Melano
Melano Jewelry is a Dutch manufacturer and retailer of interchangeable jewelry, operating a direct-to-consumer e-commerce storefront and dealer network across the Netherlands and Belgium, serving women seeking customizable rings, bracelets, earrings, necklaces, and pendants through collection-specific proprietary threading systems.
- Company typePrivate
- Founded2004
- HeadquartersMaastricht, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Melano does
Melano Jewelry (legal entity: melanojewelry B.V.) is a privately held Dutch jewelry manufacturer and retailer founded in 2004 and headquartered in Maastricht, Netherlands. The company designs, produces, and sells a modular jewelry system organized around collection-specific proprietary threading mechanisms — Twisted (narrow thread), Vivid (wide thread), Kosmic (screw thread), Globe (glass dome), Fine collections (ball-clamping and bedel/charms), Friends (ready-to-wear), and Unite (interlocking ring system). The core technical platform is the interchangeable stone/gem attachment system that allows customers to swap decorative stones across base rings, bracelets, earrings, necklaces, and pendants within a collection. Materials include stainless steel with optional gold/rose gold plating for most collections, and 925 sterling silver with optional gold plating for the Cateye and Ornaments fine collections.
The company operates a hybrid direct-to-consumer model: a primary e-commerce storefront at melano-jewelry.com supported by a dealer/retail partner network across the Netherlands and Belgium with a store locator and dealer login portal. Product pricing ranges from €7 (Mini Etui accessory) to €172 (Twisted Tropical Twist Ringen Set), with most individual stones priced €21–€37 and rings/bracelets €25–€67. Marketing is conducted through social media (Facebook, Pinterest, Instagram, YouTube), email newsletters with a 10% first-order discount, weekend promotional deals, and curated "Shop The Look" content. Payments are supported through a wide range of European methods including Klarna, iDEAL, PayPal, Apple Pay, Google Pay, Shop Pay, KBC/CBC, Belfius, SOFORT, Maestro, Union Pay, and Wero. Revenue is not publicly disclosed, the company has no external funding rounds, no M&A activity, and no publicly disclosed leadership team beyond the operating e-commerce presence.
Melano firmographics
Firmographics- Name
- Melano
- Legal name
- melanojewelry B.V.
- Website
- https://melano-jewelry.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Melano Jewelry is a Dutch manufacturer and retailer of interchangeable jewelry, operating a direct-to-consumer e-commerce storefront and dealer network across the Netherlands and Belgium, serving women seeking customizable rings, bracelets, earrings, necklaces, and pendants through collection-specific proprietary threading systems.
- Ownership category
- akta.pro rank
Melano industry classification
Industry- Product category
- Fashion Jewelry
- NAICS
- Jewelry and Silverware Manufacturing (339910), Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310), Jewelry Retailers (45831)
- SIC
- Costume Jewelry & Novelties (3960), Jewelry, Silverware & Plated Ware (3910), Jewelry, Precious Metal (3911), Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)
- akta.pro secondary industries
- Fashion Jewelry Sets & Giftable Collections (CRAKABAL), Fine Jewelry Components (Chains, Settings, Findings) (CRAKAAAJ)
Keywords
Where Melano is headquartered
LocationHeadquarters
- HQ city
- Maastricht
- HQ country
- Netherlands
- HQ region
- Europe
Markets served
Melano 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
- Direct Product Sales: One-time purchase model for jewelry products including rings, bracelets, earrings, necklaces, and interchangeable stones. Products sold at various price points ranging from €7 to €172+ per item. Customers can purchase individual pieces or curated sets.
- Gift Cards: Melano offers gift cards as an additional revenue stream for gifting occasions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual jewelry pieces and stones |
| Unit Pricing | Pay-as-you-go | Curated jewelry sets |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Melano product offering
Product offeringCore offering
Melano manufactures and sells customizable jewelry built around an interchangeable modular system: customers buy base pieces (rings, bracelets, earrings, necklaces, pendants) and swap decorative stones and charms across collection-specific threading mechanisms (Twisted narrow thread, Vivid wide thread, Kosmic screw thread, Globe glass dome) plus stacking systems (Unite rings). Products are sold directly online and via a dealer retail network, primarily in stainless steel with optional plating and 925 sterling silver for fine collections.
Product overview
Melano Jewelry is a Dutch jewelry brand offering interchangeable and ready-to-wear jewelry products. The portfolio centers on a modular concept where customers can customize their jewelry by swapping stones and charms. The main interchangeable collections include Twisted (narrow-thread), Vivid (wide-thread), Globe (glass dome), and Kosmic (screw-thread) lines. The Friends collection serves as the ready-to-wear offering. Fine collections (Cateye and Ornaments) are crafted from 925 sterling silver with gold plating options, while most other collections use stainless steel with optional gold or rose gold plating. Accessories include the Mini Etui Roze case and gift certificates. Products span rings, necklaces, bracelets, earrings, pendants, and decorative stones across all collections.
Differentiator
Problem solved
Functional benefit
Brands
- Twisted: Collection of interchangeable jewelry with narrow thread design.
- Vivid
- Friends
- Globe
- Kosmic
- Cateye
- Ornaments
Products and services
- Melano Twisted Collectie Interchangeable jewelry collection featuring narrow-threaded settings. Stones are easily swapped between all Twisted rings, bracelets, earrings, necklaces, and pendants. Targeted at women seeking customizable jewelry for daily styling and gifting.
- Melano Vivid Collectie Interchangeable jewelry collection featuring wide-threaded settings. Stones are combineable with all Vivid jewelry pieces. Targeted at women seeking customizable jewelry for daily styling and gifting.
