Polly Wales Fine Jewellery

What Polly Wales Fine Jewellery does

Polly Wales Fine Jewellery is a privately held, founder-owned design house headquartered in Los Angeles that specializes in handcrafted, one-of-a-kind fine jewellery using a proprietary technique called Cast-Not-Set, in which diamonds and sapphires are thrown into molten gold rather than set traditionally. The technique was developed by founder Polly Wales while completing her Masters at The Royal College of Art in the UK, and the brand carries an aesthetic rooted in the 1990s UK counter-culture and rave scene. The company sells through a direct-to-consumer model: an own-branded Shopify e-commerce store shipping globally, and an appointment-based physical showroom at 5023 N. Figueroa St in Los Angeles. All pieces are produced in-house by a team of 10 skilled goldsmiths and wax sculptors trained exclusively in Polly's methods, with partner James Firman having built custom production equipment to give the studio full autonomy over casting.

The product portfolio spans Rings, Necklaces, Earrings, Bracelets, and Charms, plus a recurring collaboration with engraver Castro Smith (PW X Castro Smith). Materials include 18k recycled yellow, white, and rose gold with natural sapphires, diamonds, tourmalines, and pearls. Pricing ranges from approximately $825 for entry-level studs to over $30,000 for statement pieces, with high-value collaboration items reaching $17,985 (Flight of Fancy Padlock Necklace) and $18,060 (The Crawler Rainbow Clusterf@&$ Signet Ring). Affirm pay-over-time financing is offered at checkout to broaden accessibility. The company is founder-controlled with no external institutional investment, sells exclusively through DTC channels, and does not operate wholesale or third-party retail partnerships.

Name

Polly Wales Fine Jewellery

Legal name

Polly Wales Fine Jewellery

Website

https://pollywales.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Polly Wales Fine Jewellery is a founder-owned, LA-based design house producing one-of-a-kind fine jewellery using a proprietary Cast-Not-Set technique developed by Polly Wales at The Royal College of Art, selling directly to affluent global consumers through Shopify and an LA showroom.

Ownership category

akta.pro rank

Product category

Fine Jewelry

NAICS

Jewelry and Silverware Manufacturing (339910), Jewelry Retailers (458310)

SIC

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

akta.pro primary industry

Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA)

akta.pro secondary industries

Fine Jewelry Manufacturing & Atelier Production (CRAKAAAK), High Jewelry & Haute Joaillerie (CRAKAAAE), Ethical/Sustainable & Recycled Materials Jewelry Manufacturing (CRAKAIAM)

Keywords

• Fine jewelry design
• Cast-not-set jewelry
• Handcrafted gemstone jewelry
• Luxury fine jewelry
• Designer jewelry brand

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

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. Fine Jewellery Sales: One-time transaction sales of cast-not-set fine jewellery pieces. Products range from entry-level rings at ~$3,400 to high-value statement pieces exceeding $30,000. Both in-stock and made-to-order pieces are available. Uses Shopify for e-commerce processing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Polly Wales Fine Jewellery is an LA-based design house that crafts one-of-a-kind fine jewelry using a proprietary Cast-Not-Set technique in which diamonds and sapphires are thrown into molten 18k recycled gold to create pieces with intentionally varied stone placement. The company offers rings, necklaces, earrings, bracelets, and charms, along with the PW X Castro Smith collaborative collection, all hand-finished by an in-house team of goldsmiths and wax sculptors and sold direct-to-consumer online and through the LA showroom at price points ranging from approximately $825 to over $30,000.

Product overview

Polly Wales Fine Jewellery is an LA-based design house offering cast-not-set fine jewellery through multiple product categories including Rings, Necklaces, Earrings, Bracelets, and Charms. Their core offering features diamonds and sapphires cast directly into molten gold, creating one-of-a-kind pieces with an intentionally imperfect aesthetic. The portfolio includes signature collections like the Celeste, Confetti, Skull, and Padlock series, alongside the PW X Castro Smith collaboration featuring engraved and plated pieces. Prices range from entry-level studs ($825) to high-value statement pieces exceeding $30,000, with most pieces featuring 18k recycled gold (yellow, white, or rose) and precious stones including rainbow sapphires, cognac diamonds, and tourmalines.

Differentiator

Problem solved

Functional benefit

Brands

• PW X Castro Smith: Collaborative collection featuring cast-not-set fine jewellery with engraving and plating work by Castro Smith. The collection includes padlock necklaces, signet rings, and skull pieces featuring rainbow sapphires, cognac diamonds, and other precious stones.

Products and services

• Rings Collection

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

One partnership is on record.

• Castro SmithflagshipStrategic or Co-development PartnerPolly Wales and Castro Smith collaboration featuring 16 one-of-a-kind ecosystems shaped by instinct, experimentation, and complete creative freedom. The collaboration includes pieces where molten sapphires became caves for engraving, negative space became habitat, and creatures moved into the work. Castro Smith carves webs, wings, ants, skulls, snakes, flowers, and hidden relics into the pieces, which are then cast and plated with white rhodium. Each collaboration piece includes a limited edition archival pigment print and set of Prismacolor Pencils. Edition of 50 per print.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Irene Neuwirth: Los Angeles-based contemporary fine jewelry designer producing handcrafted, one-of-a-kind pieces using colored gemstones and pearls at comparable luxury price points. Directly comparable as a small, founder-led LA atelier with a distinctive artistic voice in the fine-jewelry segment.
• Pippa Small: British fine jewelry designer specializing in ethically sourced gemstones and handcrafted pieces with an artisan, bohemian aesthetic. Comparable as a small atelier-led fine-jewelry house emphasizing responsible sourcing and one-of-a-kind design.
• Jade Trau: Independent New York fine jewelry designer with a recognizable aesthetic blending vintage inspiration with contemporary stones. Comparable as a small, founder-driven DTC fine-jewelry house at the $1K–$20K price tier.
• Aurélie Bidermann: Paris-based independent fine jewelry designer known for rock-and-roll-inspired, handcrafted pieces mixing precious metals with colored stones. Comparable as a small, founder-led designer house with a rebellious aesthetic and DTC distribution.
• Anita Berisha: Independent fine jewelry designer creating sculptural, handcrafted pieces in 18k gold with colored gemstones. Operates at a similar price band and DTC distribution model to Polly Wales with an artisanal, NYC-based production ethos.
• Aida Bergsen: Independent fine jewelry designer focused on recycled gold and ethically sourced gemstones in contemporary, sculptural designs. Closely comparable to Polly Wales on sustainability positioning, small atelier scale, and DTC fine-jewelry model.
• Fernando Jorge: Brazilian-born, London-based contemporary fine jewelry designer known for sculptural, organic forms using colored gemstones in precious metals. Comparable as an independent designer-led atelier with a distinct artistic identity in modern fine jewelry.
• Suzanne Kalan: LA-based fine jewelry brand known for handcrafted pieces with unconventional stone settings and baguette-cut accents. Operates a similar DTC model with made-to-order offerings in the same luxury price band as Polly Wales.
• Brent Neale: Independent NYC fine jewelry designer celebrated for bold use of colored stones (sapphires, tourmalines) in playful, modern designs. Directly comparable in target customer, material palette, and DTC fine-jewelry positioning to Polly Wales.

Broad incumbents

• Hemmerle: Munich-based high jewelry house renowned for unconventional material pairings (precious stones with aluminum, copper, iron). Comparable as an established atelier that pushes fine-jewelry conventions while operating at a higher price band and longer history.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/pollywales
• Xx.com/pollywalesjewel

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Polly Wales Fine Jewellery