decorator

What decorator does

Dekoster GmbH is an Austrian direct-sales company founded in 1998 and headquartered in Eberndorf, Carinthia, that retails fashion jewelry — bracelets, necklaces, earrings, rings, pendants and watches — under the dekoster brand and the True Colors sub-brand (True Colors features colorful crystals, natural stones and mother-of-pearl pieces). The company sells through two parallel channels: a Magento-based e-commerce storefront at dekoster.at and a consultant-driven party model in which independent jewelry advisors (Schmuckberaterinnen) host live in-home, online, and Party2Go jewelry parties (Schmuckpartys) where guests can discover and purchase pieces with the help of a hostess.

Products are individually priced between roughly €16.90 and €79.90 (e.g., Anhänger Tropfen gold at €16.90, Armband Coco at €29.90, Anhänger Compass IP gold at €39.90, Collier Tropfen Gold at €79.90). Sales are incentivised through multi-tier promotions: free gift with purchase above €120 and above €240, party-guest discounts of up to -30% on jewelry sets, and hostess bonuses (instant €30 / shopping €50) and -50% discount vouchers scaled to party volume thresholds (€550, €850, €1,050). Consultant enrollment is free, with earnings based on commissions and rebooking performance — positioned as a hobby, side job, or career.

The company is privately held and founder-owned: Andrea Toplitsch serves as Managing Director (Geschäftsführerin) and Ing. Arnold Toplitsch serves as CEO, with both listed as shareholders (Gesellschafter). It operates primarily in the DACH region (Austria, Germany, Switzerland), is a member of the Bundesverband Direktvertrieb Deutschland (BDD) and Handelsverband Österreich, and holds the "Familienfreundlicher Arbeitgeber" (Family-Friendly Employer) certification. Headcount is reported in the 11–50 range; no external funding, acquisitions, or revenue figures are disclosed.

Name

decorator

Legal name

dekoster GmbH

Website

https://dekoster.at

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

dekoster GmbH is an Austrian direct-sales fashion jewelry company selling bracelets, necklaces, earrings, rings, pendants and watches through independent jewelry consultant-hosted parties (Schmuckpartys) and an e-commerce website, primarily serving women consumers in the DACH region.

Ownership category

akta.pro rank

Product category

Fashion Jewelry Retail

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)

akta.pro secondary industry

Fashion Jewelry Sets & Giftable Collections (CRAKABAL)

Keywords

• Fashion jewelry retail
• Direct sales jewelry
• Party plan sales
• Fashion accessories
• Jewelry ecommerce

Headquarters

HQ city

Eberndorf

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Jewelry Product Sales: Dekoster sells fashion jewelry including bracelets, necklaces, earrings, rings, pendants, and watches directly to consumers via its e-commerce website (www.dekoster.at) and through jewelry party events hosted by consultants. Products range from approximately €16.90 to €79.90+ per item, with promotions offering free gifts with purchases over €120 or €240.
2. Consultant Enrollment & Party Commissions: Individuals join the company as Schmuckberater/consultants (jewelry advisors) to sell products and host jewelry parties. Consultants earn commissions and bonuses based on party sales volume and rebooking performance. The company recruits consultants with a flexible work model (hobby, side job, or career).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

dekoster GmbH retails fashion jewelry — bracelets, necklaces, pendants, earrings, rings, and watches — directly to consumers via its own e-commerce website (www.dekoster.at) and through a network of independent Schmuckberaterinnen (jewelry consultants) who host in-person, online, and Party2Go Schmuckpartys. The product line is anchored by the True Colors collection featuring colorful crystals, natural stones, and mother-of-pearl.

Product overview

dekoster is a direct-sales jewelry company offering a unified product portfolio centered on fashion jewelry sold through two channels: e-commerce and jewelry party experiences. The core products include various jewelry categories (bracelets, necklaces, pendants, rings, earrings, watches) organized under themed collections such as the True Colors collection. The company operates through a Schmuckberaterin (jewelry consultant) network and offers Schmuckpartys (jewelry parties) as a social shopping experience. Product offerings span multiple price points, with items like Armband Coco bracelets (29.90 EUR) and Collier Tropfen Gold necklaces (79.90 EUR). The company was founded in 1998 and is headquartered in Eberndorf, Carinthia, Austria.

Differentiator

Problem solved

Functional benefit

Brands

• True Colors: True Colors collection featuring colorful crystals, natural stones, and mother of pearl jewelry inspired by nature's diversity

Products and services

• True Colors Collection

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor.

• Bundesverband Direktvertrieb Deutschland (BDD)minorOthersDekoster is a member of the German Direct Selling Association (Bundesverband Direktvertrieb Deutschland, BDD). The association represents direct selling companies in Germany and promotes industry standards. As a member, dekoster benefits from industry advocacy, networking, and credibility within the direct sales sector. The BDD also publishes sustainability content featuring dekoster.
• Handelsverband ÖsterreichminorOthersDekoster is a member of the Austrian Trade Association (Handelsverband), which represents retailers and traders in Austria. Membership signals adherence to industry trade standards and provides access to industry resources and networking within the Austrian retail sector.
• Familienfreundlicher Arbeitgeber (Family-Friendly Employer Certification)minorOthersDekoster holds the 'Family-Friendly Employer' certification (Familienfreundlicher Arbeitgeber), awarded by the Austrian initiative Familie und Beruf (Family and Career). This certification recognizes employers who implement family-friendly working conditions. It has been noted in press coverage as a company distinction.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Pandora: Global jewelry retailer with a deep branded assortment at accessible price points; competes with dekoster for the same gifting and self-purchase occasions, though distributed through owned retail and wholesale rather than party sales.
• Swarovski: Austrian-headquartered crystal and fashion jewelry maison with overlapping product categories (crystals, fashion jewelry) and a much larger global retail footprint, competing for the same fashion-jewelry consumer.
• Tupperware: Iconic party-plan direct-sales brand with a comparable hostess/consultant structure, providing a benchmark for both the upside and the structural risks of the party-selling channel.
• Avon: Global direct-sales company with a meaningful jewelry and fashion accessories line sold through representatives, sharing the consultant-driven channel architecture dekoster relies on.
• Vorwerk: German direct-selling company using a similar in-home consultant/party model across household categories, illustrating a comparable DACH-rooted direct-sales infrastructure at much greater scale.

Direct peers

• Magnabilities: Direct-sales fashion jewelry brand built around interchangeable magnetic pieces sold through consultant-hosted parties, a model and product approach closely parallel to dekoster's.
• Stella & Dot: US-based direct-sales fashion jewelry brand operating a hostess/consultant party model very similar to dekoster's Schmuckparty motion, with comparable price points and a focus on social selling.
• Origami Owl: Direct-sales jewelry company using independent consultants to host in-home and online selling events, with themed lockets and personalized jewelry overlapping dekoster's gifting and themed-collection positioning.

Regional players

• Accessorize: European fashion accessories and jewelry retailer with overlapping fashion-jewelry price ladder and trend-driven assortment, though sold through physical and online stores rather than party sales.
• Bijou Brigitte: German fashion jewelry retail chain with broad assortments of affordable costume jewelry across DACH, a direct channel and price-point competitor to dekoster's e-commerce arm.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/dekostergmbh
• Facebookfacebook.com/dekoster.schmuck

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 →

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