Simuero

What Simuero does

Simuero is a Valencia, Spain-based handmade jewelry brand founded in 2019 that designs and produces small-batch rings, necklaces, bracelets, earrings, chokers, anklets, toe rings, belts, and leather bags using recycled 925 sterling silver and 18k gold vermeil, with natural stones and responsibly sourced materials. Production is centralized in a single workshop in Valencia where artisans handcraft each piece, and the company sells primarily direct-to-consumer through a Shopify-powered e-commerce storefront (simuero.com) with multi-currency support and international shipping to more than 30 countries, supplemented by an appointment-based showroom in Valencia and a small set of third-party stockists.

The product line spans 286 SKUs in the main collection with multiple named sub-collections (Icons, La Costa, Los Delfines, Burbuja, Mimosa, Birthstones, Fine Jewelry) targeting fashion-conscious consumers who value distinctive, non-mass-produced jewelry; pricing ranges from approximately $130 for entry-level toe rings to $1,150 for premium pieces such as the Brassal bracelet, with free shipping over $450 and customs duties absorbed by Simuero. The company operates a one-time-purchase revenue model with no subscription component, augmented by electronic gift cards and a bespoke custom-design service that opens a higher-AOV personalization vertical.

Growth levers visible in the data include seasonal collection launches (most recently the La Costa Drop for Summer 2026), geographic expansion supported by the ICEX Next Program with European FEDER co-financing, fine-jewelry and bespoke vertical extension, and a leather-bag accessory line. The firm is privately held (Simuero SL), backed by no disclosed institutional equity, and operates with 11–50 employees; no revenue, valuation, or funding-round data is publicly disclosed.

Name

Simuero

Legal name

Simuero SL

Website

https://simuero.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Simuero is a Valencia-based handmade jewelry brand crafting rings, necklaces, bracelets, and accessories from recycled silver and 18k gold vermeil, selling direct-to-consumer via Shopify to fashion-conscious consumers across 30+ countries.

Ownership category

akta.pro rank

Product category

Handmade Jewelry

NAICS

Jewelry Retailers (45831), Jewelry and Silverware Manufacturing (33991), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Retail-Jewelry Stores (5944), Costume Jewelry & Novelties (3960), Jewelry, Precious Metal (3911)

akta.pro primary industry

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

akta.pro secondary industries

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA), Custom Fashion/Costume & Alternative Materials Jewelry (CRAKAHAC), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

Keywords

• Handmade jewelry
• Recycled silver jewelry
• Artisan accessories
• Sustainable fine jewelry
• Bespoke jewelry design

Headquarters

HQ city

Valencia

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct sales of handcrafted jewelry and accessories through their e-commerce platform. Products include rings, necklaces, bracelets, earrings, toe rings, anklets, chokers, bags, and belts. One-time purchase model with no subscription component.
2. Gift Cards: Electronic gift cards available for purchase, allowing customers to gift Simuero products to others.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Simuero designs, handcrafts, and sells jewelry and accessories — including rings, necklaces, bracelets, earrings, chokers, toe rings, anklets, ear cuffs, belts, and bags — from its workshop in Valencia, Spain, using recycled 925 sterling silver, 18k gold vermeil, and responsibly sourced stones. The company also offers fine jewelry (engagement and one-of-a-kind pieces), a bespoke custom design service, and electronic gift cards. Sales are conducted direct-to-consumer globally through its own Shopify storefront, with an appointment-based showroom in Valencia and select stockists.

Product overview

Simuero is a handmade jewelry brand offering a diverse portfolio of handcrafted accessories and fine jewelry. The product line is organized across multiple categories: rings (including toe rings, signets, pinky rings, stone rings, and chunky rings), necklaces, bracelets, chokers, earrings, ear cuffs, anklets, and belts - all crafted in Valencia using recycled 925 sterling silver and 18k gold vermeil. The accessory range includes the La Costa Bag collection (leather bags with 30 pockets) and Tool Bags in various leather finishes. Sub-brand collections include Birthstones (month-specific gemstone pieces), Los Delfines (dolphin-inspired designs), Mimosa and Burbuja (limited edition series), and the La Costa Collection (Summer 2026). The company also offers bespoke custom jewelry design services and e-gift cards. All pieces are characterized by sculptural volume, raw textures, and responsible sourcing of stones, designed to develop unique patina over time.

