Nominal

What Nominal does

Nominal, founded in 2018 by CEO Akram Abdallah and operating as Nominal LLC from Tempe, Arizona, is a direct-to-consumer jewelry and lifestyle brand that retails gold-plated and solid gold jewelry through its Shopify-powered website (nominalx.com) and native iOS application, shipping to customers in 150+ countries. Its catalog spans necklaces, rings, earrings, bracelets, anklets, hand chains, and watches, with differentiated product lines built around Arabic calligraphy (including Ayatul Kursi and 'With Hardship Comes Ease' Quranic phrases), Palestinian cultural motifs (keffiyeh, tatreez, olive branches, country map), and broader Levantine and South Asian heritage themes. Co-developed collections with VELA and Aadil, alongside non-jewelry categories such as bags, home goods, greeting cards, and keychains, broaden the assortment beyond core jewelry.

The business runs on a one-time-purchase commerce model with prices ranging from approximately $20 in clearance to $750 for solid 14K gold custom name necklaces, supported by a lifetime warranty, a 100-day moneyback guarantee, tiered free-shipping thresholds (US $75, Canada $160, UK free), and an email subscription offering 20% off. Production reportedly utilizes 18K gold plating on nickel-free steel in waterproof constructions, and the brand donates a meal to Palestine with every order, embedding a charitable hook into the transaction. Proprietary design assets are protected via US copyright.

The go-to-market is exclusively direct-to-consumer with no third-party retail or marketplace presence. Customer acquisition leans on Instagram, an email newsletter, earned media placements (Allure, Forbes, PopSugar), and word-of-mouth within the Muslim and Middle Eastern diaspora communities it serves. Internal scale markers include 2 million+ pieces sold lifetime, 350,000+ customers served, and 23,000+ verified reviews averaging 4.7 stars. The company is bootstrapped, privately held, and operates with 1-10 employees, indicating a lean, capital-light operating model.

Name

Nominal

Legal name

Nominal LLC

Website

https://nominalx.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Nominal is a bootstrapped direct-to-consumer jewelry and lifestyle brand, founded in 2018 and based in Tempe, Arizona, selling Arabic calligraphy, Islamic, and Palestinian-inspired gold-plated jewelry, watches, and adjacent lifestyle goods to customers in 150+ countries through its website and iOS app.

Ownership category

akta.pro rank

Product category

Fashion Jewelry

NAICS

Jewelry Retailers (45831), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Custom Religious, Cultural & Ceremonial Jewelry (CRAKAHAK)

akta.pro secondary industries

Personalized Fine Jewelry (Nameplates/Initials/Engraved) (CRAKAAAI), Fashion Jewelry Sets & Giftable Collections (CRAKABAL)

Keywords

• Direct-to-consumer jewelry
• Custom name necklaces
• Arabic calligraphy jewelry
• Cultural personalized accessories
• Gold plated jewelry

Headquarters

HQ city

Tempe

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewelry Product Sales: One-time purchase model for jewelry products including necklaces, rings, earrings, bracelets, anklets, watches, and hand chains. Products are sold at various price points ranging from $20 to $750 for premium solid gold items. No recurring subscription model; revenue is generated entirely through individual product transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Nominal designs, produces, and retails a direct-to-consumer jewelry line of 18K gold-plated and solid 14K gold pieces including necklaces, rings, bracelets, earrings, anklets, hand chains, and watches. The catalog emphasizes Arabic calligraphy, Islamic religious verses, and Palestinian cultural symbolism (keffiyeh, tatreez, olive branches, poppies), and offers custom personalization in any name and any language. Every order is paired with a charitable meal donation to Palestine.

Product overview

Nominal is a direct-to-consumer jewelry brand offering a unified e-commerce platform with physical jewelry products across multiple categories. The core offering consists of gold-plated and solid gold jewelry featuring Arabic calligraphy, cultural symbols, and personalized designs. Key product lines include the Custom Name Necklace (customizable in any language), Ayatul Kursi Collection (Quranic verse jewelry), Keffiyeh Collection (Palestinian cultural patterns), With Hardship Comes Ease Collection (inspirational Quranic phrases), Palestine Collection (cultural heritage pieces), and cultural/embroidery-inspired lines including Henna, Tatreez, and Damascus Tile collections. The brand also offers collaborative lines with VELA (crescent moon designs) and Aadil (calligraphy pieces), plus a watches category. All products are marketed as waterproof with lifetime warranty and the brand donates a meal to Palestine with every order.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Name Necklace

Quantifiable outcome

• Over 2 million pieces sold across 150+ countries
• +3 more outcomes

Named customers6 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

Two partnerships are on record, tiered core.

• VELAcoreStrategic or Co-development PartnerCollaboration with VELA x Nominal on exclusive jewelry collections including Jasmine Crescent Necklace, Jasmine Crescent Hoop Earrings, Damask Rose Crescent Necklace, and Phases Ring. Products feature VELA's signature crescent moon and floral designs integrated with Nominal's gold plating craftsmanship.
• AadilcoreStrategic or Co-development PartnerAadil x Nominal collaboration featuring exclusive ring designs including SABIREEN (EASE) Ring and Serenity Necklace. Designs incorporate intricate Arabic calligraphy with contemporary jewelry aesthetics.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Market position

Strengths4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nominal_x

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 Nominal