What Borsheims does

Borsheims is a privately held luxury jewelry and watch retailer headquartered at a single flagship showroom at 120 Regency Parkway in Omaha, Nebraska, operating as a subsidiary of Berkshire Hathaway. Founded in 1870, the company has run for 155 years and serves primarily affluent jewelry buyers purchasing engagement rings, wedding bands, anniversary gifts, and milestone-occasion pieces, with secondary reach into value-conscious shoppers via a $200–$500 entry-level tier and corporate buyers for gifting programs. The assortment spans fine jewelry (natural and lab-grown diamonds, colored gemstones, gold, platinum, and sterling silver) across 50,000+ pieces, an exclusive set of sub-brands (Gold Essentials, Borsheims Signature Collection, Celestial Jewelry, Personalized Jewelry, Luxe Shop), and authorized-retailer partnerships with 20+ luxury watch brands including Cartier, Omega, Breitling, TAG Heuer, IWC Schaffhausen, and Jaeger-LeCoultre.

Name

Borsheims

Legal name

Borsheims

Website

https://borsheims.com

Company type

Private

Founded year

1870

Operating status

Operating

Headcount range

11–50 employees

Short description

Borsheims is a 155-year-old, Berkshire Hathaway-owned luxury jewelry and watch retailer operating a single flagship store in Omaha, Nebraska, alongside an e-commerce site serving affluent and value-conscious consumers with fine jewelry, engagement rings, and 20+ luxury watch brands.

Ownership category

akta.pro rank

Product category

Luxury Jewelry Retail

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

akta.pro secondary industries

Bridal Jewelry Retail (Bridal Boutiques/Chains/Online) (CRAKACAH), Custom Bridal & Engagement Design (CRAKAHAB), Bridal Jewelry Services (Sizing, Engraving, Cleaning, Appraisals, Warranties/Insurance Add-ons) (CRAKACAJ)

Keywords

• Luxury jewelry retail
• Engagement rings
• Luxury watches
• Fine gemstones
• Jewelry repair services

Headquarters

HQ city

Omaha

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Jewelry Retail Sales: Primary revenue stream from retail sales of fine jewelry including diamonds, gemstones, gold, platinum, and sterling silver pieces. Revenue is generated through one-time purchases at the physical store and e-commerce channel.
2. Luxury Watch Sales: Sales of luxury watches from authorized retailers including Cartier, Omega, Breitling, TAG Heuer, IWC Schaffhausen, and other premium brands.
3. Home and Gift Products: Sales of luxury home accessories, gift items, and home decor including brands like Swarovski, Simon Pearce, MacKenzie-Childs, and others.
4. Jewelry and Watch Services: Revenue from jewelry repair, watch repair, engraving, appraisals, and custom jewelry design services offered in-house.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Borsheims is a luxury jewelry and watch retailer operating a flagship store in Omaha, Nebraska and a full e-commerce website, selling fine jewelry (diamonds, gemstones, gold, platinum, sterling silver), luxury watches from over 20 brands, and curated home/gift accessories. The company offers custom engagement ring design via an online ring builder, comprehensive jewelry and watch repair and appraisal services, and complimentary concierge-style services including cleaning, sizing, and engraving.

Product overview

Borsheims is a luxury jewelry retailer offering a comprehensive portfolio of fine jewelry products and services. The core offerings include diamond jewelry (both natural and lab-grown), gemstone jewelry (featuring sapphire, ruby, emerald, pearl, and other colored stones), and precious metal jewelry in gold, platinum, and sterling silver. The company operates curated sub-brands including the Gold Essentials Collection, Borsheims Signature Collection, Celestial Jewelry, Personalized Jewelry, and the Luxe Shop for rare and exceptional pieces. Beyond jewelry, Borsheims provides engagement and wedding services including custom ring design through their online ring builder, preset engagement rings, and wedding bands for men and women. The business also offers luxury watches from over 20 prestigious brands with full repair services, home and accessories gifts from premium brands, and complementary services such as jewelry repair, cleaning, appraisals, and a diamond upgrade policy. As a Berkshire Hathaway subsidiary operating for 155 years, the company positions itself as a premier destination for engagement and luxury gifting with a robust inventory exceeding 50,000 pieces.

