Missoma
Missoma is a London-based direct-to-consumer demi-fine jewellery brand selling gold vermeil and solid gold earrings, necklaces, bracelets, and rings globally through its Shopify e-commerce site, UK retail stores, and designer collaborations targeting fashion-conscious consumers and gift buyers.
- Company typePrivate
- Founded2010
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Missoma does
Missoma is a London-based demi-fine jewellery brand operating as a direct-to-consumer e-commerce retailer on the Shopify platform, supplemented by owned UK physical stores. The company's product range centres on 18ct gold vermeil and sterling silver earrings, necklaces, bracelets, and rings, priced predominantly between £55 and £150 with a premium Missoma Fine solid-gold and diamond line at £200-plus. Production is handcrafted by long-standing partner factories in India, Thailand, and China (relationships dating to 2011), audited by the Responsible Jewellery Council, with recycled metals and carbon-neutral worldwide shipping supporting a sustainability positioning.
The brand monetises through one-time unit-priced sales via its own Shopify storefront and physical stores, complemented by digital gift cards and in-store experience services including permanent bracelet welding and ear piercing appointments. Designer collaboration collections with Lucy Williams, Harris Reed, and Savi (SAVISLOOK) function as exclusive limited-edition drops, alongside signature in-house collections such as The Talisman Edit, Molten Jewellery, the Water-Resistant Edit, and The Wedding Studio. Payment options span Shopify Payments, Klarna, PayPal, Apple Pay, Google Pay, and Amazon Pay, with a marketing stack integrating Meta, Pinterest, Google, Awin, Ometria, Contentsquare, Fospha, and Zendesk.
The target customer base spans fashion-conscious consumers seeking layered and stackable everyday jewellery, gift purchasers, and bridal/milestone buyers, served globally with country-specific shipping thresholds. Missoma Limited is a privately held UK private limited company with no disclosed institutional ownership, parent company, or financial figures.
Missoma firmographics
Firmographics- Name
- Missoma
- Legal name
- Missoma Limited
- Website
- https://missoma.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Missoma is a London-based direct-to-consumer demi-fine jewellery brand selling gold vermeil and solid gold earrings, necklaces, bracelets, and rings globally through its Shopify e-commerce site, UK retail stores, and designer collaborations targeting fashion-conscious consumers and gift buyers.
- Ownership category
- akta.pro rank
Missoma industry classification
Industry- Product category
- Demi-fine Jewellery
- NAICS
- Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991), Jewelry, Luggage, and Leather Goods Retailers (4583)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911), Jewelry, Silverware & Plated Ware (3910)
- akta.pro primary industry
- Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)
- akta.pro secondary industries
- Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA), Bridal & Engagement Jewelry Manufacturing (CRAKAIAC), Bridal Gemstone Jewelry (Non-diamond center stones) (CRAKACAE), Children’s & Men’s Jewelry Manufacturing (CRAKAIAN)
Keywords
Where Missoma is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Missoma business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Product Sales: Direct sales of demi-fine jewellery including earrings, necklaces, bracelets, and rings. Products are sold at various price points ranging from under £20 to several hundred pounds. Revenue is generated through one-time purchase transactions via e-commerce and retail stores.
- E-Gift Cards: Digital gift cards sold through the website, allowing customers to purchase gift cards for friends and family to redeem for jewellery products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Demi-fine jewellery with gold vermeil starting prices |
| Unit Pricing | Pay-as-you-go | Premium solid gold and diamond jewellery |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Missoma product offering
Product offeringCore offering
Missoma designs, manufactures, and sells demi-fine jewellery — including earrings, necklaces, bracelets, and rings in 18ct gold vermeil, sterling silver, solid gold, and conflict-free diamonds — direct to consumers via its Shopify e-commerce site and UK retail stores. The brand layers on designer collaborations (Lucy Williams, Harris Reed, Savi), branded accessories (care kits, jewellery rolls, boxes, chain extenders), and in-store services such as ear piercing and permanent bracelet welding.
Product overview
Missoma is a demi-fine jewellery brand offering gold, silver, and gemstone earrings, necklaces, bracelets, and rings. The core product portfolio includes the main jewellery categories (earrings, necklaces, bracelets, rings) complemented by accessories (care kits, storage solutions, extenders) and designer collaborations (Lucy Williams, Harris Reed, Savi). The company also provides in-store services including ear piercing and permanent bracelet welding. Missoma operates primarily as a Shopify e-commerce platform with a physical retail presence and ships internationally with carbon-neutral delivery.
Differentiator
Problem solved
Functional benefit
Brands
- Savi x Missoma: Collaboration collection with influencer Savi (SavisLook), Beijing-born tastemaker, featuring sculptural jewellery inspired by architecture and organic forms.
- Harris Reed x Missoma
- Lucy Williams x Missoma
- The Talisman Edit
- Molten Jewellery
- Water-Resistant Edit
- Missoma Fine
Products and services
- Earrings
Quantifiable outcome
- 100% recyclable packaging
- +2 more outcomes
Companies that use Missoma
Customer profileSegments3 records
Ideal customer profiles3 records
Missoma technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration19 records
Missoma partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Lucy WilliamscoreOngoing designer collaboration with Lucy Williams, a key brand collaborator. The Lucy Williams x Missoma collection includes signature pieces like the Entwine collection featuring hoop earrings, cuff bracelets, and necklaces. Lucy Williams is described as a key tastemaker and influencer in the fashion industry.
