What Siebel Juweliers does

Siebel Juweliers is a privately held Dutch specialty jewelry retailer founded in 1912 (per firmographic data; the company history timeline states 1924) and headquartered in Amsterdam. The company operates 49 physical retail stores distributed across the Netherlands in cities including Amsterdam, Rotterdam, Den Haag, Utrecht, Eindhoven, Groningen, and Maastricht, complemented by a fully integrated e-commerce storefront at siebeljuweliers.nl that offers free delivery over €59.95, in-store returns, and appointment-based wedding ring consultations. The assortment spans a wide price spectrum from silver fashion pieces under €100 through mid-range gold-plated and branded fashion jewelry, fine gold and diamond jewelry in the €500–€2,500 band, and premium diamond and gold pieces above €2,500, alongside a watch category covering luxury and fashion brands (Seiko, Citizen, Fossil, Michael Kors, Raymond Weil, Tommy Hilfiger) and smartwatches.

The product portfolio is built on a hybrid branded model: nine-plus proprietary house brands (Diamonds by Siebel, Gold by Siebel, Silver by Siebel, Millennium for lab-grown diamonds, Rêve Noir, Rochemont-exclusive, Miracle, ICE, Memoire) sit alongside 30-plus third-party brands (Buddha to Buddha, Sif Jakobs, TI SENTO-Milano, Salvatore Plata, Tommy Hilfiger Jewellery, and others). Services layered onto the retail core include ear piercing, a gold exchange (Goudruil) program, gift cards, an online wedding ring configurator, and the Siebel Member Club loyalty program. Underlying technology is conventional e-commerce plus an interactive ring configurator; no proprietary AI or platform architecture is disclosed. The company is a 2024-registered member of the World Federation of Diamond Bourses (Member No. ADB2505) and holds Thuiswinkel Waarborg Dutch e-commerce certification, signaling compliance with ethical diamond sourcing standards and Dutch consumer protection requirements.

The business model is direct-to-consumer retail, with revenue generated from one-time unit-priced product sales (jewelry and watches) plus service fees and gold exchange transactions. Pricing is per-product rather than tier-based, with promotional cadence including Summer Sale (up to 55% off), Wintertijd watch promotions (20%+ off), and Black Friday events. Customer segments are horizontally segmented across Dames (women), Heren (men), Meisjes (children), unisex, couples for wedding and engagement rings, and gift buyers across price points. Payment options span iDEAL, Wero, credit/debit cards, Apple Pay, In3 (0% interest three-installment BNPL), Riverty, and gift cards. There is no disclosed parent company, no venture or private equity ownership, no public listing, no disclosed revenue or headcount figures, and no disclosed management team — Siebel appears to operate as an independent, founder/family-owned Dutch retailer.

Name

Siebel Juweliers

Legal name

Siebel Juweliers

Website

https://siebeljuweliers.nl

Company type

Private

Founded year

1924

Operating status

Operating

Short description

Siebel Juweliers is a privately held Dutch specialty jewelry and watch retailer with 49 physical stores across the Netherlands and an integrated e-commerce platform, serving Dames, Heren, Meisjes, couples, and gift buyers with proprietary house brands, third-party brands, and bridal and ethical-diamond offerings.

Ownership category

akta.pro rank

Product category

Retail Jewelry

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

akta.pro secondary industries

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)

Keywords

• Jewelry retail
• Luxury watches
• Wedding rings
• Diamond jewelry
• Fashion accessories

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Jewelry and Watch Retail: Siebel Juweliers generates revenue through one-time product sales of jewelry (rings, earrings, bracelets, necklaces, pendants), watches (luxury and fashion brands), and wedding/engagement rings. The company offers both physical retail across 49 Dutch stores and e-commerce with delivery options. Pricing ranges from budget-friendly silver pieces (under €100) to premium diamond and gold items (€1,000-10,000+).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Siebel Juweliers retails jewelry and watches to Dutch consumers through 49 physical stores across the Netherlands and an integrated e-commerce platform. The assortment spans rings (including custom wedding and engagement rings), earrings, pendants, bracelets, necklaces, and watches across proprietary sub-brands (Diamonds by Siebel, Gold by Siebel, Silver by Siebel, Millennium, Rêve Noir) and over 30 third-party labels, complemented by in-store services like ear piercing, gold exchange, gift cards, and a loyalty program.