Differentiator

Problem solved

Functional benefit

Brands

• La Costa Collection: A product collection featuring toe rings, bags, and accessories inspired by coastal aesthetics, including Amalia, Rita, Faro, Rosita, Boa, Buzo, Costa, Sol y Sombra, Soleil, Arena, Orilla, Duna, and Gota styles.
• Delfina Collection
• Besta Collection
• Burbuja Collection
• Birthstones Collection

Products and services

• Handmade jewelry collection (rings, necklaces, bracelets, earrings, chokers, anklets, ear cuffs, toe rings, belts) Core catalog of artisan jewelry (rings including signets, pinky rings, stone rings, chunky rings, and toe rings; necklaces; bracelets; chokers; earrings; ear cuffs; anklets; belts) crafted in Valencia from recycled noble metals and natural stones for fashion-conscious individual consumers.
• Leather bags (La Costa Bag, Tool Bag) Handcrafted leather handbags and tool bags with structured design and double-zip compartments; leather softens and develops patina over time.
• Fine Jewelry (engagement pieces, one-of-a-kind pieces) Fine jewelry including engagement pieces and one-of-a-kind designs crafted with precious metals and gemstones.
• Bespoke custom jewelry service Custom jewelry design service allowing customers to create personalized, one-off pieces in collaboration with the Simuero workshop.
• E-Gift Card Digital gift cards sold online that recipients can redeem toward Simuero products.
• La Costa Drop — Summer 2026 collection Summer 2026 capsule collection of coastal-inspired handcrafted jewelry and accessories including toe rings, rings, bracelets, necklaces, and chokers in recycled silver.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Correos ExpressminorOthersShipping carrier used for deliveries, along with Spring and UPS, depending on the destination country.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mejuri: Mejuri is the leading DTC fine and fashion jewelry brand with a vertically integrated model, strong social-media presence, and global shipping. Highly comparable to Simuero in target customer (fashion-conscious women seeking everyday fine jewelry), pricing tier (~$50-$1,500), and DTC-first distribution strategy.
• Aurate: Aurate is a NYC-based DTC fine jewelry brand built around transparency, recycled gold, and lab-grown diamonds. Comparable to Simuero on sustainable/ethical positioning, recycled-metal sourcing, and DTC-led customer experience with conflict-free stones.
• Aurelie Bidermann: Aurélie Bidermann is a French designer known for handcrafted, artisanal jewelry with a sculptural, bohemian aesthetic. Directly comparable to Simuero on Paris/Mediterranean artisanal positioning, hand-finishing, and dual silver/gold vermeil product offering.
• Alighieri: Alighieri is an independent designer jewelry brand built around narrative, sculptural forms, and 24k gold-plated/recycled sterling silver. Highly comparable to Simuero's positioning as an artisan, story-led independent brand with handcrafted, sculpted, imperfect-finish pieces.
• Ana Luisa: Ana Luisa is a DTC demi-fine jewelry brand selling everyday pieces at accessible price points. Directly comparable to Simuero on handmade positioning, vertical brand story, and direct e-commerce distribution with similar target demographic.
• Missoma: Missoma is a London-based demi-fine jewelry brand sold DTC globally with strong social-media-led customer acquisition. Comparable to Simuero in fashion-forward positioning, everyday/statement mix, and global e-commerce-led distribution model.
• Sophie Buhai: Sophie Buhai is an independent designer-jeweler producing hand-finished sculptural pieces in sterling silver and gold. Comparable to Simuero on small-batch artisan production, sculptural weight/aesthetic, and precious-metal material sourcing.
• Monica Vinader: Monica Vinader is a UK-based DTC demi-fine jewelry brand using recycled gold and silver with semi-precious stones. Directly comparable to Simuero on materials (recycled noble metals), price architecture ($100-$1,000+), and D2C plus select stockist distribution.
• Jacquie Aiche: Jacquie Aiche is a contemporary jewelry designer known for handcrafted, body-adorning pieces using 14k gold and precious/semi-precious stones. Comparable to Simuero on handcrafted heritage, body-chain/toe-ring category emphasis, and DTC plus showroom distribution.

Broad incumbents

• Pandora: Pandora is the world's largest jewelry brand by volume, operating thousands of stores plus DTC globally. Comparable to Simuero as a benchmark incumbent in accessible fashion jewelry with growing recycled-metal ranges (Pandora Lab-Grown Diamonds, recycled silver/gold lines), providing scale context on category dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/simuero_
• TikToktiktok.com/@simuero
• Xx.com/simuerostore

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 Simuero