Jewel Branding & Licensing

What Jewel Branding & Licensing does

Jewel Branding & Licensing is a full-service global licensing, branding, and creative agency headquartered in Atlanta, Georgia. Founded in 2008 by Julie Newman, the firm operates with a boutique team of 1-10 employees and serves as the exclusive master licensing agent for a portfolio of cultural institutions, heritage brands, and individual artists. Its client roster includes the New York Botanical Garden (a 13-year client), the Frank Lloyd Wright Foundation, the Natural History Museum London (appointed April 2025), the Museum of Fine Arts Boston, the Country Music Hall of Fame and Museum, designer brands including EttaVee, Printfresh, Ceci New York, and Morris & Co./Sanderson Design Group, plus a roster of 50+ artists represented through its Artist Series program.

The company monetizes through licensing agency commissions on royalties generated between its IP-owner clients and their manufacturing/retail licensees across product categories including home décor, apparel, accessories, gift, stationery, health & beauty, food & beverage, publishing, and experiential products. A secondary revenue stream is the Creative Services division, which provides trend direction, product development, and custom design to manufacturers, retailers, and brands. The firm's proprietary technology is the Artonomo online platform, a portfolio/artwork database that allows licensees to search and download high-resolution designs and manage contracts.

Distribution is indirect-to-consumer and entirely B2B: Jewel does not sell to end users but brokers and manages licensing deals whose products are placed at major retailers including Target, Sam's Club, HomeGoods, TJMaxx, Marshalls, Costco, Walmart, Pottery Barn, Barnes & Noble, Bergdorf Goodman, Williams-Sonoma's GreenRow, and international department stores across the US, Canada, Europe, Japan, Korea, and Australia. The agency's sister companies — Rachael Hale, Artonomo, and Plum Pretty Sugar — share common ownership, providing additional IP and platform assets under Jewel's corporate umbrella.

Name

Jewel Branding & Licensing

Legal name

Jewel Branding & Licensing, Inc.

Website

https://jewelbranding.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Jewel Branding & Licensing is an Atlanta-based full-service global licensing agency that serves as the exclusive master licensing agent for cultural institutions (NYBG, Frank Lloyd Wright Foundation, Natural History Museum London, MFA Boston), heritage brands, and 50+ artists, brokering consumer product licensing programs across major retailers worldwide.

Ownership category

akta.pro rank

Product category

Brand Licensing Agency

akta.pro industry

PRIMARYCRAKAFAL

Luxury Licensing & Brand Management

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Luxury Goods & Maison Brands (Multi-category)

Keywords

• Brand licensing agency
• Licensing representation
• Creative services
• Cultural institution licensing
• Brand extension

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Licensing Agency Fees: Jewel acts as the exclusive licensing agent for brands, earning fees from managing licensing programs. The agency represents intellectual property owners (cultural institutions, artists, heritage brands) and matches them with licensees across product categories.
2. Creative Services: Jewel's Creative Services division offers trend direction and provides manufacturers, retailers, and brands with design assets and services to streamline product development and go-to-market processes.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Jewel Branding & Licensing is a full-service global licensing, branding, and creative agency that represents designers, cultural institutions, and heritage brands. The company develops and manages brand licensing programs across product categories such as home, apparel, accessories, gift, stationery, and food & beverage, while offering branding and creative services including trend direction and product development. It operates the Artonomo online platform to provide licensees with access to a design and artwork database.

