Ettika

What Ettika does

Ettika is a US-based, privately held fashion jewelry and accessories brand operating a hybrid direct-to-consumer and wholesale model. Its primary digital channel is the ettika.com e-commerce storefront, supported by shelf presence at five major US retailers: Shopbop, Anthropologie, Bloomingdale's, Revolve, and Nordstrom. The product line centers on women's fashion jewelry—necklaces, earrings, bracelets, rings, and body jewelry—manufactured with 18k gold plating, silver plating, and rhodium plating over semi-precious stones including turquoise, mother of pearl, freshwater pearls, abalone, and rose quartz. Adjacent accessory categories include hair accessories, belts, scarves, and watches.

The brand is organized around a vacation/resort aesthetic, materialized through the "Everywhere" sub-brand and themed look collections (Mediterranean Escape, Côte de Glitz, Pool Party, Rooftop Aperitif, Golden Hour, Tropic Chic, Resort Luxe). Limited-edition drops such as the Beach Club Box ($759 for $2,000 of curated inventory, sold as final sale) drive exclusivity and higher average order value. The company operates a free membership tier, Ettika Access Only, providing early access to drops and member-only perks, alongside bundle discounts of 12–25% and unit pricing in a $45–$345 band.

Revenue is generated through DTC unit sales on ettika.com, wholesale orders to retail partners, and a commission-based affiliate program administered via Impact. Marketing is predominantly social-driven, leveraging Instagram, TikTok, Facebook, YouTube, and Pinterest, with a user-generated content campaign (#WearWithConfidence) anchored to 23,513+ verified customer reviews. International shipping is available, but no headcount, revenue, funding, or ownership disclosures are present in the source material.

Name

Ettika

Website

https://ettika.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Ettika is a US-based, privately held women's fashion jewelry and accessories brand operating a hybrid DTC e-commerce (ettika.com) and wholesale model across Shopbop, Anthropologie, Bloomingdale's, Revolve, and Nordstrom, targeting fashion-conscious women with 18k gold-plated, vacation-themed jewelry.

Ownership category

akta.pro rank

Product category

Fashion Jewelry & Accessories

NAICS

Jewelry Retailers (45831)

SIC

Costume Jewelry & Novelties (3960), Retail-Jewelry Stores (5944)

akta.pro primary industry

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)

akta.pro secondary industry

Charm & Personalized Fashion Jewelry (Nameplates/Initials/Photo) (CRAKABAE)

Keywords

• Fashion jewelry
• Women's accessories
• Resort jewelry
• Gold plated jewelry
• Body jewelry

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through ettika.com website with free shipping on orders over $110, offering individual pieces and curated sets
2. Wholesale to Retailers: B2B wholesale relationships with major retailers including Shopbop, Anthropologie, Bloomingdale's, Revolve, and Nordstrom
3. Membership Program: Ettika Access Only membership offering early access to new drops and member-only perks for free sign-up
4. Bundle/Sets Sales: Curated jewelry sets and bundle deals offering percentage savings (12-25% off) to drive higher order values
5. Affiliate Program: Commission-based affiliate marketing program for partners driving sales conversions

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Ettika is a fashion jewelry and accessories brand that designs, produces, and sells women's on-trend jewelry and accessories directly through its own e-commerce site (ettika.com) and through wholesale partners such as Shopbop, Anthropologie, Bloomingdale's, Revolve, and Nordstrom. The product portfolio spans necklaces, earrings, bracelets, rings, body jewelry, hair accessories, belts, scarves, watches, and curated jewelry sets, using 18k gold plating, silver plating, rhodium plating, and semi-precious stones like turquoise, mother of pearl, abalone, and freshwater pearls. The brand is differentiated by its vacation/resort-inspired aesthetic, pre-layered designs, themed collections, and limited-edition curated boxes.

