Day's Jewelers

Name

Day's Jewelers

Legal name

Day's Jewelers

Website

https://daysjewelers.com

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Retail Jewelry

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Bridal & Engagement Jewelry Retail (CRAKAGAC)

akta.pro secondary industries

Engagement Rings (CRAKACAA), Diamond Jewelry (CRAKAAAA), Made-to-Order Gemstone Sourcing & Custom Cutting Coordination (CRAKAHAF), Fine Jewelry & Precious Metal Repair (CRAKALAA)

Keywords

• Fine jewelry retail
• Engagement rings
• Wedding bands
• Luxury watches
• Custom jewelry design

Headquarters

HQ city

Waterville

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Jewelry Product Sales: Core revenue from selling fine jewelry including engagement rings, wedding bands, diamond jewelry, gemstone jewelry, watches, and accessories. Products sold at price points ranging from under $100 to over $50,000. Both in-store and online purchasing available.
2. Custom Design Services: Revenue from designing and creating custom engagement rings and jewelry pieces. Process involves private consultation, CAD design, casting, and finishing with goldsmiths.
3. Restoration and Repair Services: Income from jewelry repair, watch servicing, restoration, pearl stringing, and rhodium plating services.
4. Appraisal Services: Fees for jewelry appraisals including estate and insurance appraisals performed by GIA-certified gemologists.
5. Financing Programs: Revenue through financing programs including Day's Credit accounts and layaway options, enabling higher-value purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Day's Jewelers is a New England regional fine jewelry retailer that sells natural and lab-grown diamond engagement rings, wedding and anniversary bands, diamond and gemstone jewelry, men's and women's watches, estate jewelry, and pre-owned luxury handbags through nine brick-and-mortar showrooms in Maine and New Hampshire and an e-commerce website. The company complements its product sales with professional services including CAD-based custom engagement ring design, jewelry restoration and repair, watch servicing, GIA-certified appraisals, the proprietary Diamond Upgrade Plan, engraving, ear piercing, and in-house Day's Credit and layaway financing.

Product overview

Day's Jewelers is a brick-and-mortar and e-commerce fine jewelry retailer offering a broad portfolio of products and services organized around engagement and bridal jewelry, general fine jewelry, watches, and personalized services. Core product categories include Engagement Rings (239 products including natural and lab-grown diamonds), Wedding & Anniversary Bands, Diamond Jewelry (necklaces, earrings, bracelets, rings), Watches (men's and women's), Estate Jewelry, Pre-Owned Luxury Handbags, and Gift Cards. The company carries and is authorized dealer for multiple branded sub-lines including Roberto Coin (Italian luxury with signature hidden ruby), Martin Flyer (bridal since 1945), John Hardy (Balinese artisan luxury), Bulova, Citizen, Movado, Shinola, and Swiss Crown Pre-Owned Rolex. Service offerings encompass Custom Engagement Ring Design (CAD-based, 4–8 weeks), Jewelry Restoration & Repair, GIA-certified Appraisals, the Day's Diamond Upgrade Plan (natural diamond trade-up), Financing & Layaway, Engraving & Personalization, and Ear Piercing. The company also operates The Archive, a limited-time promotional collection of retiring fine jewelry pieces. Founded in 1914 in Portland, ME, the retailer operates nine physical locations across Maine and New Hampshire.

