Michael Trio
Singapore-based family-owned online jewellery retailer selling customizable engagement rings, wedding bands, loose diamonds, gemstones, and gold jewellery via direct-to-consumer pricing, with five showrooms across Singapore and an in-house manufacturing facility in China.
- Company typePrivate
- Founded2013
- HeadquartersJurong West, Singapore
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Michael Trio does
Michael Trio is a Singapore-based, family-owned online jewellery retailer founded in 2013 by three brothers—Stanley, Jadon, and Zen Zeng—building on a multi-generational family manufacturing heritage that traces back to 1978 (Royal Medal) and 1987 (RoyalKing Jewellery). The company sells customisable engagement rings, wedding bands, loose diamonds (natural and lab-grown, including the proprietary Pure Hearts™ Diamond collection), coloured gemstones, diamond jewellery, and 916/999 gold jewellery. Its core technology is an online ring builder and custom design tool that allows customers to start from a ring setting, loose diamond, lab-grown diamond, fancy colour diamond, or gemstone, with in-showroom design consultations complementing the digital flow.
Michael Trio operates a direct-to-consumer go-to-market model, primarily through its own e-commerce storefront (michaeltrio.com) and five physical showrooms across Singapore, including a flagship at 91 Tanjong Pagar Road. Pricing is positioned 20–40% below traditional mall-based jewellery retailers, enabled by the family's in-house manufacturing facility in China and a low-overhead e-commerce-led structure. Payment instalments via Atome and Grab Pay, laser engraving, and a 'Refer a Friend' programme (with CapitaLand voucher co-branding) support customer acquisition and conversion. The company also offers a corporate gifting programme for bulk and bespoke orders. Marketing is multi-channel across Facebook, Instagram, TikTok, Xiaohongshu, YouTube, and a content-rich blog, with localised site versions in English, Simplified Chinese, Malay, Korean, Japanese, Vietnamese, Thai, and Bahasa Indonesia. Michael Trio is privately held by the Zeng family with no external institutional investors, and revenue is not publicly disclosed.
Michael Trio firmographics
Firmographics- Name
- Michael Trio
- Website
- https://michaeltrio.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Singapore-based family-owned online jewellery retailer selling customizable engagement rings, wedding bands, loose diamonds, gemstones, and gold jewellery via direct-to-consumer pricing, with five showrooms across Singapore and an in-house manufacturing facility in China.
- Ownership category
- akta.pro rank
Michael Trio industry classification
Industry- Product category
- Fine Jewellery Retail
- NAICS
- Jewelry Retailers (45831), Jewelry and Silverware Manufacturing (33991)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)
- akta.pro primary industry
- Bridal & Engagement Jewelry Retail (CRAKAGAC)
- akta.pro secondary industries
- Engagement Rings (CRAKACAA), Wedding Bands (Bridal Rings) (CRAKACAB), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA)
Keywords
Where Michael Trio is headquartered
LocationHeadquarters
- HQ city
- Jurong West
- HQ country
- Singapore
- HQ region
- Asia
Offices3 records
Markets served
Michael Trio business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Jewellery Product Sales: Michael Trio sells a wide range of fine jewellery including engagement rings, wedding bands, loose diamonds (natural and lab-grown), gemstone rings, diamond and gemstone earrings, necklaces, bracelets, and gold jewellery (916 and 999 gold). Sales are direct-to-consumer via online store and physical showrooms.
- Custom-Made Orders: Customers can commission fully bespoke jewellery pieces, with designs created through consultation and the online ring builder tool, crafted at the company's manufacturing facility. Custom orders represent a significant portion of the business model.
- Corporate Gifting: Michael Trio offers a corporate gifting programme for businesses seeking bulk or bespoke jewellery gifts for employees or clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level engagement rings |
| One time/ perpetual license | Pay-as-you-go | Wedding bands |
| Unit Pricing | Pay-as-you-go | General jewellery price range |
| Other | Pay-as-you-go | Referral reward — Michael Trio Voucher |
| Other | Pay-as-you-go | Referral reward — CapitaLand Voucher |
| Other | Multi-year contract | Custom bespoke jewellery |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
Michael Trio product offering
Product offeringCore offering
Michael Trio designs, manufactures, and sells fine jewellery — primarily customizable engagement rings, wedding bands, loose diamonds (natural and lab-grown), gemstones, diamond jewellery, and 916/999 gold jewellery — directly to consumers through its online storefront, appointment-based showroom consultations, and an online ring builder tool. Custom-made and bespoke orders are produced at the company's family-owned manufacturing facility in China.
