John Greed Jewellery Ltd

What John Greed Jewellery Ltd does

John Greed Jewellery Ltd is a UK-based direct-to-consumer online jewellery retailer headquartered in Lincoln, England (registered company number 4814633), operating since 1991 with a headcount of 11–50 employees. The company sells a multi-brand assortment of women's, men's and children's jewellery through its own e-commerce storefront at johngreed.com, with no disclosed physical retail locations. Its catalogue combines proprietary John Greed sub-brands — including Signature, Origami Safari, Tempest, Portrait, CANDY, Fine Jewellery (9ct gold), IMERAKI, Pearl Collection, AIYANA and the Mythic men's collection — with authorised retail partnerships for third-party brands such as Nomination (1,797+ charms), THOMAS SABO (Charm Club and Charm Club Connect), Chlobo, Coeur De Lion, PDPAOLA and Diamonfire.

The platform is built on a standard e-commerce content management system (Magento-style, evidenced by versioned static asset paths) with no proprietary AI, API or SDK layer disclosed. The core operational differentiator is a comprehensive in-house personalisation/engraving service covering text, handwriting, paw/nose prints, hand and footprints, silhouettes, drawings, birthstones, zodiac signs and angel numbers; the company states it has engraved over 250,000 charms cumulatively. The business is regulated by the UK Financial Conduct Authority under Consumer Credit Licence 741976, which supports regulated consumer credit offerings.

Revenue is generated through one-time unit sales of physical jewellery, with prices ranging from approximately £12 to £165+ for example listings. Distribution is exclusively online and UK-focused, with delivery supported by promotional codes (e.g., NY15, CHLOBO15), free delivery above £50, and free engraving on personalised items. Checkout supports PayPal, Mastercard, Maestro, Visa, American Express, Klarna instalment financing and Apple Pay. Marketing is conducted through the JG Magazine blog, organic social, an email newsletter, and SEO-optimised category and gift-guide pages targeting occasion-based purchasing across four primary personas: women, men, parents/children and pet owners.

Name

John Greed Jewellery Ltd

Legal name

John Greed Jewellery Ltd

Website

https://johngreed.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

John Greed Jewellery Ltd is a UK-based, Lincoln-headquartered online jewellery retailer selling own-brand and third-party branded jewellery (Nomination, THOMAS SABO, Chlobo, Coeur De Lion, PDPAOLA) direct to UK consumers via johngreed.com, differentiated by in-house engraving and personalisation services across women's, men's and children's ranges.

Ownership category

akta.pro rank

Product category

Online Jewellery Retail

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG)

Keywords

• Online jewellery retail
• Personalised jewellery
• Charm bracelets
• Engraving services
• Wedding jewellery

Headquarters

HQ city

Lincoln

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Jewellery Sales: Direct retail sales of jewellery products through their e-commerce website. Revenue generated from selling their own John Greed branded jewellery as well as third-party brands including Nomination, THOMAS SABO, Coeur De Lion, Chlobo, PDPAOLA, Diamonfire, and others. Revenue is one-time transaction-based from individual purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

John Greed Jewellery Ltd is a UK-based online jewellery retailer that sells its own-brand collections and authorised third-party jewellery brands through a direct-to-consumer e-commerce storefront. Its core differentiator is an in-house personalisation/engraving service offering text, handwriting, paw print, nose print, hand/footprint, silhouette, drawing, birthstone, birthflower, zodiac, and angel number engravings on jewellery, having engraved over 250,000 charms to date.

Product overview

John Greed Jewellery Ltd operates a multi-brand online jewellery retail platform offering women's, men's, and children's jewellery across exclusive house collections and third-party brands. The core offering combines the Signature by John Greed sub-brand (with over 2,000 engravable pieces) alongside curated third-party brands including Nomination (Italian charms with 1,797+ options), THOMAS SABO (German Charm Club collections), Chlobo, Coeur De Lion, and PDPAOLA. Exclusive John Greed collections include Origami Safari (origami-inspired animals), IMERAKI (tropical-themed), Pearl Collection, Tempest (nature-themed), Portrait, CANDY, and the Mythic Collection (men's gothic). The company's differentiated service is its comprehensive engraving personalisation offering text, handwriting, paw prints, nose prints, handprints, footprints, silhouettes, drawings, birthflowers, birthstones, zodiac signs, and angel numbers, having engraved over 250,000 charms. Fine Jewellery by John Greed offers premium 9ct gold and diamond pieces. Products span categories including charms, bracelets, necklaces, earrings, rings, anklets, bangles, brooches, watches, and accessories.