Product overview

Ettika is an on-trend jewelry and accessories brand offering a diverse portfolio of women's fashion jewelry. The product lineup centers on core jewelry categories (necklaces, earrings, bracelets, rings, body jewelry) complemented by hair accessories, belts, scarves, and watches. Key materials include 18k gold plating, silver plating, and rhodium plating with semi-precious stone accents (turquoise, mother of pearl, abalone, bone stone, rose quartz, freshwater pearls). The brand operates sub-brands including the Vacation/Resort Luxe collection featuring beach-ready shell and turquoise pieces, the Turquoise Collection, Solstice geometric line, and the Best Sellers collection. Ettika also releases limited-edition curated boxes like the Beach Club Box, and offers jewelry sets for coordinated styling. The brand sells through its own e-commerce platform and major retail partners including Shopbop, Anthropologie, Bloomingdale's, Revolve, and Nordstrom.

Differentiator

Problem solved

Functional benefit

Brands

• Everywhere: Ettika's vacation-ready curated collection featuring resort and travel-inspired jewelry and accessories.

Products and services

• Necklaces Standalone necklace collection including chokers, lariat, chain, pendant, bolo, personalized, pre-layered, and necklace sets, sold individually to women seeking fashion jewelry for everyday and occasion styling.
• Earrings Standalone earring selection comprising stud, double piercing, huggie, ear cuff, dangle, hoop, linear, and earring sets for women seeking fashion earrings across casual and dressy occasions.
• Bracelets Standalone bracelet collection including bangles, hand chains, charm, cuff, chain, bracelet sets, and bracelet extenders, sold individually to women building layered arm stacks.
• Rings Standalone ring collection featuring statement rings, ring sets, crystal rings, and dainty rings in 18k gold plating and silver plating with semi-precious stone accents.
• Body Jewelry Standalone body jewelry line including body chains, anklets, bikini charms, glasses chains, arm cuffs, back necklaces, and body chain extenders designed for beach and resort styling.
• Hair Accessories Standalone hair accessory offerings including headbands, hair clips, hair ties, barrettes, bobby pins, hair combs, hair pins, and hair cuffs.
• Belts Standalone belt collection featuring animal print, leather, suede, and chain belts in sizes XXS to XXL, sold individually as fashion accessories.
• Scarves Standalone scarf collection including Santorini Scarf, Coastal Sea Shell Scarf, Mediterranean Scarf, Neutral Animal Print Scarf, and Coastal Palm Scarf in various colorways.
• Watches Standalone watch bracelets and timepiece accessories complementing the jewelry collection.
• Jewelry Sets Curated matching jewelry sets combining necklaces, earrings, bracelets, and rings for coordinated looks, including Turquoise Trio Set, Chunky Mixed Metal Heart Set, Starfish Set, and Mermaid Tears Full Set, with 12-25% bundle savings.
• Vacation Collection Resort-inspired jewelry sub-brand featuring shell, starfish, and turquoise pieces, vacation chokers, arm cuffs, hand chains, bikini charms, and sunglass chains marketed as a curated vacation-ready collection.
• Turquoise Collection Stone-based themed jewelry collection featuring turquoise in necklaces, earrings, bracelets, and rings, including bestsellers like Turquoise Statement Bolo Necklace and Marina Layers Turquoise Necklace.
• Solstice Collection Geometric-inspired jewelry line featuring bone stone pieces including the Turquoise Solstice Ring, Turquoise Solstice Bolo Necklace, Turquoise Solstice Choker, Pendant Choker, Layered Necklace, Hoops, and Solstice Earrings in various stone colors.
• Beach Club Box Limited edition curated gift box of 24 jewelry and accessory pieces, valued at $2,000 and sold exclusively for $759 as a final sale item, marketed as a complete coordinated collection.
• Everywhere / Resort Luxe Ready-to-wear vacation sub-brand offering curated looks for Mediterranean Escape, Côte de Glitz, Pool Party, Rooftop Aperitif, Golden Hour, and Tropic Chic aesthetics, presented as a one-stop vacation styling destination.

