Gülaylar

What Gülaylar does

Gülaylar is a Turkey-based jewelry retailer specializing in gold and diamond jewelry across consumer occasions. Its catalog spans gold jewelry in 8K, 14K, and 22K karats (yellow, white, rose) and diamond jewelry including natural and lab-grown stones, organized into rings, earrings, necklaces, chains, bracelets, wedding bands, and body piercings. The company operates sub-brands and themed collections including Tektascom (lab-grown diamonds), letter, zodiac, and birthstone personalization lines, plus dedicated men's and children's jewelry lines. Corporate gifting and bulk orders are supported through account representatives.

The business runs a dual direct-to-consumer model: an e-commerce storefront at gulaylar.com offering nationwide free insured shipping via Hepsijet Kargo, same-day delivery in Istanbul, 3-installment payments at cash price, and an online video shopping consultation service; this is paired with physical retail stores across Turkey offering in-person browsing, ring sizing, engraving, and VIP appointments. The proprietary Gülaylar Diamond Line certification accompanies each product with documented weight, karat, gemstone, and value specifications, supported by a lifetime maintenance guarantee and unconditional return/exchange policy. Pricing is dynamic and tied to Borsa İstanbul precious metals and FX rates, with promotions visibly discounting list prices by 35-50% on the homepage. Marketing combines a content blog, email newsletter, organic social presence on Instagram, Facebook, Twitter, and YouTube, and a formal celebrity/influencer collaborations program.

Gülaylar is privately held with no disclosed investors, parent company, or financial data. Its wholly-owned subsidiary Tektascom houses the lab-grown diamond business. The company is headquartered in Istanbul with contact via [email protected]; no management team, founding date, revenue, or headcount is publicly disclosed in available sources. Operations are domestic-Turkey focused, with a separate international order process noted but no evidence of material cross-border sales.

Name

Gülaylar

Legal name

Gülaylar

Website

https://gulaylar.com

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Gülaylar is a privately-held Turkish jewelry retailer selling gold (8K/14K/22K) and diamond jewelry — including lab-grown stones under the Tektascom sub-brand — to individual consumers and corporate gift buyers through its e-commerce platform gulaylar.com and physical retail stores across Turkey.

Ownership category

akta.pro rank

Product category

Fine Jewelry Retail

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

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

akta.pro secondary industries

Bridal Jewelry Retail (Bridal Boutiques/Chains/Online) (CRAKACAH), Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG)

Keywords

• Gold jewelry retail
• Diamond jewelry
• Lab-grown diamonds
• Wedding bands
• Handmade jewelry

Headquarters

HQ city

Sisli

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewelry Retail (E-commerce and Physical Stores): Gülaylar generates revenue through direct sales of gold and diamond jewelry products. Products are sold at fixed retail prices set according to Borsa İstanbul precious metals exchange rates and foreign currency exchange rates. The company offers installment payment plans (3 installments at cash price) through various credit cards. All products are handmade, with product weights subject to approximately (+/-) 10% variation. Prices are updated based on gold and currency fluctuations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Gülaylar is a Turkish jewelry retailer that designs, manufactures, and sells handmade gold jewelry (in 8K, 14K, 18K, and 22K), diamond jewelry (natural and lab-grown), gold wedding bands, body piercings, and personalized collections including letter, zodiac, and birthstone pieces. The company sells directly to consumers through its e-commerce site gulaylar.com and physical retail stores across Turkey, offering services such as custom orders, engraving, ring sizing, jewelry exchange, and VIP appointments, with each product accompanied by Gülaylar Diamond Line certification.

Product overview

Gülaylar is a Turkish jewelry retailer offering a comprehensive portfolio of gold and diamond jewelry products. The core offerings include gold jewelry in various karat weights (8k, 14k, 18k, 22k) and diamond jewelry featuring both natural and lab-grown stones. Product categories span rings, earrings, necklaces, bracelets, chains, wedding bands, and body piercings across multiple sub-brands including personalized letter collections, zodiac-themed collections, children's jewelry, and men's jewelry. The company operates a dedicated lab-grown diamond brand (Tektascom) alongside its primary Gülaylar brand, serving customers through both online e-commerce and physical retail stores.

