Cuff Links, State Cuff Links, Vineyard Lapel Pins, and Varsity Cuff Links in various metals and acrylic styles.
• Ornaments Holiday and decorative ornaments including Personalized Pet Ornaments, Wedding Ornaments, State Ornaments, Child Silhouette Ornaments, Angel Ornaments, and monogram ornaments in mirrored and acrylic materials.
• Keychains Keychain collection including Nameplate Keychains, Pet Keychains, State Keychains, Old English Letter Keychains, and monogram keychains in acrylic and metal.
• Gift Packaging Gift presentation items including Small and Large White Drawstring Gift Pouches with gold foil lettering.
• E-Gift Cards Digital gift cards available in various denominations for gift giving.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Neiman MarcusminorChannel Partner/ Reseller/ DistributorNeiman Marcus carried select exclusive products from Moon and Lola, including the Nola Turquoise Necklace which was a Neiman Marcus exclusive before becoming available on the direct website. This represents a past wholesale/retail distribution relationship.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• BaubleBar: DTC fashion jewelry brand offering personalized and trend-driven pieces across price points, with a similar e-commerce-first model and gift-occasion focus. Directly comparable in GTM motion, target customer, and personalization overlay.
• Mejuri: Direct-to-consumer fine and demi-fine jewelry brand with personalization options. Comparable in omnichannel DTC strategy, premium price tier, and target audience of women seeking everyday jewelry with personal meaning.
• Jane Win: Personalized jewelry brand relying on monogram lockets and initials. Directly comparable product category, target demographic, and DTC personalization model to Moon and Lola.
• Tiny Tags: Personalized jewelry brand offering custom necklaces, bracelets, and charms with engraved initials and names. Closely comparable in product line, personalization mechanic, and gifting use cases.
• Pura Vida Bracelets: Charm-based bracelet brand with strong gifting and personalization positioning. Comparable in charm-bar merchandising approach, bracelet-led assortment, and DTC gifting customer base.
• Olive & Piper: DTC statement jewelry and personalized pieces brand. Comparable in e-commerce-only distribution, affordable-to-mid price points, and trend-driven assortment targeting women seeking distinctive accessories.
• Ana Luisa: Direct-to-consumer fine jewelry brand with everyday price points and personalization. Comparable in DTC model, target demographic, and vertically integrated approach to jewelry design.

Broad incumbents

• Mark & Graham: Personalization-focused lifestyle brand (part of Williams-Sonoma, Inc.) offering monogrammed jewelry and accessories. Broader portfolio than Moon and Lola but overlaps in personalizable jewelry, gifts, and occasion-driven merchandise.
• Things Remembered: Established personalized gifts and engraving retailer historically focused on monogrammed jewelry and accessories. Comparable in personalization-led assortment and occasion-driven gifting, though with a much broader retail and corporate gifting footprint.

Others

• Etsy: Online marketplace hosting thousands of independent personalized jewelry makers who compete directly with Moon and Lola. Comparable as a channel alternative and competitive set rather than a direct product peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/moonandlola
• Facebookfacebook.com/MoonAndLola
• LinkedInlinkedin.com/company/moon-and-lola

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 MOON AND LOLA