Astley Clarke
Astley Clarke is a British fine and demi-fine jewellery brand targeting women aged 25-45. It sells personalisable lockets, diamond, and gemstone jewellery through DTC e-commerce, a Covent Garden flagship, department store concessions, and 50+ UK stockists, priced £38-£2,995+.
- Company typePrivate
- Founded2007
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Astley Clarke does
Astley Clarke is a British fine and demi-fine jewellery brand founded in 2007 and registered as Astley Clarke Ltd in England and Wales (company number 5638586). The company targets individual consumers — primarily women aged 25-45 — seeking personalisable jewellery for personal wear and gifting occasions such as birthdays, anniversaries, and Mother's Day. It operates a direct-to-consumer model anchored by the owned e-commerce platform astleyclarke.com and a flagship retail store at 31 Monmouth Street in London's Covent Garden (Seven Dials), with headquarters and returns operations at Junction Mews, W2.
The product portfolio centres on four core categories — Lockets, Diamond Jewellery, Necklaces/Earrings/Bracelets/Rings (Fashion Jewellery), and Charms — organised into themed collections including Biography (personalised lockets and engravable pieces), Celestial, Aurora (mixed-metal gemstone), and Asteri. Products are offered across three material tiers: 18k gold plated / vermeil, sterling silver, and solid gold with diamonds, with prices ranging from £38 (entry ear cuffs) to £2,995+ (Solid Gold Rising Sun Pendant). The technical differentiators are operational rather than software-driven: a Photo Locket Personalisation System (custom photo upload, cropping, printing, and replaceable inserts with a free first refill), a complimentary Jewellery Engraving Service, and an After-Sales Service stack including 2-year warranty repairs, free replating within 6 months (£35 thereafter), and complimentary deep clean and polish.
Revenue is generated primarily through one-time product sales across owned e-commerce (with global shipping enabled by Global-e), the Covent Garden flagship, and a wholesale network of 50+ UK stockists including John Lewis (multiple regional stores), Selfridges (Oxford Street concession), Liberty London (Carnaby concession), Fortnum & Mason, Fenwick, Pressleys, and C W Sellors, with international reach via Nordstrom online and Beaverbrooks. Ancillary streams include digital gift cards (£20-£5,000, two-year expiry) and after-sales services. Flexible consumer payment is offered through PayPal Pay in 3 and Clearpay (BNPL), supported by an email marketing stack (Ometria, 10% newsletter incentive) and standard web analytics (Google Analytics, Facebook Pixel, Pinterest tag) for acquisition and retention.
Astley Clarke firmographics
Firmographics- Name
- Astley Clarke
- Legal name
- Astley Clarke Ltd
- Website
- https://astleyclarke.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Astley Clarke is a British fine and demi-fine jewellery brand targeting women aged 25-45. It sells personalisable lockets, diamond, and gemstone jewellery through DTC e-commerce, a Covent Garden flagship, department store concessions, and 50+ UK stockists, priced £38-£2,995+.
- Ownership category
- akta.pro rank
Astley Clarke industry classification
Industry- Product category
- Fine and Demi-Fine Jewellery
- NAICS
- Jewelry Retailers (458310), Jewelry Retailers (45831), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394), Jewelry and Silverware Manufacturing (33991)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG)
- akta.pro secondary industries
- Diamond Jewelry (CRAKAAAA), Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA), Fine Jewelry Wholesale & Trading (CRAKAAAL)
Keywords
Where Astley Clarke is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Astley Clarke business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Jewellery Product Sales: Direct sale of fine and demi-fine jewellery including lockets, necklaces, earrings, bracelets, and rings. Products range from £38 to £2,995+, operating as one-time transaction purchases with optional engraving and photo personalisation services.
- After-Sales Services: Services including replating (free within 6 months, £35 thereafter), repairs (covered by 2-year warranty), and engraving. Complimentary deep clean and polish service for all purchases.
- Gift Cards: Digital gift cards sold in denominations between £20 and £5,000, valid for online purchases at astleyclarke.com, expiring two years from purchase.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Pay in 3 instalments via PayPal |
| Unit Pricing | One time/ perpetual license | Standard product pricing |
| Transaction based/ take rate | Pay-as-you-go | Buy Now Pay Later via Clearpay |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels4 records
Astley Clarke product offering
Product offeringCore offering
Astley Clarke is a British fine and demi-fine jewellery brand that designs, manufactures, and sells its own line of branded jewellery products — including lockets, necklaces, earrings, bracelets, rings, charms, and diamond pieces — across 18k gold-plated, sterling silver, and solid gold material tiers. The company differentiates its products through complimentary personalization services such as photo insertion in lockets and machine engraving, with pricing ranging from £38 to £2,995+ per piece.
Product overview
Astley Clarke is a British fine and demi-fine jewellery brand operating as a direct-to-consumer e-commerce platform with a flagship store in London's Covent Garden. The product portfolio centers on four core categories (Lockets, Diamond Jewellery, Fashion Jewellery, and Charms) organized into distinct collections including Biography (personalized lockets and engravable pieces), Celestial (celestial-themed pieces), Aurora (mixed metal gemstone pieces), and Asteri (star-themed jewellery). Products are offered across three material tiers: 18k gold plated/vermeil, sterling silver, and solid gold with diamonds. The company differentiates through complimentary personalisation services including photo upload for lockets and machine engraving on engravable pieces.
Differentiator
Problem solved
Functional benefit
Brands
- Astley Clarke: Main brand for fine and demi-fine jewellery including lockets, necklaces, earrings, bracelets, and rings.
