Gecko Jewellery

Name

Gecko Jewellery

Legal name

Gecko Jewellery

Website

https://geckojewellery.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Wholesale Jewellery Distribution

NAICS

Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (423940), Jewelry Retailers (458310)

SIC

Wholesale-Jewelry, Watches, Precious Stones & Metals (5094), Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)

akta.pro primary industry

Fine Jewelry Wholesale & Trading (CRAKAAAL)

akta.pro secondary industries

Ethical/Sustainable Fine Jewelry (Responsible Sourcing/Traceability) (CRAKAAAM), Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA), Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA), Traceability, Provenance & Compliance Services (e.g., origin, AML/KYC, sanctions) (CRAKAJAL)

Keywords

• Wholesale jewellery supply
• Fashion jewellery brands
• Engraving services
• Drop shipping fulfilment
• Licensed jewellery collections

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Jewellery Sales: B2B wholesale distribution of branded jewellery products to independent retailers and jewellers. Products are sold across seven distinct brands including Beginnings, Elements Gold, D For Diamond, Laura Ashley Silver, Laura Ashley Fashion, Diamonfire, and Fred Bennett.
2. Direct-to-Consumer E-commerce: Consumer-facing online sales through their Shopify storefront, with pricing requiring login/account creation for wholesale access.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Gecko Jewellery is a UK-based wholesale jewellery supplier distributing seven branded jewellery collections — Beginnings (sterling silver), Elements Gold (9ct gold), D For Diamond, Laura Ashley Silver, Laura Ashley Fashion, Diamonfire (cubic zirconia), and Fred Bennett (men's) — to independent retailers and jewellers. The company complements its wholesale catalogue with a direct despatch drop-shipping service operating since 2012 and a free laser/diamond-tip engraving service. All products are certified skin-safe by AnchorCert Protect and ethically sourced under Responsible Jewellery Council membership.

Product overview

Gecko Jewellery is a B2B jewellery distributor operating a portfolio of seven distinct sub-brands alongside service offerings. The core portfolio includes Beginnings (entry-level engravable silver), Elements Gold (9ct gold and diamond pieces), D For Diamond (diamond and themed gifting), Laura Ashley Silver (licensed silver designs), Laura Ashley Fashion (licensed fashion jewellery), Diamonfire (premium cubic zirconia on silver), and Fred Bennett (men's stainless steel and tungsten). Supporting services include a Direct Despatch drop-ship service (since 2012), Free Engraving using laser and diamond tip machines, and the Shopify Collective retailer referral program. The company sells exclusively to trade customers and holds AnchorCert Protect skin safety and RJC ethical sourcing certifications.

Differentiator

Problem solved

Functional benefit

Brands

• Beginnings: Silver jewellery collection featuring sterling silver, cubic zirconia, crystal, and semi-precious stones. Includes birthstone and initial jewellery.
• Elements Gold
• D For Diamond
• Laura Ashley Silver
• Laura Ashley Fashion
• Diamonfire
• Fred Bennett

Products and services

• Beginnings Beginnings is an entry-level sterling silver jewellery brand featuring engravable pieces across neckwear, earrings, wristwear, rings, and chains. Materials include sterling silver, yellow gold plated silver, rose gold plated silver, cubic zirconia, crystal, semi-precious stones, and pearl. It targets women, men, and kids with themed collections including Birthstones and Initials.
• Elements Gold Elements Gold is a mid-to-premium jewellery brand featuring 9ct gold pieces (yellow, white, rose) with diamonds, pearls, and semi-precious stones. Collections include Forme EG29, Time Traveller EG28, and Artistic Flare EG27, with options across neckwear, earrings, wristwear, rings, and chains.
• D For Diamond D For Diamond is a diamond jewellery collection featuring themed pieces for gifting, including children's collections like Ted the Teddy Bear and Dinosaurs. It offers birthstone, hearts, stars, pearls, and religious themed pieces across neckwear, earrings, wristwear, and rings.
• Laura Ashley Silver Laura Ashley Silver is a licensed jewellery brand featuring Laura Ashley designed pieces in sterling silver with gold plating, cubic zirconia, pearls, and semi-precious stones. Collections include Cherished Charms Kids and Daydream LAS03, with nature-inspired and engravable pieces.
• Laura Ashley Fashion Laura Ashley Fashion is a fashion jewellery line under Laura Ashley license featuring silver plated, yellow gold plated, and rose gold plated pieces with cubic zirconia and crystal. Includes Mummy and Me themed collections and bow motifs.
• Diamonfire Diamonfire is a premium cubic zirconia jewellery brand on sterling silver with yellow gold plating. Features branded Diamonfire Zirconia in clear and coloured varieties, with collections like Lumina DFR26 and bridal-themed pieces. Also includes pens as accessories.
• Fred Bennett Fred Bennett is a men's focused jewellery brand featuring stainless steel, tungsten, leather, and cork materials. Collections include Vital FB23 and Wild FB22, with engravable options and religious themes. Offers rings with various finishes including carbon fibre inlay and wood inlay.
• Direct Despatch Service Direct Despatch is a drop-shipping service for retailers that allows them to ship orders directly to their customers with next-day delivery capability, eliminating the need to hold inventory or visit post offices. Available to retail and trade partners.
• Free Engraving Service Free Engraving is a personalised jewellery service using laser and diamond tip engraving machines to create custom engravable pieces for customers. Provided at no additional cost on engravable jewellery products.