Differentiator

Problem solved

Functional benefit

Products and services

• Engagement Rings A collection of 239 diamond and gemstone engagement rings across nine store locations, available in halo, solitaire, three-stone, and side-stone styles, in oval, round, pear, cushion, emerald, marquise, radiant, and princess shapes, and in white gold, yellow gold, rose gold, and platinum metals. Targeted at couples shopping for an engagement ring.
• Wedding and Anniversary Bands A selection of wedding rings and anniversary bands in gold and platinum, including plain, eternity, curved, and insert styles. Targeted at couples and individuals marking wedding or anniversary occasions.
• Lab-Grown Diamond Bridal Rings Lab-grown diamond engagement rings and wedding bands offering the same visual properties as natural diamonds at a lower price point ($2,000-$6,000), available in various shapes and metals, with 62 products across store locations. Targeted at price-sensitive bridal customers.
• Diamond Jewelry A broad category of diamond jewelry including necklaces, earrings, bracelets, and fashion rings, with sub-collections such as diamond studs, diamond hoops, diamond tennis bracelets, diamond heart necklaces, and diamond infinity necklaces, ranging from $129 to $24,200. Targeted at consumers shopping for personal or gift diamond jewelry.
• General Fine Jewelry General fine jewelry including necklaces, earrings, bracelets, rings, chains, and men's jewelry, organized by category, gemstone (amethyst, emerald, Maine tourmaline, pearl, ruby, sapphire, tanzanite), and brand. Targeted at consumers shopping for personal or gift jewelry.
• Watches A collection of 126 women's and 210 men's watches from authorized brands including Bulova, Citizen, Movado, Shinola, and Pre-Owned Rolex, with men's watches priced $170-$14,800 and women's $180-$2,000. Bulova and Citizen offered at 20% off everyday (excluding select collections). Targeted at consumers shopping for personal timepieces or gifts.
• Estate Jewelry Pre-owned and estate fine jewelry pieces retired from Day's showcases, offered at exclusive prices, including The Archive collection of retiring fine jewelry available for a limited one-month period. Targeted at consumers seeking unique or discounted fine jewelry.
• Pre-Owned Luxury Handbags Pre-owned luxury handbags available at select Day's Jewelers locations (South Portland, Bangor, Nashua, Salem), in-store only. Targeted at consumers seeking authenticated pre-owned luxury accessories.
• Custom Engagement Ring Design A bespoke ring design service involving a private consultation, CAD renderings, diamond/gemstone selection, precision casting, and final quality review, typically taking four to eight weeks. Targeted at customers seeking unique, personalized engagement rings or heirloom redesigns.
• Jewelry Restoration and Repair In-store services including jewelry restoration and repair, free jewelry cleaning and inspection, pearl stringing, watch servicing, and rhodium plating. Targeted at jewelry owners needing maintenance and care services.
• Appraisals Jewelry appraisal services including estate appraisals, insurance appraisals, and free estimates, conducted by GIA-certified gemologists. Targeted at jewelry owners needing documentation for insurance, estate, or resale purposes.
• Day's Diamond Upgrade Plan A proprietary diamond trade-up program allowing customers who purchased a natural diamond ring (1/5ct or larger center) from Day's to trade for full purchase price toward another natural diamond of at least 50% higher price; lab-grown diamonds are not eligible. Targeted at natural diamond engagement ring customers.
• Day's Credit Financing and Layaway Financing options including Day's Credit account, layaway program, and in-house financing for purchasing jewelry over time. Targeted at customers needing financing for higher-value jewelry purchases.
• Engraving and Personalization Engraving services for adding personalization to jewelry pieces, plus personalized jewelry including family jewelry with birthstones, custom name and date pieces, and engravable charms. Targeted at customers seeking customized and personalized jewelry.
• Gift Cards Physical gift cards available in denominations of $10, $25, $50, $100, $200, $300, $400, and $500, redeemable both online and in stores. Targeted at gift-givers and consumers.
• Roberto Coin Branded Jewelry An Italian luxury jewelry brand featuring collections such as Venetian Princess, Venetian Medallions, Princess Flower, Jasmine, Diamond Princess, Love in Verona, Tiny Treasures, Diamonds by the Inch, and the Perfect Diamond Hoop. Most pieces feature the brand's signature hidden ruby. Available in-store (Manchester, NH) and online. Targeted at consumers seeking Italian luxury designer jewelry.
• Martin Flyer Bridal Jewelry A bridal jewelry brand founded in 1945 offering engagement rings, wedding and anniversary bands, and ring settings, handcrafted by expert artisans, known for clean, graceful lines combining function with stylish elegance. Targeted at bridal customers.
• Pre-Owned Rolex (via Swiss Crown) Certified pre-owned Rolex watches offered through a partnership with Swiss Crown, each with independent third-party certification by Gem World stating serial number, model number, bracelet number, and watch details. Available in-store only. Targeted at watch collectors and luxury watch buyers.
• Swarovski Crystal Jewelry and Ornaments A brand offering crystal jewelry and ornaments, including Swarovski crystal & ornaments and crystal jewelry pieces. Targeted at consumers seeking accessible crystal jewelry and decorative items.
• John Hardy Artisan Jewelry A luxury jewelry brand handcrafted by artisans in Bali since 1975, known for chain collections and artisan jewelry with cultural heritage and artistry. Targeted at consumers seeking artisan-crafted luxury jewelry.
• Ania Haie Contemporary Jewelry A London-based contemporary jewelry brand offering trendy, fashion-inspired pieces in 925 sterling silver with rhodium or 14kt gold plating, designed for stacking and layering at accessible prices. Targeted at fashion-conscious consumers.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered key brand partner, core brand partner, specialty partner, key watch brand, core watch brand and contemporary brand partner.

