Garrard
Garrard is a 1735-founded London luxury fine jewellery house designing and selling Couture and ready-to-wear pieces, bespoke commissions, and a bridal rental service for ultra-high-net-worth clients and the bridal market.
- Company typePrivate
- Founded1735
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Garrard does
Garrard is a London-based luxury fine jewellery house founded in 1735, operating as a privately held company under the EMPERA Group (acquired in 2012) and holding a UK Royal Warrant. The house designs, crafts, and sells high jewellery and ready-to-wear jewellery through its Mayfair flagship at 24 Albemarle Street, a direct e-commerce platform with worldwide shipping, and limited pop-up retail (notably at Harvey Nichols Knightsbridge). Its core product surface is organised into two principal tiers: one-of-a-kind Couture and Jewelled Vault pieces priced from approximately $20,000 to $650,000+, featuring rare coloured gemstones, and ready-to-wear fine jewellery spanning collections such as the 1735, Wings, Lotus, Tudor Rose, Albemarle, Cosmos, Red Rose, and Rose Garden suites, typically priced from $570 to $32,000+.
The underlying production combines time-honoured bench techniques at the Mayfair atelier with contemporary digital design tools, supported by an all-female design team led by Creative Director Sara Prentice. The house runs two distinct non-purchase revenue surfaces: a bespoke high-jewellery commissioning service initiated by private appointment at the flagship, and a usage-based rental programme ("Something Borrowed") offering bridal jewellery hire for short-term special occasions.
Garrard's commercial focus targets ultra-high-net-worth individuals seeking investment-grade, provenance-backed pieces and the bridal and engagement market — historically anchored by Princess Diana's 12-carat Ceylon sapphire engagement ring and continued through the 1735 Collection. The customer base is reached through a mix of flagship appointments, e-commerce, content marketing via the Garrard Journal, organic social across Instagram, Facebook, YouTube, Pinterest and LinkedIn, and Chinese-market channels WeChat and Xiaohongshu, alongside earned media at events such as Royal Ascot and the Royal Versailles Ball. The company's documented operating geographies span the UK, US, France, Germany, Italy, Japan, Singapore, Hong Kong, UAE, and Qatar.
Garrard firmographics
Firmographics- Name
- Garrard
- Legal name
- Garrard
- Website
- https://garrard.com
- Company type
- Private
- Founded year
- 1735
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Garrard is a 1735-founded London luxury fine jewellery house designing and selling Couture and ready-to-wear pieces, bespoke commissions, and a bridal rental service for ultra-high-net-worth clients and the bridal market.
- Ownership category
- akta.pro rank
Garrard industry classification
Industry- Product category
- Luxury Fine Jewellery
- NAICS
- Jewelry Retailers (458310), Jewelry, Luggage, and Leather Goods Retailers (4583), Jewelry Retailers (45831)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911), Jewelry, Silverware & Plated Ware (3910)
- akta.pro primary industry
- Bridal & Engagement Jewelry Retail (CRAKAGAC)
- akta.pro secondary industries
- Custom/Bespoke Jewelry Retail Studios (CRAKAGAJ), Bridal Jewelry Services (Sizing, Engraving, Cleaning, Appraisals, Warranties/Insurance Add-ons) (CRAKACAJ), Bridal Jewelry Customization & Bespoke (CRAKACAG), Bridal Jewelry Retail (Bridal Boutiques/Chains/Online) (CRAKACAH)
Keywords
Where Garrard is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Garrard business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- High Jewellery Sales: One-of-a-kind, exceptionally high-value pieces ranging from $40,000 to $650,000+. Includes Couture, Jewelled Vault, and signature suites featuring rare gemstones. These are primarily commissioned or selected from exclusive collections.
- Fine Jewellery Sales: Ready-to-wear jewellery across collections including 1735, Albemarle, Wings, Lotus, and others. Price points range from $2,800 to $32,000+ for statement pieces.
- Engagement and Bridal Jewellery: Engagement rings, wedding bands, and bridal collections. Includes sapphire engagement rings inspired by Princess Diana's iconic design, as well as eternity rings and wedding ring pairs.
- Jewellery Rental (Something Borrowed): Bridal jewellery rental service allowing access to iconic designs for special occasions. Rental periods typically 4 days with prices ranging from £200 to £2,500 per rental.
- Bespoke Commissioning: Fully bespoke high jewellery commissions where clients collaborate with Garrard's design team to create one-of-a-kind pieces. Experience begins with invitation to flagship store for private appointment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Couture High Jewellery - One-of-a-kind bespoke-quality pieces |
| One time/ perpetual license | Pay-as-you-go | Jewelled Vault - Exceptional rare gemstone pieces |
| One time/ perpetual license | Pay-as-you-go | 1735 Collection - Princess Diana inspired cluster designs |
| One time/ perpetual license | Pay-as-you-go | Tiaras and Hair Jewels - Transformative bridal and occasion pieces |
| Usage-based | Pay-as-you-go | Something Borrowed Rental - Short-term bridal access |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Garrard product offering
Product offeringCore offering
Garrard designs, handcrafts, and sells luxury fine jewellery from its Mayfair atelier in London, ranging from one-of-a-kind high jewellery and couture pieces to ready-to-wear collections, engagement rings, wedding jewellery, and tiaras. In addition to selling its own collections, the house offers bespoke high jewellery commissions delivered through private appointments and a bridal jewellery rental service ('Something Borrowed'), with a worldwide e-commerce store and a flagship boutique at 24 Albemarle Street.
