Flawed

What Flawed does

Flawed is a direct-to-consumer e-commerce jewelry brand founded in 2017 and headquartered in Rotterdam, Netherlands. The company sells handcrafted gold vermeil and sterling silver jewelry — including earrings, necklaces, charms, bracelets, and rings — produced by local craftsmen working from family homes in Bali, Indonesia. Its flagship technical differentiator is Gold Vermeil Plus®, a proprietary gold-plating technique using 925 Sterling Silver as base material with 1 Micron Gold-Plating, certified under LBMA Responsible Gold Guidance as 100% conflict-free and traceable, and claimed to last up to 6 times longer than industry standard. The brand positions itself at the intersection of ethical sourcing, durability, and affordability, with products ranging from approximately $21 (entry-level studs) to $175+ (statement necklaces), backed by a 1-year color guarantee and 14-day returns.

Flawed operates a Shopify-powered DTC storefront serving customers in 30+ countries across Europe, North America, and Oceania, with tiered shipping (€5.95 in the Netherlands with next-day delivery, €6.95-€19.95 elsewhere) and free shipping over €100. Distribution is entirely proprietary — no wholesale or marketplace channels are disclosed. Pricing follows a one-time-purchase unit model, augmented by a digital gift card product (€10-€100) and sale inventory discounted up to 50%. The company maintains a 1-10 employee headcount, has raised no disclosed external funding, and operates as a bootstrapped private business. Customer acquisition relies on Instagram (#flawed Club community), newsletter sign-up incentives (€5 first-order discount), PR features in fashion publications (ELLE, Vogue, Linda, Happinez), and product-led merchandising across themed collections (Bestsellers, Muse, L'Amour, Organic Pearls, Gemstones, Summer Essentials, Everyday Favourites, Special Occasion).

The customer base is entirely retail/consumer with no enterprise or B2B concentration, and repeat-customer behavior (6-10+ pieces per buyer, 3+ year product lifetimes) indicates meaningful LTV in a long-tail, anonymous customer pool. Reported satisfaction is 8.8/10. No AI/ML capabilities, mobile app, or external integrations are disclosed; competitive differentiation rests on materials science, artisan sourcing, brand storytelling, and sustainability credentials rather than technology stack.

Name

Flawed

Legal name

Flawed

Website

https://flawedbrand.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Flawed is a Rotterdam-based direct-to-consumer e-commerce brand selling handcrafted gold vermeil and sterling silver jewelry produced by artisans in Bali, serving fashion-conscious and gift-buying consumers globally through its Shopify storefront across 30+ countries.

Ownership category

akta.pro rank

Product category

Handcrafted Jewelry

NAICS

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

SIC

Jewelry, Precious Metal (3911), Jewelry, Silverware & Plated Ware (3910), Retail-Jewelry Stores (5944)

akta.pro primary industry

Ethical/Sustainable Fine Jewelry (Responsible Sourcing/Traceability) (CRAKAAAM)

Keywords

• Handcrafted jewelry
• Gold vermeil jewelry
• Ethical accessories
• Sustainable fashion
• Sterling silver jewelry

Headquarters

HQ city

Rotterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewelry Product Sales: One-time purchase model for handcrafted jewelry including earrings, necklaces, charms, bracelets, and rings. Products range from €21 to €175+. Majority of revenue from direct consumer purchases through e-commerce.
2. Gift Cards: Digital gift cards sold at €10, €25, €50, and €100 denominations. Provides last-minute gifting solution delivered directly to recipient's mailbox.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Flawed is a direct-to-consumer jewelry brand that designs, manufactures, and sells handcrafted jewelry made from recycled silver, gold, and gemstones. The company produces more than 170 unique designs across earrings, necklaces, charms, bracelets, and rings, manufactured in Bali by local artisans using the proprietary Gold Vermeil Plus® plating process, and sold worldwide through its own online channels.

