COEUR DE LION

What COEUR DE LION does

COEUR DE LION Schmuckdesign GmbH is a privately held German jewelry manufacturer founded in 1987 and headquartered in Stuttgart, where it operates an in-house handcrafting workshop. The company designs and produces handcrafted jewelry from 316L marine-grade stainless steel combined with freshwater pearls, natural gemstones, and Swarovski crystals, selling across categories that include necklaces, bracelets, earrings, rings, and watches. Its anchor collection is the signature GeoCUBE® (launched 1999), complemented by the modular EAR ME UP earring system, the COEUR Essentials line, the FINE EDITION, and newer launches such as Waterproof Jewellery, Men's Collection, Watches, Birthstones, and accessories.

The business operates a dual-channel model combining direct-to-consumer e-commerce with an authorized-retailer network. DTC runs on Shopify, localized across five regional storefronts (UK/Worldwide, Germany, France, Italy, EU), with global shipping reaching North America, the Middle East, Singapore, and Europe, plus supporting technology such as Klaviyo (email), Microsoft Clarity (analytics), and social channels including Instagram, TikTok, YouTube, WeChat, and RedNote (Xiaohongshu). Pricing spans roughly $55–$379 with a two-year warranty, positioning the brand in the accessible-premium stainless-steel jewelry segment rather than fine jewelry.

The brand carries 38 years of operating heritage and was featured in the Forbes 2024 Holiday Gift Guide. Disclosed leadership is limited to a global sales director (Patrick Sutterlüty); the company is privately held with no public revenue, funding, headcount, or M&A disclosures available.

Name

COEUR DE LION

Legal name

COEUR DE LION Schmuckdesign GmbH

Website

https://coeur-de-lion.org

Company type

Private

Founded year

1987

Operating status

Operating

Short description

COEUR DE LION is a Stuttgart-based German handmade jewelry brand (founded 1987) that designs and crafts 316L stainless steel necklaces, bracelets, earrings, rings, and watches, selling globally via DTC e-commerce and authorized retailers anchored by its signature GeoCUBE® collection.

Ownership category

akta.pro rank

Product category

Handmade Designer Jewelry

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (45831)

SIC

Costume Jewelry & Novelties (3960), Retail-Jewelry Stores (5944)

akta.pro primary industry

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)

Keywords

• Handmade designer jewelry
• Stainless steel jewelry
• Gemstone necklaces
• Modular earrings
• Geometric jewelry design

Headquarters

HQ city

Stuttgart

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewelry Product Sales: COEUR DE LION generates revenue through direct sales of handcrafted jewelry including necklaces, bracelets, earrings, rings, and watches. All products are sold as one-time purchases with no subscription component. The company operates direct-to-consumer e-commerce with physical retail distribution through authorized dealers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

COEUR DE LION manufactures and sells handcrafted designer jewelry, including necklaces, bracelets, earrings, rings, and watches, made from 316L stainless steel combined with natural gemstones, freshwater pearls, and Swarovski crystals. The company produces its jewelry in its Stuttgart workshop and sells signature collections such as the iconic GeoCUBE® line, the modular EAR ME UP system, COEUR Essentials, and the FINE EDITION premium range, through its own online shop and authorized retailers.

Product overview

COEUR DE LION is a German handmade jewelry brand that crafts its products in a Stuttgart workshop. The company offers a unified portfolio centered on stainless steel jewelry combined with crystals, genuine natural stones (rose quartz, aventurine, tiger's eye, onyx, chalcedony, jade), and freshwater pearls. The core product lines include the signature GeoCUBE® collection (geometric cube-based designs dating to 1999), EAR ME UP (modular hoop earrings with interchangeable charms), COEUR Essentials (everyday minimalist jewelry), and FINE EDITION (premium pieces). Broader categories span necklaces, bracelets, earrings, rings, and watches. Materials emphasize 316L stainless steel, Swarovski crystals, and semi-precious gemstones, with offerings across multiple collections including Birthstones, Pearl Edition, Waterproof Jewellery, and Unisex Edition. All pieces carry a two-year warranty and lifetime repair service.