- Harris ReedcoreDesigner collaboration with Harris Reed, creative director known for bold gender-fluid jewellery designs. The Harris Reed x Missoma collection features signature pieces including pearl and onyx combinations, reflecting Reed's theatrical aesthetic.
- Savi (SAVISLOOK)minorCollaboration with Savi, Beijing-born tastemaker behind SAVISLOOK. The Savi x Missoma collection includes dome huggies and sculptural crossover rings, inspired by architecture and organic forms. Savi is described as one of China's most influential fashion voices with a pared-back, wearable aesthetic.
- ShopifycoreE-commerce platform provider powering missoma.com. Provides website infrastructure, checkout functionality, payment processing (Shopify Payments), analytics, and marketing tools. Missoma uses Shopify's platform for their entire online retail operation.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Missoma competitors and assessment
Company assessmentDirect peers
- Mejuri: Mejuri is the defining direct-to-consumer demi-fine jewellery brand. It sells gold vermeil and solid gold earrings, necklaces, rings and bracelets at similar price points through its own e-commerce site, ships globally, and competes head-on with Missoma for fashion-conscious millennial and Gen Z buyers.
- Monica Vinader: Monica Vinader is a UK-based contemporary jewellery brand offering gold vermeil and gemstone pieces at premium-but-accessible prices. It operates DTC e-commerce alongside owned stores (similar in-store services like engraving) and overlaps Missoma on stacking, layering, and personalisation propositions.
- Aurate: Aurate is a New York–based DTC jewellery label selling demi-fine gold-vermeil and solid-gold everyday pieces with a sustainability and traceability story very similar to Missoma's. The target customer (style-conscious women buying for self and gifting), pricing architecture, and product breadth align closely with Missoma's.
- Catbird: Catbird is a Brooklyn-based demi-fine jewellery brand with strong DTC and small-format store presence, popular for stacking rings, ear curation, and dainty gold pieces — a near-identical use-case profile to Missoma, particularly for the ear-stacking and layering customer Missoma targets.
- Edge of Ember: Edge of Ember is a London-based sustainable jewellery brand sold direct-to-consumer, focusing on responsibly sourced gold and demi-fine everyday pieces. Its geography (London HQ), sustainability narrative, and price points overlap directly with Missoma's positioning.
- Astley Clarke: Astley Clarke is a UK luxury demi-fine jewellery brand sold primarily DTC and through its own stores, with strong personalisation and engraving services. It targets a similar fashion-conscious, design-led customer with comparable pricing and product mix.
- By Charlotte: By Charlotte is an Australian demi-fine jewellery brand selling gold-vermeil spiritual and symbolic pieces online globally. It overlaps Missoma on talisman-inspired collections (The Talisman Edit at Missoma) and the gifting, meaning-led purchase occasion.
- Ana Luisa: Ana Luisa is a NYC-based DTC jewellery brand selling solid gold and gold-vermeil everyday pieces at accessible price points, with strong direct-to-consumer digital marketing. It overlaps Missoma on core everyday earring, necklace, ring and bracelet categories sold online.
Broad incumbents
- Pandora: Pandora is a global mass-market jewellery brand with thousands of retail doors; it sells silver and gold-plated charms, bracelets and earrings at lower price points. As a broad incumbent, it sets the entry-level price floor and is the alternative Missoma competes against for first-time jewellery buyers.
- Thomas Sabo: Thomas Sabo is a German global sterling silver and gold-plated jewellery brand with strong European retail and e-commerce presence. It sits in adjacent style-and-trend demi-fine positioning and competes for the same fashion-conscious European consumer Missoma addresses.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Missoma social profiles
Digital presenceMissoma compliance and trust
Trust signalCompliance2 records
Missoma financial estimates
Financial estimateRevenue estimate
Valuation estimate
Missoma leadership team
Management profileNumber of profiles
Missoma funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Missoma 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 Missoma
What does Missoma do?
Missoma designs, manufactures, and sells demi-fine jewellery — including earrings, necklaces, bracelets, and rings in 18ct gold vermeil, sterling silver, solid gold, and conflict-free diamonds — direct to consumers via its Shopify e-commerce site and UK retail stores. The brand layers on designer collaborations (Lucy Williams, Harris Reed, Savi), branded accessories (care kits, jewellery rolls, boxes, chain extenders), and in-store services such as ear piercing and permanent bracelet welding.
Is Missoma a public or private company?
Missoma is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Missoma founded?
Missoma was founded in 2010. It employs 11 to 50 people.
Where is Missoma based?
Missoma is headquartered in London, United Kingdom, in the Europe region.
How does Missoma make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are E-Gift Cards.
Who are Missoma's main competitors?
Direct peers on record are Mejuri, Monica Vinader, Aurate, Catbird, Edge of Ember, Astley Clarke, By Charlotte and Ana Luisa. Broad incumbents are Pandora and Thomas Sabo.
Does Missoma have an API?
No public API is recorded for Missoma.
What industry is Missoma in?
Missoma's product category is Demi-fine Jewellery. Its primary akta.pro industry code is CRAKAAAD, Precious Metal Jewelry (Gold/Platinum/Silver), with a secondary code of CRAKABAA, Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings). Its NAICS code is 458310 and its SIC code is 5944.