Anna + Nina
Anna + Nina is a privately held Dutch lifestyle brand founded in 2012, selling own-brand and curated third-party jewellery, clothing, and homeware through a Shopify e-commerce platform shipping to 100+ countries and four retail stores in Amsterdam, Utrecht, and London.
- Company typePrivate
- Founded2012
- HeadquartersAmsterdam, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Anna + Nina does
Anna + Nina is a privately held Dutch lifestyle brand founded in Amsterdam in 2012 by co-founders Anna de Lanoy and Nina Poot. The company operates a direct-to-consumer business selling own-brand and curated third-party jewellery, clothing, homeware, and accessories through a Shopify e-commerce platform shipping to over 100 countries and four physical retail locations in Amsterdam (Herengracht flagship and Pijp), Utrecht (a shop-in-shop within the Bijenkorf department store), and London (Chiltern Street). Its product range spans entry-level accessories from €12.95 to fine 14K gold jewellery priced €149.95-€179.95 and premium third-party brands such as GANNI bags up to €800.
Core proprietary offerings include the Never-Ending Collection of personalised, expandable lifetime jewellery with charm-based customisation; the Custom Made Rings bespoke design service; and the AN x Romy Piercing Studio in-store ear-piercing concept with online booking. The company uses 100% recycled 14K gold in its fine jewellery lines. Technology infrastructure is a standard Shopify storefront with integrated in-store retail operations; no proprietary platform, AI/ML capabilities, or patents are disclosed.
Revenue mechanics combine one-time unit sales across e-commerce and retail (jewellery, clothing, homeware, accessories), a recurring-revenue Collectors Club loyalty programme (1 point per €1 spent), and premium-priced personalisation services (engraving, custom rings, piercing). Multi-channel marketing emphasises Instagram, Pinterest, Facebook, email newsletters, influencer collaborations, and a content blog. The business is founder-led, privately held, with no disclosed venture or institutional funding, and maintains active collaborations with brands including GANNI, Maria Tash, Gas Bijoux, Strategia, The Olphactory, Pulitzer Amsterdam, and Noëlle Baartmans.
Anna + Nina firmographics
Firmographics- Name
- Anna + Nina
- Legal name
- Anna + Nina
- Website
- https://anna-nina.nl
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Anna + Nina is a privately held Dutch lifestyle brand founded in 2012, selling own-brand and curated third-party jewellery, clothing, and homeware through a Shopify e-commerce platform shipping to 100+ countries and four retail stores in Amsterdam, Utrecht, and London.
- Ownership category
- akta.pro rank
Anna + Nina industry classification
Industry- Product category
- Lifestyle Retail (Jewellery, Fashion & Homeware)
- NAICS
- Jewelry Retailers (458310), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Jewelry Retailers (45831)
- SIC
- Retail-Jewelry Stores (5944), Retail-Apparel & Accessory Stores (5600), Costume Jewelry & Novelties (3960)
- akta.pro primary industry
- Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)
- akta.pro secondary industries
- Jewelry, Watches & Luxury Omnichannel (CRAFAEAH), Jewelry, Watches & Luxury Goods Marketplaces (CRAFABAK), Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)
Keywords
Where Anna + Nina is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices4 records
Markets served
Anna + Nina business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- E-commerce Sales: Direct online sales through owned Shopify storefront, selling jewellery, clothing, homeware and accessories to consumers globally with international shipping
- Retail Store Sales: Bricks-and-mortar retail sales through owned stores in Netherlands (Amsterdam Herengracht, Pijp, Utrecht) and London, offering in-store services including piercing and engraving
- The Collectors Club Loyalty Program: Membership program earning 1 point per €1 spent, with exclusive gifts and benefits to drive customer retention and lifetime value
- Personalisation Services: Additional revenue from customisation services including engraving, custom-made rings, and bespoke jewellery design
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level accessories and jewellery |
| Unit Pricing | Pay-as-you-go | Mid-range fashion jewellery and homeware |
| Unit Pricing | Pay-as-you-go | Premium fine jewellery and luxury accessories |
| Unit Pricing | Pay-as-you-go | Gift vouchers and personalised items |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Anna + Nina product offering
Product offeringCore offering
Anna + Nina is a Dutch lifestyle brand that designs, manufactures, and retails own-brand jewellery (fine 14K gold, fashion jewellery, body piercings), women's clothing, and homeware, alongside curating third-party designer brands such as GANNI, Maria Tash, Gas Bijoux, Strategia, and The Olphactory. The company sells through an owned Shopify e-commerce storefront shipping to 100+ countries and four physical retail stores in the Netherlands and London, with in-store services including piercing, engraving, and custom jewellery design.
Product overview
Anna + Nina is a Dutch lifestyle brand offering a curated mix of own-brand jewellery, clothing, and homeware products alongside third-party fashion and home brands. The core offering spans three main categories: jewellery (including Fine 14K Jewellery, Fashion Jewellery, and Body Piercings), homeware (kitchen & dining, candles, vases, lamps, and furnishings), and clothing (tops, bottoms, dresses, knitwear, and accessories). The brand also provides services including Custom Made Rings, the AN x Romy Piercing Studio, and the Never-Ending Collection for personalized lifetime pieces. Third-party brands carried include GANNI, Maria Tash, Gas Bijoux, Strategia, The Olphactory, Pooky, and Quail. The company operates physical retail stores in Amsterdam, Utrecht, and London, alongside its e-commerce platform.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 4.5/5 customer satisfaction rating from 500+ reviews
- +1 more outcomes
Companies that use Anna + Nina
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Anna + Nina technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Anna + Nina partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor, core and secondary.