Differentiator

Problem solved

Functional benefit

Brands

• GeoCUBE®: The signature collection featuring iconic cube-shaped jewelry elements combining geometric design with distinctive color combinations, launched in 1999.
• EAR ME UP
• COEUR ESSENTIALS
• FINE EDITION

Products and services

• GeoCUBE® Collection The company's hallmark product line featuring Bauhaus-inspired cube-shaped jewelry elements in various color combinations, integrating natural stones, crystals, and 316L stainless steel into necklaces, bracelets, and earrings. Targeted at women consumers seeking distinctive, modern designer jewelry.
• EAR ME UP Modular Earrings Modular ear jewelry concept where 316L stainless steel hoop earrings serve as the base and interchangeable charms (featuring freshwater pearls, gemstones, and crystals) can be clipped on for personalized styling. Targeted at fashion-conscious consumers seeking customizable everyday jewelry.
• COEUR Essentials

Quantifiable outcome

• Market research identifies COEUR DE LION as a key player in the global handmade jewelry market projected to reach USD 13,400 million by 2033
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• SwarovskicoreTechnology or IntegrationCOEUR DE LION incorporates Swarovski crystals and Swarovski Crystal Pearls in their jewelry designs. The partnership brings high-quality Austrian crystals to enhance the visual appeal and quality of GeoCUBE® and other collections. Products specifically mention 'Swarovski® crystals' and 'Crystal Pearls by Swarovski®' as material components.
• MAILCOM AGminorImplementation/ SI/ Consulting PartnerMAILCOM AG handles returns processing for COEUR DE LION at their facility in Maisach, Germany. The partnership enables efficient order fulfillment and returns management for the direct-to-consumer business.
• ShopifycoreTechnology or IntegrationThe entire e-commerce platform is built on Shopify, powering the official online shops across all regional domains. Shopify handles payment processing, inventory management, and checkout functionality.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Swarovski: Austrian crystal jewelry leader and COEUR DE LION's named material partner. Comparable as a crystal-driven jewelry brand; relevant both as a peer (overlapping crystal jewelry category) and as a critical upstream supplier.
• Fossil Group: US-based global accessories company producing watches, jewelry, and leather goods under multiple owned and licensed brands. Comparable on the watches + jewelry category overlap and global multi-channel distribution, though at much larger scale and broader portfolio.
• Pandora: Global mass-market jewelry giant famous for charm bracelets and modular customization. Comparable on product category and customizable jewelry concept (overlaps with COEUR DE LION's EAR ME UP), though at vastly larger scale and lower price points.

Emerging players

• Miansai: US-based modern minimalist jewelry brand with strong DTC e-commerce, specializing in unisex and contemporary designs in stainless steel and gold. Comparable on material (316L stainless steel), DTC-first model, and minimalist modern aesthetic.

Direct peers

• Ti Sento: Dutch designer jewelry brand producing925 sterling silver and gold-plated fashion pieces with European designer identity. Comparable as an independent European mid-premium fashion jewelry competitor targeting similar women consumers.
• Chan Luu: Designer jewelry brand combining semi-precious stones with metalwork in handmade collections, with strong DTC and boutique distribution. Comparable on materials, handmade positioning, and mid-premium designer target customer.
• Alex Monroe: British handmade designer jewelry brand known for nature-inspired designs and in-house UK workshop production. Comparable on artisan craft positioning, DTC-led distribution, and independent designer-brand identity targeting women consumers.
• Thomas Sabo: German designer jewelry and watches brand known for handcrafted sterling silver and stainless steel pieces with distinct design language. Closely comparable as a German-headquartered, design-led independent jewelry brand with global DTC and retail distribution.
• Melanie Auld: Canadian independent designer jewelry brand offering handcrafted pieces with modern, minimalist styling and global DTC distribution. Comparable as an independent designer brand with handmade positioning targeting contemporary women consumers.
• Dyrberg/Kern: Danish designer fashion jewelry brand offering handcrafted stainless steel and crystal pieces at mid-premium pricing. Directly comparable on materials (base metals, crystals), price band, and independent European designer positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pages/Coeur-de-Lion-Made-in-Germany/156735991012286
• Instagraminstagram.com/coeur_de_lion_jewellery
• TikToktiktok.com/@coeur_de_lion_jewellery
• Pinterestpinterest.de/COEURDELION_Jewellery

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 COEUR DE LION