What Juwelo does

Juwelo Deutschland GmbH is a Berlin-based direct-to-consumer gemstone jewelry retailer founded in 2000 and operating as a wholly-owned subsidiary of the publicly listed elumeo SE (Frankfurt Stock Exchange: ELO). The company sells certified gemstone jewelry through a catalog of approximately 15,773 SKUs organized into more than 40 branded collections and sub-brands, spanning proprietary lines (KM by Juwelo, Juwelo Classics, Monosono), designer collaborations (Annette, CIRARI, de Melo, Gems en Vogue, Chefsache, Amayani, Dallas Prince Designs, Gavin Linsell), and regionally themed collections (Bali Barong, Jaipur Show, The Pearl Collection, Saelocana). Products cover rings, earrings, necklaces, bracelets, pendants, and men's jewelry in sterling silver, gold (9K–18K), and platinum (900/950) settings, with price tiers ranging from entry-level pieces under €50 to premium items exceeding €1,000.

The business runs a hybrid distribution model that combines a full e-commerce storefront (juwelo.de) with a live TV shopping channel broadcast via satellite (Astra Digital 1L), cable networks, IPTV (Magenta), and DVB-T across 13 European countries, plus a dedicated Smart TV app and a mobile app. The TV format operates as a live auction where customers bid by phone or through the app, with final prices set by competitive bidding rather than fixed listing prices. The company claims a cost advantage from direct sourcing relationships with mines and gemstone dealers in India, Thailand, and other global markets, bypassing traditional jewelry retail intermediaries. Supporting the catalog is an SEO-driven Edelsteinlexikon covering 500+ gemstone varieties, which functions as both an educational resource and a top-of-funnel acquisition channel.

Juwelo monetizes exclusively through one-time direct jewelry sales with no subscription or recurring component. Its customer base is individual consumers (men and women) and gift buyers across German-speaking markets and broader Europe, served through live TV, online shop, app, social media (Facebook, YouTube, Instagram), and email/newsletter channels. Operations are supported by a workforce of 51–100 employees based at the Berlin headquarters, with no disclosed revenue, no external funding rounds, and no AI/ML capability surfaced in the available data.

Name

Juwelo

Legal name

Juwelo Deutschland GmbH

Website

https://juwelo.de

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Juwelo Deutschland GmbH is a Berlin-based direct-to-consumer gemstone jewelry retailer selling certified jewelry through e-commerce, live TV auctions, and a Smart TV app across 13 European countries, with 40+ branded collections priced from under €50 to over €1,000.

Ownership category

akta.pro rank

Product category

Online Jewelry Retail

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Colored Gemstone Jewelry (CRAKAAAB)

akta.pro secondary industries

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Polished Gemstone Trading & Brokerage (CRAKAJAF)

Keywords

• Gemstone jewelry retail
• Live TV shopping auctions
• Certified gemstone jewelry
• Online jewelry e-commerce
• Colored gemstone jewelry

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct Jewelry Sales: Juwelo generates revenue through direct one-time sales of certified gemstone jewelry to consumers. Products are sold at fixed prices in the online shop and through live TV auction bidding where the final selling price is determined by competitive bidding. The company offers products across all price ranges from budget-friendly items under €50 to luxury pieces exceeding €1,000.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Juwelo produces and sells certified gemstone jewelry through three primary channels: a comprehensive online e-commerce shop with over 15,000 products, a live TV shopping channel broadcasting jewelry auctions across European platforms, and a Smart TV/mobile app. The product portfolio includes rings, earrings, necklaces, bracelets, and pendants set with over 500 different gemstone varieties in silver, gold, and platinum, organized across multiple proprietary and designer collections. Revenue is generated through direct one-time sales at fixed online prices and via live TV auction bidding.

