SoulKu

What SoulKu does

SoulKu is a handcrafted gemstone jewelry brand headquartered in Asheville, North Carolina, founded in 2014 and co-owned by Allison and Elisa. The company designs and produces intentional gemstone jewelry — necklaces, earrings, bracelets, children's jewelry, pet charms, and home décor (gemstone mandalas) — where each piece is associated with metaphysical properties such as chakras, zodiac signs, angel numbers, or specific life occasions. All products are handmade, signed, and packaged by a community of work-from-home mothers in Asheville, NC, which functions as both a production model and a brand narrative around slow fashion and family-supporting labor. There is no proprietary technology stack beyond standard e-commerce tooling; the storefront is built on Shopify, and the mobile experience is delivered via a Tapcart-based app.

The company operates a pure direct-to-consumer model with no subscription or recurring revenue layer. Sales are one-time unit-priced retail transactions through soulku.com and the mobile app, with prices ranging from $8.75 (mini gemstone hearts) to $144 (one-of-a-kind mandalas), gift cards from $30–$200, and free U.S. shipping over $75. A wholesale inquiry page indicates nascent B2B intent, but no active third-party retail or marketplace presence is identified. Customer acquisition is driven by Instagram, Facebook, SEO-rich catalog taxonomies (gemstone, meaning, occasion, zodiac, chakra, angel number), the SoulKu Lifestyle Blog, the Stones in Service resource guide, monthly SoulKu Horoscopes, and an Interact-powered Stone Quiz.

SoulKu targets two primary customer personas: gift buyers seeking meaningful occasion-based jewelry (birthdays, weddings, grief/comfort, graduations), and spirituality/wellness enthusiasts using jewelry for intention-setting and personal practice. Secondary segments include parents buying children's jewelry, pet owners, and male consumers (men's bracelets). The company has no outside funding, is bootstrapped, has 11–50 employees, and has earned Inc. 5000 recognition. There is no disclosed AI/ML capability, no API, and no proprietary data asset; personalization and content production are content-led rather than algorithm-led.

Name

SoulKu

Legal name

SoulKu

Website

https://soulku.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

SoulKu is a bootstrapped Asheville, NC-based DTC brand that designs, makes, and sells handcrafted gemstone jewelry (necklaces, earrings, bracelets, kids' and pet pieces, home mandalas) tied to spiritual meanings and life occasions, produced by a community of work-from-home mothers and sold online via Shopify and a mobile app.

Ownership category

akta.pro rank

Product category

Handcrafted Gemstone Jewelry

NAICS

Jewelry Retailers (45831), Jewelry and Silverware Manufacturing (33991)

SIC

Retail-Jewelry Stores (5944), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI)

akta.pro secondary industries

Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Spiritual, Metaphysical & Inspirational Gifts Retail (CRALAJAJ)

Keywords

• Handmade gemstone jewelry
• Crystal jewelry
• Metaphysical jewelry
• Fashion jewelry
• Gemstone accessories

Headquarters

HQ city

Asheville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time retail sales of handmade gemstone jewelry and accessories through e-commerce storefront. Products include necklaces, earrings, bracelets, rings, kids jewelry, pet charms, home decor (mandalas), and gift cards. No subscription or recurring revenue model identified.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

SoulKu designs, handcrafts, and sells meaningful gemstone jewelry and accessories—including necklaces, earrings, bracelets, children's jewelry, pet charms, and gemstone mandalas—through its own Shopify e-commerce storefront and mobile app. Every piece is handmade, signed, and packaged by a community of work-from-home makers in Asheville, North Carolina, with each item tied to an affirmation, gemstone meaning, or spiritual intention. The catalog is organized by collection, occasion, zodiac, chakra, and angel number to support intentional gift-giving and personal wear.

Product overview

SoulKu is a handcrafted gemstone and crystal jewelry brand based in Asheville, North Carolina, offering necklaces, earrings, bracelets, kids' jewelry, pet charms, and home décor through its e-commerce platform built on Shopify. Every piece is handmade, signed, and packaged by a community of work-from-home moms. The core product portfolio centers on gemstone jewelry organized into collections (Necklaces, Earrings, Bracelets) with sub-collections (Luxe, Gold Bar, Beam, Soul-Full of Light, Hummingbird, Fairytale, Adventure), complemented by Kids Little Wishes necklaces, Lucky Pet Charms, and Gemstone Mandalas for home. Additional offerings include Soul Bowl Gift Sets, Mini Gemstone Hearts, Gift Cards, Necklace Extenders, Selenite charging products, and a branded tote bag. The brand also provides digital experiences through its Mobile App (offering 25% first-order discount), Stone Quiz (interactive gemstone recommendation tool), and monthly SoulKu Horoscopes content.