Product overview
Garrard is a luxury fine jewellery house founded in 1735, holding a UK Royal Warrant. The company operates a platform-plus-collections model comprising High Jewellery (one-of-a-kind statement pieces) and ready-to-wear jewellery collections. High Jewellery includes Couture pieces, the Jewelled Vault collection of rare gemstones, and themed suites (Albemarle, Cosmos, Red Rose, Rose Garden, Albemarle Classic). The core jewellery portfolio spans the 1735 collection inspired by Princess Diana's iconic ring, Wings, Lotus, Tudor Rose, Albemarle, Enchanted Palace, Fanfare, Starlight, Aloria, and Classics collections. Product categories include rings, earrings, necklaces, bracelets, tiaras, anklets, brooches, and cufflinks in precious metals (white/yellow/rose gold, platinum) set with sapphires, emeralds, rubies, padparadscha sapphires, and diamonds. Services include bespoke high jewellery commissions, the Something Borrowed rental programme for bridal jewellery, and bespoke trophy services.
Differentiator
Problem solved
Functional benefit
Brands
- The 1735 Collection: A signature collection inspired by Princess Diana's iconic sapphire engagement ring, featuring cluster settings with sapphires and diamonds.
- The Jewelled Vault
- Albemarle Suite
- Cosmos Suite
- Red Rose Suite
- Lotus Collection
- Wings Collection
- Tudor Rose
- Couture High Jewellery
- Something Borrowed (Rental Service)
Quantifiable outcome
- Market growth: UK and Poland luxury jewellery market projected to grow from USD 2.3 billion (2024) to USD 5.9 billion (2034), CAGR 9.9%
Companies that use Garrard
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Garrard technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Garrard partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Harvey NicholsminorExclusive Wings pop-up partnership at Harvey Nichols Knightsbridge location, showcasing contemporary fine jewellery collection in a luxury department store environment. Limited-time retail activation to reach new customers.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Garrard competitors and assessment
Company assessmentDirect peers
- Harry Winston: Iconic high-jewellery and bridal maison with parallel positioning in rare stones, engagement rings, and bespoke commissions; competes head-on with Garrard in UHNW bridal and high jewellery.
- Van Cleef & Arpels: French heritage high-jewellery house with comparable bespoke commissioning, transformable designs, and bridal/engagement heritage that overlaps with Garrard's couture and tiaras offering.
- Boucheron: Paris Place Vendôme jeweller with comparable heritage (founded 1858), high-jewellery collections, and engagement-ring franchise; overlaps directly with Garrard's bridal and haute couture segments.
- Graff: London-based ultra-luxury jeweller specialising in rare coloured gemstones and one-of-a-kind high jewellery at similar price points to Garrard's Jewelled Vault collection, with a comparable UHNW client focus.
- Chaumet: French royal-jeweller with deep tiaras, bridal, and engagement heritage (Josephine / Napoleon) directly comparable to Garrard's royal-ledger positioning and tiara business.
Broad incumbents
- Cartier: Largest incumbent luxury jeweller with a much broader portfolio and global boutique network; overlaps on bridal, high jewellery, and tiaras but at significantly greater scale than Garrard.
- Chopard: High-jewellery house with a strong bespoke/Cannes-couture tradition overlapping with Garrard's heritage and coloured-gemstone expertise at the high end.
- Tiffany & Co. Mass-affluent and luxury jewellery incumbent with a globally dominant engagement-ring franchise; competes for bridal share with Garrard's diamond and coloured-stone engagement offerings.
- De Beers Jewellers: Diamond-led luxury jewellery retailer positioned in the engagement and bridal segment that competes directly with Garrard's diamond cluster engagement offerings.
- Bulgari: Global heritage Italian jeweller with significant high-jewellery, engagement, and bespoke offerings; competes for the same UHNW and bridal client wallet as Garrard.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Garrard social profiles
Digital presenceGarrard financial estimates
Financial estimateRevenue estimate
Valuation estimate
Garrard leadership team
Management profileNumber of profiles
Profiles1 record
Garrard funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Garrard M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Garrard
What does Garrard do?
Garrard designs, handcrafts, and sells luxury fine jewellery from its Mayfair atelier in London, ranging from one-of-a-kind high jewellery and couture pieces to ready-to-wear collections, engagement rings, wedding jewellery, and tiaras. In addition to selling its own collections, the house offers bespoke high jewellery commissions delivered through private appointments and a bridal jewellery rental service ('Something Borrowed'), with a worldwide e-commerce store and a flagship boutique at 24 Albemarle Street.
Is Garrard a public or private company?
Garrard is a private company. It is classified as corporate owned and is currently operating.
When was Garrard founded?
Garrard was founded in 1735. It employs 101 to 250 people.
Where is Garrard based?
Garrard is headquartered in London, United Kingdom, in the Europe region.
How does Garrard make money?
Five revenue lines are on record. High Jewellery Sales are the primary driver. The others are fine Jewellery Sales, engagement and Bridal Jewellery, jewellery Rental (Something Borrowed) and bespoke Commissioning.
Who are Garrard's main competitors?
Direct peers on record are Harry Winston, Van Cleef & Arpels, Boucheron, Graff and Chaumet. Broad incumbents are Cartier, Chopard, Tiffany & Co., De Beers Jewellers and Bulgari.
Does Garrard have an API?
No public API is recorded for Garrard.
What industry is Garrard in?
Garrard's product category is Luxury Fine Jewellery. Its primary akta.pro industry code is CRAKAGAC, Bridal & Engagement Jewelry Retail, with a secondary code of CRAKAGAJ, Custom/Bespoke Jewelry Retail Studios. Its NAICS code is 458310 and its SIC code is 5944.