Annie Haak Designs

What Annie Haak Designs does

Annie Haak Designs is a UK-based jewellery designer and direct-to-consumer retailer founded in 2010, operating as a private limited company headquartered in Petersfield. The company designs and sells handcrafted 925 Sterling Silver and 18ct Gold Plated Sterling Silver jewellery — principally bracelets, rings, necklaces and earrings — and self-positions as the 'original stacking brand', with its core concept being collectable, stackable pieces personalised via initials, mottos, engravings and birthstones. Sub-brands and themed collections (NU & MII, Santeenie, Zodiac, Wedding, Kaleidoscope, Turquoise Edit, Pearl Edit, Annie's Angels) extend the assortment, and accessories such as jewellery boxes, polishing cloths, gift cards and premium gift-wrapping supplement the catalogue.

The business runs on a Magento-based e-commerce website (anniehaakdesigns.co.uk) with integrated payments (Stripe, Klarna, Clearpay, PayPal, Apple Pay, Visa, Mastercard, American Express), a points-based VIP Rewards loyalty programme, wishlists, reviews, and a back-in-stock subscription feature. It markets through a multi-channel digital mix — Facebook, Instagram, TikTok, Pinterest, YouTube, an email newsletter, an affiliate programme and a content blog — and fulfils orders domestically in the UK with international shipping to Ireland, France, Germany and the USA, alongside a stockists/wholesale page pointing to selective physical retail presence.

Revenue is generated almost entirely through unit-priced DTC jewellery sales, with gift cards, gift-wrapping services and loyalty-driven repeat purchases as secondary streams. Customer segments span individual female consumers seeking personalisation, gift buyers, wedding customers and pet-themed purchasers, with no enterprise/B2B anchor customers disclosed. The company maintains Assay Assured hallmarking certification, British Jewellers Association membership, Make It British recognition, registered design copyrights and a partnership with Greenspark aimed at achieving carbon-negative status by 2025.

Name

Annie Haak Designs

Legal name

Annie Haak Designs Ltd

Website

https://anniehaakdesigns.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Annie Haak Designs is a UK-based, DTC jewellery designer founded in 2010, selling handcrafted 925 Sterling Silver and gold plated stacking bracelets, rings, necklaces and earrings with personalisation options, plus sub-brands such as NU & MII, to individual consumers and gift buyers in the UK and select international markets.

Ownership category

akta.pro rank

Product category

Jewellery

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831), Jewelry and Silverware Manufacturing (33991)

SIC

Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)

akta.pro primary industry

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

akta.pro secondary industries

Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA), Personalized Fine Jewelry (Nameplates/Initials/Engraved) (CRAKAAAI), Luxury Jewelry Boxes & Storage Accessories (CRAKAEAK)

Keywords

• Sterling silver jewellery
• Gold plated jewellery
• Stackable bracelets
• Personalised jewellery
• Designer jewellery

Headquarters

HQ city

Petersfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewellery Sales: Direct sales of 925 Sterling Silver and Gold Plated Sterling Silver jewellery including bracelets, rings, necklaces, and earrings. Products sold at one-time purchase prices ranging from approximately £32 to £525.
2. VIP Rewards Programme: Points-based loyalty system where customers earn reward points on purchases (10 points per £1 spent) and can redeem for exclusive jewellery designs in the VIP Rewards Shop
3. Gift Cards: Digital gift cards available for purchase, allowing customers to give jewellery gifts
4. Gift Wrapping Service: Premium gift wrapping options including Luxury Blue Gift Wrap (£7.85) and Personalised Gift Card (£4.85) wrapping services

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Annie Haak Designs designs, makes, and retails handcrafted 925 Sterling Silver and 18ct Gold Plated Sterling Silver jewellery, including stackable bracelets, rings, necklaces, earrings, and charm pieces. The company sells directly to consumers via its UK e-commerce website with personalisation options (initials, mottos, birthstones, zodiac themes), a VIP Rewards loyalty programme, gift cards, and premium gift wrapping.

Product overview

Annie Haak Designs is an award-winning British jewellery designer operating an e-commerce platform selling handcrafted stacking bracelets, rings, necklaces, and earrings. The core product lines include 925 Sterling Silver jewellery and 18ct Gold Plated Sterling Silver jewellery, with specialised sub-brands such as NU & MII (featuring semi-precious stones) and the Santeenie Collection (charm bracelets with symbolic meanings). The company offers personalisation services including initials, motto engraving, and birthstone options, along with themed collections like Kaleidoscope, Turquoise Edit, Pearl Edit, Zodiac, and Wedding. Additional offerings include jewellery accessories (boxes, polishing cloths), gift cards, and a loyalty rewards programme. Products are sold primarily in the UK with international shipping available.

Differentiator

Problem solved

Functional benefit

Brands

• NU & MII: A sub-collection featuring semi-precious stones in bold designs, including signet rings, earrings, chunky necklaces and bracelets in 925 Sterling Silver and Gold Plated Sterling Silver.

Products and services

• Annie Haak 925 Sterling Silver Jewellery

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature2 records

Partnerships

One partnership is on record.

• GreensparkcoreTechnology or IntegrationGreenspark provides carbon offset and plastic offset solutions. Annie Haak Designs partners with Greenspark to balance out their carbon emissions and work towards their goal of achieving carbon-negative status by 2025.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mejuri: Canadian DTC fine jewelry brand selling gold and silver everyday pieces direct to consumer. Highly comparable digital-first model targeting younger female consumers with personalisation and stacking-friendly designs.
• ChloBo: UK-based DTC jewelry brand specialising in stackable sterling silver and gold bracelets, necklaces, and rings. Closest direct competitor to Annie Haak in terms of category, price band, personalisation, and British heritage positioning.
• Monica Vinader: British contemporary jewelry brand offering demi-fine gold and silver pieces with strong personalisation and gifting positioning. Comparable UK-based, design-led, digitally native fine jewelry brand at a slightly higher price tier.
• Nomination Italy: Italian jewelry brand best known for composable link charm bracelets in silver and gold, with a wide range of letter and symbol charms. Direct overlap with Annie Haak's personalisation and stacking proposition.
• Astrid & Miyu: UK contemporary jewelry brand selling demi-fine and gold-plated pieces online and through own retail. Comparable in target customer (young female, stacking/collecting use-cases) and product format (gold-plated sterling silver).

Emerging players

• Edge of Ember: UK-based DTC jewelry brand with strong sustainability and ethical sourcing positioning. Comparable in size, channel mix, and emphasis on story-led design and personalisation.

Broad incumbents

• Thomas Sabo: German silver and gold jewelry brand famous for charm bracelets and personalised pieces. Competes for the same charm/stacking occasion, with broader European reach.
• Pandora: Global market leader in stackable charm bracelets and personalized silver jewelry, with extensive physical retail. Defines the category Annie Haak operates in and is the dominant competitor for gift and stacking occasions.
• Links of London: Established British jewelry brand with charm and silver collections. Comparable as a UK heritage silver jewelry brand, though larger and more retail-heavy than Annie Haak.
• H.Samuel: Large UK high-street jewelry retailer offering silver, gold, and personalized pieces at mass-market price points. Represents the offline, multi-brand competitive set Annie Haak does not directly face but competes with on gift occasions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/AnnieHaak
• Facebooken-gb.facebook.com/AnnieHaakDesignsSterlingSilverJewellery
• Instagraminstagram.com/anniehaakdesigns/?hl=en
• Pinterestpinterest.co.uk/AnnieHaak
• TikToktiktok.com/@anniehaakdesigns
• Xx.com/anniehaak

Compliance1 record

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 Annie Haak Designs