What Carat* does

CARAT* London is a privately held British fashion and fine jewellery brand founded in 2002 and headquartered in London, United Kingdom. The company designs, sources, and retails jewellery built around created gemstones and lab-grown diamonds — marketed under its 'Gentle Diamonds' sub-brand — as ethical and sustainable alternatives to mined diamonds. Its core technical differentiators are IGI-certified lab-grown diamonds (DEF colour, VS clarity) and proprietary 'Flanders cut' centre stones (61-facet and 70-facet variants) used in signature trilogy and cocktail pieces; product is offered across four metal tiers from Sterling Silver with gold plating up to 14K solid gold with lab diamonds.

The commercial model is direct-to-consumer, with a primary e-commerce storefront (caratlondon.com) shipping to more than 20 countries across Europe, North America, Asia Pacific, and the Middle East, with multi-currency checkout and a range of digital payment options including Klarna. The company supplements online with physical boutique locations and a wholesale/distributors channel for B2B buyers. The catalogue spans 265+ SKUs across earrings, necklaces, bracelets, and rings, with curated sub-collections for basics, tennis, bridal, party/cocktail, and date-night occasions, priced from approximately $91 (sterling silver studs) to over $2,689 (lab-diamond gold pieces). Customer segments include fashion-conscious women seeking affordable diamond-look pieces, couples purchasing engagement and bridal jewellery, and buyers of statement occasion pieces.

The brand is supported by a digital marketing stack covering Instagram, Facebook, Pinterest, YouTube, a content blog, email newsletter, and the CARAT* CLUB loyalty rewards programme. Headcount is in the 51-100 range, and there is no disclosed external funding, acquisition activity, or leadership change in the available data; ownership is described as independent and privately held.

Name

Carat*

Legal name

CARAT* London

Website

https://caratlondon.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

51–100 employees

Short description

CARAT* London is a British fashion and fine jewellery brand founded in 2002 that designs and sells lab-grown diamonds and created-gemstone jewellery across four metal tiers. It serves fashion, bridal, and occasion-wear consumers globally via its own e-commerce site, physical boutiques, and wholesale channel.

Ownership category

akta.pro rank

Product category

Fine Jewellery

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (423940)

SIC

Jewelry, Precious Metal (3911), Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Diamond Jewelry (CRAKAAAA)

akta.pro secondary industries

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Bridal Gemstone Jewelry (Non-diamond center stones) (CRAKACAE), Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA)

Keywords

• Fashion jewellery
• Fine jewellery
• Lab-grown diamonds
• Gemstone jewellery
• Engagement rings

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time product sales of fashion and fine jewellery including earrings, necklaces, bracelets, and rings in various precious metal finishes. Revenue generated through direct consumer purchases on e-commerce platform and in physical boutiques.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Carat* London designs and sells fashion and fine jewellery, including earrings, necklaces, bracelets, and rings crafted in sterling silver, 9K solid gold, 18K gold vermeil, and 14K solid gold, set with created stones and IGI-certified lab-grown diamonds under its 'Gentle Diamonds' line. The brand operates a direct-to-consumer e-commerce platform with global shipping alongside physical boutiques, serving customers seeking diamond-look and ethical gemstone jewellery across everyday, bridal, and special-occasion use cases.

Product overview

CARAT* London is a British Fashion & Fine Jewellery brand founded in 2002, specialising in alternatives to mined gemstones. The company operates as a unified e-commerce platform offering four core product categories (Earrings, Necklaces, Bracelets, and Rings) across multiple sub-brands and collections. The portfolio includes the GENTLE DIAMONDS lab-grown diamond collection (IGI-certified), the Basics everyday jewellery collection, the Tennis collection of continuous-stone bracelets and necklaces, the Bridal/Wedding Edit for engagement and wedding jewellery, and the Party/Cocktail Edit for occasion wear. Products are crafted in Sterling Silver (with white or yellow gold plating), 9K solid gold, and 18K Gold Vermeil, using created stones and lab-grown diamonds. The company supplements its jewellery sales with the CARAT* CLUB rewards programme.

Differentiator

Problem solved

Functional benefit

Brands

• Gentle Diamonds: Lab-grown diamond collection offering sustainable diamond jewellery options including engagement rings, earrings, necklaces, and bracelets.