- Melano Friends Collectie Ready-to-wear jewelry collection that can also be added to pieces from other collections for customization. Targeted at women seeking pre-configured looks that still integrate with the broader modular ecosystem.
- Melano Globe Collectie Jewelry collection featuring glass domes that can be unscrewed and filled with Globe stones for a customizable look. Targeted at women seeking distinctive customizable jewelry.
- Melano Kosmic Collectie Jewelry collection with stones attached via screw thread to base pieces from the Kosmic collection. Targeted at women seeking customizable jewelry.
- Melano Cateye Collectie Fine jewelry collection made from 925 sterling silver with optional gold plating. Known as the Melano classic with ball-shaped charms that can be clamped into all Cateye jewelry. Targeted at women seeking premium silver jewelry with customization.
- Melano Ornaments Collectie Fine jewelry collection made from 925 sterling silver with optional gold plating. Features separate charms that attach to base pieces from the Ornaments collection. Targeted at women seeking premium silver jewelry with customization.
- Melano Unite Collectie Special ring collection where rings can be stacked together. One side is straight while the other features decorative elements like balls, hearts, or flowers that interlock when two rings are combined. Targeted at women seeking stackable ring combinations.
- Melano Kosmic Starter Set Entry set for the Kosmic collection including base pieces to get started with interchangeable Kosmic stones. Targeted at new customers entering the Kosmic interchangeable ecosystem.
- Melano Mini Etui Roze Compact pink case for safely storing and transporting jewelry, cash, or festival tokens, currently offered free with orders over €35. Targeted at Melano jewelry customers and gift recipients.
- Melano Cadeaubon (Gift Card) Gift certificates available for purchase, ideal for gifting to mothers, daughters, sisters, friends, partners, or colleagues. Targeted at gift buyers.
Companies that use Melano
Customer profileSegments1 record
Ideal customer profiles1 record
Melano technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Feature5 records
Melano partnerships and signals
Strategic signalScale indicators1 record
Recent moves3 records
Expansion highlights4 records
Melano competitors and assessment
Company assessmentDirect peers
- Pilgrim: Danish jewelry brand selling fashion jewelry and silver-plated pieces across Europe with similar brand-to-mid-price positioning. Comparable DTC plus dealer/wholesale hybrid model.
- Ti Sento: Dutch jewelry brand offering 925 sterling silver fashion jewelry at accessible price points. Comparable target customer (Dutch/European women), materials (sterling silver with plating), and DTC-plus-retail distribution.
- Zinzi: Dutch jewelry and accessories brand with a strong Benelux retail and e-commerce presence. Overlapping customer base, price points, and silver/plated fashion jewelry positioning.
- Pandora: Global charm and interchangeable jewelry brand with a similar modular ecosystem (charms threaded onto bracelets/necklaces). Directly comparable business model: base pieces sold once, charms as repeat-purchase consumables.
- Thomas Sabo: German designer jewelry brand with interchangeable Charm Club and sterling silver lines. Closely comparable mix of stainless/plated fashion jewelry, sterling silver fine collections, and modular charm mechanics.
- Lily & Rose: Swedish jewelry brand offering interchangeable crystal jewelry with a similar modular concept. Comparable platform-mechanic and European DTC focus.
Broad incumbents
- Swarovski: Global crystal jewelry brand with broad portfolio and retail footprint. Competes for the same customer occasion (gifting, personal adornment) at similar accessible-luxury price points, though with stronger brand reach.
- Fossil: US-based fashion accessories group selling jewelry and watches through DTC and wholesale. Overlaps in fashion jewelry category and hybrid retail model, though broader and more mass-market.
Emerging players
- Engelsrufer: German brand specializing in interchangeable charm jewelry with a similar modular system. Direct comparable on the interchangeable mechanic, though smaller and more gift-oriented in positioning.
Regional players
- Bohemme: Dutch jewelry brand offering silver and gold-plated fashion jewelry through DTC and multi-brand retailers. Similar regional positioning and price-point competition in the Netherlands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Melano social profiles
Digital presenceMelano financial estimates
Financial estimateRevenue estimate
Valuation estimate
Melano leadership team
Management profileNumber of profiles
Melano funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Melano 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 Melano
What does Melano do?
Melano manufactures and sells customizable jewelry built around an interchangeable modular system: customers buy base pieces (rings, bracelets, earrings, necklaces, pendants) and swap decorative stones and charms across collection-specific threading mechanisms (Twisted narrow thread, Vivid wide thread, Kosmic screw thread, Globe glass dome) plus stacking systems (Unite rings). Products are sold directly online and via a dealer retail network, primarily in stainless steel with optional plating and 925 sterling silver for fine collections.
Is Melano a public or private company?
Melano is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Melano founded?
Melano was founded in 2004. It employs 11 to 50 people.
Where is Melano based?
Melano is headquartered in Maastricht, Netherlands, in the Europe region.
How does Melano make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are gift Cards.
Who are Melano's main competitors?
Direct peers on record are Pilgrim, Ti Sento, Zinzi, Pandora, Thomas Sabo and Lily & Rose. Broad incumbents are Swarovski and Fossil. Engelsrufer is listed as an emerging player. Bohemme is listed as a regional player.
Does Melano have an API?
No public API is recorded for Melano.
What industry is Melano in?
Melano's product category is Fashion Jewelry. Its primary akta.pro industry code is CRAKABAC, Designer/Artisan Fashion Jewelry (Independent Brands), with a secondary code of CRAKABAL, Fashion Jewelry Sets & Giftable Collections. Its NAICS code is 339910 and its SIC code is 3960.