• Roberto Coinkey brand partnerChannel Partner/ Reseller/ DistributorDay's Jewelers is an official authorized dealer of Roberto Coin jewelry, offering the brand's signature collections including Venetian Princess, Designer Gold, Love in Verona, Diamond Princess, Diamonds by the Inch, Jasmine, Princess Flower, Principessa, The Perfect Diamond Hoop, Tiny Treasures, and Venetian Medallions. Roberto Coin pieces are available in the Manchester, NH showroom and online with complimentary express shipping. The partnership includes a 2-year manufacturer warranty.
• Martin Flyercore brand partnerChannel Partner/ Reseller/ DistributorMartin Flyer is a featured brand at Day's Jewelers, offering engagement rings, wedding and anniversary bands, and ring settings. Founded in 1945, Martin Flyer is known for clean, graceful lines combining function with stylish elegance, handcrafted by expert artisans.
• Swiss Crown (Pre-Owned Rolex)specialty partnerStrategic or Co-development PartnerDay's Jewelers partnered with Swiss Crown to offer certified pre-owned Rolex watches. Each pre-owned Rolex comes with independent third-party certification by Gem World laboratory, stating serial number, model number, bracelet number, and watch details. Note: Day's Jewelers is not affiliated with, endorsed, or sponsored by Rolex Watch USA Inc.
• Bulovakey watch brandChannel Partner/ Reseller/ DistributorDay's Jewelers is an authorized Bulova retailer offering 20% off everyday on most Bulova watches (excluding Lunar Pilot, CURV, Frank Sinatra, Rubaiyat & Limited Edition). Carries collections including Surveyor, Super Seville, Sutton, Marine Star, Frank Sinatra, and Curv.
• Citizenkey watch brandChannel Partner/ Reseller/ DistributorDay's Jewelers is an authorized Citizen retailer offering 20% off everyday on most Citizen watches (excluding Quartz, Attessa, Series8 & Limited Edition). Carries collections including Fio, Classic, Endeavor, Terra Force, Tsuyosa Shore, and Promaster Land.
• Movadokey watch brandChannel Partner/ Reseller/ DistributorDay's Jewelers is an authorized Movado retailer with a 140-year history of design excellence. Carries Movado BOLD collection and Museum Bangle watches, known for Modernism and association with performing arts.
• Shinolacore watch brandChannel Partner/ Reseller/ DistributorDay's Jewelers carries Shinola watches and leather goods, known for beautiful, enduring, handcrafted products. Available at South Portland and Waterville locations. Carries collections including Birdy, Derby, Canfield, Runwell, and Monster series.
• Ania Haiecontemporary brand partnerChannel Partner/ Reseller/ DistributorLondon-based contemporary jewelry brand available at Day's Jewelers. Ania Haie crafts jewelry in 925 sterling silver with rhodium or 14kt gold plating, inspired by fashion catwalks and street style for stacking and layering.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hannoush Jewelers: Family-founded New England jewelry retailer with multiple locations across Massachusetts, Connecticut, and New York. Operates a similar omni-channel model selling branded and private-label diamond jewelry, watches, and bridal lines — directly comparable as a regional omnichannel bridal and fine jewelry competitor overlapping in northern New England.
• Ben Bridge Jeweler: Multi-generational family-owned jewelry chain headquartered in the Pacific Northwest with ~80 stores and a robust bridal and watch assortment. Highly comparable in its family-heritage positioning, employee tenure model, and omnichannel fine jewelry retail approach serving similar bridal and gifting occasions.
• Long's Jewelers: Northeast US regional fine jeweler with multiple brick-and-mortar stores focused on bridal, designer brands, and watches. Comparable scale and assortment breadth to Day's, with similar authorized-dealer relationships with luxury watch and jewelry brands serving the New England / Mid-Atlantic bridal customer.
• Shane Co. Large direct-to-consumer and showroom fine jewelry chain known for vertical integration in diamonds and bridal. Operates a hybrid store + e-commerce model with strong engagement-ring focus, larger than Day's but directly comparable on GTM motion and bridal-centric merchandising.
• Robbins Brothers: Bridal-focused jewelry retailer ('The Engagement Ring Store') with showroom locations primarily in the western US. Direct competitor on the bridal and engagement-ring category with similar high-touch consultative sales approach and custom design capabilities.

Broad incumbents

• Helzberg Diamonds: National fine jewelry chain owned by Berkshire Hathaway operating ~200+ stores across the US. Broader incumbent with overlapping bridal, diamond, and watch offerings; competes with Day's for engagement and gifting occasion spend at scale advantages Day's does not have.
• Kay Jewelers: Largest US specialty jewelry retailer (Signet Jewelers), operating ~1,000+ stores with a strong bridal and gifting assortment. National chain with significantly greater marketing spend and pricing flexibility; competes with Day's for mid-market bridal and gift purchases.
• Tiffany & Co. Iconic luxury jewelry house now owned by LVMH, operating flagship stores and boutiques globally. Aspirational incumbent against which Day's competes at the upper end of its bridal and fine jewelry price band; relevant peer on brand-driven engagement-ring purchasing behavior.

Emerging players

• Blue Nile: Online-first diamond and fine jewelry retailer (now Signet-owned) known for disrupting traditional jewelers through transparent pricing and lab-grown leadership. Most directly comparable on the digital and bridal buyer overlap, though operates without a comparable physical store footprint.
• Brilliant Earth: DTC fine jewelry retailer leading the lab-grown and ethically sourced engagement ring category with showrooms in select US markets. Comparable on bridal assortment and lab-grown focus, with greater brand recognition among digitally native buyers — directly competitive in the lab-grown bridal segment Day's carries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/daysjewelers
• Xx.com/daysjewelers
• Facebookfacebook.com/daysjewelers

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 Day's Jewelers