Foundrae
Foundrae designs and sells handcrafted 18-karat gold fine jewelry built around a modular, symbolic medallion system through eight owned boutiques in New York, Los Angeles, Palm Beach, Miami, Aspen, and London Mayfair, plus selective wholesale at Saks Fifth Avenue, Net-a-Porter, and GOOP, targeting self-purchasing women and modern bridal couples.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Foundrae does
Foundrae is a luxury fine jewelry brand founded in 2015 by Beth Hutchens in New York City, operating under a New York corporation and headquartered on Madison Avenue. The company designs and sells handcrafted 18-karat solid gold jewelry built around a modular medallion system organized by symbolic tenets such as Strength, Protection, Love, Transformation, and Resilience. Core products include signature medallions (priced up to $69,000), necklaces, chains, bracelets, rings, and earrings, with custom engraving and personalization services. Federal copyright registrations on signature Passion (2021) and Balance (2023) medallion designs protect the brand's intellectual property, and Foundrae is currently litigating against Pandora's Talisman Collection in the Southern District of New York.
The business operates a hybrid direct-to-consumer model with eight owned boutiques in NYC, Los Angeles, Palm Beach, Miami, Aspen, and London Mayfair, complemented by appointment-based sales and wholesale partnerships with Saks Fifth Avenue, Net-a-Porter, and GOOP. The brand targets women who self-purchase meaningful jewelry, with a secondary segment of couples and modern bridal buyers reached via the April 2025 launch of the 'United in Love' commitment collection. CEO Ruth Sommers (hired November 2024, formerly COO at David Yurman) leads operations alongside founder Hutchens, while a February 2026 private equity investment from Trive Capital underpins continued expansion.
The brand relies on earned media and celebrity endorsement (Taylor Swift, Jennifer Lopez, Gwyneth Paltrow, Kerry Washington, Kaia Gerber, Cindy Crawford) supplemented by editorial coverage in Vogue, Harper's Bazaar, Architectural Digest, and Town & Country, plus in-store events and a direct e-commerce storefront. Revenue model is one-time luxury purchase across a price ladder from under $1,000 entry items to bespoke pieces exceeding $64,000, with the modular collection system encouraging repeat purchases as customers build layered assortments over time. The company employs 11-50 people and has filed no AI/ML technology, patent, or integration disclosures in the available data.
Foundrae firmographics
Firmographics- Name
- Foundrae
- Legal name
- Foundrae
- Website
- https://foundrae.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Foundrae designs and sells handcrafted 18-karat gold fine jewelry built around a modular, symbolic medallion system through eight owned boutiques in New York, Los Angeles, Palm Beach, Miami, Aspen, and London Mayfair, plus selective wholesale at Saks Fifth Avenue, Net-a-Porter, and GOOP, targeting self-purchasing women and modern bridal couples.
- Ownership category
- akta.pro rank
Foundrae industry classification
Industry- Product category
- Fine Jewelry
- NAICS
- Jewelry and Silverware Manufacturing (339910), Jewelry Retailers (45831)
- SIC
- Jewelry, Precious Metal (3911), Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)
- akta.pro secondary industries
- Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI), Custom Religious, Cultural & Ceremonial Jewelry (CRAKAHAK)
Keywords
Where Foundrae is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Foundrae business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Infrastructure, Personnel
Revenue model
- Luxury Fine Jewelry Sales: One-time purchase model for 18k gold fine jewelry pieces, medallions, chains, bracelets, rings, and earrings. The brand's modular system encourages repeat purchases of additional pieces over time, building customer lifetime value through collection expansion. Price points range from under $1,000 entry items to pieces exceeding $60,000.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level jewelry pieces |
| Unit Pricing | Pay-as-you-go | Mid-range personalized pieces |
| Unit Pricing | Pay-as-you-go | High-value investment pieces |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Foundrae product offering
Product offeringCore offering
Foundrae designs, manufactures, and sells handcrafted 18k solid gold fine jewelry including signature medallions, chains, necklaces, bracelets, rings, and earrings. Offerings are structured around a modular layering system and a symbolic Tenet framework (Strength, Protection, True Love, Resilience, etc.), with custom engraving and bridal (United in Love) lines extending the core assortment.
Product overview
Foundrae is a luxury jewelry brand founded in 2015 by Beth Hutchens, offering handcrafted 18-karat gold medallions, necklaces, chains, bracelets, rings, and earrings. The brand's core offering centers on symbolic medallions (priced from hundreds to $69,000) featuring motifs representing concepts like strength, protection, love, resilience, and transformation. Foundrae's modular collection approach encourages customers to build layered, personalized jewelry over time. The portfolio includes signature medallion lines, chain necklaces (Belcher, Clip, Element, Mixed Link), bracelets, rings (Cigar Bands, Signet, Stacking), and earrings. Recent expansions include the United in Love bridal collection (2025) and personalized/custom engraving services. The brand sells through brick-and-mortar boutiques and high-end retailers including Saks Fifth Avenue, Net-a-Porter, and GOOP.
Differentiator
Problem solved
Functional benefit
Brands
- Beth's Collection: A curated collection by founder Beth Hutchens
- Vertu Home
- United in Love
- FoundRae x Every Mother Counts
Products and services
- Medallions Handcrafted 18k gold medallions in Large, Medium, Miniature, Heart, and Pendant formats, featuring symbolic motifs organized by Tenet (Strength, Protection, True Love, Resilience, etc.), with diamond, gemstone, enamel, and ceramic variations priced from hundreds of dollars to $69,000 for signature pieces.
- Necklaces & Chains 18k gold chain necklaces including Belcher, Clip, Element, Mixed Link, Strong Hearts, Sleek Collars, and Fine Layers designs, modular in construction so customers can layer and personalize looks.
