Pippa Small
Pippa Small is a London-based ethical jewellery brand designing handmade gold, silver, and glass jewellery with artisan partners in seven or more countries, sold direct-to-consumer via two flagship stores and pippasmall.com, wholesale, and Net-a-Porter for affluent conscious-luxury consumers.
- Company typePrivate
- Founded2007
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Pippa Small does
Pippa Small is a London-based, founder-owned ethical jewellery brand founded in 2007 by Pippa Small, an MBE-awarded designer (2013) who holds an MA in Medical Anthropology and is an ambassador of Survival International. The company designs and sells handmade talisman-style jewellery across materials including 18kt gold, 22kt gold, 18kt gold vermeil, sterling silver, and hand-blown glass, with retail price points spanning roughly $35 to $99,000. Production is distributed across artisan partnerships in seven or more countries — Colombia, Afghanistan, Myanmar, Jordan, Bolivia, Palestine, and India — coordinated through organizations including the Turquoise Mountain Foundation, the Suu Foundation, and direct ties to specific goldsmith families, with raw materials sourced as Fairtrade and Fair Mined certified gold (notably from the Cotopata cooperative in Bolivia, the world's first Fairtrade certified gold mine) alongside globally sourced gemstones (Colombian emeralds, Afghan lapis, Myanmar spinels, Australian boulder opals, abalone).
The core technology is traditional artisanal craft — filigree, granulation, gem cutting, stone setting, casting, and glass blowing — applied by master goldsmiths using techniques passed down through generations, with the Jaipur collection specifically stating 90% recycled gold. Revenue is generated through four channels: owned direct-to-consumer e-commerce at pippasmall.com, two flagship retail stores in Notting Hill (London) and the Brentwood Country Mart (Santa Monica), wholesale distribution to international retailers, and selective premium partnerships such as Net-a-Porter (Colombia Together Forever collection) and World Central Kitchen (Olive Branch Necklace, 100% of profits donated). Payment options on the e-commerce site include Klarna Pay Later alongside mainstream cards and digital wallets. The brand's marketing is content-driven through Instagram, an editorial blog (Pippa's Journal), films, podcasts, and lookbooks, supported by press coverage in Vogue, Vanity Fair, Financial Times, Grazia, The Times, and People magazine.
The company targets affluent conscious-luxury consumers seeking jewellery with verifiable ethical provenance, alongside gift buyers drawn to the storytelling around artisan communities. The company is privately held by its founder, has 1-10 employees, has no disclosed external funding, and has never been the subject of a merger, acquisition, or restructuring event in the source material.
Pippa Small firmographics
Firmographics- Name
- Pippa Small
- Legal name
- Pippa Small
- Website
- https://pippasmall.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pippa Small is a London-based ethical jewellery brand designing handmade gold, silver, and glass jewellery with artisan partners in seven or more countries, sold direct-to-consumer via two flagship stores and pippasmall.com, wholesale, and Net-a-Porter for affluent conscious-luxury consumers.
- Ownership category
- akta.pro rank
Pippa Small industry classification
Industry- Product category
- Ethical Fine Jewellery
- NAICS
- Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310), Jewelry Retailers (45831)
- SIC
- Jewelry, Precious Metal (3911), Jewelry, Silverware & Plated Ware (3910), Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI)
- akta.pro secondary industries
- Religious & Cultural Fine Jewelry (CRAKAAAH), Handmade/Craft Fashion Jewelry (Beaded/Wire/Woven) (CRAKABAD)
Keywords
Where Pippa Small is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Pippa Small business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct Product Sales: Revenue from selling handmade jewellery through owned e-commerce website and two retail stores in London and Los Angeles. Products range from affordable Sterling Silver pieces ($100-600) to high-end 18kt gold items ($1,000-70,000+) and 22kt gold pieces up to $99,000.
- Wholesale: Wholesale distribution to retailers around the world, ensuring year-round work for artisan workshops.
- Selective Retail Partnerships: Distribution through premium partners such as Net-a-Porter for specific collections like the Colombia Together Forever collection.
- Klarna Pay Later: Buy Now Pay Later payment option offered through Klarna, allowing customers to spread payments.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Sterling Silver - Entry level pricing |
| Unit Pricing | Pay-as-you-go | 18kt Gold Vermeil - Mid-tier pricing |
| Unit Pricing | Pay-as-you-go | 18kt Gold - Premium pricing |
| Unit Pricing | Pay-as-you-go | 22kt Gold - Luxury pricing |
| Unit Pricing | Pay-as-you-go | Glass pieces - Accessible pricing |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
Pippa Small product offering
Product offeringCore offering
Pippa Small designs, sources, and sells handmade ethical jewellery produced with artisan communities across conflict-affected regions. Its product range spans amulets, bracelets, earrings, necklaces, and rings in 18kt gold, 22kt gold, 18kt gold vermeil, sterling silver, and hand-blown glass, retailed through its own e-commerce site, two flagship stores in London and Los Angeles, wholesale partners, and a Net-a-Porter partnership.