Product overview

Jewel Branding & Licensing is a full-service global licensing, branding and creative agency headquartered in Atlanta, GA. The company operates three core service lines: Licensing Services (developing and managing brand licensing programs), Branding Services (building brand identities), and Creative Services (trend direction, product development, and custom design with a network of 50+ designers). The company maintains the Artonomo online platform for artwork database management. Jewel's licensed brand portfolio includes cultural institutions (New York Botanical Garden, Frank Lloyd Wright Foundation, Natural History Museum London, Museum of Fine Arts Boston, Country Music Hall of Fame and Museum), designer brands (EttaVee, Printfresh, Sanderson Design Group/Morris & Co., Rachael Hale, Nikki Chu, Ceci New York), and the Artist Series program featuring 20+ global artists. The company manages partnerships across home decor, apparel, accessories, gift, stationery, craft, toys, and food/beverage categories at all retail levels worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Licensing Services Full-service brand licensing agency services that develop and manage strategic licensing programs for designers, design-based brands, and cultural institutions across multiple product categories globally.
• Branding Services Brand development and marketing services that build distinct brand identities with clear points of view for clients seeking to establish or strengthen market presence.
• Creative Services Custom creative services including trend direction, product development, and custom design, providing manufacturers, retailers, and brands with assets and solutions to streamline design, development, and go-to-market processes through a network of 50+ designers.
• Artonomo Platform Online artwork database and library that enables licensees to search and access Jewel's complete library of designs; artists and manufacturers can register to request high-resolution artwork and manage contracts.
• New York Botanical Garden Licensing Program

Quantifiable outcome

• 30% average year-over-year growth for NYBG licensing program over 5 years
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

37 partnerships are on record, tiered flagship, core and minor.

