Melano

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.

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

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

• Custom jewelry
• Interchangeable jewelry
• Fashion accessories
• Jewelry collections
• Personalized jewelry

Headquarters

HQ city

Maastricht

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. Gift Cards: Melano offers gift cards as an additional revenue stream for gifting occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core 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.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature5 records

Scale indicators1 record

Recent moves3 records

Expansion highlights4 records

Direct 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

• YouTubeyoutube.com/channel/UC5AKth52P5-X9RD_Z3xIGHw
• Facebookfacebook.com/melanojewelry
• Instagraminstagram.com/melanojewelry
• Pinterestpinterest.com/melanojewelry

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 Melano