Product overview
Pippa Small is an ethical jewelry brand offering handcrafted jewelry across multiple collections. The core offerings include signature collections from Jaipur, India (featuring 18kt gold with nature-inspired designs), regional collections from Colombia (clean gold with emeralds), Afghanistan (Turquoise Mountain artisan pieces), Myanmar, Jordan, and Palestine, plus special collections like Azaz hand-blown glass and the Next Generation platform for Afghan artisans. Products span amulets, bracelets, earrings, necklaces, and rings in materials including 18kt gold, 22kt gold, 18kt gold vermeil, sterling silver, and glass. The brand operates on an ethical framework using Fairtrade and Fair Mined materials, with physical retail locations in London and Los Angeles.
Differentiator
Problem solved
Functional benefit
Products and services
- Jaipur Collection Signature collection crafted in Jaipur, India with master goldsmiths, gem cutters, and setters; features nature-inspired designs in 18kt gold (90% recycled) using globally-sourced stones.
- Colombian Collection Handcrafted jewellery by Afro-Colombian artisans using eco river-panned gold and alluvial emeralds from the Muzo region, featuring traditional filigree work with mermaids, peacocks, and botanical motifs.
- Together Forever Collection (Colombia) Colombian jewellery project using clean, ethically-sourced eco river-panned gold paired with alluvial emeralds, made by Afro-Colombian goldsmiths and distributed via pippasmall.com and Net-a-Porter.
- Azaz Collection (Hand-Blown Glass Jewellery) Hand-blown glass jewellery collection created with master artisan Mohammad Twam in Jaba', Palestine, featuring organic glass pieces in teal, amber, and rose tones inspired by ancient stone beads.
- Palestine Collection Gold jewellery created with a Bethlehem family workshop inspired by the olive leaf, complemented by hand-blown glass pieces from the Azaz collection, supporting artisans via Turquoise Mountain Levant.
- Turquoise Mountain Afghanistan Collection Jewellery created with Afghan artisans using gem inlay and chain-making techniques inspired by Bactrian and early Islamic design traditions, featuring Afghan gems such as Badakhshan lapis and Panjshir emeralds.
- Turquoise Mountain Myanmar Collection Jewellery created with Myanmar artisans preserving traditional goldsmithing techniques including filigree, granulation, and gem cutting, with designs inspired by Pyu-period and ethnic traditions.
- Turquoise Mountain Jordan Collection Jewellery inspired by ancient Nabataean, Greek, and Bedouin traditions, created with Levantine artisans including Syrian refugees through Turquoise Mountain training programmes.
- Next Generation Platform Platform showcasing jewellery from Afghan jewellers trained through the Zindagi Now initiative and Turquoise Mountain Foundation, supporting women and men facing economic and social challenges in Afghanistan.
- Beachcomber Collection Collection of abalone shell jewellery crafted in 18kt gold, featuring ocean-inspired iridescent greens, blues, and dawn pinks across earrings, rings, amulets, and necklaces.
- Alectrona Collection Collection featuring Australian boulder opals in 18kt gold, characterised by rounded, gentle, and feminine designs across rings, earrings, and necklaces.
- Carnival Collection Playful, colourful collection featuring mixed stones and vibrant gemstones set in 18kt gold designs.
- Pebble Collection (Bolivia) Gold jewellery inspired by Pre-Colombian designs and casting techniques, using gold from small artisanal mines in Bolivia, strung on rainbow shades of alpaca wool.
Quantifiable outcome
- First Fairtrade certified gold mine partnership established in 2011 in Bolivia
- +2 more outcomes
Companies that use Pippa Small
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Pippa Small technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature3 records
Pippa Small partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, minor and flagship.
- Suu Foundation (Myanmar)coreHumanitarian organization that partnered with Turquoise Mountain Foundation in 2014 to begin dedicated mission in Myanmar. Turquoise Mountain found goldsmiths from Ramree in Rakhine state and set up workshops to produce jewellery designs.
- Cotopaxi Fairtrade Gold MinecoreFirst Fairtrade certified gold mine in the world, located in Bolivia. Pippa Small began working with the cooperative run mine several years before they reached certification in 2011, witnessing the changes and structures put in place to protect both humans and the environment.
- Turquoise Mountain FoundationcoreFounded at request of HM King Charles and Hamid Karzai, Turquoise Mountain Foundation is an arts charity that has worked to revive traditional arts and crafts since 2006. Pippa Small began working with them in 2008, producing dozens of collections with artisans in Afghanistan, Myanmar, Jordan, and Levant. The foundation has trained over 6000 artisans and created sustainable livelihoods in conflict-affected regions.
- Yani Fair Mined Gold Mine (Bolivia)minorCertified Fair Mined gold mine in Bolivia that Pippa Small worked with after Cotopaxi. Note: Yani has since not re-applied for certification due to hardships in the country.