Differentiator

Problem solved

Functional benefit

Brands

• Gold Essentials: A collection of rich yellow and bright white gold jewelry designed for everyday wear.
• Borsheims Signature Collection
• Celestial Jewelry
• Personalized Jewelry
• Luxe Shop

Products and services

• Fine Jewelry Luxury jewelry including diamond, gemstone, gold, platinum, and sterling silver pieces across necklaces, earrings, rings, bracelets, and charms for individual consumers.
• Diamond Jewelry Diamond jewelry featuring natural and lab-grown diamonds, including studs, tennis bracelets, and similar pieces, targeted at luxury consumers and gift buyers.
• Lab-Grown Diamond Jewelry Lab-grown diamond engagement rings and jewelry with the same optical and chemical properties as mined diamonds, available in modern and classic styles in yellow, rose, and white gold.
• Gemstone Jewelry Colored gemstone jewelry spanning birthstone jewelry and rare gemstones, including sapphire, ruby, emerald, pearl, opal, citrine, topaz, tourmaline, tanzanite, alexandrite, garnet, amethyst, aquamarine, and peridot.
• Gold Jewelry Gold jewelry in 14K, 18K, and 24K gold in white, yellow, and rose gold options.
• Platinum Jewelry Rarer and more durable platinum jewelry that ages beautifully and requires less maintenance than other precious metals.
• Sterling Silver Jewelry Sterling silver jewelry serving as everyday jewelry box staples in earrings, necklaces, rings, and bracelets.
• Engagement Rings Engagement rings available as preset rings or custom-designed with options including solitaire, halo, and side stone settings, in both natural and lab-grown diamonds, targeted at engaged couples.
• Design Your Own Ring Custom engagement ring builder allowing customers to create rings by choosing a setting and diamond, with options to start with a setting or start with a diamond, featuring solitaire, halo, and side stone settings.
• Wedding Bands Wedding bands and anniversary rings for women and men in gold, platinum, tungsten, and with diamond and gemstone options.
• Diamond Eternity Rings Diamond eternity bands symbolizing everlasting love, featuring diamonds set around the entire band.
• Luxury Watches Luxury watches from over 20 brand makers including Breitling, Cartier, Omega, TAG Heuer, IWC Schaffhausen, Jaeger-LeCoultre, Longines, Hamilton, Movado, Bell & Ross, and others, with on-site watchmaker expertise.
• Watch Repair & Services Full range of watch services including inspection, battery replacement, pressure testing, sizing, cleaning, polishing, appraisal, restoration, and complete overhauls performed by experienced technicians and brand service center partners.
• Jewelry Repair & Services Full-service jewelry repair, lifetime cleaning and inspection, jewelry appraisals, engagement ring services, jewelry engraving and personalization, and custom jewelry creation.
• Home & Accessories (Gifts) Luxury home décor and gift items including dining and entertaining, décor, kitchen, and accessories from brands like Simon Pearce, MacKenzie-Childs, Jellycat, Swarovski, Baccarat, and Michael Aram.
• Diamond Upgrade Policy Program allowing customers to upgrade their diamond to a larger stone through Borsheims.
• We Buy Gold Service through which Borsheims purchases gold from customers.
• Borsheims Signature Collection Exclusive collection designed and curated by Borsheims experts combining quality, style, and value, featuring natural or lab-grown diamonds with the Borsheims logomark engraved into the gold.
• Gold Essentials Collection A curated collection of rich yellow and bright white gold jewelry crafted to be worn daily and designed as everyday essentials.
• Celestial Jewelry Sun, star, and moon themed necklaces, earrings, and more in a celestial-inspired design aesthetic.
• Personalized Jewelry Personalized jewelry featuring initial necklaces, lockets, birthstones, and engravings for customization.
• Luxe Shop Luxury jewelry collection featuring rare and precious gems, one-of-a-kind creations, colored diamonds, and exceptional craftsmanship for life's most memorable occasions.
• Jewelry Sale Discounted jewelry offering of up to 70% off on earrings, necklaces, rings, and bracelets.

