Jelly Key
Jelly Key is a Vietnam-based artisan studio that handcrafts resin keycaps, mechanical keyboards, charms, and art toys for individual mechanical keyboard enthusiasts and collectors, selling directly to consumers worldwide through its own website via group buys, raffles, and in-stock releases.
- Company typePrivate
- Founded2015
- HeadquartersHo Chi Minh City, Vietnam
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jelly Key does
Jelly Key is a Vietnamese artisan studio that designs and manufactures handcrafted resin keycaps and related collectibles for the mechanical keyboard hobbyist market. Founded in 2015 by Steven Tran and Augustino Nguyen in Ho Chi Minh City under the parent entity Joiha studio, the company produces each keycap through a multi-step process of hand sculpting, silicone mold creation, layer-by-layer resin casting with embedded materials (wood, crystals, watch gears, glow pigments), hand painting, and individual quality inspection, accepting a documented 40% rejection rate. Its proprietary Jelly Original Droplet (JOD) profile and Cherry MX / Topre-compatible stem design provide product-level differentiation alongside a content library of more than 100 unique series released since inception. Jelly Key operates an exclusively direct-to-consumer e-commerce model through jellykey.com with worldwide shipping from Vietnam, generating revenue through three channels: monthly group buys (handcrafted to order over 50–90 days), weekly raffles (Tuesdays at 11 PM GMT+7) for highly limited designs, and an in-stock line shipping within 7 business days. Unit pricing ranges from roughly $9 for entry-level single caps to over $100 for cluster kits, with raffle units around $80 plus flat $12 shipping. The company has no external funding, no disclosed enterprise customers, and targets individual mechanical keyboard enthusiasts, keyboard art collectors, and art/design enthusiasts as primary segments, supporting demand through Discord, Instagram, and email newsletter channels rather than paid advertising.
Jelly Key firmographics
Firmographics- Name
- Jelly Key
- Legal name
- Jelly Key (a brand of Joiha studio)
- Website
- https://jellykey.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Jelly Key is a Vietnam-based artisan studio that handcrafts resin keycaps, mechanical keyboards, charms, and art toys for individual mechanical keyboard enthusiasts and collectors, selling directly to consumers worldwide through its own website via group buys, raffles, and in-stock releases.
- Ownership category
- akta.pro rank
Jelly Key industry classification
Industry- Product category
- Artisan Keycaps
- NAICS
- Gift, Novelty, and Souvenir Retailers (459420)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Dolls & Stuffed Toys (3942)
- akta.pro primary industry
- Miniature Gaming Accessories (Dice, Mats, Tokens, Measuring Tools) (CRALAKAL)
- akta.pro secondary industries
- Keyboards & Keypads (HDACAFAA), Buttons & Buckles Manufacturing (Buttons/Toggles/Buckles/Slides) (IMAOALAB)
Keywords
Where Jelly Key is headquartered
LocationHeadquarters
- HQ city
- Ho Chi Minh City
- HQ country
- Vietnam
- HQ region
- Asia
Offices2 records
Markets served
Jelly Key business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales
Revenue model
- Group Buy Sales: Primary sales model where customers reserve keycaps during an open order window. Designs are produced to order in limited runs, then closed permanently with no restocks. Group buys are monthly. Production takes 50-90 days.
- Raffle Sales: Highly sought-after designs released in tiny quantities through a raffle system. Raffles open every Tuesday at 11 PM GMT+7. Spots are drawn randomly (not first-come-first-served). One entry per person. Example: Jolly Steeds at $80 each with $12 flat shipping.
- In-Stock Sales: Ready-made artisan keycaps and art toys that are already produced and ship within 7 business days. No waiting on production. Includes products like Dawn Hoof charms, Cans Craft, Pillow Craft, and Tidepool Odyssey. Discounted during first month of launch.
- Mechanical Keyboards and Accessories: Includes artisan keyboards (Serenity Collision, Serenity Mosaic, Zephyr), Trinity kicker, and Navigator of Sea wrist rest. Currently showing as out of stock.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual artisan keycap pricing (in-stock) |
| Unit Pricing | Pay-as-you-go | Cluster kit pricing (4-keycap sets) |
| Unit Pricing | Pay-as-you-go | Raffle sale pricing |
| Unit Pricing | Pay-as-you-go | In-stock shipping pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Jelly Key product offering
Product offeringCore offering
Jelly Key is a Vietnamese artisan studio that handcrafts resin keycaps and related accessories for mechanical keyboards. Since 2015, the studio has produced limited-edition, themed keycap designs (characters, food, animals, fantasy themes) that are sold directly to keyboard enthusiasts worldwide through the company's own online store.