Products and services

• Earrings Fashion and fine earrings in hoops, huggies, cuffs, studs, drops, ear jackets, chandeliers, and climbers; available in sterling silver, 9K gold, and 18K gold vermeil with created stones and lab-grown diamond options; targeted at individual female consumers and gift buyers.
• Necklaces Fashion and fine necklaces including tennis, layered, pendant, and choker styles; available in sterling silver, 9K gold, and 18K gold vermeil with created stones and lab-grown diamond options; targeted at individual female consumers and gift buyers.
• Bracelets Fashion and fine bracelets including tennis, slider, stacking, and pavé styles; available in sterling silver, 9K gold, and 18K gold vermeil with created stones and lab-grown diamond options; targeted at individual female consumers and gift buyers.
• Rings Fashion and fine rings including cocktail, eternity, stacking, and engagement rings; available in sterling silver, 9K gold, and 18K gold vermeil with created stones and lab-grown diamond options; targeted at individual female consumers, gift buyers, and engagement-ring shoppers.
• Gentle Diamonds (Lab-Grown Diamond Jewellery) Sub-brand offering lab-grown diamond jewellery — engagement rings, earrings, necklaces, and bracelets — set with IGI-certified lab-grown diamonds in DEF colour and VS clarity; targeted at ethically minded consumers and bridal shoppers.
• Basics Collection Everyday essentials collection of classic stud earrings, pendant necklaces, and tennis bracelets designed as foundational wardrobe pieces for daily wear.
• Tennis Collection Tennis-style bracelets and necklaces featuring continuous rows of gemstones, including classic and gradient designs, in sterling silver, 9K gold, and 18K gold vermeil.
• Bridal / Wedding Edit Collection Bridal jewellery collection including engagement rings, wedding bands, and pieces for brides and wedding guests.
• Party / Cocktail Edit Collection Statement and occasion jewellery for cocktail parties, date nights, and special events, including chandelier earrings, cocktail rings, and statement necklaces.
• Date Night Favourites Collection Romantic and elegant jewellery suitable for date night occasions, featuring pieces with heart motifs, delicate designs, and sparkle.
• Spring/Summer 2026 New Arrivals Collection Seasonal new-arrivals drop covering earrings, necklaces, rings, and bracelets, including new lab-diamond pieces, targeted at existing and new fashion-conscious consumers.

Quantifiable outcome

• 2,625+ reviews on the platform

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

Three partnerships are on record, tiered minor and core.

• KlarnaminorOthersPayment partnership enabling flexible payment options for customers through Klarna's buy now pay later service, allowing customers to split purchases into installments.
• IGI (International Gemological Institute)coreTechnology or IntegrationCertification partnership for lab-grown diamonds. Products like Irene Lab Diamond Stud Earrings are IGI-certified with DEF colour and VS clarity, providing authenticity and quality assurance for customers.
• BAO (By Association Only)minorImplementation/ SI/ Consulting PartnerWebsite development and design agency credited for the CARAT* London website (indicated in footer: '© 2026 CARAT* London UK site by BAO').

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Astrid & Miyu: UK-based D2C demi-fine jewellery brand operating e-commerce and physical boutiques with similar price points and customer segments. Direct UK-headquartered competitor in the affordable-luxury jewellery category.
• Monica Vinader: British fine jewellery brand with a D2C model, multi-channel boutique presence, and accessible luxury positioning. Highly comparable given shared UK origin, similar target customer, and overlapping precious metal and gemstone categories.
• Brilliant Earth: US-based D2C fine jewellery brand offering both natural and lab-grown diamonds with an ethical/sustainable positioning, including bridal and engagement collections. Closely aligned on lab-grown diamond ethics story and bridal focus.
• Missoma: London-based demi-fine jewellery brand selling gold vermeil and gemstone pieces via D2C e-commerce with global shipping. Comparable on London origin, fashion-forward positioning, and sterling silver/vermeil tier overlap.
• VRAI (Diamond Foundry): Vertically integrated lab-grown diamond jewellery brand, including engagement rings, with D2C e-commerce and a strong sustainability narrative. Most direct competitor to Carat*'s Gentle Diamonds sub-brand.
• Mejuri: Canadian-founded D2C fine and fashion jewellery brand operating on a similar vertically integrated, multi-tier pricing model spanning entry silver to solid gold with lab-grown diamond offerings. Direct overlap in customer demographics and online-first go-to-market.

Broad incumbents

• Blue Nile: Established online diamond and fine jewellery retailer now owned by Signet, with extensive lab-grown diamond inventory. Competes with Carat* for online diamond jewellery shoppers but at broader scale and with deeper bridal heritage.
• Swarovski: Global crystal and fashion jewellery brand with D2C, wholesale, and boutique retail. Competes with Carat* in fashion-conscious affordable-luxury jewellery at lower price tiers with stronger brand recognition.
• Pandora: Global mass-market jewellery brand with extensive physical and online retail presence that has launched its own lab-grown diamond collection. Adjacent competitive overlap at the entry and mid tiers with much broader scale.
• Tiffany & Co. Iconic luxury jewellery brand under LVMH with growing lab-grown diamond offerings. Sets the aspirational ceiling for the bridal and fine jewellery category in which Carat* competes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/CARATLONDON
• Facebookfacebook.com/caratlondon
• Instagraminstagram.com/caratlondon
• Pinterestpinterest.com/caratlondon
• Xx.com/CaratLondonES

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 Carat*