Quantifiable outcome

• Direct despatch service has been operating successfully since 2012, enabling no-contact delivery directly to end customers
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• AnchorCert ProtectcoreStrategic or Co-development PartnerAll Gecko Jewellery products are certified and approved by AnchorCert Protect, guaranteeing they are protected against all known metal allergens. This certification is a key selling point for consumers with skin sensitivities or metal allergies.
• Responsible Jewellery Council (RJC)coreStrategic or Co-development PartnerCertified membership confirming Gecko's commitment to ethical and sustainable practices across the jewellery supply chain. The RJC is the standards body for the jewellery supply chain covering gold, diamonds, and platinum group metals.
• Laura AshleyflagshipOEM/ Whitelabel/ Licensing PartnerLicensed partnership producing Laura Ashley Silver and Laura Ashley Fashion jewellery collections. The collections feature nature-inspired designs, floral motifs (daisy, daffodil, wildflower), and butterfly themes reflecting the Laura Ashley brand aesthetic.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the Gecko Jewellery website at gb.geckojewellery.com. Also enables Shopify Collective retailer referral programme.
• Diamonfire GermanyminorChannel Partner/ Reseller/ DistributorGerman market presence for the Diamonfire brand through a dedicated information page on the website.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Mejuri: Direct-to-consumer fine jewellery brand with strong online positioning and personalisation. Comparable as a competitor capturing end-consumer mindshare at the accessible fine-jewellery tier that Gecko's DTC and B2B partners sell into.
• Ti Sento Milano: European silver jewellery brand distributed wholesale through independent boutiques and department stores. Comparable in sterling silver assortment, fashion-forward design, and reliance on independent-retail distribution partners.

Broad incumbents

• Swarovski: Global crystal and fashion jewellery incumbent distributed wholesale into jewellery counters and gift shops. Comparable in gifting-channel presence and crystal/cubic zirconia price-tier competition with Gecko's Diamonfire and Laura Ashley Fashion lines.
• Pandora: Global silver and charm jewellery incumbent with extensive wholesale and franchise distribution into independent retailers. Comparable channel conflict and assortment overlap at the silver/gift price tier where Gecko's Beginnings and Laura Ashley Fashion compete.
• THOMAS SABO: Global silver and fashion jewellery brand distributed wholesale to department stores and independent jewellers. Comparable as a wider-portfolio incumbent competing for the same trade-shelf space at the silver/fashion price tier.

Regional players

• Beaverbrooks: UK high-street jewellery retailer stocking multiple branded collections in sterling silver, gold, and diamond. Comparable as a UK regional retailer whose trade buying represents the type of account Gecko's B2B team targets.

Direct peers

• Domino Jewellery: UK-based jewellery manufacturer and wholesaler supplying branded and private-label pieces to retailers. Comparable on the B2B wholesale / trade-supply axis with a similar multi-brand, multi-metal product portfolio.
• Buckley Jewellery: UK-based B2B jewellery wholesaler supplying branded silver and gold collections to independent retailers and gift shops. Directly comparable to Gecko in distribution model, branded portfolio approach, and independent retail customer base.
• Clogau (Welsh Gold): UK heritage jewellery brand with wholesale distribution to independent retailers and licensed gifting lines. Comparable in B2B channel structure, gifting-led assortment, and licensed/brand-licensing adjacencies.
• Hot Diamonds: UK jewellery brand/wholesaler distributing silver and gemstone collections through independent retailers with comparable trade marketing support. Similar B2B wholesale GTM and gift-occasion positioning to Gecko's Beginnings and D For Diamond lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/Gecko_Jewellery
• LinkedInlinkedin.com/company/gecko-trading-ltd

Compliance2 records

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 Gecko Jewellery