Product overview
Michael Trio is a Singapore-based online jewellery retailer offering a comprehensive portfolio of fine jewellery products. The core offerings include customizable Engagement Rings in multiple styles (solitaire, pavé, halo, vintage, etc.), Wedding Bands for men and women, Loose Diamonds (natural and lab-grown) featuring the proprietary Pure Hearts™ Diamond collection, Gemstones (sapphire, ruby, emerald, morganite, etc.), Diamond Jewellery (earrings, necklaces, bracelets, eternity rings), and Gold Jewellery in 916 (22K) and 999 (24K) purities. The company differentiates through bespoke customization services including an online ring builder tool and in-showroom consultations. Signature collections include Vow of Love, Si Dian Jin (traditional Chinese wedding gold), Birthstone, and Starflower. Additional services include laser engraving and a referral program. The business operates on a direct-to-consumer model with physical showrooms in Singapore.
Differentiator
Problem solved
Functional benefit
Products and services
- Engagement Rings Customizable engagement rings available in multiple styles including solitaire, pavé, channel-set, side-stone, vintage, halo, three-stone, dual pavé, men's engagement ring, curved, twisted, hidden diamond, and hidden halo settings. Offers customization starting with ring settings, natural or lab-grown diamonds, fancy color diamonds, or gemstones. Targets couples shopping for engagement jewellery in Singapore.
- Wedding Bands Wedding bands for women and men available in classic, diamond, and alternative styles. Offers women's and men's collections with various metal options including white gold, rose gold, yellow gold, and platinum. Targets marrying couples.
- Loose Diamonds Loose diamonds including earth natural diamonds and lab-grown diamonds. Offers multiple diamond shapes: round, princess, emerald, asscher, marquise, cushion, radiant, pear, oval, and heart. Also features Pure Hearts™ Diamond collection and fancy color diamonds.
- Pure Hearts™ Diamond Collection A proprietary diamond collection offered by Michael Trio, featured as a signature diamond offering within their loose diamonds lineup.
- Gemstones Gemstone collection including alexandrite, aquamarine, emerald, morganite, ruby, sapphire, fancy sapphire, and spinel. Available in various shapes and for use in rings, earrings, and necklaces.
- Gold Jewellery Gold jewelry available in 916 Gold (22K) and 999 Gold (24K) purities. Product categories include gold bars, chains, coins, pendants, bracelets, bangles, earrings, rings, baby bangles, and Si Dian Jin (traditional Chinese wedding gold).
- Diamond Jewellery Diamond jewelry including solitaire diamond earrings, diamond necklaces, diamond rings, diamond bracelets, and tennis bracelets. Features diamond classic collections.
- Eternity Rings Half eternity rings and full eternity rings featuring continuous diamond or gemstone settings around the band. Part of the diamond classics collection.
- Vow of Love Collection Signature collection featuring intertwined gold and diamond elements. Includes engagement rings and matching jewellery pieces with the Vow of Love motif.
- Si Dian Jin / Si Dian Zuan Collection Traditional Chinese wedding gold collection featuring four lucky jewelry pieces (necklace, bracelet, pendant, and ring) symbolizing blessings, protection, and prosperity for brides.
- Custom Jewellery Design Service Custom-made orders allowing customers to design their own engagement rings starting with ring settings, loose diamonds, lab-grown diamonds, fancy color diamonds, or gemstones. Features online ring builder tool and in-showroom consultations with the resident designer.
- Laser Engraving Service Personalization service for jewelry with laser engraving for initials, special dates, or heartfelt messages, available for additional fee.
