Egetal

What Egetal does

e.g.etal is a Melbourne-based contemporary jewellery gallery established in 1998, operating from a flagship store at 150 Little Collins Street in Melbourne's CBD alongside a global e-commerce site. The business represents over 50 independent Australian and New Zealand jewellery artists (with occasional international guests) on what appears to be a consignment basis, curating a catalogue of more than 2,270 handmade pieces spanning rings, earrings, necklaces, bracelets, brooches, cuffs, and cufflinks at price points from approximately AUD $430 to AUD $32,000. There is no proprietary technology stack beyond standard e-commerce tooling; the underlying product is artisan-made physical jewellery.

The company monetises through four primary streams: one-time sales of ready-to-ship artisan pieces, bespoke commissions (requiring a 50% deposit with 4-6 week handcrafting time and artist matching), gift vouchers (AUD $150-$1,000 denominations, three-year validity), and repairs/alterations on current-artist pieces. Pricing is fixed by individual artists, GST-inclusive, and the company explicitly does not run sales or discounts. The go-to-market combines a direct-to-consumer retail showroom (Mon-Sat, 10am-5pm) with worldwide e-commerce shipping (free domestic express over AUD $250; flat international rates), supported by an active content engine (Journal blog, bimonthly email, Instagram), a rotating exhibition programme featuring roughly 8-10 artist shows per year, and participation in industry events such as Melbourne Design Festival and Radiant Pavilion Biennial. Customer segments centre on wedding/engagement buyers, contemporary jewellery collectors, and bespoke commission clients, served through hybrid in-person, virtual (Zoom), and online channels.

The business is privately held with no disclosed institutional investors, funding rounds, or parent company. Co-founder Emma Goodsir — the "E.G." in e.g.etal — departed in 2026 with a final collection launch. The company holds no disclosed patents, has no public awards listed, and operates with a small team (11-50 employees) consistent with a single-location boutique gallery.

Name

Egetal

Legal name

e.g.etal

Website

https://egetal.com.au

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

e.g.etal is a Melbourne-based contemporary handmade jewellery gallery (founded 1998) representing over 50 Australian and New Zealand artists, selling artisan-made rings, necklaces, earrings, and bespoke commissions through its flagship store and a global e-commerce site.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ready-to-ship jewellery sales: One-time purchase of handmade contemporary jewellery pieces; individual artist-made items sold at fixed prices ranging from approximately $430 to $13,610+; products include rings, earrings, necklaces, bracelets, brooches, cuffs, and cufflinks.
2. Bespoke/custom commissions: Custom jewellery commissions with consultation process; 50% deposit required to commence; approximately 4-6 weeks making time; artists create pieces tailored to individual client specifications including stone choice, metal type, and design modifications.
3. Gift vouchers: Gift vouchers sold in denominations from $150 to $1,000; valid for three years; redeemable in-store or via phone order; not redeemable for online purchases.
4. Repairs and alterations: Repair and alteration services for pieces made by current e.g.etal artists; quote provided before proceeding; services include resizing, re-oxidising, re-plating, stone tightening, and general restoration.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

e.g.etal is a Melbourne-based contemporary handmade jewellery gallery that retails artist-made rings, earrings, necklaces, bracelets, brooches, cufflinks and sculptural objects from over 50 Australian and New Zealand designers. In addition to ready-to-ship pieces sold at fixed prices, the gallery operates a bespoke commission service matching clients to artists for custom pieces requiring 4-6 weeks of handcrafting, supported by gift vouchers and a repairs and alterations service. The physical flagship on Little Collins Street is complemented by a global e-commerce channel and a rotating program of solo artist exhibitions, talks and workshops.

Product overview

e.g.etal is a Melbourne-based contemporary jewellery gallery (established 1998) representing over 50 Australian and New Zealand jewellery artists. The core offering consists of handmade contemporary jewellery including rings, earrings, necklaces, bracelets, brooches, and sculptural objects available through the online store and physical gallery. Custom made/bespoke jewellery services allow clients to commission unique pieces through design consultations with matched artists. The business also offers bridal jewellery (engagement rings and wedding bands), gift vouchers, and repairs/alterations services for existing pieces. Products are organized into artist-specific collections and themed exhibitions that rotate throughout the year.

