What Karma and Luck does

Karma and Luck is a private, direct-to-consumer spiritual jewelry and home decor brand founded in 2017 and headquartered in Las Vegas, Nevada. The company designs and sells handcrafted jewelry and crystal-adorned home decor items that draw on cross-cultural symbolism from Greek (meander, evil eye, Hamsa), Egyptian (scarab), and Eastern (Feng Shui, red string, jade) traditions, marketed with metaphysical properties such as protection, energy balancing, and manifestation. Manufacturing is performed at a handmade production facility in Bangkok, Thailand, using 100% natural gemstones and 18K gold plating. The catalog spans 787 women's jewelry SKUs, 330 men's jewelry SKUs, and a Living/home decor category featuring copper Feng Shui trees with crystal and gemstone bases priced up to $2,200.

The commercial platform is built on Shopify with native iOS and Android mobile applications, supplemented by physical retail stores and marketing across email, social, and SEO-optimized content. Revenue is generated through one-time product sales at unit prices of $69-$2,200, with a 20% bundle discount, a $10 signature gift boxing add-on, free shipping above $150, and Klarna pay-later financing to reduce purchase friction. The customer base comprises 1M+ lifetime buyers (per the company's own claim) and 7,000+ reviews, with featured media coverage in Forbes, Elle, New York Post, and Grazia.

The go-to-market targets spiritual and wellness-minded women and men, gift buyers, and Feng Shui home decor enthusiasts. The company also operates nascent wholesale and corporate gifting channels, indicating early B2B diversification beyond core DTC. Karma and Luck is privately held with no disclosed funding rounds, parent company, or institutional investors in the available data, indicating a bootstrapped or founder-owned operating posture.

Name

Karma and Luck

Legal name

Karma & Luck

Website

https://karmaandluck.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

51–100 employees

Short description

Karma and Luck is a Las Vegas-based, direct-to-consumer spiritual jewelry and home decor brand selling handcrafted, symbolic pieces (evil eye, jade, Feng Shui trees) through Shopify, mobile apps, and physical retail to wellness-minded consumers globally.

Ownership category

akta.pro rank

Product category

Spiritual Jewelry and Home Decor

NAICS

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

SIC

Jewelry, Silverware & Plated Ware (3910), Retail-Jewelry Stores (5944)

akta.pro primary industry

Religious & Cultural Fine Jewelry (CRAKAAAH)

Keywords

• Spiritual jewelry
• Feng Shui home decor
• Handcrafted gemstone jewelry
• Natural gemstone accessories
• Symbolic protection jewelry

Headquarters

HQ city

Las Vegas

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Product Sales: One-time product sales of spiritual jewelry and home decor items. Products range from $69 to $2,200 with average basket size enhanced through bundle discounts (20% off) and add-on gift boxing services ($10).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Karma and Luck designs, manufactures, and sells spiritual jewelry and Feng Shui-inspired home decor. Products feature 100% natural gemstones (jade, labradorite, moonstone, onyx, malachite, tiger's eye) and culturally significant symbols such as Evil Eye, Hamsa Hand, Lotus, Red String, and Tree of Life. Core offerings include women's and men's jewelry collections (necklaces, bracelets, earrings, rings, anklets) and copper wire Feng Shui trees adorned with crystals, all handcrafted in Thailand.

Product overview

Karma and Luck is a spiritual jewelry and home decor brand operating as a Shopify-based e-commerce retailer. The company offers three core product lines: (1) Women's Jewelry featuring symbolic pieces with gemstones like jade, labradorite, moonstone, and mother of pearl, incorporating protective symbols such as evil eye, lotus, Hamsa hand, and karma circles across necklaces, bracelets, earrings, and rings; (2) Men's Jewelry with similar symbolic themes including tiger's eye, onyx, malachite, and dragon motifs; and (3) Living/Home Decor centered on Feng Shui copper wire trees adorned with crystals like amethyst, malachite, and aquamarine. Key sub-brands include the Eternal Meandros Greek-inspired collection, Kalli signature collection, and Red String protection bracelets. The company also offers add-on services including a Signature Journey gift box, bundle-building tool with 20% savings, gift cards, corporate gifting, and wholesale programs. A mobile app is available for iOS and Android with exclusive offers. Products are handmade in Thailand and Bangkok with 100% natural gemstones, marketed with themes of protection, transformation, abundance, and spiritual energy.