Differentiator

Problem solved

Functional benefit

Brands

• Tektascom: Lab-grown diamond brand operated by Gülaylar

Products and services

• Gold Jewelry (Altın Takılar) Handmade gold jewelry in 8K, 14K, 18K, and 22K varieties available in yellow, white, and rose gold, including rings, earrings, necklaces, bracelets, and chains for individual consumers in Turkey. Each piece is sold with Gülaylar Diamond Line certification.
• Diamond Jewelry (Pırlanta Takılar) Diamond jewelry featuring natural diamonds in rings, earrings, necklaces, and bracelets with various cuts (solitaire/tektas, baguette/suyolu, five-stone/bestaş) for Turkish consumers seeking certified diamond pieces.
• Gold Wedding Bands (Altın Alyans) Gold wedding bands (alyans) and engagement rings in classic, modern, and solitaire styles, available in multiple gold colors and karats, targeted at couples in Turkey.
• Gold Body Piercings (Altın Piercing) Gold body piercings including nose (hızma), helix, and tragus piercings in plain and gemstone-accented designs, targeted at consumers seeking everyday gold piercings.
• Lab-Grown Diamonds (Tektascom) Lab-grown diamond jewelry offered under the Tektascom sub-brand, providing diamond rings, earrings, necklaces, and bracelets at various price points for Turkish consumers seeking alternative-diamond options.
• Personalized Letter Collections (Harf Koleksiyonları) Personalized letter jewelry collections including gold and diamond necklaces, rings, and earrings featuring alphabetical letter pendants for gifting and self-expression.
• Zodiac Collections (Burç Koleksiyonları) Zodiac-themed gold and diamond jewelry collections featuring constellation-inspired designs in necklaces and earrings, targeted at consumers seeking personalized astrological pieces.
• Birthstone Collection (Doğum Taşı Koleksiyonu) Birthstone jewelry collection featuring gemstone pendants for earrings and necklaces representing each calendar month, targeted at consumers seeking personalized gifting jewelry.
• Children's Jewelry (Çocuk Takıları) Gold jewelry designed for children including bracelets, earrings, necklaces, charm pieces, pacifiers, name plaques, and evil eye pendants, targeted at parents and gift buyers in Turkey.
• Men's Jewelry (Erkek Takıları) Men's jewelry including gold rings, chains, bracelets, cufflinks, tie pins, and pocket watch chains in gold, silver, and steel, targeted at male consumers and gift buyers in Turkey.

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

One partnership is on record.

• CrealiveminorOthersCrealive is the web design and development agency responsible for the Gülaylar e-commerce platform (gulaylar-crealive.mncdn.com). The company logo appears in the website footer as the developer/vendor of the online platform.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Atasay: One of Turkey's largest gold jewelry chains, operating both physical stores and a broad e-commerce platform across gold, diamond, and bridal categories. Directly comparable to Gülaylar on product mix (gold karats, wedding bands, diamond lines), multi-channel DTC approach, and target customer (Turkish consumers across price tiers).
• Zen Diamond: Turkey-based diamond and gold jewelry retailer with online and retail presence. Comparable to Gülaylar on diamond assortment, multi-channel DTC strategy, and pricing for the Turkish market.
• Kuyumcu Emre: Turkish gold jewelry retailer with physical stores and e-commerce, focused primarily on 14K and 22K gold jewelry across rings, necklaces, bracelets, and bridal pieces. Comparable to Gülaylar in core gold-product focus, dynamic pricing tied to Borsa İstanbul, and Turkish consumer base.
• Pırlanta (Pirlanta.com): Turkish online-first jewelry brand specializing in diamond and gold jewelry. Directly comparable to Gülaylar on digital-first go-to-market, diamond-led assortment, and target customer of Turkish consumers shopping online.
• Altınbaş: Heritage Turkish jewelry brand with retail stores and online channels, selling gold, diamond, bridal, and watch products. Closely comparable to Gülaylar in category breadth (gold and diamond jewelry), Turkish heritage positioning, and emphasis on certification and trust in high-value jewelry.

Broad incumbents

• Tiffany & Co. Global luxury jewelry incumbent with a strong diamond and bridal franchise. Comparable to Gülaylar as a benchmark for diamond-line certification, trust-based premium positioning, and global brand-building in fine jewelry.
• Signet Jewelers (Kay Jewelers / Zales): Largest specialty jewelry retailer in the U.S., operating chains across price tiers. Comparable to Gülaylar on multi-channel retail (store + online), installment-financing offers, and broad gold/diamond assortment strategy.
• Pandora: Global jewelry brand with mass-market positioning, strong personalization (charms, initials), and an extensive retail network. Comparable to Gülaylar on the personalization/letters angle and on broad accessibility across price points.

Emerging players

• Brilliant Earth: U.S.-based fine jewelry retailer specializing in ethically sourced and lab-grown diamonds via e-commerce. Comparable to Gülaylar's Tektascom sub-brand on the lab-grown diamond positioning and on online-first GTM for higher-ticket jewelry.

Others

• Crealive: Digital agency that built and maintains the Gülaylar e-commerce platform. Comparable not as a competitor but as a technology/ecosystem partner relevant to understanding Gülaylar's digital stack and roadmap.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Gulaylar
• YouTubeyoutube.com/@gulaylar129
• Facebookfacebook.com/Gulaylar
• Instagraminstagram.com/gulaylar
• LinkedInlinkedin.com/company/gulaylar-com

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Gülaylar