- Net-a-PorterflagshipPremium luxury fashion retailer that stocks the Colombia Together Forever collection, featuring eco river-panned gold and alluvial emeralds from Colombia.
- Association of Responsible Miners (Colombia)coreAssociation of responsible miners in Colombia who introduced Pippa Small to Ana Sierra and the women gold panners of Choco. These women extract gold using eco clean and carbon neutral methods by hand panning in rivers.
- World Central KitchenflagshipSales of the Sterling Silver Olive Branch Necklace from the Bethlehem workshop directly support artisans and 100% of profits go to the World Central Kitchen.
Scale indicators5 records
Recent moves8 records
Expansion highlights5 records
Pippa Small competitors and assessment
Company assessmentDirect peers
- Monique Péan: Luxury sustainable jewellery brand focused on ethically-sourced materials including conflict-free diamonds and recycled gold. Similar price points and conscious-consumer positioning, with a comparable artisan-driven product narrative.
- Cathy Waterman: Hand-fabricated fine jewellery from Los Angeles with platinum and 22kt gold pieces and nature-inspired designs. Comparable artisan craftsmanship positioning and price band, with celebrity clientele overlap.
- Melissa Joy Manning: California-based fine jewellery designer using ethically-sourced recycled metals and conflict-free gemstones with a similar artisan-made, low-volume boutique model. Operates a flagship store and DTC site, directly comparable to Pippa Small's positioning.
- Pamela Love: Artisan fine jewellery designer working with ethically-sourced materials including recycled metals and conflict-free stones. Handcrafted small-batch production aligns with Pippa Small's artisan model and bohemian aesthetic.
- Lulu Frost: Designer jewellery brand creating one-of-a-kind pieces from vintage and recycled materials with artisanal techniques. Similar DTC-plus-flagship distribution and handmade production ethos.
- Bibi van der Velden: Amsterdam-based fine jewellery designer known for handcrafted sculptural pieces using ethically-sourced materials including recycled gold. Comparable boutique scale, artisanal production, and conscious-luxury positioning.
- Anna Sheffield: Bespoke fine jewellery brand combining ethical sourcing with designer-led collections. Overlaps on artisan craftsmanship and conscious-luxury narrative, with comparable price tiers and DTC-plus-wholesale distribution.
Broad incumbents
- Mejuri: Larger-scale fine jewellery brand with sustainability commitments, DTC-led model and broader material range. Overlaps on conscious-consumer positioning but operates at materially larger scale with venture capital backing.
- Aurate: New York-based sustainable fine jewellery brand using recycled gold and ethically-sourced diamonds with a vertically-integrated DTC model. Comparable ethical credentials but serves a broader, lower-AOV audience.
Others
- Turquoise Mountain (Foundation): Arts charity founded at the request of HM King Charles that supplies artisan training and craft preservation in Afghanistan, Myanmar, Jordan, and the Levant. It is a strategic supplier/partner rather than a competitor, but functions as the upstream ecosystem that feeds Pippa Small's artisan collections.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Pippa Small social profiles
Digital presencePippa Small financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pippa Small leadership team
Management profileNumber of profiles
Profiles1 record
Pippa Small funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pippa Small 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 Pippa Small
What does Pippa Small do?
Pippa Small designs, sources, and sells handmade ethical jewellery produced with artisan communities across conflict-affected regions. Its product range spans amulets, bracelets, earrings, necklaces, and rings in 18kt gold, 22kt gold, 18kt gold vermeil, sterling silver, and hand-blown glass, retailed through its own e-commerce site, two flagship stores in London and Los Angeles, wholesale partners, and a Net-a-Porter partnership.
Is Pippa Small a public or private company?
Pippa Small is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pippa Small founded?
Pippa Small was founded in 2007. It employs 1 to 10 people.
Where is Pippa Small based?
Pippa Small is headquartered in London, United Kingdom, in the Europe region.
How does Pippa Small make money?
Four revenue lines are on record. Direct Product Sales are the primary driver. The others are wholesale, selective Retail Partnerships and klarna Pay Later.
Who are Pippa Small's main competitors?
Direct peers on record are Monique Péan, Cathy Waterman, Melissa Joy Manning, Pamela Love, Lulu Frost, Bibi van der Velden and Anna Sheffield. Broad incumbents are Mejuri and Aurate. Turquoise Mountain (Foundation) is listed as an others.
Does Pippa Small have an API?
No public API is recorded for Pippa Small.
What industry is Pippa Small in?
Pippa Small's product category is Ethical Fine Jewellery. Its primary akta.pro industry code is CRAKAHAI, Artisan/Hand-Fabricated One-of-a-Kind Jewelry, with a secondary code of CRAKAAAH, Religious & Cultural Fine Jewelry. Its NAICS code is 33991 and its SIC code is 3911.