MaBelle Jewellery

What MaBelle Jewellery does

MaBelle Jewellery, founded in 1993 and headquartered in Hong Kong, is a vertically organized natural-diamond jewelry retail chain operating over 40 stores across Hong Kong under the MaBelle, Ma Belle, and Chinese name 瑪貝爾鑽飾有限公司 brands, with a proprietary e-commerce platform (mabelle.com) offering global shipping and store pickup, plus the fanShare loyalty mobile app. It is a wholly owned subsidiary of the Lee Heng Diamond Group (利興鑽石集團), which also controls sister brands Mabros Gold, Mabros Jewellery, Madia Jewellery, MaBelle International, and Falconer. MaBelle differentiates through exclusive Asian distribution rights to patented diamond cuts — The Leo Diamond (82-facet cut by American master craftsman Leo Schachter) and the ASHOKA Diamond (elongated cushion cut) — and through ISO9001:2015 certified processes for both natural-diamond testing and professional ear piercing (the first Hong Kong jewelry chain to obtain the ear-piercing certification, with 200,000+ procedures completed).

The company's product portfolio spans natural-diamond rings, earrings, necklaces, pendants, bracelets, bangles, and anklets in 18K gold, 14K gold, and 925 sterling silver, organized across thematic collections including D Series, Lucky You, BabyLEO, My First LEO, Blissful Ring (engagement), Homme (men), Time to Shine, Facets of Love, and seasonal occasion pieces. Pricing ranges from approximately HK$3,000 entry-level pieces to HK$50,000+ premium branded diamonds. Recurring revenue streams include a gold-recycling service (cash or 10% bonus store credit), professional ear piercing (surgical steel and medical-grade titanium options), engraving and customization, EarStyling consultation, wedding privilege packages, and Natural Diamond Experience Gallery sessions. The customer base is split across primary use cases — wedding and romance (engagement, anniversary), fashion-conscious self-gifting, gift buyers, and a smaller male-consumer segment — with fanShare loyalty members representing the engaged cohort.

Go-to-market is omnichannel and direct-to-consumer: physical retail supplemented by mall events (ear-piercing exhibitions, diamond-experience activities), Instagram and Facebook organic social, email newsletters, and the fanShare referral program. Distribution is Hong Kong-dominant but the e-commerce site ships globally. Leadership is family-controlled, with Maximilian Ma as Chairman and Founder and Theodore Ma as Managing Director. The company is privately held, with no public revenue disclosure, no funding rounds recorded, and no AI/ML capabilities flagged in the data.

Name

MaBelle Jewellery

Legal name

Ma Belle Jewellery Co. Ltd.

Website

https://mabelle.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

MaBelle Jewellery is a privately held Hong Kong natural-diamond jewelry retail chain founded in 1993, operating 40+ stores and a proprietary e-commerce platform, serving wedding, fashion, gifting, and male consumer segments under the Lee Heng Diamond Group parent.

Ownership category

akta.pro rank

Product category

Fine Jewelry Retail

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Diamond Jewelry (CRAKAAAA)

akta.pro secondary industries

Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets) (CRAKACAD), Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA)

Keywords

• Natural diamond jewelry
• Jewelry retail
• Ear piercing service
• Gold recycling
• Engagement rings

Headquarters

HQ city

Hong Kong

HQ country

Hong Kong SAR China

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Jewelry Retail: Sale of natural diamond jewelry including rings, earrings, necklaces, bracelets, and pendants across various price points from entry-level to premium
2. Gold Recycling Service: Purchase of old gold, K-gold, and platinum jewelry with option for cash payment or 10% bonus store credit for new purchases
3. Professional Services: Ear piercing services including complimentary basic service with purchase and premium medical-grade titanium options
4. Customization Services: Engraving services for personalized jewelry at no extra charge with additional processing time

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

MaBelle is a Hong Kong natural diamond jewelry retailer selling branded diamond rings, earrings, necklaces, pendants, bracelets, and bangles in 18K gold, 14K gold, and 925 sterling silver across more than 40 stores and an e-commerce site. Its proprietary or exclusively licensed lines include The Leo Diamond® (82-facet patented cut) and ASHOKA® Diamond, backed by ISO9001-certified natural diamond testing. The retailer also offers ISO9001:2015-certified professional ear piercing, Ear Styling consultation, gold recycling with bonus store credit, and wedding privileges, supported by the fanShare member loyalty program.

Product overview

MaBelle Jewellery is a Hong Kong-based natural diamond jewelry retail chain offering a comprehensive portfolio of jewelry products and services. The core product offering consists of natural diamond jewelry (rings, earrings, necklaces, pendants, bracelets, bangles, anklets) in various precious metals including 18K gold, 14K gold, and 925 sterling silver. The company distributes proprietary branded diamonds including The Leo Diamond® (82-facet patented cut), ASHOKA® Diamond (elongated cushion-cut patent), and D.FL The Perfect Natural Diamond, alongside its own MaBelle brand jewelry. The product portfolio is organized into themed sub-collections such as D Series, Lucky You, BabyLEO, My First LEO, and Blissful Ring (wedding/engagement), seasonal collections including 花語 (Facets of Love), 閃亮時代 (Time to Shine), 星月約定, 甜心蜜語, 小時光 (Rise & Shine 14K gold), and special occasion collections for Halloween, Valentine's, and anniversary celebrations. The company also operates complementary service businesses including professional ear piercing (ISO9001:2015 certified), Ear Styling consultation, gold recycling services, wedding privileges, and Natural Diamond Experience Galleries for customer education. Membership is supported through the fanShare reward platform with check-in bonuses and referral programs.

