YOUPLA

What YOUPLA does

YOUPLA, legally SPRL YOUPLA, is a Belgian artisanal jewelry brand and studio founded in 2012 and operated by representatives Evelyne and Françoise LECHAT. The company is headquartered at Rue des Guillemins 69, Liège, Belgium, where it combines a physical boutique-atelier with a by-appointment professional piercing studio. Its core offering is handcrafted jewelry (earrings, piercings, bracelets, necklaces, rings, cuffs) built around natural and semi-precious stones such as amazonite, amethyst, labradorite, lapis lazuli, onyx, opal, moonstone, rose quartz, and freshwater pearls, plus gold-plated brass, stainless steel, and silver components. The catalog spans 487 products organized into 16 themed collections including Bloom, New Moon, L'Éclaireuse, Rêveurs de Lune, Les Météores, Okinawa, Talisman, Mariées, Rivage, and La Cinquième Saison, with adjacent lifestyle lines (papeterie, bougies & senteurs, livres et oracles, pierres roulées, jewelry storage) extending beyond jewelry proper.

The business runs a direct-to-consumer model with two complementary channels: an e-commerce storefront at bijouxyoupla.com and the Liège boutique-atelier. Pricing ranges from roughly €11 entry-level pieces up to €245 premium bridal pieces, with the bulk of SKUs in the €20–€75 band; revenue is generated primarily through one-time jewelry unit sales supplemented by piercing services, curated gift boxes (coffrets), and gift cards (bons cadeaux). A Mix & Match modular earring system offers light customization, and shipping is available domestically in Belgium, to France, and to Luxembourg via Mondial Relay point-relay with free-shipping thresholds of €75 (BE) and €100 (FR). Marketing leans on organic Instagram (@bijouxyoupla) and Facebook, supported by occasional salon and event participation. The company collaborates with Brussels-based artisan Tango & Charly for macramé and Line Pure lines and operates with a small 1–10 person team; no external funding, M&A, or parent company is disclosed.

Name

YOUPLA

Legal name

SPRL YOUPLA

Website

https://bijouxyoupla.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

YOUPLA (SPRL YOUPLA) is a Belgian artisanal jewelry brand and piercing studio based in Liège, selling handcrafted earrings, necklaces, bracelets, rings, and piercings featuring natural stones via its e-commerce site and a single boutique-atelier, serving individual consumers in Belgium, France, and Luxembourg.

Ownership category

akta.pro rank

Product category

Handcrafted Artisan Jewelry

NAICS

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

SIC

Retail-Jewelry Stores (5944), Costume Jewelry & Novelties (3960)

akta.pro primary industry

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

akta.pro secondary industries

Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI), Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG)

Keywords

• Handcrafted artisan jewelry
• Natural stone jewelry
• Ear piercing services
• Bridal jewelry collections
• Made-to-order accessories

Headquarters

HQ city

Liège

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewelry Sales: YOUPLA generates revenue primarily through the sale of handcrafted jewelry including earrings, necklaces, bracelets, rings, piercings, and gift cards. Products are sold at various price points ranging from budget-friendly items (around €11) to premium bridal collections (up to €245).
2. Piercing Studio Services: The company operates a piercing studio offering professional ear piercing services by appointment at their Liège boutique.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

YOUPLA designs, crafts, and sells handcrafted artisan jewelry (earrings, piercings, bracelets, necklaces, rings, cuffs) featuring natural stones and semi-precious gems, produced in its Liège atelier. The company sells directly to consumers via its own e-commerce site and physical boutique-atelier, also offering professional ear-piercing services by appointment, curated gift boxes, gift cards, and a small range of decoration and lifestyle accessories.

Product overview

YOUPLA is a Belgian artisanal jewelry company (SPRL) based in Liège, offering handcrafted jewelry through its e-commerce platform and physical atelier-boutique. The product portfolio centers on its core jewelry line (earrings, bracelets, necklaces, rings, piercings) organized into distinct collections including Bloom, New Moon, L'Éclaireuse, Rêveurs de Lune, Les Météores, Mariées, Rivage, and La Cinquième Saison. The company also operates a piercing studio and offers gift boxes (coffrets) and gift cards. Jewelry is crafted using natural stones (amazonite, amethyst, labradorite, opal, rose quartz, moonstone, etc.) with materials including gold-plated brass, stainless steel, and silver.

Differentiator

Problem solved

Functional benefit

Products and services

• Handcrafted Jewelry (Bijoux) Artisan-made jewelry including earrings, piercings, bracelets, necklaces, rings, and cuffs, handcrafted in the Liège atelier using natural stones and semi-precious gems (amazonite, amethyst, labradorite, onyx, opal, moonstone, rose quartz, smoky quartz, freshwater pearls, etc.). Sold directly to individual consumers via the company website and physical boutique.
• Piercing Studio Service

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered minor.

• Tango & CharlyminorStrategic or Co-development PartnerTango & Charly is a Brussels-based artisan creator who collaborates with YOUPLA to offer macramé bracelets and Line Pure jewelry collections. Products are handcrafted in the creator's Brussels region atelier and sold through YOUPLA's e-boutique.
• Mondial RelayminorChannel Partner/ Reseller/ DistributorMondial Relay provides parcel delivery services for YOUPLA orders in Belgium and neighboring countries, offering a cost-effective delivery option compared to home delivery.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Missoma: London-based demi-fine jewelry brand with strong social-media-led DTC and celebrity/influencer distribution. Comparable to YOUPLA in target demographic (fashion-forward women, gifting) but at materially larger scale and international reach.
• Mejuri: Canadian-founded global DTC jewelry brand with much broader scale, similar fine/fashion jewelry assortment and direct-to-consumer e-commerce flywheel. Represents a scaled incumbent against which YOUPLA must compete for digital share.
• Monica Vinader: British contemporary jewelry brand with omnichannel retail and DTC presence. Comparable use of natural stones and demi-fine positioning, with a significantly broader geographic footprint.

Direct peers

• Gemmyo: French DTC jewelry brand offering customizable fine and semi-fine jewelry with stones. Comparable customization model, bilingual FR/EN site, and DTC-led GTM targeting similar European customers.
• Atelier Paulin: French independent jewelry brand offering personalized engraved and customizable pieces through DTC. Comparable artisan craftsmanship narrative and focus on personalization as a purchase driver.
• Agatha: French costume/fashion jewelry house sold through its own boutiques and DTC channels. Comparable product mix (earrings, necklaces, bracelets) and price tier, with stronger brand scale but overlapping fashion-jewelry customer base.
• Les Georgettes: French artisan jewelry brand specializing in customizable and interchangeable pieces with leather and metal combinations. Highly relevant due to Mix & Match modular positioning and DTC + boutique GTM.
• Gas Bijoux: French independent designer of handcrafted fashion jewelry using natural stones and semi-precious materials. Highly comparable artisanal positioning, DTC + boutique retail model, and similar price points targeting women seeking bohemian/symbolic jewelry.
• Louise Damas: French designer jewelry brand selling handcrafted pieces with symbolic and bohemian styling. Overlaps with YOUPLA on artisanal positioning, themed collections, and natural-stone usage.

Emerging players

• Pandore: French emerging personalized jewelry brand focused on custom engraved pieces and birthstones via DTC. Comparable personalization mechanic and gifting positioning, but operating at a different scale and channel mix.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bijouxyoupla
• Instagraminstagram.com/bijouxyoupla

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 →

Frequently asked questions about YOUPLA