Product overview

Siebel Juweliers is a Dutch online and physical jewelry retailer with 49 stores across the Netherlands, offering a comprehensive portfolio of jewelry products and watches. The core offering centers on rings (engagement, wedding, eternity, solitaire), earrings, pendants, bracelets, necklaces, and watches from both proprietary sub-brands and third-party labels. Proprietary brands include Diamonds by Siebel, Gold by Siebel, Silver by Siebel, Millennium (lab-grown diamonds), Miracle, Gems, Diamonde, Rêve Noir, and Rochemont. The company also carries over 30 third-party jewelry brands including Salvatore Plata, TI SENTO-Milano, Buddha to Buddha, Sif Jakobs, and Tommy Hilfiger Jewellery. Watch offerings include Seiko, Citizen, Fossil, Michael Kors, Raymond Weil, and Tommy Hilfiger. Services include ear piercing, gold exchange, gift cards, and an online ring configurator for custom wedding rings. The company is a member of the World Federation of Diamond Bourses (WFDB) and holds Thuiswinkel Waarborg certification.

Differentiator

Problem solved

Functional benefit

Brands

• Diamonds by Siebel: House brand featuring diamond jewelry
• Gold by Siebel
• Silver by Siebel
• Millennium
• Rêve Noir by Siebel
• Royal Siebel
• Siebel Signature
• Siebel Club

Products and services

• Diamond Jewelry (Diamant Sieraden) Natural diamond jewelry collection including rings, earrings, bracelets, necklaces, and pendants for women and men.
• Lab-Grown Diamond Jewelry (Lab Grown Diamant) Lab-grown diamond jewelry including rings, earrings, bracelets, and necklaces, presented as an ethical alternative to natural diamonds.
• Wedding Rings (Trouwringen) Wedding rings in gold, white gold, and silver with customization options, supported by an in-store appointment model.
• Engagement Rings (Verlovingsringen) Engagement rings in yellow gold, white gold, and with diamonds for couples planning a proposal.
• Alliance Rings (Alliance Ringen) Alliance bands and rings from third-party and in-house brands.
• Watches (Horloges) Men's and women's analog and smartwatches from brands including Seiko, Citizen, Fossil, Tommy Hilfiger, Michael Kors, Raymond Weil, and others.
• Rings (Ringen) Rings assortment including engagement, wedding, eternity, solitaire, friendship, signet, and expansion rings across gold, silver, and with diamonds.
• Earrings (Oorbellen) Earrings including studs, drop earrings, hoop earrings, and pierced earrings in gold, silver, and diamond-set styles.
• Pendants (Hangers) Pendants and lockets in various materials and styles, including diamond-set and gemstone options.
• Bracelets (Armbanden) Bracelets including bangles, charm, bead, pearl, chain, and tennis bracelets in silver, gold, and mixed materials.
• Necklaces (Kettingen) Necklaces including chains, bead necklaces, and pendants across gold, silver, and rose gold-plated styles.
• Smartwatches Connected smartwatches including ICE Watch and other connected watch brands.
• Ear Piercing Service (Gaatjes Schieten) In-store ear piercing service available across Siebel Juweliers' physical retail locations.
• Gold Exchange Service (Goudruil) Trade-in service allowing customers to exchange gold items for credit toward new purchases.
• Gift Cards (Cadeaukaarten) Siebel Juweliers gift cards usable across both online and in-store purchases.
• Wedding Ring Configurator (Ringconfigurator) Online tool for configuring and designing custom wedding rings, integrated with in-store appointment fulfillment.
• Siebel Member Club (Loyalty Program) Customer loyalty program providing exclusive benefits, promotions, and repeat-purchase incentives across stores and online.
• Diamonds by Siebel (Proprietary Sub-brand) In-house diamond jewelry brand featuring solitaire and colored diamond pieces exclusive to Siebel Juweliers.
• Gold by Siebel (Proprietary Sub-brand) In-house gold jewelry collection exclusive to Siebel Juweliers.
• Silver by Siebel (Proprietary Sub-brand) In-house sterling silver jewelry collection exclusive to Siebel Juweliers.
• Millennium - Lab Grown Diamonds (Proprietary Sub-brand) In-house lab-grown diamond jewelry line featuring rings, bangles, and tennis bracelets in gold and white gold.