• Natural History Museum, LondonflagshipStrategic or Co-development Partner · 1 April 2025Appointed as exclusive licensing agent in the United States and Canada (April 2025). The museum has 6 million annual visitors and a collection of 80 million specimens. Licensing categories include home, garden, apparel, accessories, gift, craft, educational toys and games, and stationery. Museum won best licensed heritage brand for four consecutive years.
• Frank Lloyd Wright FoundationflagshipStrategic or Co-development PartnerJewel serves as the global licensing agency for the Frank Lloyd Wright Foundation, managing 40+ licensees across categories including interior design, home furnishings, automotive, toys & games, experiential, and gift. Notable partnerships include Airstream (limited edition travel trailer), Steelcase, Brizo, Kith, New Balance, Blackwing, Surya, Bulova, and Faribault Mill. The program has achieved 42% increase in royalty revenue over 5 years.
• New York Botanical Garden (NYBG)flagshipStrategic or Co-development PartnerJewel launched and manages NYBG's full-service brand licensing program since 2012. The program includes 25+ licensees and 1,000+ products across home, apparel, accessories, health & beauty, food & beverage, stationery, gift, and more. Key partnerships include Oscar de la Renta, Kith, Reiss, Tea Forte, Madewell, Frontgate, Caswell-Massey, and BloomsyBox. Program has achieved 30% average annual growth for 5 years.
• Museum of Fine Arts, Boston (MFA)coreStrategic or Co-development PartnerJewel serves as licensing agency for MFA Boston, brokering partnerships including Monica Rich Kosann fine jewelry collection inspired by Japanese tsuba artifacts.
• Ceci New YorkcoreStrategic or Co-development PartnerJewel appointed as exclusive licensing agency for Ceci Johnson/Ceci New York, the event industry designer serving elite clientele across 47 countries. Expanding into home textiles, home furnishings, wallpaper, tabletop, stationery, gift, and fashion accessories.
• PrintfreshcoreStrategic or Co-development PartnerJewel appointed as exclusive licensing agency for Printfresh, Philadelphia-based brand celebrated for whimsical art-driven sleepwear and apparel. Expanding into home textiles, home furnishings, stationery, health & beauty, and fashion accessories.
• EttaVee (Jessi Raulet)coreStrategic or Co-development PartnerGlobal artist brand licensing program for colorful abstract artist Jessi Raulet. Products available at Target, Home Goods, Barnes & Noble, TJMaxx, Hobby Lobby, Kirkland's, Michael's, JoAnn's, Hallmark, Pottery Barn Kids & Teen. Global presence in UK, France, Australia, Mexico, and Korea.
• TargetcoreChannel Partner/ Reseller/ DistributorMajor retail partner for Artist Series programs featuring Jewel artists including Alja Horvat, Kendra Dandy, Cat Coquillette, Jessi Raulet. Products include hand-painted lunch kits, wall art, and various licensed merchandise.
• Sam's ClubcoreChannel Partner/ Reseller/ DistributorLaunched chain-wide pallet program with licensee Fit & Fresh for hand-painted lunch kits featuring Jewel artists' artwork.
• Pottery Barn KidscoreChannel Partner/ Reseller/ DistributorRetail partner for EttaVee bedding collection and other Jewel artist products.
• ReisscoreChannel Partner/ Reseller/ DistributorBritish fashion label partnered with NYBG for botanical-inspired capsule collection of 50+ pieces. First NYBG brand collaboration in Europe.
• MadewellcoreChannel Partner/ Reseller/ DistributorEarth Day apparel launch with NYBG for menswear and kids apparel.
• KITHcoreChannel Partner/ Reseller/ DistributorFashion collaboration with NYBG for menswear and kids apparel. Also partnered with Frank Lloyd Wright Foundation for New Balance sneaker collaboration.
• ALEX AND ANIcoreChannel Partner/ Reseller/ DistributorRomantic, floral earring collection with NYBG inspired by botanical illustrations from rare book collection at LuEsther T. Mertz Library. Launched June 2025 exclusively on AlexAndAni.com.
• AirstreamflagshipChannel Partner/ Reseller/ DistributorFrank Lloyd Wright Foundation partnered with Airstream to launch limited edition Frank Lloyd Wright Usonian Travel Trailer (200 unit numbered production run, priced at $184,900). Blended Wright's organic architecture principles with Airstream's aerodynamic design.
• BrizocoreChannel Partner/ Reseller/ DistributorFrank Lloyd Wright Foundation kitchen collection bringing Wright's philosophy into the home through innovative faucet design and intentional asymmetry.
• SteelcasecoreChannel Partner/ Reseller/ DistributorFrank Lloyd Wright Foundation furniture partnership.
• Faribault MillcoreChannel Partner/ Reseller/ DistributorThree-year partnership announced March 2026 with Frank Lloyd Wright Foundation for wool blankets and throws inspired by Wright's architectural designs. Launched March 16, 2026.
• GreenRow (Williams-Sonoma)coreChannel Partner/ Reseller/ DistributorNYBG x GreenRow collaboration launched June 2026 featuring home textiles, décor, and accessories drawing from NYBG's botanical illustration archives. Available at GreenRow SoHo and online.
• Bergdorf GoodmancoreChannel Partner/ Reseller/ DistributorPremium department store partner for Monica Rich Kosann jewelry collection.
• CrayolacoreChannel Partner/ Reseller/ DistributorCrayola Artist Series featuring premium adult coloring format with Jewel artists Alja Horvat, CatCoq, Mia Charro, and Tania García.