- Pulitzer AmsterdamminorCollaboration between Anna + Nina and Pulitzer Amsterdam brought a limited-edition ceramic collection to the Pulitzer Garden. The collection is shaped by shared appreciation for craftsmanship, storytelling, and thoughtful design, featuring mugs and teapots for seasonal terrace styling.
- Romy Piercing StudiocoreAN x Romy Piercing Studio is a curated collaboration offering chic gemstone accessories in lustrous colors and 14k gold accents. Provides in-store ear piercing services and exclusive piercing collections.
- Noëlle BaartmansminorAnna + Nina x Noëlle Baartmans homewear collection launching September 2025. The collaboration unites Anna + Nina's vibrant universe with Noëlle's signature boldness and elegance in interior design.
- GANNIcoreDanish fashion brand GANNI products sold through Anna + Nina stores and website. GANNI encompasses the carefree spirit of Scandinavian dressing with effortless, easy-to-wear pieces including clothing, bags, shoes, and accessories.
- Gas BijouxsecondaryFrench artisan jewellery brand Gas Bijoux carried in Anna + Nina stores, featuring handcrafted statement pieces.
- Maria TashsecondaryFine jewellery brand Maria Tash featured in Anna + Nina stores, known for elegant ear cuffs and statement earrings.
- The OlphactorysecondaryLuxury scented candle brand The Olphactory (L'objet collection) carried in homeware offerings.
- StrategiasecondaryItalian fashion footwear brand Strategia featured in accessories collection, known for strass ballerinas and pumps.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Anna + Nina competitors and assessment
Company assessmentDirect peers
- Mejuri: Canadian direct-to-consumer fine and fashion jewelry brand offering everyday pieces and personalization. Highly comparable to Anna + Nina's combination of fine 14K gold jewelry, fashion jewelry, and digital-first omnichannel model targeting gift and self-purchase occasions.
- Monica Vinader: British demi-fine jewelry brand with own-branded collections, personalization services (engraving), and a mix of DTC and physical retail. Closely comparable to Anna + Nina on aesthetic, fine/fashion jewelry mix, and UK footprint overlap.
- Missoma: London-based demi-fine and fashion jewelry brand sold DTC and via premium department stores. Overlaps with Anna + Nina on trend-driven jewelry assortment, gold/Silver Stackables, and European gifting customer base.
- Catbird: Independent NYC jewelry retailer with own-brand fine jewelry and curated third-party designers. Comparable to Anna + Nina on curated indie-brand selection, in-store piercing services, and lifestyle brand positioning.
- Aurate: New York-based direct-to-consumer fine jewelry brand with sustainable sourcing (recycled gold) and personalization. Overlaps with Anna + Nina on fine jewelry DTC, recycled gold positioning, and women-focused gifting.
- Toast (Toast Living): Welsh-origin independent lifestyle brand offering clothing, homeware, and jewelry with a distinctive artisanal aesthetic. Closely comparable to Anna + Nina on multi-category lifestyle model, indie positioning, and European design-led customer.
Broad incumbents
- Anthropologie: Large multi-category lifestyle retailer carrying curated fashion, jewelry, and homeware. Overlaps with Anna + Nina on women's apparel, jewelry, and homeware assortment but at much broader scale and assortment depth.
- & Other Stories: H&M-owned multi-brand fashion and lifestyle retailer with own-brand collections and curated designer partnerships. Comparable to Anna + Nina on curated multi-brand model, women's fashion and accessories, and European retail footprint.
- Liberty London: Iconic London luxury department store famous for curated fashion, jewelry, and homeware from designer and indie brands. Comparable to Anna + Nina on curated indie designer assortment and destination-store appeal in London.
- The Conran Shop: UK design-led retailer for premium homeware, furniture, lighting, and lifestyle gifts. Overlaps with Anna + Nina's homeware and gifting vertical on design-led, premium-priced assortment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Anna + Nina social profiles
Digital presenceAnna + Nina financial estimates
Financial estimateRevenue estimate
Valuation estimate
Anna + Nina leadership team
Management profileNumber of profiles
Profiles2 records
Anna + Nina funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Anna + Nina 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 Anna + Nina
What does Anna + Nina do?
Anna + Nina is a Dutch lifestyle brand that designs, manufactures, and retails own-brand jewellery (fine 14K gold, fashion jewellery, body piercings), women's clothing, and homeware, alongside curating third-party designer brands such as GANNI, Maria Tash, Gas Bijoux, Strategia, and The Olphactory. The company sells through an owned Shopify e-commerce storefront shipping to 100+ countries and four physical retail stores in the Netherlands and London, with in-store services including piercing, engraving, and custom jewellery design.
Is Anna + Nina a public or private company?
Anna + Nina is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Anna + Nina founded?
Anna + Nina was founded in 2012. It employs 1 to 10 people.
Where is Anna + Nina based?
Anna + Nina is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Anna + Nina make money?
Four revenue lines are on record. E-commerce Sales are the primary driver. The others are retail Store Sales, the Collectors Club Loyalty Program and personalisation Services.
Who are Anna + Nina's main competitors?
Direct peers on record are Mejuri, Monica Vinader, Missoma, Catbird, Aurate and Toast (Toast Living). Broad incumbents are Anthropologie, & Other Stories, Liberty London and The Conran Shop.
Does Anna + Nina have an API?
No public API is recorded for Anna + Nina.
What industry is Anna + Nina in?
Anna + Nina's product category is Lifestyle Retail (Jewellery, Fashion & Homeware). Its primary akta.pro industry code is CRAKABAC, Designer/Artisan Fashion Jewelry (Independent Brands), with a secondary code of CRAFAEAH, Jewelry, Watches & Luxury Omnichannel. Its NAICS code is 458310 and its SIC code is 5944.