Edblad

What Edblad does

Edblad is a privately held Swedish jewellery company founded in 2006 by Cathrine and Hans Edblad, headquartered in Stockholm with a logistics centre in Norrtälje. The company designs and sells stainless steel, 14K gold PVD-plated, and rhodium-plated sterling silver jewellery — including necklaces, bracelets, earrings, rings, anklets, chains, and charms — across women's, men's, and children's lines, with sub-collections such as Charm Bar personalisation, Dainty Silver, Edblad Icons, Peak Series, and the 2026 Monarch anniversary line. Its technical differentiation rests on 316L surgical-grade stainless steel, PVD-applied 14K gold coatings (2-3 microns), and EU REACH compliance, marketed around durability, water resistance, and hypoallergenic properties.

Edblad operates a multi-channel go-to-market: direct-to-consumer e-commerce with regional storefronts for Sweden, EU, UK, and Global markets; three owned brand stores in Stockholm, Gothenburg, and Uppsala; and wholesale distribution through over 500 retailers worldwide, including premium department stores such as John Lewis (London), Nordiska Kompaniet (Stockholm), Steen & Strøm (Oslo), and Kastner & Öhler (Graz). Revenue is generated from one-time product sales across consumer price tiers (free shipping thresholds of approximately 499 SEK, €60, £60, or $80 depending on region), supplemented by digital gift cards and ancillary items such as FSC-certified jewellery storage. The company is led by CEO Eva Boding with head designer Karin Fritz running the Stockholm design studio.

The target customer base is segmented horizontally — women (primary), men, children, and gift buyers — with the accessible-luxury proposition positioned around everyday wearability and Scandinavian design. Beyond commercial operations, Edblad runs a charitable programme (Helping Hand) that has raised over 3 million SEK for organisations including Plan International, Kvinna till Kvinna, Rainbow Foundation, the Swedish Cancer Society, and Maskrosbarn. The company reports 1-10 employees and does not disclose revenue or external funding, limiting financial visibility despite two decades of continuous operation.

Name

Edblad

Legal name

Edblad & Co AB

Website

https://edblad.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Edblad is a Swedish design company founded in 2006 that designs and sells stainless steel, gold-plated, and sterling silver jewellery through DTC e-commerce, three owned retail stores in Sweden, and over 500 wholesale retailers worldwide, targeting women, men, children, and gift buyers.

Ownership category

akta.pro rank

Product category

Fashion Jewelry

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

Jewelry, Silverware & Plated Ware (3910), Costume Jewelry & Novelties (3960), Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)

akta.pro secondary industries

Charm & Personalized Fashion Jewelry (Nameplates/Initials/Photo) (CRAKABAE), Fashion Jewelry Sets & Giftable Collections (CRAKABAL), Children’s & Men’s Jewelry Manufacturing (CRAKAIAN)

Keywords

• Stainless steel jewelry
• Scandinavian design jewelry
• Water-resistant jewellery
• PVD gold plated jewelry
• Sterling silver jewellery

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (DTC E-commerce): Edblad sells jewellery directly to consumers through its owned e-commerce platform available in multiple regional variants (Global/English, UK, EU, Sweden). Products include rings, necklaces, bracelets, earrings, anklets, charms, and accessories with various price points.
2. Owned Retail Stores: Edblad operates its own brand stores in select Swedish cities (Stockholm, Gothenburg, Uppsala), offering in-store shopping experiences including ear piercing and personalized engraving services.
3. Wholesale Distribution: Edblad distributes through over 500 carefully selected retailers worldwide, including department stores like John Lewis (London), Nordiska Kompaniet (Stockholm), Steen & Strøm (Oslo), and Kastner & Öhler (Graz). Also available at retailers in Switzerland and Austria.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Edblad designs, manufactures, and sells Scandinavian-inspired jewelry primarily made from 316L surgical-grade stainless steel with 14K gold PVD plating, complemented by 925 sterling silver with rhodium plating, freshwater pearls, cubic zirconia, and natural stones. The assortment covers necklaces, earrings, bracelets, rings, anklets, charms, chains, cufflinks, and men's and children's lines, plus jewelry storage and gift boxes, sold through owned retail stores, DTC e-commerce, and 500+ wholesale retailers worldwide.

Product overview

Edblad is a Swedish jewellery brand founded in 2006, specialising in stainless steel jewellery with 14K gold PVD plating and sterling silver pieces. The core product is stainless steel and precious metal jewellery available across multiple categories: necklaces, earrings, bracelets, rings, anklets, chains, and charms. The portfolio includes branded sub-collections such as Charm Bar (personalised jewellery customisation), Dainty Silver (sterling silver), Edblad Icons (timeless classics), Peak Series (iconic bold designs), and the Monarch Collection (20th anniversary tribute). The company also offers dedicated lines for children's jewellery and men's jewellery, along with water-resistant collections and themed categories (minimalistic, statement, pearl, stone, flower, letter). Ancillary products include jewellery storage boxes and gift boxes. All products are designed in Stockholm and sold through owned stores, over 500 retailers worldwide, and the e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• Dainty Silver: Edblad's sterling silver collection featuring genuine 925 sterling silver jewellery including necklaces, bracelets, earrings, rings, and charms, some with the option to engrave for a personal touch.
• Monarch Collection
• Peak Series
• Edblad Icons / Loved Through Time
• Helping Hand
• New Heroes