Quantifiable outcome

• Over 8,500 five-star customer reviews

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Kimberley ProcesscoreStrategic or Co-development PartnerBorsheims supports the Kimberley Process and only buys diamonds from legitimate, reputable manufacturers that adhere to the Voluntary System of Warranties, ensuring all diamonds are conflict-free.
• Watch Brand Partners (Cartier, Omega, Breitling, TAG Heuer, IWC Schaffhausen, Jaeger-LeCoultre, Bell & Ross, and 14+ others)coreChannel Partner/ Reseller/ DistributorBorsheims serves as an authorized retailer for over 20 luxury watch brands including Cartier, Omega, Breitling, TAG Heuer, IWC Schaffhausen, Jaeger-LeCoultre, Longines, Hamilton, and others. The company offers watch repair services through brand service center partners.
• Jewelry Designer Partners (Roberto Coin, Mikimoto, Marco Bicego, LAGOS, Monica Rich Kosann, and others)coreChannel Partner/ Reseller/ DistributorBorsheims carries jewelry from over 15 designer brands including Roberto Coin, Mikimoto, Marco Bicego, LAGOS, Monica Rich Kosann, Harwell Godfrey, Zoë Chicco, Demeglio, Frederic Sage, and others.
• Gift and Home Brand Partners (Swarovski, Simon Pearce, MacKenzie-Childs, Jellycat, Michael Aram, and others)minorChannel Partner/ Reseller/ DistributorBorsheims offers products from numerous gift and home brands including Swarovski, Simon Pearce, MacKenzie-Childs, Jellycat, Michael Aram, Christopher Radko, Juliska, Nora Fleming, Waterford, Baccarat, Georg Jensen, and many others.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cartier (Richemont boutiques): Global luxury maison and watch/jewelry brand with branded boutiques and authorized retailers including Borsheims. Comparable as a high-end jewelry and watch destination, though Cartier competes with its own retail partners on select SKUs.
• Zales: Large national jewelry chain (part of Signet Jewelers) covering bridal, fashion, and fine jewelry. Operates in the same category as Borsheims but serves a more mass-market price point.
• Kay Jewelers: Largest U.S. specialty jewelry retailer (Signet Jewelers) with broad assortment across bridal, watches, and fashion jewelry. Competes for the same engagement and gifting occasions as Borsheims at higher volume and lower price points.

Direct peers

• Brilliant Earth: Digital-native jeweler specializing in ethically sourced and lab-grown diamonds with custom engagement ring design. Overlaps with Borsheims on bridal focus, lab-grown assortment, and online ring builder.
• Tiffany & Co. Iconic luxury jeweler now owned by LVMH, offering engagement rings, fine jewelry, and watches through flagship stores and e-commerce. Directly comparable to Borsheims in bridal and high-end jewelry assortment, though at significantly larger global scale.
• Blue Nile: Online-first diamond and fine jewelry retailer (owned by Signet Jewelers) competing head-on in engagement rings and bridal. Comparable to Borsheims' e-commerce and custom ring builder, with overlapping bridal customer base.
• Helzberg Diamonds: Multi-store U.S. jewelry chain offering engagement rings, fine jewelry, and watches across mid-market price points. Comparable to Borsheims in bridal assortment and customer experience, with broader physical footprint.
• Robbins Brothers: California-based bridal jewelry retailer focused on engagement rings and wedding bands with multiple showrooms. Highly comparable to Borsheims' bridal and engagement emphasis, including custom design services.

Emerging players

• Ritani: Online-first engagement ring and bridal jewelry brand with custom design tools and a curated retailer network. Overlaps with Borsheims on online ring building and bridal focus, but with a younger, digital-native customer base.
• Clean Origin: Lab-grown diamond jewelry retailer offering engagement rings and fine jewelry exclusively in the lab-grown segment. Comparable to Borsheims' lab-grown diamond assortment but with a single-channel digital model.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/Borsheims
• YouTubeyoutube.com/BorsheimsJewelry
• Facebookfacebook.com/BorsheimsLuxuryJewelry
• Instagraminstagram.com/borsheims
• Pinterestpinterest.com/borsheims

Revenue estimate

Valuation estimate

Number of profiles

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 Borsheims