Quantifiable outcome

• 23,513+ Five Star Reviews

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

Six partnerships are on record, tiered core and minor.

• ShopbopcoreChannel Partner/ Reseller/ DistributorAmazon's fashion-focused retailer distributes Ettika products to fashion-conscious shoppers seeking curated fashion accessories.
• AnthropologiecoreChannel Partner/ Reseller/ DistributorLifestyle retailer carrying Ettika's bohemian and resort-inspired jewelry collections, aligning with Anthropologie's aesthetic positioning.
• Bloomingdale'scoreChannel Partner/ Reseller/ DistributorDepartment store chain distributes Ettika products across multiple retail locations, providing access to broader customer demographics.
• RevolvecoreChannel Partner/ Reseller/ DistributorTrendy online fashion retailer targeting young, fashion-forward consumers with curated fashion offerings.
• NordstromcoreChannel Partner/ Reseller/ DistributorPremium department store with multiple locations offering Ettika products to upscale customer base.
• Impact (Affiliate Program)minorGTM or Marketing PartnerCommission-based affiliate marketing partnership program for partners driving sales conversions through referral links.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BaubleBar: Direct-to-consumer fashion jewelry brand selling affordable, on-trend necklaces, earrings, and bracelets with similar price points ($30–$300) and a layerable-set merchandising philosophy that closely mirrors Ettika's pre-layered necklace system.
• Gorjana: California-based layering-focused fashion jewelry brand with comparable DTC-and-wholesale hybrid distribution, similar price points ($40–$250), and a similar emphasis on stackable, everyday-wear pieces marketed to women 25–45.
• Pura Vida Bracelets: DTC-first jewelry brand built around a beach/coastal aesthetic with strong social-media and influencer marketing — a directly comparable vacation-lifestyle positioning and similar price ladder to Ettika's resort collections.
• Adina Reyter: Independent designer jewelry brand with a comparable DTC-plus-select-wholesale model, layerable gold-and-silver pieces, and price points ($50–$500) that overlap Ettika's range, targeting similar fashion-conscious urban and resort customers.
• Ana Luisa: DTC fashion jewelry brand emphasizing everyday fine-feel pieces at accessible price points with a sustainability and direct-to-consumer narrative; competes with Ettika on the affordable-luxury, social-content-driven customer-acquisition model.

Broad incumbents

• Kendra Scott: Established US fashion jewelry brand with multi-channel wholesale (department stores) and DTC, similar to Ettika. Operates at a larger scale and broader price range, but competes directly for the same fashion-conscious female customer across gift, vacation, and everyday occasions.
• Mejuri: DTC-first jewelry brand scaling into a broader fine-and-fashion hybrid assortment. Competes for overlapping millennial/Gen-Z female customers on daily-wear and self-purchase occasions, though priced higher and more weighted toward fine jewelry than Ettika.
• Monica Vinader: Premium accessible-luxury jewelry brand with global DTC and department-store presence; competes for the same gifting and self-purchase occasions as Ettika but at a higher price tier and with a more established international footprint.

Emerging players

• Vanessa Hudgens / Know Beauty: Founder-led celebrity-adjacent accessories and beauty brand operating in the same aspirational, UGC-driven fashion-accessories space. Less mature than Ettika in jewelry SKUs but comparable in social-commerce-first DNA and target demographic.
• Made by Mary: Independent US-based jewelry brand with a curated everyday-and-layered assortment at $50–$300 price points and DTC-led distribution; smaller scale than Ettika but overlapping on minimalist layerable gold-and-silver pieces.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ettika
• Facebookfacebook.com/ettika
• Instagraminstagram.com/ettika
• TikToktiktok.com/@ettika
• Pinterestpinterest.com/Ettika
• Xx.com/Ettika
• LinkedInlinkedin.com/company/ettika

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 Ettika