Pascoes The Jewellers

What Pascoes The Jewellers does

Pascoes The Jewellers is a New Zealand-based specialty retailer of jewellery, watches, and silver goods, operating 40 physical stores nationwide alongside a direct-to-consumer e-commerce platform at pascoes.co.nz. Founded circa 1900-1906 and headquartered in Invercargill, the company is a private subsidiary of James Pascoe Limited, a diversified New Zealand retail conglomerate. Pascoes targets individual consumers across two primary use cases: personal jewellery/watch purchases and gift purchases for occasions such as birthdays, engagements, weddings, and anniversaries. The business also runs a VIP membership program offering email promotions and birthday treats to support repeat engagement.

The company sells core jewellery, watch, and silver product lines through both store and online channels, supplemented by gift cards in NZD $50, $100, and $200 denominations (3-year validity, redeemable online and across all stores). Its e-commerce stack includes a store locator (Google Maps-integrated), an online checkout accepting Visa, Mastercard, Apple Pay, Afterpay (BNPL for NZD $100-$1,000 orders), and Windcave payment processing, with standard delivery at NZD $6.50 and free delivery on orders over NZD $80. Supporting services include a 30-day gift exchange policy, interest-free finance options, a jewellery care guide, buying guides, and a dedicated deals section. All operations are domestic, with international orders not currently dispatched.

Pascoes' revenue model is primarily transactional one-time sales of jewellery and watches through retail and e-commerce, complemented by gift card sales and ancillary delivery/transaction fees. Marketing is conducted through owned channels: the e-commerce site, email/newsletter via the VIP program, content marketing (buying guides, jewellery care), and on-site promotional deals. There is no disclosed B2B or enterprise revenue stream, no international expansion, and no disclosed funding rounds, with the parent conglomerate structure providing corporate scale rather than external capital.

Name

Pascoes The Jewellers

Legal name

Pascoes The Jewellers

Website

https://pascoes.co.nz

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

101–250 employees

Short description

Pascoes The Jewellers is a New Zealand specialty retailer selling jewellery, watches, and silver goods through 40 physical stores nationwide and a direct-to-consumer e-commerce platform, serving individual consumers and gift buyers. It operates as a subsidiary of James Pascoe Limited.

Ownership category

akta.pro rank

Product category

Retail Jewellery

NAICS

Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Off-price/Outlet Jewelry & Watch Retail (CRAKAGAH)

Keywords

• Fine jewellery retail
• Watch sales
• Gift cards
• Retail jewellery
• Jewellery ecommerce

Headquarters

HQ city

Invercargill

HQ country

New Zealand

HQ region

Oceania

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Jewellery and Watch Product Sales: Core revenue from selling jewellery, watches, and silver items through retail stores and online store
2. Gift Cards: Sale of gift cards in denominations of $50, $100, and $200 (online), with 3-year validity. Gift cards can be purchased online or in-store and redeemed for products only
3. Afterpay Transaction Fees: Revenue generated through Afterpay instalment payment option for online orders between $100-$1000. Afterpay allows four equal instalments with no additional cost if paid on time
4. Delivery/Shipping: Shipping revenue from orders under $80 (standard delivery $6.50), with free delivery for orders $80 and over

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Pascoes The Jewellers sells jewellery, watches, and silver items through 40 physical retail stores across New Zealand and a direct-to-consumer e-commerce platform at pascoes.co.nz. The company also offers branded gift cards in $50-$200 denominations, an interest-free finance option, and Afterpay instalment payments for orders between $100-$1000. The business operates as a subsidiary of James Pascoe Limited and has been trading for over 100 years.

Product overview

Pascoes The Jewellers operates as a traditional jewellery retail business with both physical store locations and an e-commerce platform. The core offering consists of jewellery (silver and gold pieces), watches, and related accessories, with an online store that handles nationwide delivery across New Zealand. The product portfolio centers on the main retail offering alongside complementary services including gift cards (available in $50-$200 denominations, valid 3 years), an Interest Free finance option, and a Jewellery Care Guide. The company also maintains a membership program offering promotional emails and birthday treats. The business operates 40 physical stores throughout New Zealand, with online orders processed through the company's distribution centre using overnight courier services.

Differentiator

Problem solved

Functional benefit

Products and services

• Pascoes Gift Cards Digital and physical gift cards available in $50, $100, and $200 denominations online (maximum $200 online). Valid for 3 years from purchase. Can be purchased online or at any of 40 nationwide stores and redeemed for Pascoes products only.
• Jewellery (Gold and Silver) Core jewellery product line including gold and silver pieces such as rings, necklaces, bracelets, and earrings, sold through 40 retail stores and the online store for personal wear and gifting purposes.
• Watches Watches sold through physical retail stores and the e-commerce website, available individually or as part of periodic Silver & Watch Sale promotions.
• Interest Free Finance Finance option allowing customers to pay for jewellery purchases in interest-free instalments, provided as a payment plan service alongside in-store and online purchases.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• AfterpaycoreTechnology or IntegrationAfterpay integration allows customers to purchase jewellery and watches through four equal instalments due every 2 weeks. Available for online orders between $100-$1000. No additional cost if paid on time. Supports Mastercard and Visa debit/credit cards issued in New Zealand.
• WindcavecoreTechnology or IntegrationPayment processor for secure online transactions, enabling acceptance of major credit cards and alternative payment methods.
• Apple PaysupportingTechnology or IntegrationMobile payment option integrated at checkout for convenient purchasing on Apple devices.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Michael Hill International: Australia- and New Zealand-based specialty jewellery chain with hundreds of stores selling diamonds, gold, watches, and silver. Closest direct comparable given overlapping geographic footprint, omnichannel model, and similar product mix.
• Wallace Bishop: Heritage Australian jewellery retailer (est. 1917) operating a multi-store chain with bridal, watch, and gifting focus. Highly comparable in brand-led, occasion-driven positioning to Pascoes.
• Bevilles: Mid-market Australian jewellery chain offering gold, silver, diamonds, and watches across a national store network plus e-commerce. Directly mirrors Pascoes' retail format and value-tier assortment.
• Walker & Hall: Long-standing New Zealand/Australian diamond and bridal jewellery specialist retailer. Directly comparable to Pascoes on bridal, engagement, and fine-jewellery occasions across the same trans-Tasman market.

Broad incumbents

• Pandora: Global jewellery brand operating concept stores and concessions worldwide, with strong silver and charm jewellery lines. Competes with Pascoes for share of gift-occasion spend and silver-jewellery share of wallet.
• Ernest Jones: UK high-street jewellery and watch retailer (part of Signet) operating omnichannel stores. Comparable in format, watch-led assortment, and gift-oriented marketing playbook, though operating in a different geography.
• Goldsmiths: UK premium jewellery and watch retailer (Signet-owned) competing on bridal, watches, and gifting occasions. Analogue for how Pascoes' higher-ticket category mix is merchandised at scale.
• Swarovski: Global crystal and fashion-jewellery brand with owned retail and concessions. Adjacent competitor in gift-occasion and silver/crystal jewellery categories that Pascoes services.
• Zales: US mall-based diamond and bridal jewellery chain (part of Signet). Comparable as a high-volume, omnichannel, bridal-and-gift-led jewellery retailer, though operating in a materially larger market.

Regional players

• Fraser Hart: UK regional jewellery retailer with bridal, watch, and designer jewellery focus. Compares on store-led, relationship-driven jewellery retail, although geography differs from Pascoes' NZ base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PascoesTheJewellers

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 Pascoes The Jewellers