Product overview

Juwelo is an online jewelry retailer specializing in certified gemstone jewelry, operating both an e-commerce platform and a live TV shopping channel. The core offering centers on gemstone jewelry in precious metals (silver, gold, platinum) across over 15,700 products. The product portfolio is organized around the main Online Shop and Juwelo TV (live auction channel), supported by the Juwelo App for mobile access. Jewelry offerings include rings (engagement, eternity, cocktail, solitaire), earrings, necklaces, bracelets, pendants, and men's jewelry, categorized by metal type (gold, silver, platinum) and gemstone. The company maintains over 40 branded collections/sub-brands including proprietary lines like KM by Juwelo and Juwelo Classics, exclusive designer collaborations (Annette, CIRARI, de Melo, Gems en Vogue, Monosono, Chefsache, Amayani), and regional collections (Bali Barong, Jaipur, The Pearl Collection). The Edelsteinlexikon provides educational content on 500+ gemstone varieties. The business model emphasizes direct sourcing from mines and global gemstone markets to offer competitive pricing, with live TV auctions as a distinctive sales channel alongside traditional e-commerce.

Differentiator

Problem solved

Functional benefit

Brands

• Annette with Love: Jewelry collection brand featuring elegant designs with gemstones.
• Cirari
• de Melo
• KM by Juwelo
• SUHANA
• Ornaments by de Melo
• Chefsache
• Gems en Vogue
• Vitale Minerale
• Annette Classic
• MONOSONO COLLECTION

Products and services

• Juwelo Online Shop

Quantifiable outcome

• Over 500 different gemstone varieties available including rare stones like tanzanite (1000x rarer than diamonds), demantoid, color-change diaspor, and Paraiba tourmalines in AAA quality

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

One partnership is on record.

• elumeo SEcoreOthersJuwelo Deutschland GmbH is a wholly-owned subsidiary of elumeo SE, a publicly traded German company specializing in TV shopping and jewelry e-commerce.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• 1-2-3.tv: 1-2-3.tv is a German live TV auction channel selling jewelry, watches and accessories via the same real-time bidding format Juwelo pioneered. Overlaps significantly with Juwelo in target customer (DACH value-conscious jewelry buyers) and live-auction mechanic.
• Rocks & Co: Rocks & Co is a sister company to Juwelo, also a wholly-owned subsidiary of elumeo SE, operating a near-identical live TV auction and e-commerce model for gemstone jewelry across European markets. Most directly comparable peer due to shared parent, technology stack and auction format.
• HSE24: HSE24 is one of Germany's leading TV shopping channels, broadcasting live auctions and product showcases via satellite, cable and online streaming. Directly comparable to Juwelo in multi-channel live shopping and European reach, though with a broader lifestyle category mix beyond jewelry.
• Shop LC (Jewelry Television): Shop LC is a US-based live TV and online gemstone jewelry retailer running real-time auctions for colored gemstones, paralleling Juwelo's exact format. Direct functional peer for gemstone-led TV shopping model, differing primarily in geographic market.
• The Jewellery Channel (TJC): TJC is a UK-based live TV shopping channel specializing in gemstone and fine jewelry via real-time auctions. Closely comparable to Juwelo in business model (live TV auctions) and gemstone-focused assortment, with a primarily UK audience.

Emerging players

• Brilliant Earth: Brilliant Earth is a US-based online jewelry retailer specializing in ethically sourced diamonds and colored gemstones. Comparable to Juwelo in colored gemstone focus and online direct-to-consumer model, though with a US-centric footprint and different price tier.
• Mejuri: Mejuri is a digitally native fine jewelry brand selling gold and gemstone pieces direct-to-consumer with strong content/marketing engine. Comparable to Juwelo's e-commerce and branded-collection model, though without the live TV auction channel.

Broad incumbents

• Blue Nile: Blue Nile is one of the largest online diamond and fine jewelry retailers globally. Comparable to Juwelo in online direct-to-consumer jewelry model and certified-stone positioning, though focused primarily on diamonds rather than colored gemstones.
• Christ Juweliere: Christ is Germany's largest specialty jewelry retail chain with hundreds of brick-and-mortar stores and an online shop. Overlaps with Juwelo in certified gemstone and engagement jewelry, but competes primarily via physical retail and traditional branded assortment rather than TV auctions.
• QVC Germany: QVC is the world's largest TV shopping retailer, with a German operation selling jewelry alongside fashion, beauty and home categories. Comparable in live TV shopping mechanic and DACH audience, but much broader portfolio and significantly larger scale than Juwelo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/juwelo-tv-deutschland-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Juwelo