Product overview
Jelly Key is an artisan keycap studio based in Vietnam, producing handcrafted resin keycaps and related products since 2015. The core product line consists of artisan keycaps available through three sales channels: Group Buys (monthly limited runs), Raffles (weekly Tuesday drawings), and In-Stock (pre-produced items shipping within 7 days). The product portfolio includes artisan keycaps in various themes (One Ball One World World Cup 2026, The Silent Peaks mountain series, Tidepool Odyssey, Pastry Symphony, Pillow Craft, Cans Craft), cluster kits for multi-key setups, art toys (Stand Boy figures, display stands), charms (Dawn Hoof), mechanical keyboards and wrist rests, plus the proprietary Jelly Original Droplet (JOD) profile. The company also operates the Jelly Charity Fund for community giving. Keycaps are made from resin with hand-cast multi-layer coloring, fit Cherry MX and Topre switches, and come in profiles including Cherry, SA, OEM, Cubic, and the proprietary Droplet profile.
Differentiator
Problem solved
Functional benefit
Products and services
- Artisan Keycaps
- Cluster Kits
- Keycap Charms
- Art Toys
- Mechanical Keyboards
- Wrist Rests
Quantifiable outcome
- 40% of manufactured keycaps rejected during quality inspection
- +2 more outcomes
Companies that use Jelly Key
Customer profileSegments3 records
Ideal customer profiles1 record
Jelly Key technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Jelly Key partnerships and signals
Strategic signalScale indicators6 records
Recent moves5 records
Expansion highlights6 records
Jelly Key competitors and assessment
Company assessmentDirect peers
- Mode Designs: Design-led maker of premium mechanical keyboards and matching keycap sets. Overlaps with Jelly Key in the boutique keyboard accessory space and shares a similar enthusiast audience.
- Olivia Industries: One of the original artisan keycap studios, known for themed sculpts sold in limited group buys. Highly comparable niche positioning, community-led sales, and one-off release model.
- Keycult: Premium mechanical keyboard maker with limited keycap and accessory offerings. Comparable in brand prestige and high-end positioning, though more focused on full keyboards than standalone keycaps.
- Rama Works: Boutique maker of artisan keycaps and mechanical keyboards. Comparable as a high-end, design-led brand operating in the same enthusiast segment with premium pricing and limited drops.
- Capsmiths: Independent artisan keycap maker producing handcrafted resin caps in limited runs. Direct competitor in the same niche, serving mechanical keyboard enthusiasts through similar group-buy and limited-edition models.
- Awekeys: Specializes in metal and artisan keycaps for mechanical keyboards, including collaborations with designers. Directly comparable through shared premium keycap positioning and enthusiast customer base.
Broad incumbents
- Cherry GmbH: Original inventor of the MX switch standard that Jelly Key's keycaps fit. Indirect comparison: Jelly Key's compatibility with Cherry MX stems ties its products directly into the broader Cherry ecosystem that defines the mechanical keyboard category.
- GMK Electronic Design: Long-established German manufacturer of premium double-shot ABS keycap sets widely used by mechanical keyboard enthusiasts. Broader incumbent with mass-distributed sets rather than limited artisan runs.
- NovelKeys: Retailer and brand in mechanical keyboard parts, switches, and keycap sets. Comparable as a hub for the enthusiast community but offers a wider catalog across brands rather than a single artisan line.
- Drop (formerly Massdrop): Large online community and marketplace for mechanical keyboards, switches, and keycaps. Comparable as a sales channel for enthusiast products, but operates as a broad retailer rather than a single artisan brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Jelly Key social profiles
Digital presenceJelly Key financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jelly Key leadership team
Management profileNumber of profiles
Profiles2 records
Jelly Key funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jelly Key M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jelly Key
What does Jelly Key do?
Jelly Key is a Vietnamese artisan studio that handcrafts resin keycaps and related accessories for mechanical keyboards. Since 2015, the studio has produced limited-edition, themed keycap designs (characters, food, animals, fantasy themes) that are sold directly to keyboard enthusiasts worldwide through the company's own online store.
Is Jelly Key a public or private company?
Jelly Key is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Jelly Key founded?
Jelly Key was founded in 2015. It employs 11 to 50 people.
Where is Jelly Key based?
Jelly Key is headquartered in Ho Chi Minh City, Vietnam, in the Asia region.
How does Jelly Key make money?
Four revenue lines are on record. Group Buy Sales are the primary driver. The others are raffle Sales, in-Stock Sales and mechanical Keyboards and Accessories.
Who are Jelly Key's main competitors?
Direct peers on record are Mode Designs, Olivia Industries, Keycult, Rama Works, Capsmiths and Awekeys. Broad incumbents are Cherry GmbH, GMK Electronic Design, NovelKeys and Drop (formerly Massdrop).
Does Jelly Key have an API?
No public API is recorded for Jelly Key.
What industry is Jelly Key in?
Jelly Key's product category is Artisan Keycaps. Its primary akta.pro industry code is CRALAKAL, Miniature Gaming Accessories (Dice, Mats, Tokens, Measuring Tools), with a secondary code of HDACAFAA, Keyboards & Keypads. Its NAICS code is 459420 and its SIC code is 3944.