Rommanel
Rommanel is a Brazilian private jewelry brand founded in 2008 that sells affordable 18K gold-plated and 925 silver jewelry through DTC e-commerce, physical stores, and an independent consultant/reseller network across Brazil.
- Company typePrivate
- Founded2008
- HeadquartersCutia, Brazil
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rommanel does
Rommanel is a Brazilian private jewelry brand founded in 2008 that designs, manufactures, and sells affordable fashion jewelry directly to mass-market consumers through three integrated channels: a DTC e-commerce storefront built on VTEX infrastructure (www.rommanel.com.br), a network of physical retail stores across Brazil, and a multi-level independent consultant/reseller program supported by the Meu Mundo Rommanel portal, the Revenda Rommanel recruitment platform, and the Academia Rommanel training academy.
Its product portfolio spans rings (alianças, anéis), earrings (brincos), necklaces and chains (colares e correntes), bracelets (pulseiras), pendants (pingentes), and watches (relógios), manufactured with 18K gold plating, solid 925 sterling silver, and cubic zirconia stones. The unit pricing band runs from R$ 129.00 to R$ 1,129.00, with interest-free installment plans of up to 10x, positioning the company in the accessible-luxury tier of the Brazilian jewelry market. Themed collections (Coleção Ritmos, Coleção Versos), a dedicated men's line, and a Disney-licensed 'Disney na Rommanel' sub-brand support segment and occasion-based demand.
The company monetizes through one-time unit sales across all three channels with a horizontal segmentation approach targeting general consumers and male consumers. Customer engagement is driven by organic social media (Facebook, Instagram, X, YouTube), email newsletters, WhatsApp-based sales and support, and a Zendesk-backed customer service operation. The technology footprint is deliberately lean — VTEX commerce, WhatsApp, and dedicated consultant/reseller web platforms — with no disclosed AI capabilities, no headcount data, and no public financial reporting.
Rommanel firmographics
Firmographics- Name
- Rommanel
- Legal name
- Rommanel
- Website
- https://rommanel.com.br
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Rommanel is a Brazilian private jewelry brand founded in 2008 that sells affordable 18K gold-plated and 925 silver jewelry through DTC e-commerce, physical stores, and an independent consultant/reseller network across Brazil.
- Ownership category
- akta.pro rank
Rommanel industry classification
Industry- Product category
- Fashion Jewelry
- NAICS
- Jewelry Retailers (458310)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Silverware & Plated Ware (3910)
- akta.pro primary industry
- Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)
- akta.pro secondary industries
- Fashion Jewelry Sets & Giftable Collections (CRAKABAL), Luxury Giftables & Lifestyle Accessories (Charms, Bag Accessories, Keychains) (CRAKAEAL)
Keywords
Where Rommanel is headquartered
LocationHeadquarters
- HQ city
- Cutia
- HQ country
- Brazil
- HQ region
- Latin America
Markets served
Rommanel business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Jewelry and Watch Sales: Rommanel generates revenue primarily through the direct sale of jewelry products including rings, earrings, necklaces, bracelets, pendants, and watches. Products are sold at fixed retail prices with installment payment options (up to 10x without interest). The company offers collections across various styles including gold-plated 18K, 925 sterling silver, and cubic zirconia pieces.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level jewelry items including gold-plated earrings and fashion pieces |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Rommanel product offering
Product offeringCore offering
Rommanel designs, manufactures, and sells affordable fashion jewelry directly to Brazilian consumers through its e-commerce site, physical retail stores, and an independent consultant/reseller network. Its catalog covers rings (including wedding bands), earrings, necklaces, bracelets, pendants, and watches in 18K gold plating, solid 925 sterling silver, and cubic zirconia, supported by themed collections, a Disney-licensed line, and a men's jewelry line. Customers can pay in up to 10 interest-free installments, with prices ranging from R$129 to R$1,129.
Product overview
Rommanel is a Brazilian direct-sale jewelry company offering a comprehensive portfolio of jewelry products including rings (Alianças, Anéis), earrings (Brincos), necklaces (Colares e Correntes), bracelets (Pulseiras), pendants (Pingentes), and watches (Relógios). Their products feature 18K gold plating, solid 925 silver, and zircon stones. The company operates through a direct-sale model with dedicated platforms for consultants (Meu Mundo Rommanel), resellers (Revenda Rommanel), and training (Academia Rommanel). Collections include themed lines like Disney, men's jewelry, and seasonal collections such as Ritmos and Versos.
