SEP

What SEP does

SEP Suisse operates as a private luxury fashion brand headquartered in Geneva, Switzerland, with production carried out by refugee artisan communities in Jordan. The brand designs and sells hand-embroidered lifestyle accessories — including keffiyeh scarves (in cotton, merino-silk, pure silk, and poly-acrylic variants), linen and cashmere shawls, leather handbags and clutches, pret-a-porter pieces, and home decor — combining traditional Middle-Eastern Tatreez embroidery techniques with modern Italian design aesthetics. Pricing positions the brand firmly in the premium segment, with silk keffiyehs at CHF 120 and leather briefcases at CHF 420.

The commercial model is direct-to-consumer with a multi-region Shopify storefront architecture covering Switzerland, USA/EU, UK, and Jordan/Gulf, complemented by physical boutiques in Geneva and a wholesale/corporate gifting B2B channel. Distribution is supported by content marketing through a brand journal, email newsletter (offering 10% off signup incentive), and organic social media emphasizing artisan storytelling. The brand achieved B Corp certification in 2018 and publicly announced its departure from that designation in May 2026 as a principled positioning decision.

SEP's primary customer segment is conscious luxury fashion consumers seeking ethically-produced, culturally significant accessories. The brand has secured credibility through high-profile creative collaborations, including hand-embroidered pieces for Academy Award-winning costume designer Jacqueline Durran. The stated headcount of 501–1,000 employees is heavily skewed toward Jordan-based artisan production. No external funding rounds have been disclosed, and the company appears to be founder-owned and self-financed.

Name

SEP

Legal name

SEP Suisse

Website

https://sepjordan.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

501–1,000 employees

Short description

SEP Suisse is a private Swiss luxury fashion brand that designs and sells hand-embroidered keffiyehs, shawls, handbags, and home decor produced by refugee artisans in Jordan, serving conscious luxury consumers through multi-region D2C e-commerce and boutique retail.

Ownership category

akta.pro rank

Product category

Luxury Ethical Fashion Accessories

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)

akta.pro industry

PRIMARYCRAKAEAF

Luxury Scarves, Gloves & Cold-Weather Accessories

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Luxury Accessories (Leather Goods, Sunglasses, Small Leather Goods)

SECONDARYCRAAAJAF

Scarves, Wraps & Shawls

Consumer Products & Retail/Apparel, Footwear & Accessories/Accessories (Bags, Belts, Hats, Scarves, Small Leather Goods)

SECONDARYCRAAAFAD

Luxury Handbags & Leather Goods

Consumer Products & Retail/Apparel, Footwear & Accessories/Luxury & Designer Fashion

SECONDARYCRAKAEAL

Luxury Giftables & Lifestyle Accessories (Charms, Bag Accessories, Keychains)

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Luxury Accessories (Leather Goods, Sunglasses, Small Leather Goods)

Keywords

• Hand embroidered fashion
• Ethical luxury accessories
• Keffiyeh scarves
• Artisan fashion brand
• Refugee artisan apparel

Headquarters

HQ city

Céligny

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Product Sales: SEP generates revenue through direct retail sales of hand-embroidered fashion accessories including keffiyehs, shawls, handbags, and home decor items sold through its e-commerce platform and physical stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

SEP designs, sources, and retails hand-embroidered luxury lifestyle accessories, primarily keffiyehs (in silk, merino-silk, cotton, poly-acrylic, and mini variants), shawls, handbags and clutches, ready-to-wear items, and home decor, all produced through traditional Tatreez embroidery by refugee artisan communities in Jordan. The brand complements its product line with cultural-center activities, embroidery workshops, bespoke upcycling, and a wholesale/corporate gifting program.

Product overview

SEP is a unified fashion brand (not a platform architecture) offering hand-embroidered luxury lifestyle accessories. The core product portfolio centers on hand-embroidered keffiyehs (available in merino silk, pure silk, cotton, poly-acrylic, and mini variants), complemented by linen and cashmere shawls, handbags and clutches, pret-a-porter clothing, and home decor items. The brand also operates experiential service offerings including cultural center activities, embroidery workshops, bespoke upcycling services, and wholesale/corporate gifting programs. All products share the unifying theme of traditional Middle-Eastern tatreez embroidery craftsmanship executed by refugee artists in Jordan, blended with modern Italian design aesthetic.