Differentiator

Problem solved

Functional benefit

Brands

• John Greed: The company's proprietary jewellery brand offering exclusive collections including Origami Safari, Portrait by John Greed, Signature by John Greed, Tempest by John Greed, and Fine Jewellery by John Greed.
• Origami Safari by John Greed
• Fine Jewellery by John Greed
• Signature by John Greed
• Tempest by John Greed
• Portrait by John Greed
• CANDY by John Greed
• IMERAKI

Products and services

• Women's Jewellery
• Men's Jewellery
• Children's Jewellery
• Fine Jewellery by John Greed
• Nomination Charms and Jewellery
• THOMAS SABO Jewellery
• Chlobo Jewellery
• Coeur De Lion Jewellery
• PDPAOLA Jewellery
• Diamonfire Jewellery
• Origami Safari by John Greed
• Signature by John Greed
• Portrait by John Greed
• Tempest by John Greed
• CANDY by John Greed
• IMERAKI Collection
• Pearl Collection by John Greed
• AIYANA Collection
• Mythic Collection
• Engraving Services

Quantifiable outcome

• Over 250,000 charms personalised for customers

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• NominationcoreOthersJohn Greed is an authorised retailer of Nomination jewellery, offering their complete range of charms and bracelets. They provide free delivery and free engraving on all Nomination orders.
• THOMAS SABOcoreOthersJohn Greed offers the full THOMAS SABO range including Charm Club and Charm Club Connect collections. Free delivery and free returns on all THOMAS SABO orders.
• ChlobominorOthersJohn Greed stocks Chlobo jewellery products and offers promotional discounts (e.g., CHLOBO15 code).
• Coeur De LionminorOthersJohn Greed is an authorised retailer of Coeur De Lion jewellery brand.
• PDPAOLAminorOthersJohn Greed stocks PDPAOLA jewellery products and offers engraving services on their pieces.
• DiamonfireminorOthersJohn Greed stocks Diamonfire jewellery featuring cubic zirconia stones.
• KlarnaminorOthersJohn Greed offers Klarna payment finance options allowing customers to pay in installments on purchases.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pandora: Global charm and personalised jewellery leader with strong UK DTC and authorised-retailer network. Directly comparable to John Greed in the charm/personalisation category and overlaps on Nomination-style modular bracelet appeal, though at much larger scale and with brand-owner economics.
• Fraser Hart: UK independent multi-brand jeweller with both store and online presence; comparable to John Greed in authorised-retailer model across fine and fashion jewellery and in gifting-focused assortment, serving similar mid-market UK consumers.
• The Jewel Hut: UK online jewellery retailer carrying multiple brands including Nomination and THOMAS SABO; closely comparable to John Greed in multi-brand authorised-retailer model and online-only DTC positioning within the UK charm and fashion jewellery category.
• Astley Clarke: UK-based online-first fine and demi-fine jewellery brand; comparable to John Greed's fine-jewellery and personalisation offering (engraving, charm) and to the e-commerce-only DTC model, though with a single brand rather than a multi-brand aggregator.
• Beaverbrooks: UK family-owned multi-brand jeweller operating both physical stores and online; comparable to John Greed in product breadth (engagement, wedding, fashion), authorised-retailer model, and mid-market positioning, though at significantly larger scale and with physical retail presence.

Broad incumbents

• Goldsmiths: UK premium high-street jeweller under Signet Jewelers with strong watches and fine-jewellery presence; comparable to John Greed's fine-jewellery and gifting categories, but with physical retail and brand-owner (e.g., Mappin & Webb) economics that John Greed lacks.
• H.Samuel: UK high-street jewellery chain owned by Signet Jewelers, offering fashion, charm, and fine jewellery online and in-store; comparable product breadth to John Greed but operates at much larger scale across hundreds of physical locations.
• Nomination: Italian charm-jewellery brand and original maker of the modular Composable bracelet; another of John Greed's core third-party brands and a vertical competitor through its own DTC site that overlaps with John Greed's largest product line.
• THOMAS SABO: German jewellery brand and Charm Club owner; one of John Greed's largest authorised third-party brands and therefore a direct vertical competitor in charm and personalised jewellery via its own global DTC and retail network.

Emerging players

• Chlobo: UK-based fashion-charm jewellery brand stocked by John Greed; comparable in style and price point to John Greed's own fashion ranges and competes for the same gifting customer, though operating at brand-owner rather than retailer scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/john_greed
• Facebookfacebook.com/johngreedjewellery
• LinkedInlinkedin.com/company/johngreed

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 John Greed Jewellery Ltd