What The Pin People does

The Pin People, LLC is a privately held custom lapel pin and metal products manufacturer founded in 2000 and headquartered in Montvale, New Jersey. The company produces personalized pins using multiple manufacturing techniques, including soft enamel, hard enamel (EPOLA/resin), die striking, cloisonné, screen printing, photo etching/photo dome, and 3D casting, with Pantone color matching supporting thousands of color options. Beyond core lapel pins, the product line has expanded to challenge coins, mini badges, citation bars, keychains, cufflinks, money clips, tie clips, logo magnets, golf ball markers, fiesta medals, and awareness ribbon pins, with embroidered patches offered via a sister company (The Patch People).

The business serves a diversified customer base spanning law enforcement and public safety (NYPD, Department of Homeland Security), U.S. military, large corporate enterprises (Verizon Wireless, IDT Telecommunications, Macy's, Sony, Calvin Klein), fraternal organizations (ELKS USA BPOE Lodge, Lions Club International), sports teams and clubs, and individual consumers. Go-to-market combines a self-serve e-commerce site with online design tools and quote forms, phone sales (1-888-309-7467), and dedicated B2B enterprise sales targeting government and large organizations. Revenue is generated on a transactional, one-time-purchase basis with unit pricing ranging from approximately $0.59 to $6.95 depending on style, size, and quantity, supplemented by rush production fees and premium packaging options.

Operational differentiators include no minimum order quantities, a mix-and-match program allowing combined orders to meet minimums across product types, free artwork, mold, and shipping on every order, and 24-hour rush production capability via a direct-print technique. The company is founder-owned and operated by CEO Andrew Dale, a retired NYPD officer and Marine Corps veteran, with a headcount of 1-10 employees and no disclosed external funding. The Pin People has held authorized-vendor status with major fraternal organizations, providing recurring institutional demand, and has accumulated brand recognition through placements on Emmy Award-winning television programming.

Name

The Pin People

Legal name

The Pin People, LLC

Website

https://thepinpeople.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

The Pin People is a privately held custom lapel pin and metal products manufacturer in Montvale, NJ, serving law enforcement, military, corporate enterprises, fraternal organizations, and consumers with personalized pins, challenge coins, and related accessories via e-commerce and direct sales.

Ownership category

akta.pro rank

Headquarters

HQ city

Montvale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Lapel Pins: One-time purchase of custom-designed lapel pins. Customers submit designs and receive finished products. Revenue generated per unit based on quantity, size, and style selected.
2. Stock/Ready-to-Ship Products: Pre-made citation bars and lapel pins available for immediate purchase at fixed prices ($6.95 per unit for citation bars)
3. Custom Metal Products: Extended product line including challenge coins, mini badges, keychains, cufflinks, tie clips, money clips, magnets, and fiesta medals with custom design options
4. Rush Order Services: Premium production service for expedited turnaround including 24-hour rush pins with additional fees
5. Presentation and Packaging Options: Additional products including presentation boxes, attached cardboard cards, trading sleeves for premium presentation of pins

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Pin People is a custom lapel pin manufacturer that designs, produces, and ships personalized metal promotional and recognition products. Its core output is custom-manufactured lapel pins in multiple styles (soft enamel, hard enamel/EPOLA, die struck, cloisonne, screen printed, photo dome, 3D cast), along with related metal accessories such as challenge coins, citation bars, cufflinks, keychains, tie clips, money clips, mini badges, magnets, golf markers, awareness ribbon pins, and fiesta medals. The company supports both consumer self-serve orders via online design tools and enterprise custom orders with dedicated account management.

Product overview

The Pin People is a custom lapel pin and metal products manufacturing company offering a comprehensive portfolio of personalized products. The core offering centers on Custom Lapel Pins available in multiple styles (Soft Enamel, Hard Enamel/Epola, Die Struck, Cloisonne, Screen Printed, Photo Dome, and 3D Cast). The product line extends to related metal accessories including Custom Cufflinks, Custom Money Clips, Custom Tie Clips, Custom Keychains, Custom Challenge Coins, Custom Logo Magnets, Custom Mini Badges, and Custom Golf Ball Markers. The company also offers Custom Citation Bars for law enforcement and service recognition, Awareness Ribbon Pins for causes, and Fiesta Medals for San Antonio Fiesta celebrations. A key differentiator is the Direct Print Pins service enabling 24-hour rush production, alongside free online design tools for 1-inch round or square pins. Embroidered Patches are available through a sister company, The Patch People. All products support the company's mix-and-match program allowing combined orders to meet minimum quantities, with free artwork, mold, and shipping on custom orders.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Lapel Pins

Quantifiable outcome

• Free artwork, free mold, and free shipping with every order
• +3 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• ELKS USA BPOE LodgecoreChannel Partner/ Reseller/ DistributorThe Pin People is an authorized licensed vendor and supplier of custom lapel pins for Elks USA B.P.O.E. They produce custom lodge pins for members nationwide, serving an organization with over 850,000 members and 2,000 Lodges.
• Lions Club InternationalcoreChannel Partner/ Reseller/ DistributorThe Pin People is an authorized supplier of custom lapel pins for Lions Club International, serving clubs throughout the United States and abroad with custom trading pins and member recognition items.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• PinMart: US-based direct-to-consumer and B2B custom lapel pin manufacturer offering similar style variety, online design tools, and no-minimum options — the closest head-to-head competitor in the custom lapel pin category.
• WizardPins: Online-first custom enamel pin manufacturer focused on artists, brands, and small businesses with online designer tools and tiered pricing — directly comparable on product, channel, and customer mix.
• The Lapel Pin Factory: Custom lapel pin and challenge coin manufacturer serving corporate, law enforcement, and government clients with similar multi-technique production and free artwork/model offerings.
• GS-JJ.com: Large-scale online custom pin manufacturer with extensive style catalog and global fulfillment; competes on price and breadth rather than US-based rush service.
• Quality Lapel Pins: US-based custom pin supplier offering soft/hard enamel, die struck, and printed pins with comparable free setup and artwork policies — overlap in corporate and government verticals.
• Challenge Coins Plus: Direct competitor in the custom challenge coin and military/law enforcement recognition market, with comparable multi-technique offerings and government vertical focus.

Emerging players

• The/Studio: Digital-first custom pin manufacturer with strong online designer experience and rapid fulfillment, competing on UX and speed with SMB and creator audiences.

Broad incumbents

• Crown Awards: Large awards and recognition retailer offering custom pins, medals, coins, and trophies to corporate and institutional buyers — broader catalog, more standardized offerings.
• 4AllPromos: Large promotional products distributor carrying custom pins alongside a wide assortment of branded merchandise — competes in the same end-customer RFPs but as a one-stop distributor rather than specialist.

Regional players

• AllTimePin: Custom enamel pin manufacturer focused primarily on Asian and global markets with online ordering — comparable product, weaker direct overlap with US government and law enforcement vertical.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/thepinpeople
• YouTubeyoutube.com/user/ThePinPeople
• Facebookfacebook.com/ThePinPeople
• LinkedInlinkedin.com/company/the-pin-people-llc
• Instagraminstagram.com/thepinpeople/?hl=en
• Pinterestpinterest.com/thepinpeople

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Pin People