Quantifiable outcome

• Over 100 years of continuous operation as a jewelry retailer
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

One partnership is on record.

• World Federation of Diamond Bourses (WFDB)coreStrategic or Co-development PartnerSiebel Juweliers is a registered WFDB-Diamond Exchange Member (Member No. ADB2505). This membership provides guarantees of ethical sourcing and conflict-free diamond trade. WFDB is an international umbrella organization uniting diamond exchanges worldwide, enforcing strict rules on transparency, integrity, and legitimacy. Benefits for customers include: certainty about diamond origin from conflict-free supply chains, reliable quality assessment following international 4C standards, ethical guarantees through strict behavioral codes, and enhanced confidence for major purchases like engagement and wedding rings.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Gassan Diamonds: Amsterdam-headquartered diamond jeweler and diamond polishing/manufacturing operation with retail locations across the Netherlands. Directly comparable to Siebel in fine diamond and engagement/wedding ring categories, with similar WFDB-aligned positioning and Dutch retail density.
• Lucardi: Dutch specialty jewelry chain with a comparable physical store footprint in the Netherlands, offering similar gold, silver, and diamond jewelry alongside watches. Closest head-to-head competitor to Siebel in the Dutch market, including overlapping own-brand and third-party brand assortments.
• Christ Juwelieren: Major European jewelry retailer headquartered in Germany with hundreds of stores across DACH. Comparable multi-brand assortment model, watch offering, and pricing tiers; a logical cross-border peer showing how a similar chain can scale across European geographies.

Emerging players

• Brilliant Earth: US-based digitally-native jewelry retailer specializing in ethically-sourced and lab-grown diamonds. Competitive comparable for Siebel's Millennium lab-grown line and online ring configurator, representing the DTC disruption model in the categories where Siebel is investing.

Broad incumbents

• Fossil Group: American watch and accessories conglomerate whose brands (Fossil, Michael Kors, Tommy Hilfiger watches, Armani) are key third-party watch suppliers for Siebel. Comparable in watch category assortment and mid-market gifting positioning.
• Tiffany & Co. Iconic global luxury jeweler (now LVMH-owned). Overlaps with Siebel at the upper end of the engagement and diamond jewelry categories where brand prestige and provenance matter most, including WFDB-aligned diamond sourcing standards.
• Pandora: Global jewelry brand with extensive Dutch retail presence (concept stores, department store concessions, and e-commerce). Competes with Siebel's fashion/silver and charm jewelry segments at scale and at lower price points, pressuring the mid-market tiers.
• Swarovski: Global crystal and jewelry brand with Dutch retail stores and a strong gifting positioning. Overlaps with Siebel's fashion jewelry, gift-giving, and seasonal promotion cycles (Valentine's, Mother's Day, Black Friday).

Regional players

• Beaverbrooks: UK-based family-owned jewelry and watch retail chain with multi-brand assortment and own-brand lines. Closest UK analogue to Siebel's operating model (family-owned, multi-brand, omnichannel, strong bridal positioning).
• Aurum Holdings (Watches of Switzerland / Goldsmiths): UK-listed luxury watch and jewelry retailer with comparable premium watch brand portfolio (including Raymond Weil, which Siebel also carries). Useful comparable for higher-end watch and bridal mix economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/siebel-juweliers

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 Siebel Juweliers