Differentiator
Problem solved
Functional benefit
Products and services
- Alianças (Wedding Bands)
Companies that use Rommanel
Customer profileSegments2 records
Ideal customer profiles2 records
Rommanel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rommanel partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- DisneycoreRommanel has a Disney licensing partnership featuring a dedicated 'Disney na Rommanel' collection on their website. This collaboration brings Disney-branded jewelry products to the Brazilian market, combining Disney's entertainment brand appeal with Rommanel's jewelry manufacturing and distribution capabilities.
Recent moves5 records
Expansion highlights4 records
Rommanel competitors and assessment
Company assessmentBroad incumbents
- Tiffany & Co. Iconic global luxury jewelry brand and LVMH-owned incumbent. Comparable to Rommanel at the category level (rings, necklaces, watches, gifting) but operates at materially higher price points and a different customer segment, serving as a broader sector benchmark.
Direct peers
- Talento Joias: Brazilian jewelry brand with direct-sales and franchise-style distribution. Comparable to Rommanel on direct-to-consumer jewelry model, gold-plated and silver assortment, and reliance on affiliated sales consultants.
- Vivara: Brazil's largest publicly traded jewelry retailer, operating both physical stores and e-commerce across the country. Directly comparable to Rommanel on product category (rings, earrings, necklaces, watches), target market (Brazilian mass-affluent consumers), and distribution model (omnichannel jewelry retail).
- Swarovski: Global crystal and fashion jewelry brand with stores across Brazil. Comparable to Rommanel on fashion (rather than fine) jewelry positioning, accessible price points, and licensed/designer collaborations.
- Claire's: Global fashion jewelry and accessories retailer targeting younger/mass-market consumers. Comparable to Rommanel on affordable price points, fashion (rather than fine) jewelry, gift-focused merchandising, and high-traffic retail footprint.
- H.Stern: Brazilian jewelry manufacturer and retailer with deep domestic brand recognition and global retail presence. Comparable to Rommanel on materials (gold and silver pieces), Brazil-centric operations, and jewelry-focused retail, though positioned at higher price points.
- Monte Carlo Joias: Brazilian jewelry chain with broad physical retail presence and an e-commerce platform. Comparable to Rommanel on gold jewelry assortment, installment-payment pricing, and Brazil-focused family/jewelry retail positioning.
- Pandora: Global affordable-luxury jewelry brand with significant Brazilian retail footprint. Directly comparable to Rommanel on price positioning (accessible price points), charm and bracelet-led assortment, and gifting-focused merchandising.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Rommanel social profiles
Digital presenceRommanel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rommanel leadership team
Management profileNumber of profiles
Rommanel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rommanel 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 Rommanel
What does Rommanel do?
Rommanel designs, manufactures, and sells affordable fashion jewelry directly to Brazilian consumers through its e-commerce site, physical retail stores, and an independent consultant/reseller network. Its catalog covers rings (including wedding bands), earrings, necklaces, bracelets, pendants, and watches in 18K gold plating, solid 925 sterling silver, and cubic zirconia, supported by themed collections, a Disney-licensed line, and a men's jewelry line. Customers can pay in up to 10 interest-free installments, with prices ranging from R$129 to R$1,129.
Is Rommanel a public or private company?
Rommanel is a private company. It is classified as unknown and is currently operating.
When was Rommanel founded?
Rommanel was founded in 2008. It employs 501 to 1,000 people.
Where is Rommanel based?
Rommanel is headquartered in Cutia, Brazil, in the Latin America region.
How does Rommanel make money?
One revenue line is on record: jewelry and Watch Sales.
Who are Rommanel's main competitors?
Tiffany & Co. is listed as a broad incumbent. Direct peers are Talento Joias, Vivara, Swarovski, Claire's, H.Stern, Monte Carlo Joias and Pandora.
Does Rommanel have an API?
No public API is recorded for Rommanel.
What industry is Rommanel in?
Rommanel's product category is Fashion Jewelry. Its primary akta.pro industry code is CRAKABAA, Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings), with a secondary code of CRAKABAL, Fashion Jewelry Sets & Giftable Collections. Its NAICS code is 458310 and its SIC code is 5944.