Lily & Roo

Name

Lily & Roo

Legal name

Lily & Roo Ltd

Website

https://lilyandroo.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Fashion Jewellery

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

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

akta.pro primary industry

Pearl Jewelry (CRAKAAAC)

akta.pro secondary industries

Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

Keywords

• Handmade pearl jewellery
• Personalised necklaces
• Bridal wedding jewellery
• Fine gold jewellery
• Fashion earrings bracelets

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewellery Product Sales: One-time product sales of fashion jewellery including necklaces, earrings, bracelets, and rings. Products sold at various price points ranging from budget-friendly to premium solid gold items. Revenue generated through direct consumer purchases on their e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Lily & Roo designs, handcrafts in London and directly sells pearl, gold, silver and personalised jewellery — including necklaces, earrings, bracelets, rings, anklets, charms and curated gift sets — through its own Shopify e-commerce store. The catalogue spans entry silver and gold-plated pieces, mid-range gold vermeil and sterling silver, and premium solid 9ct and 18ct gold (with some genuine diamond options), and is organised into Fine, Pearl, Bridal, Faith, Personalised and Birthstone collections. Supporting services include engraving, gift wrapping, a Loyalty Club, and international shipping with duties included to 150+ countries.

Product overview

Lily & Roo is a London-based handmade jewellery company offering a unified product portfolio of necklaces, earrings, bracelets, rings, anklets, and jewellery sets. The core collections include Fine Jewellery (solid gold and genuine diamonds), Pearl Jewellery (handmade freshwater pearls), and Bridal Jewellery, supplemented by Faith, Personalised (engravable), and Birthstone sub-collections. The company differentiates through materials (gold, silver, rose gold, white gold in various finishes) and customisation services including gift wrapping and engraving. Additional services include a Loyalty Club reward programme.

Differentiator

Problem solved

Functional benefit

Products and services

• Necklaces Collection of necklaces in choker, cross, diamond, engraved, locket, initial, pearl, St Christopher and T-Bar styles, available across silver, gold, rose gold and white gold finishes for women shopping for everyday, faith, personalised and bridal looks.
• Earrings Women's earrings spanning pearl, diamond, hoop, huggie, stud and threader styles in silver, gold and rose gold, suitable for everyday wear, gifting and bridal styling.
• Bracelets Women's bracelets and bangles including pearl, gold, silver, chain and tennis styles with engravable options across silver, gold and rose gold finishes.
• Rings Fashion and fine rings in multiple metal finishes, complementing the necklace, earring and bracelet collections.
• Jewellery Gift Sets Curated gift sets combining necklaces, earrings and bracelets for coordinated styling, marketed for bridal parties, gifting and occasion wear.
• Anklets Pearl and gemstone anklets in various metal finishes for everyday and summer styling.
• Charms Individual charms and pendant pieces designed for personalisation and layering on chains and bracelets.
• Fine Jewellery Collection Premium collection of classic bracelets, necklaces and earrings in solid 9ct and 18ct gold, white gold and sterling silver, featuring genuine diamonds, pearls and gemstones, positioned at the top of the price range.
• Pearl Jewellery Collection Handmade-in-London pearl jewellery using freshwater pearls in single and multiple pearl designs for everyday wear and special occasions.
• Bridal Jewellery Collection Modern designs with classic aesthetic for brides, including necklaces, bracelets and earrings in yellow, white and rose gold, set with genuine diamonds and freshwater pearls.
• Faith Jewellery Collection Religious and spiritual jewellery including cross bracelets, cross necklaces, St Christopher necklaces and Holy Communion pieces, for faith-based gifting and everyday wear.
• Personalised Jewellery Collection Custom engraved lockets, pendants, initials and birthstone pieces for meaningful personalisation and gifting.
• Birthstone Jewellery Jewellery featuring birthstones for personalisation by month of birth, sold as part of the personalised range.
• Loyalty Club Points-based loyalty programme where customers earn points on purchases (with a 300-point welcome bonus) and redeem them for gift products and money-off vouchers.
• Gift Wrapping and Engraving Service Complimentary gift wrapping and engraving services offered alongside jewellery purchases to support gift-giving and personalisation.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mejuri: Mejuri is a venture-backed Canadian DTC fine jewelry brand offering everyday gold and pearl pieces with strong personalisation and a loyalty programme. It is directly comparable to Lily & Roo's DTC model, pearl and gold focus, and bridal/everyday wear positioning.
• Monica Vinader: Monica Vinader is a UK-based DTC and retail fine jewelry brand specialising in diamond, gold, and gemstone pieces with strong bridal and everyday collections. Comparable to Lily & Roo's London heritage, fine jewelry positioning, and bridal-led assortment.
• Missoma: Missoma is a London-based demi-fine jewelry DTC brand offering gold vermeil and personalised pieces at accessible price points with strong influencer and editorial traction. Directly comparable to Lily & Roo's gold vermeil tier, personalisation, and PR-led growth strategy.
• Astrid & Miyu: Astrid & Miyu is a London-based DTC and retail jewelry brand focused on modern everyday pieces, ear stacking, and bridal collections. Comparable to Lily & Roo's London base, earring-led catalogue, bridal focus, and millennial targeting.
• Carat London: Carat London is a UK jewelry brand specialising in gemstone and pearl pieces for bridal and occasion wear, sold DTC and through retail. Comparable to Lily & Roo's pearl specialisation and bridal/occasion-driven assortment.
• Olivia & Pearl: Olivia & Pearl is a UK-based DTC pearl jewelry brand targeting brides and occasion wear with freshwater pearl necklaces, earrings, and bracelets. Closely comparable to Lily & Roo's handmade pearl positioning and bridal-led collections.
• Katie Mullally: Katie Mullally is a UK-based jewelry brand offering sterling silver and gold personalised charms and lockets with a strong London design heritage. Comparable to Lily & Roo's personalised lockets, charm, and engraving offerings within a UK DTC model.

Broad incumbents

• Pandora: Pandora is a global mass-market jewelry brand with a deep wholesale and retail footprint and broad charm, bracelet, and personalised offerings. Comparable as a broader incumbent competing for the same personalised gifting and charm customer that Lily & Roo targets.
• Kate Spade New York: Kate Spade is a global lifestyle and fashion jewelry brand with broad retail distribution and gift-led positioning. Comparable as a broader incumbent in fashion and gift jewelry that overlaps with Lily & Roo's gifting customer base.

Regional players

• Oliver Bonas: Oliver Bonas is a UK-based multi-category retailer with a notable jewelry assortment including pearl and personalised pieces across physical and online channels. Comparable as a UK regional peer with overlapping bridal, pearl, and gift-jewelry assortment at similar accessible price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lilyandrooldn
• LinkedInlinkedin.com/company/lily-roo

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 Lily & Roo