Products and services
- Lockets
- Diamond Jewellery
- Necklaces
- Earrings
- Bracelets
- Rings
- Charms
- Gift Cards
- Jewellery Engraving Service
- Photo Locket Personalisation Service
- Deep Clean and Polish Service
Companies that use Astley Clarke
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Astley Clarke technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature3 records
Astley Clarke partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, major and minor.
- John LewiscoreMajor UK department store chain stocking Astley Clarke jewellery across multiple locations including Bluewater, Cheadle, Edinburgh, Milton Keynes, Stratford, White City, and Oxford, as well as online through johnlewis.com.
- Liberty LondoncorePremium London department store concession in Carnaby, W1B 5AH, offering Astley Clarke products within their luxury jewellery offering.
- SelfridgescoreFlagship department store concession at 400 Oxford St, W1A 1AB, providing premium retail placement in one of London's most prestigious department stores.
- NordstrommajorUS luxury department store chain offering Astley Clarke products internationally through their online platform.
- Fortnum & MasonminorPrestigious Piccadilly department store stocking Astley Clarke in their jewellery department at 181 Piccadilly, St. James's, W1A 1ER.
- BeaverbrooksminorUK jewellery retailer offering Astley Clarke products through their online platform at beaverbrooks.co.uk.
- PayPalcorePayment processing partnership enabling Pay in 3 instalment service for UK customers (purchases £45-£2,000), splitting payments over 3 months with no interest or fees.
- ClearpaycoreBuy Now Pay Later partnership enabling interest-free instalment payments for online purchases with no credit score impact.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Astley Clarke competitors and assessment
Company assessmentDirect peers
- Missoma: London-based demi-fine jewellery brand known for layering, personalisation, and trend-driven collections sold DTC and through premium retailers. Directly comparable on price point, target customer (women 25–45) and gifting/occasion-led positioning.
- Monica Vinader: UK-founded demi-fine and fine jewellery brand with a similar price ladder (gold vermeil through to diamonds), strong personalisation and engraving proposition, and premium department-store placement (Selfridges, Liberty, John Lewis). The most directly comparable peer in positioning, product and channel mix.
- Daisy London: UK demi-fine jewellery brand with a comparable price ladder, strong gifting focus and DTC-led distribution. Overlaps with Astley Clarke on personalised lockets, necklaces and charm-based collections.
- Mejuri: Canadian digitally native fine and demi-fine jewellery brand competing on a similar price ladder and gifting/lockets proposition, with strong social media-led growth and direct-to-consumer emphasis — closely comparable business model and customer demographic.
- Links of London: Established British jewellery brand historically focused on charm bracelets and personalisation, with extensive UK department-store and flagship retail presence. Closely comparable on product mix and UK premium-retail go-to-market.
Others
- Beaverbrooks: UK high-street jewellery retailer and existing Astley Clarke stockist. Comparable on UK jewellery retail mechanics and customer overlap, but a distribution channel and customer ecosystem participant rather than a direct brand competitor.
Emerging players
- Oliver Bonas: UK lifestyle and fashion jewellery retailer with own-brand demi-fine collections at overlapping price points and a similar female 25–45 customer. Comparable on positioning and price ladder, though jewellery is one category within a broader fashion/home assortment.
Broad incumbents
- Swarovski: Global accessible-luxury jewellery and crystal brand with broad retail distribution and a personalisation/gifting positioning. Comparable on price ladder and department-store concessions, though with a much wider product portfolio.
- Tiffany & Co. Iconic global fine jewellery house owned by LVMH. Comparable at the upper end of Astley Clarke's solid gold and diamond offering and on gifting/occasion-driven demand, though operating in a substantially higher price and scale bracket.
- Pandora: Global jewellery incumbent dominating the charm and personalisation category at a similar accessible-luxury price point. Overlaps heavily on lockets/charm gifting, but operates at a vastly larger scale and brand awareness.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Astley Clarke social profiles
Digital presenceAstley Clarke financial estimates
Financial estimateRevenue estimate
Valuation estimate
Astley Clarke leadership team
Management profileNumber of profiles
Astley Clarke funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Astley Clarke 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 Astley Clarke
What does Astley Clarke do?
Astley Clarke is a British fine and demi-fine jewellery brand that designs, manufactures, and sells its own line of branded jewellery products — including lockets, necklaces, earrings, bracelets, rings, charms, and diamond pieces — across 18k gold-plated, sterling silver, and solid gold material tiers. The company differentiates its products through complimentary personalization services such as photo insertion in lockets and machine engraving, with pricing ranging from £38 to £2,995+ per piece.
Is Astley Clarke a public or private company?
Astley Clarke is a private company. It is classified as venture growth investor backed and is currently operating.
When was Astley Clarke founded?
Astley Clarke was founded in 2007. It employs 51 to 100 people.
Where is Astley Clarke based?
Astley Clarke is headquartered in London, United Kingdom, in the Europe region.
How does Astley Clarke make money?
Three revenue lines are on record. Jewellery Product Sales are the primary driver. The others are after-Sales Services and gift Cards.
Who are Astley Clarke's main competitors?
Direct peers on record are Missoma, Monica Vinader, Daisy London, Mejuri and Links of London. Beaverbrooks is listed as an others. Oliver Bonas is listed as an emerging player. Broad incumbents are Swarovski, Tiffany & Co. and Pandora.
Does Astley Clarke have an API?
No public API is recorded for Astley Clarke.
What industry is Astley Clarke in?
Astley Clarke's product category is Fine and Demi-Fine Jewellery. Its primary akta.pro industry code is CRAKAHAG, Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones), with a secondary code of CRAKAAAA, Diamond Jewelry. Its NAICS code is 458310 and its SIC code is 5944.