Differentiator

Problem solved

Functional benefit

Products and services

• Keffiyeh Scarves Hand-embroidered keffiyeh scarves made by refugee artists in Jordan using traditional Tatreez craftsmanship blended with modern Italian style. Available in multiple color variants (multicolor, blue, purple, green, pink) and material tiers including silk, merino-silk, cotton, poly-acrylic, and mini sizes. Targeted at conscious luxury fashion consumers seeking culturally significant, ethically produced accessories.
• Linen Shawls Linen shawls featuring hand embroidery by SEP artisans, part of the brand's premium accessory collection alongside keffiyehs. Targeted at conscious luxury consumers seeking refined, artisan-made wraps and shawls.
• Cashmere Accessories Luxury accessories crafted from cashmere, including cashmere-silk keffiyeh shawls such as the Ibrahim keffiyeh. Targeted at premium conscious consumers seeking top-tier hand-embroidered pieces.
• Handbags & Clutches Handcrafted handbags and clutches featuring hand embroidery, including limited edition pieces such as the Charlotte Grain Leather Slim Briefcase with Shoulder Strap (Charlotte Ensaigne Special Edition, CHF 420 / $520). Targeted at luxury consumers seeking premium embroidered leather goods.
• Pret-a-Porter & Accessories Ready-to-wear clothing and accessory items featuring SEP's signature hand embroidery, extending the brand's offering beyond scarves and bags to broader apparel.
• SEP Home Decor Luxury homeware items featuring SEP's hand-embroidery craftsmanship, extending the brand's artisan aesthetic to home interiors. Targeted at luxury consumers seeking unique embroidered home decor.
• Cultural Center Activities Cultural engagement activities including exhibitions, projects, and events offered through SEP's cultural center to engage community and showcase artisan heritage.
• Tatreez Embroidery Workshop & Circle Tatreez embroidery workshops and circle sessions hosted for community engagement and cultural preservation, offered as a paid experiential service.
• Bespoke Upcycling Custom upcycling service providing personalized hand-embroidered creations tailored to individual customer requests.
• Wholesale & Corporate Gifting B2B wholesale and corporate gifting program providing bulk orders of SEP's hand-embroidered accessories for businesses, including branded merchandise and gifting solutions.

Named customers1 record

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Charlotte EnsaignecoreStrategic or Co-development PartnerArtivist Charlotte Ensaigne collaborated with SEP on a special edition briefcase and shoulder strap collection. The collaboration originated from a creative writing circle in SEP's Geneva boutique and resulted in a limited edition product line.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Maiyet: Maiyet was a luxury fashion label that worked with artisans in developing countries to produce ethically-made apparel and accessories — the closest historical analog to SEP's model of pairing Italian-style luxury design with artisan production in marginalized communities.
• Studio 189: Studio 189 is an ethical fashion brand co-founded by Abrima Erwiah and Rosario Dawson that produces apparel and accessories with African artisan communities — sharing SEP's model of artisan-driven, ethically-positioned luxury with cultural storytelling.
• The Citizenry: The Citizenry is a DTC home goods and accessories brand built around artisan-made products sourced from global maker communities — directly comparable to SEP's positioning of handcrafted, ethically-sourced luxury lifestyle goods sold through e-commerce storefronts.
• Soko: Soko is a jewelry and accessories brand that produces artisan-made pieces with Kenyan craftspeople via a tech-enabled production model — comparable to SEP as a digitally-native, ethically-positioned accessories brand built on artisan supply chains.

Broad incumbents

• Stella McCartney: Stella McCartney is a major luxury fashion house built around sustainability and ethical production — serving as the broad-incumbent reference for how SEP's ethical luxury positioning can scale, though SEP operates at a much smaller scale and narrower product scope.
• Loewe: Loewe is a heritage luxury house celebrated for artisanal leather goods and craft-led accessories under creative director Jonathan Anderson — broadly comparable to SEP on the craft-and-leather-goods axis, but operating as a global luxury incumbent at far larger scale.
• Hermès: Hermès is the canonical craft-led luxury house, with scarves and leather handbags as signature categories that overlap with SEP's keffiyeh, shawl, and handbag lines — representing the long-term benchmark for hand-embroidery and artisanal luxury scarves.
• Bottega Veneta: Bottega Veneta is a luxury house defined by artisanal leather craftsmanship and woven intrecciato technique — comparable to SEP in emphasizing handmade craft as the basis of premium pricing, though at a vastly larger scale and with broader product breadth.

Emerging players

• A.Bch: A.Bch is a sustainable Australian apparel brand focused on circular, ethical fashion — an emerging peer sharing SEP's ethical positioning and DTC-first model, but operating primarily in everyday apparel rather than luxury accessories.
• Bibi Russell: Bibi Russell is a Bangladeshi designer known for blending traditional South Asian craftsmanship with contemporary fashion — emerging peer comparable to SEP in using traditional handcraft and artisan communities as the foundation for a culturally-rooted fashion brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights5 records

Customer concentration

• Xx.com/sepjordan

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 SEP