• WallPopscoreChannel Partner/ Reseller/ DistributorMorris & Co. × WallPops Collection featuring eight iconic Morris archive designs as peel and stick wallpaper, launched February 2026.
• MetrostarcoreChannel Partner/ Reseller/ DistributorNYBG's European licensing agent, working in partnership with Jewel (US-based master agent) to bring NYBG collaborations to European market (e.g., Reiss partnership).
• Plaid EnterprisescoreChannel Partner/ Reseller/ DistributorLaunched EttaVee Paint & Brush Sets - 13-piece multi-surface acrylic paint and brush sets, available at Plaidonline.com.
• Monica Rich KosanncoreStrategic or Co-development PartnerFine jewelry brand partnered with MFA Boston for limited-edition tsuba-inspired charm necklace collection ($925-$3,050), available at monicarichkosann.com and MFA Shop.
• Oscar de la RentacoreChannel Partner/ Reseller/ DistributorHigh-profile tabletop collection collaboration with NYBG.
• Tea FortécoreChannel Partner/ Reseller/ DistributorCurated tea collections inspired by NYBG's living collections and archival artwork. 5th Anniversary Jubilee Collection partnership.
• Caswell-MasseycoreChannel Partner/ Reseller/ DistributorCo-branded partnership with NYBG for fragrance and apothecary products.
• FrontgatecoreChannel Partner/ Reseller/ DistributorExclusive partnership with NYBG for wall art and outdoor decor.
• LeSportSacminorChannel Partner/ Reseller/ DistributorNYBG accessories partnership for Summer 2023 collection.
• Hunter DouglasminorChannel Partner/ Reseller/ DistributorNYBG home décor fabric partnership.
• The Happy PlannerminorChannel Partner/ Reseller/ DistributorGabrielle Neil x The Happy Planner stationery collection available at Office Depot.
• The Foggy DogminorChannel Partner/ Reseller/ DistributorKrissy Mast x The Foggy Dog Valentine's Day pet accessories collection.
• York WallcoveringsminorChannel Partner/ Reseller/ DistributorNikki Chu expanded wallcovering line with York Wallcoverings.
• The Tie BarminorChannel Partner/ Reseller/ DistributorFrank Lloyd Wright Foundation neckwear and accessory collection.
• Berkshire BlanketminorChannel Partner/ Reseller/ DistributorArtist Series collection of throws and robes highlighting EttaVee, Creative Ingrid, and Mia Charro. Strong sellers at off-price retailers.
• Mainstream HomeminorChannel Partner/ Reseller/ DistributorArtist Series kitchen textiles and table linens collection featuring Oris Eddu, Rongrong DeVoe, and Creative Ingrid.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• WildBrain: Global brand management and licensing agency (includes former CPLG, the largest European licensing agency). Direct peer as a full-service licensing agent representing brand owners and matching them with manufacturers and retailers across consumer product categories — the same core business model as Jewel.
• Beanstalk: Global brand licensing agency headquartered in the US representing cultural institutions, artists, and heritage brands. Closely comparable to Jewel in service offering, client profile, and global retail activation model.
• Born Licensing: Global licensing agency representing museum, heritage, and lifestyle brands in consumer product categories. Comparable to Jewel in cultural-institution client base and category breadth (home, gift, apparel, accessories).
• Global Icons: US-based licensing agency representing celebrities, brands, and cultural properties for consumer products. Operates the same exclusive-agent / multi-category licensing model as Jewel across major retail accounts.
• Brand Central: Licensing and brand-extension agency managing programs for entertainment, sports, and lifestyle IP. Compares to Jewel's brand-extension mandate across multiple consumer product categories and retail tiers.
• Retail Monster: Boutique brand licensing agency representing artists and brands in consumer products at mass and specialty retail. Most comparable to Jewel's Artist Series program given its focus on artist-driven collections for major retailers.
• Lisa Marks Associates: Boutique US licensing agency representing artists, designers, and cultural brands. Closely comparable to Jewel as a similarly sized, relationship-led boutique representing heritage and creator IP for major retail programs.

Broad incumbents

• Authentic Brands Group: Large brand owner and global licensor managing a portfolio of 50+ consumer and entertainment brands. Competes with Jewel for premium licensing mandates but at vastly greater scale with proprietary IP rather than an agent model.
• IMG (Endeavor): Global licensing division of Endeavor representing major entertainment, sports, and lifestyle brands. Overlaps with Jewel's licensing-representation business but operates at a significantly larger scale and broader scope.

Others

• Sanderson Design Group: UK-listed heritage brand owner (Morris & Co., Sanderson, Harlequin, Scion) — currently a Jewel client for Morris & Co. WallPops licensing. Listed as adjacent because it sits on the brand-owner side of the same licensing relationships Jewel brokers, not as a competing agent.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/jewelbranding
• Instagraminstagram.com/jewelbranding
• Xx.com/jewelbranding

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Jewel Branding & Licensing