Product overview

Flawed is a handcrafted jewelry brand offering a unified product line of gold vermeil and sterling silver jewelry, including earrings (hoops, studs, hooks, cuffs, statement pieces), necklaces, charms, bracelets, and rings. The company uses proprietary Gold Vermeil Plus® material that lasts up to 6 times longer than industry standard, along with 925 Sterling Silver and recycled materials. Products are handcrafted by local craftsmen working from family homes in Bali. The brand organizes offerings into collections including New Arrivals, Bestsellers, Last Chance (Sale), Everyday Favourites, Special Occasion, Statement Pieces, Summer Essentials, Muse, L'Amour, Organic Pearls, and Gemstones. They also offer Gift Cards as a separate product. Key signature products include the Earthbound Earrings, Leap of Faith Earrings, Divine Harvest Necklace/Charms, L'amour Hook (#1 bestseller), and various hoop and chain styles.

Differentiator

Problem solved

Functional benefit

Brands

• Gold Vermeil Plus®: Proprietary gold vermeil material described as silky smooth, raising European gold-plating standards, and lasting up to 6 times longer than industry standard. Made with 100% certified conflict-free gold and 925 Sterling Silver.

Products and services

• Flawed Jewelry Collection Flawed's signature product line comprising 170+ handcrafted jewelry pieces in earrings, necklaces, charms, bracelets, and rings, made from recycled silver, gold, and gemstones and finished with Gold Vermeil Plus®. Targeted at individual consumers seeking everyday and gift-ready accessories.
• Leap of Faith Earrings

Quantifiable outcome

• Products last up to 6x longer than industry standard gold-plated jewelry
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Missoma: Missoma is a London-based demi-fine jewelry brand selling gold-plated, gold vermeil, and sterling silver pieces through DTC and major retailers. Comparable to Flawed in affordable luxury positioning, fashion-forward designs, and European DTC jewelry market.
• Monica Vinader: Monica Vinader is a UK-based contemporary jewelry brand offering gold vermeil and gemstone pieces with sustainably sourced materials. Comparable to Flawed in target market (European, sustainability-focused women), gold vermeil material, and accessible price range.
• Vrai: Vrai is a sustainable fine jewelry brand using recycled gold and lab-grown diamonds, selling direct-to-consumer. Comparable to Flawed in ethical sourcing narrative, gold-based jewelry focus, and DTC-first distribution.
• Aurate: Aurate is a DTC fine jewelry brand built on ethically sourced gold and conflict-free diamonds with transparent pricing. Closely comparable to Flawed in sustainability positioning, premium materials, and direct-to-consumer model.
• Mejuri: Mejuri is a leading DTC fine jewelry brand offering gold, silver, and gemstone pieces at accessible price points with emphasis on ethical sourcing and everyday wear. Directly competes with Flawed in affordable fine jewelry DTC targeting fashion-conscious women.
• Pura Vida Bracelets: Pura Vida is a DTC accessories brand selling handmade jewelry with charitable and artisan-sourced positioning. Comparable to Flawed in handcraft narrative, ethical/charitable positioning, and direct-to-consumer model.
• Ana Luisa: Ana Luisa is a NYC-based DTC jewelry brand selling recycled gold and sterling silver pieces with direct pricing and sustainability emphasis. Comparable to Flawed in ethical materials focus, accessible price points, and DTC-first approach.
• Hey Harper: Hey Harper is a London-based demi-fine jewelry brand specializing in gold-plated and sterling silver pieces with a sustainability focus. Closely comparable to Flawed in gold vermeil/plated material, ethical positioning, and European DTC distribution.

Broad incumbents

• Daniel Wellington: Daniel Wellington is a large global accessories brand known for minimalist watches and jewelry sold across DTC and retail channels. Comparable as a broader European DTC accessories brand, though Flawed specializes in jewelry only.

Others

• Madebyzen: Madebyzen is an established jewelry and lifestyle accessories brand competing in the European DTC market. Adjacent comparison for European DTC retail operations, though product categories partially overlap with Flawed's jewelry focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/flawedbrand

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 Flawed