Differentiator

Problem solved

Functional benefit

Products and services

• Women's Jewelry Spiritual and symbolic jewelry for women featuring crystals, gemstones, and protective symbols including Evil Eye, Lotus, Hamsa Hand, and Jade. Products include necklaces, bracelets, earrings, rings, anklets, and red string bracelets with energetic and metaphysical themes. The collection comprises 787 items.
• Men's Jewelry Symbolic jewelry for men featuring protective symbols, energetic gemstones, and cultural designs. Includes bracelets, necklaces, rings, blue string and red string collections, with stones such as Tiger's Eye, Onyx, Malachite, and Jade. The collection comprises 330 items.
• Living (Home Decor) Home decor items including Feng Shui trees made from copper with various crystal and gemstone bases (amethyst, malachite, aquamarine, lapis lazuli, aventurine, onyx, citrine), designed for spiritual energy and aesthetic purposes. Available in various sizes including XXL, priced from $239 to $2,200.
• Eternal Meandros Collection Greek-inspired jewelry collection featuring opal, pearl, and moonstone pieces set in warm gold. Includes necklaces, bracelets, earrings, and rings with Greek key patterns and Mediterranean themes, including meander patterns.
• Corporate Gifting B2B gifting service for corporate customers seeking meaningful, spiritually themed gifts for employees, clients, or special occasions.
• Wholesale Wholesale inquiry service for retailers interested in stocking Karma and Luck spiritual jewelry and home decor products in their stores.
• Gift Cards Digital gift cards available for purchase as a gifting option for customers who want to give the recipient flexibility to choose their own Karma and Luck product.
• Mobile App Native mobile applications for iOS (Apple App Store) and Android (Google Play Store) offering exclusive in-app offers, early access to promotions, and new arrivals before general release.

Quantifiable outcome

• 1M+ happy customers served

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Scale indicators3 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Mejuri: DTC fine jewelry brand targeting women with everyday pieces priced in similar ranges. Overlaps directly with Karma and Luck on direct-to-consumer channel, gold/semi-precious gemstone offerings, and millennial/Gen Z female buyer.
• Alex and Ani: Symbolic and spiritual jewelry brand built around meaningful charms and energy-infused pieces. Closely comparable to Karma and Luck's red string, evil eye, and protective-symbol collections and similar price points.
• Pura Vida Bracelets: DTC charm and string bracelet brand with strong lifestyle and cause-marketing positioning. Comparable to Karma and Luck on bracelet-led product mix, social-driven marketing, and gifting use cases.
• Gorjana: Lifestyle jewelry brand operating DTC, wholesale, and physical retail at accessible price points. Comparable to Karma and Luck on multi-channel distribution and giftable everyday jewelry positioning.
• Brilliant Earth: DTC fine jewelry brand with vertically integrated sourcing and strong values-based branding. Comparable on premium natural-stone positioning and D2C-led growth, though focused more on engagement jewelry.
• Energy Muse: Healing crystal and spiritual jewelry retailer selling bracelets, necklaces, and home decor infused with metaphysical properties. Closely overlaps Karma and Luck on symbolism-led products and Feng Shui home accessories.

Broad incumbents

• David Yurman: Established luxury jewelry brand with broad assortment including gemstone and men's lines. Overlaps with Karma and Luck on gemstone-led men's and women's pieces but operates at materially higher price points.
• Pandora: Global charm and bracelet jewelry brand with massive retail footprint. Comparable to Karma and Luck on charm bracelets, gifting, and women's jewelry assortment, but at significantly larger scale and lower ASP.
• Kay Jewelers: Largest US specialty jewelry retailer with mall-based storefronts and broad assortment. Comparable on jewelry retail breadth and gifting occasions but competes at different price and brand tiers.

Others

• Etsy: Online marketplace aggregating independent sellers of handmade, vintage, and spiritual jewelry. Functions as both a competitive channel for spiritual jewelry buyers and a potential wholesale/distribution channel for Karma and Luck's handmade assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Karmandluck

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 Karma and Luck