Quantifiable outcome
- Prices are 20-40% cheaper than traditional retail jewellery stores in Singapore
- +2 more outcomes
Companies that use Michael Trio
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Michael Trio technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Michael Trio partnerships and signals
Strategic signalScale indicators4 records
Recent moves8 records
Expansion highlights6 records
Michael Trio competitors and assessment
Company assessmentDirect peers
- Brilliant Earth: US-based DTC fine jewellery retailer with strong emphasis on ethically sourced and lab-grown diamonds and a customisable online ring builder. Closely comparable business model, target customer (engagement-focused), and product mix to Michael Trio.
- Blue Nile: Pioneering online diamond and engagement ring retailer (now owned by Signet Jewelers) offering loose diamonds, customisable settings, and competitive pricing. Highly comparable in product breadth, customisation tools, and DTC value proposition.
- 77 Diamonds: London-based online diamond jeweller offering loose diamonds and bespoke engagement rings with a ring builder tool and showroom consultations. Closely mirrors Michael Trio's online-plus-appointment showroom hybrid model.
- Mejuri: Canadian-founded DTC fine jewellery brand focused on everyday fine pieces, gold, and diamonds with strong content-led marketing and omnichannel retail. Comparable DTC model and target market of modern, brand-conscious jewellery buyers.
Broad incumbents
- Lee Hwa Jewellery: Established Singapore heritage jeweller with broad bridal, gold, and diamond offerings. Competes directly with Michael Trio for Singapore bridal customers but operates through traditional mall retail rather than a DTC-first model.
- Poh Heng Jewellery: Singapore-based jeweller with a strong gold and bridal jewellery focus, including 916/999 gold collections similar to Michael Trio. A broad incumbent with multiple retail locations competing in the same local market.
- Goldheart Jewelry: Singapore gold jewellery chain with strong 916/999 gold and bridal offerings, including Si Dian Jin collections. Directly comparable product range and cultural positioning, though distributed through traditional retail rather than DTC.
- Chow Tai Fook Jewellery: Hong Kong-headquartered global jewellery giant with extensive gold, diamond, and bridal collections across Greater China and Southeast Asia. Competes for the same Chinese-diaspora bridal customer with Si Dian Jin products.
- Pandora: Global jewellery brand with mass-market charm and fashion jewellery product lines. Different price point and category emphasis but operates a comparable omnichannel branded retail model across markets including Singapore.
Regional players
- CaratLane: India-based online-first jewellery retailer (now majority-owned by Titan) specialising in lightweight, everyday, and engagement jewellery with customisable designs. Comparable DTC, customisation-led approach but focused on the Indian market rather than Singapore.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Michael Trio social profiles
Digital presenceMichael Trio financial estimates
Financial estimateRevenue estimate
Valuation estimate
Michael Trio leadership team
Management profileNumber of profiles
Profiles3 records
Michael Trio funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Michael Trio 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 Michael Trio
What does Michael Trio do?
Michael Trio designs, manufactures, and sells fine jewellery — primarily customizable engagement rings, wedding bands, loose diamonds (natural and lab-grown), gemstones, diamond jewellery, and 916/999 gold jewellery — directly to consumers through its online storefront, appointment-based showroom consultations, and an online ring builder tool. Custom-made and bespoke orders are produced at the company's family-owned manufacturing facility in China.
Is Michael Trio a public or private company?
Michael Trio is a private company. It is classified as family owned and is currently operating.
When was Michael Trio founded?
Michael Trio was founded in 2013. It employs 1 to 10 people.
Where is Michael Trio based?
Michael Trio is headquartered in Jurong West, Singapore, in the Asia region.
How does Michael Trio make money?
Three revenue lines are on record. Jewellery Product Sales are the primary driver. The others are custom-Made Orders and corporate Gifting.
Who are Michael Trio's main competitors?
Direct peers on record are Brilliant Earth, Blue Nile, 77 Diamonds and Mejuri. Broad incumbents are Lee Hwa Jewellery, Poh Heng Jewellery, Goldheart Jewelry, Chow Tai Fook Jewellery and Pandora. CaratLane is listed as a regional player.
Does Michael Trio have an API?
No public API is recorded for Michael Trio.
What industry is Michael Trio in?
Michael Trio's product category is Fine Jewellery Retail. Its primary akta.pro industry code is CRAKAGAC, Bridal & Engagement Jewelry Retail, with a secondary code of CRAKACAA, Engagement Rings. Its NAICS code is 45831 and its SIC code is 5944.