Differentiator

Problem solved

Functional benefit

Products and services

• Contemporary Handmade Jewellery Handmade contemporary jewellery including rings, earrings, necklaces, bracelets, brooches, cufflinks and sculptural objects crafted by independent Australian and New Zealand designers, sold ready-to-ship at artist-set prices ranging from approximately A$430 to A$32,000+ to art-aware consumers, collectors and gift buyers.
• Custom Made / Bespoke Jewellery Commissions Bespoke commission service matching clients with one of the gallery's 50+ represented artists to create a one-off piece tailored to the client's vision, including stone choice, metal type and design modifications, with approximately 4-6 weeks of handcrafting and a 50% deposit required to commence.
• Engagement Rings Contemporary engagement rings featuring unusual stones, technically distinctive settings and non-traditional designs aimed at couples seeking an alternative to mainstream bridal jewellery retailers.
• Wedding Bands Artist-made wedding bands in various metals and styles intended to complete ring stacks and complement engagement rings.
• Men's Rings Contemporary wedding and fashion rings for men, featuring unique handmade designs in various metals rather than conventional plain bands.
• Gift Vouchers Gift vouchers sold in denominations from A$150 to A$1,000, valid for three years and redeemable in-store or by phone order, intended for gifting contemporary jewellery purchases.
• Bridal Jewellery Artist-made necklaces, earrings and accessories designed to be worn on the wedding day by the bride and bridal party.
• Repairs and Alterations Repair and alteration services for items made by current e.g.etal artists, including ring resizing, re-oxidising, re-plating, stone tightening and general restoration, with a quote provided before work begins.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Gallery Funaki: A long-running Melbourne contemporary jewellery and object gallery exhibiting independent Australian and international makers. Directly comparable to e.g.etal on curated multi-artist gallery model, bespoke commissions, and Melbourne CBD positioning.
• Studio Mitico: A Melbourne-based studio and showroom for contemporary handmade jewellery by independent Australian makers. Compares to e.g.etal on artist-led retail, custom commissions, and Melbourne gallery/showroom operating model.
• Catbird: A Brooklyn indie fine-jewellery retailer carrying curated independent designer collections alongside its own delicate house line. Directly comparable to e.g.etal's model of aggregating small artisan labels into a gallery/retail experience at a premium price point.
• Mociun: A Brooklyn-based independent jewellery designer and retailer producing handmade contemporary fine jewellery using ethically sourced stones. Comparable to e.g.etal on artist-led handmade practice, precious-metal/stone usage, and direct-to-consumer pricing transparency.
• Dogeared: A California-based jewellery brand producing handmade meaningful pieces with ethical supply chain positioning. Comparable to e.g.etal's handmade artisan ethos and storytelling-led DTC positioning, though Dogeared sells its own branded line whereas e.g.etal curates 50+ makers.
• Alexis Bittar: An independent designer jewellery house known for sculptural handmade contemporary pieces sold through its own stores and stockists. Comparable to e.g.etal on the artist-driven handmade positioning in the contemporary jewellery category.

Regional players

• The Alkemistry: A UK-based online retailer curating independent contemporary fine jewellery designers with ethical sourcing. Comparable to e.g.etal on multi-artist curation and contemporary fine-jewellery focus, but serves the UK/European market rather than Australia.
• Otiumberg: A London-based contemporary fine-jewellery brand and retailer focused on demi-fine handmade pieces and curated gold vermeil designs. Comparable to e.g.etal on handmade craftsmanship and contemporary aesthetic but UK/European focused.

Broad incumbents

• Mejuri: A Toronto-based digitally-native fine jewellery brand at significantly larger scale, verticalising the indie-jewellery segment. Comparable to e.g.etal on the curated fine-jewellery positioning but operates at much higher scale with venture backing, exerting downward competitive pressure on the indie-artist handmade niche.

Others

• Net-a-Porter (Jewellery department): A luxury multi-brand online retailer with a curated fine and contemporary jewellery edit. Comparable to e.g.etal as a competing distribution channel for the same art-jewellery brands whose works are exhibited in Melbourne galleries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/egetal
• Xx.com/egetal

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 Egetal