Products and services

• Jewellery (Core Range)

Quantifiable outcome

• Over 3 million SEK raised for charitable organisations through Helping Hand initiative
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Plan InternationalminorOthers · 1 September 2025Edblad is collaborating with Plan International from September 2025 to September 2026, donating 50 SEK per piece of jewellery sold to support their work for girls' rights and access to education worldwide.
• Kvinna till KvinnaminorOthers · 1 February 2024Edblad supported the women's rights organisation Kvinna till Kvinna (Woman to Woman) for the fourth consecutive year. Raised 127,200 SEK between February 2024 and January 2025 to strengthen women's influence and power.
• Swedish Cancer Society (Cancerfonden)minorOthers · 1 January 2022Edblad was a corporate sponsor for the third consecutive year in 2022. Produced special ring and earrings sold in October, raising SEK 30,000 for breast cancer research and awareness.
• Maskrosbarn (Dandelion Children)minorOthers · 1 January 2022Edblad supported the children's rights organisation Maskrosbarn in 2022, which works to help children who have parents with addiction, mental illness, or exposure to violence. Raised almost SEK 150,000 through specially designed jewellery.
• John LewiscoreChannel Partner/ Reseller/ DistributorJohn Lewis is a premium department store in London, UK, where Edblad jewellery is available for purchase. This partnership provides Edblad access to UK consumers through a trusted retail destination known for quality goods.
• Nordiska KompanietcoreChannel Partner/ Reseller/ DistributorNordiska Kompaniet is a prestigious department store in Stockholm, Sweden, featuring Edblad jewellery. As a Swedish retailer, this partnership aligns with Edblad's domestic market presence.
• Steen & StrømcoreChannel Partner/ Reseller/ DistributorSteen & Strøm is a major department store in Oslo, Norway, where Edblad jewellery is available. This partnership extends Edblad's Scandinavian presence to the Norwegian market.
• Kastner & ÖhlercoreChannel Partner/ Reseller/ DistributorKastner & Öhler is a department store in Graz, Austria, offering Edblad jewellery. This partnership represents Edblad's expansion into the Austrian market where Scandinavian design is featured.
• Klarna Creator PlatformminorGTM or Marketing PartnerEdblad uses Klarna Creator Platform for its affiliate marketing programme. Influencers and publicists can apply for free membership to earn commission on sales they generate when linking to Edblad.
• Rainbow FoundationminorOthersEdblad donates 10% of Rainbow series sales to the Rainbow Foundation which works to ensure rainbow people have complete human freedoms and democratic rights worldwide. Last year donated SEK 30,000.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Pilgrim: Pilgrim is a Danish affordable jewelry brand with very similar positioning: Scandinavian design heritage, gift-driven collections, and broad European wholesale and DTC distribution directly comparable to Edblad.
• Skagen (Fossil Group): Skagen is a Danish-design affordable jewelry and watch brand with minimalist Scandinavian aesthetics, sold through department stores and DTC channels that overlap directly with Edblad's retail and wholesale strategy.
• Thomas Sabo: Thomas Sabo is a German jewelry brand specializing in sterling silver and stainless steel fashion jewelry with charm and personalization collections, mirroring Edblad's Charm Bar and Dainty Silver offerings.
• Astrid & Miyu: Astrid & Miyu is a modern affordable jewelry brand targeting women with everyday-wear pieces, DTC e-commerce, owned boutiques, and department store concessions - a structurally similar GTM model to Edblad.
• Sophie by Sophie: Sophie by Sophie is a Swedish jewelry and accessories brand with comparable pricing, gifting collections, and Scandinavian design language, distributed through similar premium department store and DTC channels in the Nordics.
• Pandora: Pandora is the largest accessible-luxury jewelry brand globally and Edblad's most direct competitor. Both target women seeking affordable, Scandinavian-rooted, everyday-wear jewelry with strong design-led brand identities and broad omnichannel distribution.
• Efva Attling Stockholm: Efva Attling is a Swedish designer jewelry brand headquartered in Stockholm, offering sterling silver and gold pieces with similar Scandinavian design DNA, comparable price points, and overlapping Swedish retail customers.
• Maria Black: Maria Black is a Scandinavian fine and fashion jewelry brand based in Copenhagen, selling directly comparable minimalistic jewelry through DTC e-commerce and select department store partnerships across Europe.

Broad incumbents

• Swarovski: Swarovski is a global jewelry and crystal brand with a much broader assortment and stronger international brand recognition, competing with Edblad in department store jewelry aisles and gifting segments across the same European footprint.
• Tous: Tous is a Spanish global affordable-luxury jewelry brand offering a wider portfolio of gold and silver jewelry across multiple price tiers, competing with Edblad in European department stores and gifting occasions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Edbladcom
• Instagraminstagram.com/edbladofficial
• Pinterestpinterest.se/edbladofficial/_created
• TikToktiktok.com/@edbladofficial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Edblad