- Bracelets 18k gold bracelet collection including Strong Hearts, Mixed Link, Clip, Belcher, Element Chains, Bangles, and Fine Layers, with modular medallion attachments and engraving options.
- Rings 18k gold rings including Cigar Bands, Bookend Bands, Signet Rings, and Stacking Bands, with engravable options and gemstone variations.
- Earrings 18k gold earrings including Fobs, Hoops & Huggies, Drop earrings, Studs, and Heart designs, with diamond and gemstone options.
- United in Love Collection Bridal and commitment jewelry collection of 26 genderless 18k gold pieces including diamond solitaire engagement rings, customizable medallions, engraving options, and enamel cigar band rings, designed for couples and diverse modern relationships, priced up to $16,900 per piece.
- Custom and Personalized Jewelry Bespoke custom medallion and engraving services letting customers create personalized 18k gold pieces with initials, numbers, custom engravings, and bespoke designs, priced at a premium over standard catalog pieces.
- Vertu Home Collection Lifestyle collectibles and home items featuring Foundrae's symbolic design language, extending the brand beyond wearable jewelry.
- FoundRae x Every Mother Counts Collection Special edition advocacy collaboration collection with Every Mother Counts, featuring limited Foundrae pieces tied to the charity partnership.
- Limited Edition Collections Time-limited special edition jewelry pieces including the Menagerie Limited Edition collection, released for defined sales windows.
Quantifiable outcome
- Successfully expanded from 1 to 8 retail boutiques in under 2 years
- +2 more outcomes
Companies that use Foundrae
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Foundrae technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Foundrae partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ruth Sommers (CEO)coreRuth Sommers was hired as CEO, bringing operational expertise from her previous role as COO at David Yurman. She joined to help lead the brand's next chapter of growth alongside founder Beth Hutchens.
Scale indicators5 records
Recent moves10 records
Expansion highlights7 records
Foundrae competitors and assessment
Company assessmentDirect peers
- Aurate: NYC-based DTC fine jewelry brand focused on women buying for themselves with sustainable 18k gold and conflict-free diamonds; directly comparable on customer persona, channel mix, and product positioning.
- Maya Brenner: Los Angeles-based fine jewelry designer specializing in personalized initial, number, and medallion necklaces—directly overlapping with Foundrae's initials/numbers and custom medallion offerings.
- Monica Vinader: London-based contemporary fine jewelry brand with a similar self-purchase, everyday-luxury ethos and personalized engraving—both share the woman-buys-for-herself persona and DTC-plus-wholesale hybrid model.
- Mejuri: Modern fine jewelry brand targeting self-purchasing women with layered, everyday-luxury pieces; overlaps with Foundrae's DTC self-purchase positioning and modular layering approach at slightly lower price points.
- Catbird: Brooklyn-based indie fine jeweler known for delicate, stacked, personalized 14k-18k pieces; comparable on self-purchase positioning, boutique-led retail, and price-conscious luxury layering.
- David Yurman: American designer of signature fine jewelry with collectible cable-and-medallion motifs at similar luxury price points; Foundrae's CEO Ruth Sommers was former COO here, indicating direct category, customer, and pricing overlap.
- Jennifer Meyer: Celebrity jeweler (founder Spouse Taylor) creating dainty personalized fine jewelry worn by Hollywood taste-makers; mirrors Foundrae's celebrity-driven marketing and customizable 18k gold core assortment.
Broad incumbents
- Cartier: Iconic French luxury jewelry maison with established bridal and commitment lines; directly relevant as a benchmark for Foundrae's higher-end medallion pieces and United in Love bridal positioning.
- Tiffany & Co. Global luxury jewelry incumbent with engagement, commitment, and self-purchase collections at broader price points—sets the category's brand benchmarks that Foundrae's premium positioning references.
- Pandora: Global mass-market jewelry brand with a Talisman/charms medallion line that Foundrae actively accuses of copying its designs; relevant as both a competing offering and the named defendant in the 2026 IP suit.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Foundrae social profiles
Digital presenceFoundrae financial estimates
Financial estimateRevenue estimate
Valuation estimate
Foundrae leadership team
Management profileNumber of profiles
Profiles2 records
Foundrae funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Foundrae M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Foundrae
What does Foundrae do?
Foundrae designs, manufactures, and sells handcrafted 18k solid gold fine jewelry including signature medallions, chains, necklaces, bracelets, rings, and earrings. Offerings are structured around a modular layering system and a symbolic Tenet framework (Strength, Protection, True Love, Resilience, etc.), with custom engraving and bridal (United in Love) lines extending the core assortment.
Is Foundrae a public or private company?
Foundrae is a private company. It is classified as venture growth investor backed and is currently operating.
When was Foundrae founded?
Foundrae was founded in 2015. It employs 11 to 50 people.
Where is Foundrae based?
Foundrae is headquartered in New York, United States, in the North America region.
How does Foundrae make money?
One revenue line is on record: luxury Fine Jewelry Sales.
Who are Foundrae's main competitors?
Direct peers on record are Aurate, Maya Brenner, Monica Vinader, Mejuri, Catbird, David Yurman and Jennifer Meyer. Broad incumbents are Cartier, Tiffany & Co. and Pandora.
Does Foundrae have an API?
No public API is recorded for Foundrae.
What industry is Foundrae in?
Foundrae's product category is Fine Jewelry. Its primary akta.pro industry code is CRAKAAAD, Precious Metal Jewelry (Gold/Platinum/Silver), with a secondary code of CRAKAHAG, Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones). Its NAICS code is 339910 and its SIC code is 3911.