Snö of Sweden

What Snö of Sweden does

Snö of Sweden is a privately held, family-owned Swedish fashion jewelry brand founded in 2002 in Östersund by the Jonsson-Näslund family and operated through the legal entity Näslund & Jonsson Import AB. The company designs, produces, and sells affordable fashion jewelry across five core categories — earrings, necklaces, bracelets, rings, and anklets — built on a brass or zinc alloy base plated with 14k gold or rhodium-treated sterling silver, accented with cubic zirconia, freshwater pearls, glass pearls, and crystals. All products are nickel- and lead-free and tested for compliance with EU REACH (EC 1907/2006), with an anti-tarnish surface treatment applied for durability. The catalogue spans 389+ active SKUs, with sub-brands including SNÖ Icons (signature pieces) and SNÖ Pearls (68 pearl-focused products), and collections are refreshed on a four-season annual cadence (Spring, Pre-Spring, Summer, Fall).

The business operates a direct-to-consumer go-to-market via the owned e-commerce site snoofsweden.com (worldwide shipping), supplemented by two physical retail touchpoints — a concept store in Stockholm and an outlet in Östersund — and an authorized wholesale/retailer network served through a dedicated B2B portal (sno.supply.io). Pricing is unit-based, ranging from 19 SEK extension locks to 599–699 SEK statement pieces, with most items priced between 199 and 499 SEK; a 20% newsletter-subscriber discount supports acquisition, and Klarna (invoice and installments), PayPal, and major card networks reduce checkout friction. Marketing relies on organic social channels — Instagram (@snoofsweden), Facebook, and TikTok (@snoofsweden_) — with seasonal lookbooks driving top-of-funnel interest. Operations are split across a head office in Östersund, a creative office in Stockholm, and a production facility in Beijing, with the company employing between 11 and 50 people.

The primary customer segments are women seeking affordable everyday and occasion jewelry, and gift buyers purchasing for friends and family. There is no subscription or recurring revenue component; all sales are one-time transactions. Revenue is not publicly disclosed, and no external institutional funding, M&A activity, or senior leadership changes have been reported. The company has held its SNÖ trademark continuously, has not faced disclosed regulatory actions, and shows no AI/ML capabilities in its current stack.

Name

Snö of Sweden

Legal name

Näslund & Jonsson Import AB

Website

https://snoofsweden.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Snö of Sweden is a family-owned Swedish fashion jewelry brand, founded in 2002, that designs and sells affordable nickel-free earrings, necklaces, bracelets, rings, and anklets directly to consumers worldwide via its e-commerce site, two Swedish stores, and a wholesale retailer network.

Ownership category

akta.pro rank

Product category

Fashion Jewelry

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310), Jewelry Retailers (45831)

SIC

Costume Jewelry & Novelties (3960), Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)

akta.pro secondary industries

Fashion Jewelry Sets & Giftable Collections (CRAKABAL), Charm & Personalized Fashion Jewelry (Nameplates/Initials/Photo) (CRAKABAE)

Keywords

• Fashion jewelry
• Costume jewelry
• Plated jewelry
• Pearl jewelry
• Everyday accessories

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Direct jewellery sales: One-time purchase model for fashion jewellery products sold directly to consumers through owned e-commerce platform and physical retail stores. No subscription or recurring revenue model.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Snö of Sweden designs, manufactures, and sells fashion jewelry including earrings, necklaces, bracelets, rings, and anklets made from brass or zinc alloy plated with 14k gold or rhodium-treated sterling silver. Products feature cubic zirconia, freshwater pearls, glass pearls, and crystals, and are marketed at accessible price points (19-699 SEK) through seasonal collections released four times per year.

Product overview

Snö of Sweden is a Swedish jewelry brand founded in 2002, offering fashion jewelry for everyone. The product portfolio centers on four core product categories: Earrings (309 products including hoops, studs, pendants, pearls), Necklaces (97 products including chains, pearls, charms), Bracelets (102 products including chains, pearls, elastic, tennis styles), and Rings (46 products). The brand also offers Anklets (8 products). Key sub-brands include SNÖ Icons (signature pieces) and SNÖ Pearls (pearl-focused collection with 68 products). Materials include brass or zinc alloy base plated with 14k gold or sterling silver, featuring cubic zirconia stones, freshwater pearls, glass pearls, and crystals. All products are nickel and lead free, compliant with REACH regulations. Collections are released seasonally with New Arrivals, Bestsellers, and Sale offerings. The company has concept stores in Stockholm and Östersund, Sweden.

Differentiator

Problem solved

Functional benefit

Brands

• SNÖ Pearls: Pearl-focused collection featuring earrings, bracelets, necklaces, and rings with freshwater pearls and glass pearls.
• SNÖ Icons
• Sugar Hearts

Products and services

• Earrings Collection Diverse earring assortment (309 SKUs) including hoop earrings, pendant earrings, stud earrings, pearl earrings, and click-lock designs, crafted from brass plated with 14k gold or sterling silver with cubic zirconia, glass pearls, and various decorative elements. Targeted at women seeking affordable everyday and occasion jewelry.
• Necklaces Collection Necklace collection (97 SKUs) featuring chain necklaces, pearl necklaces, pendant necklaces, charm necklaces, layered necklaces, and sparkling designs, made from brass plated with 14k gold or sterling silver. Targeted at women for daily wear, layering, and gifting.
• Bracelets Collection

Named customers2 records

Segments2 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

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Mejuri: Canadian DTC jewelry brand with plated and fine lines, strong omnichannel DTC and sub-brand portfolio; comparable gifting and seasonal-drop playbook, though positioned slightly more premium.
• Missoma: British gold-plated demi-fine fashion jewelry brand built around seasonal drops, social-media-led acquisition and gifting — a model and price architecture closely analogous to SNÖ's.

Direct peers

• Ti Sento: Amsterdam-based silver-plated jewelry brand sold through wholesalers and own DTC channels across Europe; comparable plated-jewelry model and gifting/fashion positioning.
• Pilgrim: Danish fashion jewelry brand with plated brass/silver collections, own retail and wholesale presence across Europe — directly comparable business model and product category to SNÖ of Sweden.
• Caroline Svedbom: Swedish DTC fashion jewelry brand offering gold- and silver-plated statement pieces with similar Scandinavian design DNA, seasonal collections and a comparable price-to-quality positioning to SNÖ of Sweden.
• Efva Attling Stockholm: Swedish designer jewelry brand with own retail, online store and Scandinavian design language — overlaps directly with SNÖ's design-led, Stockholm-anchored DTC positioning.
• Edblad: Swedish jewelry brand selling plated fashion jewelry through own e-commerce and physical stores, with comparable design-led positioning, multi-channel distribution and family/founder heritage.

Broad incumbents

• Pandora: Global jewelry incumbent with massive owned-retail and wholesale network; not a fashion-jewelry peer directly but competes for share of wallet in charm/bracelet gifting within the same Swedish/Nordic shopper.
• & Other Stories (H&M Group): H&M-owned fashion brand with significant jewelry assortment at accessible prices; competes for the same women's everyday-and-gifting occasion moments with much broader assortment and budget.

Regional players

• By Malene Birger: Danish/Nordic contemporary fashion brand with own jewelry line carrying Scandinavian design cues; comparable regional aesthetic and price architecture for the same female demographic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/snoofsweden
• Instagraminstagram.com/snoofsweden
• TikToktiktok.com/@snoofsweden_
• Xx.com/snoofsweden
• LinkedInlinkedin.com/company/sn-of-sweden

Compliance2 records

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 Snö of Sweden