Differentiator

Problem solved

Functional benefit

Products and services

• Necklaces SoulKu's primary product category, featuring handcrafted gemstone necklaces across sub-collections including Luxe, Gold Bar, Beam, Empowering, Soul-Full of Light, Moon & Back, Celestial, Goddess, Intention, Journey, Limited Edition, Sunstone Drop, and Mystic Peach Moonstone styles. Each necklace is made with intentional gemstones and affirmations, typically priced $27–$98, for individual consumers and gift buyers.
• Earrings Gold hoop earrings and gemstone stud earrings featuring stones such as Moonstone, Pearl, Apatite, Ethiopian Opal, and Czech glass, including a 14K Gold Hoops collection and waterproof styles. Typically priced $26–$36, sold to individual consumers.
• Bracelets Handcrafted gemstone bracelets across sub-collections including Hummingbird adjustable, Fairytale adjustable, Adventure with Hematite, Stretch gemstone, Adjustable, and Men's styles featuring stones such as Black Onyx, Tiger Eye, Sodalite, and Rhyolite. Typically priced $20–$40, sold to individual consumers; the Rhyolite Men's Bracelet for Fatherhood is a documented best seller.
• Little Wishes Kids Collection Handcrafted gemstone necklaces designed for children, featuring kid-friendly stones such as Rose Quartz, Amazonite, Carnelian, and Blue Goldstone with meaningful intentions. Typically priced $16–$30, sold to parents, grandparents, and family members looking for age-appropriate, meaningful jewelry for children.
• Lucky Pet Charms Handcrafted gemstone pet charms for dogs and cats featuring stones such as Black Onyx, Rose Quartz, and Carnelian, framed as carrying positive energy for pets. Sold to individual pet owners as meaningful keepsakes and pet-themed gifts.
• Gemstone Mandalas Handmade gemstone mandalas for home décor, including one-of-a-kind pieces and collection pieces in color themes such as Blossom, Stone, and Sky. Priced $111–$144, sold to individual consumers as decorative art and meaningful home accents.
• Soul Bowl Gift Sets Curated gift sets combining gemstone stud earrings with decorative bowls, including combinations such as Moss Agate with Gold Trio Studs and Amethyst with Lightning Bolt Studs. Sold to individual consumers as ready-made meaningful gifts.
• Mini Gemstone Hearts Small carved gemstone hearts for personal carrying, featuring natural stones such as Leopard Skin Jasper, Howlite, Hematite, and Green Aventurine with described healing properties. Priced from $8.75, sold to individual consumers as pocket-sized intention tools and small gifts.
• Gift Cards Digital gift cards available in denominations of $30, $50, $75, $100, $150, and $200 USD, delivered via email with redemption instructions. Sold to individual consumers as a gifting option for the SoulKu catalog.
• Necklace Extenders Necklace length extenders in Sterling Silver 3-inch, Stainless Steel 3-inch, and Silver Magnetic options, sold as accessories to adjust the fit of SoulKu necklaces.

Segments5 records

Ideal customer profiles6 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.

• ShopifycoreTechnology or IntegrationE-commerce platform hosting their online store. Provides the technical infrastructure for product sales, checkout, and order management. Listed as 'Ecommerce Software by Shopify'.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Energy Muse: Energy Muse is a DTC crystal and gemstone jewelry brand selling necklaces, bracelets, and home decor tied to healing properties, chakras, and intentions - directly mirroring SoulKu's product positioning and spiritual/metaphysical value proposition.
• Tiny Rituals: Tiny Rituals sells personalized gemstone jewelry (necklaces, bracelets) tied to birthstones, zodiac, and intentions through DTC e-commerce - a near-exact product and audience match to SoulKu's core offering.
• Satya Jewelry: Satya Jewelry produces spiritual and meaningful gemstone jewelry (including sacred symbols, malas, and intention pieces) sold DTC; comparable to SoulKu in meaning-driven positioning and gemstone-forward aesthetic.
• Moon Magic: Moon Magic is a global DTC gemstone jewelry brand offering birthstone, zodiac, and intention-based pieces via Shopify storefront; it competes for the same spiritually-minded gift buyer SoulKu targets, with overlapping collection structures.
• Manifestation Co. Manifestation Co. sells crystal jewelry and affirmation-based accessories organized by intention and healing properties, directly paralleling SoulKu's product taxonomy and customer segments.
• Maya J Collection: Maya J is a handmade gemstone jewelry brand offering birthstone and personalized pieces via DTC, with emphasis on craftsmanship - directly comparable to SoulKu's handmade, sign-by-maker model.

Others

• Etsy (marketplace context): Etsy is not a direct competitor but the dominant marketplace for handmade gemstone jewelry; SoulKu's absence from Etsy (no marketplace presence disclosed) represents a discoverability gap versus this peer where many comparable artisan crystal brands list.

Regional players

• Energy Stone Jewelry: Healing Crystals (formerly Energy Stone Jewelry) is a long-established metaphysical retailer offering gemstone jewelry alongside loose crystals; comparable as a spiritual jewelry and crystal competitor but with a heavier wholesale/in-person footprint.

Broad incumbents

• Pura Vida Bracelets: Pura Vida is a much larger DTC handmade bracelet brand built around artisan production and social impact; while broader (charity-driven rather than metaphysical), its operational model, Shopify DTC stack, and gifting-occasion marketing are highly comparable.

Emerging players

• Yoga Rebel: Yoga Rebel offers mindful, intention-driven jewelry and accessories for the wellness/yoga community; comparable to SoulKu's spirituality/wellness segment but broader in category mix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/soulku
• Instagraminstagram.com/soulku
• LinkedInlinkedin.com/company/soulku

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 →

Frequently asked questions about SoulKu