Differentiator

Problem solved

Functional benefit

Brands

• The Leo Diamond®: American patented cut diamond brand with 82 facets, designed by master craftsman Leo Schachter. The brand features exceptional brilliance and is exclusive to MaBelle in Asia.
• ASHOKA® Diamond
• D.FL The Perfect Natural Diamond
• D Series in Pink

Products and services

• Natural Diamond Jewelry Collection Natural diamond jewelry including rings, earrings, necklaces, pendants, bracelets, bangles, and anklets crafted in 18K gold, 14K gold, and 925 sterling silver. Covers entry-level to mid-range price points for everyday wear, gifting, and self-purchase.

Quantifiable outcome

• 2.3 million+ customers experienced The Leo Diamond
• +2 more outcomes

Segments4 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

Feature4 records

Partnerships

Six partnerships are on record, tiered core and supporting.

• The Leo Diamond (Leo Schachter)coreOEM/ Whitelabel/ Licensing Partner · 1 January 2006Exclusive Asian licensing partnership for The Leo Diamond, a patented 82-facet diamond cut by American master craftsman Leo Schachter. MaBelle serves as the sole Asian distributor, with over 2.3 million customers having experienced the brand.
• IGI (International Gemological Institute)coreTechnology or IntegrationDiamond certification partnership for independent professional verification of Leo Diamond quality
• GEMEXsupportingTechnology or IntegrationLight performance certification measuring diamond brilliance, fire, and sparkle
• Hong Kong Council of Social ServicesupportingStrategic or Co-development PartnerCSR partnership for Caring Company designation since 2002, supporting community welfare
• Tung Wah Group of HospitalssupportingStrategic or Co-development PartnerCharitable partnerships with major social welfare organizations including Tung Wah Group of Hospitals
• Charles K. Kao Foundation for Brain KnowledgesupportingStrategic or Co-development PartnerCharitable fundraising partnership 'Brain Companion Program' launched in 2020 to support dementia patients and families

Scale indicators5 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Chow Sang Sang Holdings: Hong Kong-listed jewelry group (HKEX: 0116) with retail stores across HK, Macau, Mainland China, and the U.S. Comparable as a Hong Kong-based retail jewelry chain with diamond and gold product breadth and bridal focus.
• Chow Tai Fook Jewellery Group: Hong Kong's largest jewelry retail chain (HKEX: 1929), selling diamond, gold, and bridal jewelry through thousands of POS across Greater China. Directly comparable as a multi-store Hong Kong diamond and bridal jewelry retailer with branded diamond offerings.
• Luk Fook Holdings: Hong Kong-listed jewelry retailer (HKEX: 0590) operating Lukfook Jewellery stores across HK, Mainland China, and overseas. Directly comparable as a Hong Kong-headquartered multi-store chain selling diamond and gold bridal/fashion jewelry.
• Emperor Watch & Jewellery: Hong Kong-listed (HKEX: 0887) jewelry and watch retailer with stores across HK, Macau, Mainland China, and Singapore. Comparable as a multi-store Hong Kong jeweler targeting similar mid-to-premium bridal and gifting occasions.
• 3D-Gold Jewellery Holdings: Hong Kong-listed (HKEX: 3099) gold and jewelry chain with stores across HK and Mainland China. Comparable as a Hong Kong-based chain retailer in the gold and diamond jewelry category, though skewed more toward gold than MaBelle's diamond focus.
• Tse Sui Luen Jewellery (TSL): Hong Kong-listed jewelry retailer (HKEX: 0417) operating TSL flagship stores with diamond, gold, and bridal jewelry. Directly comparable as a Hong Kong diamond jewelry chain competing in similar bridal and fashion jewelry segments.

Broad incumbents

• Tiffany & Co. Global premium jewelry brand (NYSE: TIF, owned by LVMH). Comparable in diamond bridal and fine jewelry category, but operates at much higher price points and as a global incumbent rather than a mid-market chain.
• Pandora: Global affordable jewelry chain with branded charm and lab-grown-friendly assortment. Comparable as a multi-store accessible jewelry retailer competing for self-purchase and gifting occasions, though with a different price band and product mix.
• Swarovski: Global crystal and fashion jewelry retailer with strong retail presence and gifting positioning. Comparable as a multi-store accessible jewelry brand competing for similar self-gift and gifting occasions in Hong Kong.

Regional players

• Just Gold: Hong Kong-headquartered contemporary gold and fashion jewelry chain. Comparable as a Hong Kong jewelry retailer with a similar store-network and accessible-price positioning, though skewed to gold and fashion jewelry rather than diamonds.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/MaBelleJewellery
• Facebookfacebook.com/MaBelleHK
• Instagraminstagram.com/mabelle_hk

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 records

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 MaBelle Jewellery