Lino & Sons Jewellery

What Lino & Sons Jewellery does

Lino & Sons Jewellery is an Indonesian jewelry manufacturer and retailer founded in 1975 and headquartered in Bandung, with a 51-100 employee headcount. The company designs, produces, and sells handmade diamond, gold (primarily 18K in rose, white, and yellow finishes), platinum, and gemstone jewelry under the Lino & Sons master brand and the Linobridal wedding sub-brand. The product portfolio spans approximately 2,612 SKUs across core categories (Diamond, Gold, Gemstone) and branded collections (Charlotte, Amore, Sané, Cherish, Azure, Solene, Sora, Platinum Solitaire, Linobridal) at price points ranging from approximately Rp 3 million to over Rp 660 million. Production is artisanal: each piece is individually handcrafted by specialist jewelry designers, which introduces a documented +/- 10% tolerance in weight and carat from stated specifications.

The business operates a direct-to-consumer e-commerce model centered on the linoandsons.com storefront with a WhatsApp-based ordering layer, supplemented by iOS and Android mobile apps and free nationwide shipping across Indonesia. Physical retail presence is anchored by a Jakarta flagship and, as of March 2026, a partnership with Pantes Group's Gold N' Roses stores starting in Semarang. The company serves three primary customer segments: bridal and wedding customers (the primary segment, including engagement rings and traditional ceremony pieces), fashion and lifestyle consumers seeking everyday and occasion jewelry, and luxury jewelry buyers interested in GIA-certified investment-grade diamonds. Marketing relies heavily on organic social (Instagram, TikTok) and celebrity collaborations (e.g., Syifa Hadju), with a buyback guarantee, lifetime warranty, and complimentary resizing as core retention mechanisms. Revenue is not publicly disclosed and there are no recorded external funding rounds.

Name

Lino & Sons Jewellery

Legal name

Lino & Sons Jewellery

Website

https://linoandsons.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

51–100 employees

Short description

Lino & Sons Jewellery is a 1975-founded Indonesian handmade diamond, gold, and gemstone jewelry manufacturer-retailer serving bridal, fashion, and luxury buyers across Indonesia via e-commerce, WhatsApp ordering, mobile apps, and select retail partnerships.

Ownership category

akta.pro rank

Product category

Fine Jewelry (Handmade Diamond, Gold, and Gemstone)

NAICS

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

SIC

Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)

akta.pro primary industry

Bridal & Engagement Jewelry Retail (CRAKAGAC)

akta.pro secondary industries

Engagement Rings (CRAKACAA), Diamond Jewelry (CRAKAAAA), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

Keywords

• Handmade diamond jewelry
• Gold jewelry retail
• Gemstone jewelry
• Bridal engagement rings
• Fine jewelry manufacturing

Headquarters

HQ city

Bandung

HQ country

Indonesia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewelry Product Sales: One-time purchase model for finished jewelry pieces including diamond, gold, and gemstone jewelry. Products range from entry-level to luxury pieces with prices spanning from Rp 3 million to over Rp 660 million.
2. Custom Jewelry & Pre-orders: Custom jewelry creation service with 3-4 week turnaround. Pre-order available for sold-out items within 2-3 weeks.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Lino & Sons Jewellery manufactures and retails handmade diamond, 18K gold (rose, white, yellow), and gemstone (emerald, ruby, sapphire) jewelry through its own e-commerce platform, mobile apps, and retail showrooms. The company operates the Linobridal sub-brand for wedding and engagement jewelry, offers custom jewelry creation with 3-4 week turnaround, and provides lifetime warranty, complimentary resizing, and a buyback guarantee on certified pieces.

Product overview

Lino & Sons Jewellery is an Indonesian jewelry retailer offering handcrafted diamond, gold (18K), and gemstone jewelry across multiple collections. The product portfolio includes core lines of Diamond Jewelry (bangles, bracelets, earrings, necklaces, pendants, rings), Gold Jewelry (bracelets, earrings, necklaces, pendants, rings in rose gold, white gold, and yellow gold), and Gemstone pieces (emeralds, rubies, sapphires). The company operates the Linobridal sub-brand specializing in wedding and engagement jewelry including rings, wedding bands, and themed engagement sets. Their collections include branded lines such as Charlotte, Amore, Sané, Cherish, and Platinum Solitaire, along with new arrivals across all product categories. All pieces are handmade by specialist designers with free shipping across Indonesia and services including lifetime care, buyback guarantee, and GIA-certified diamonds.

Differentiator

Problem solved

Functional benefit

Brands

• Linobridal: Wedding jewellery collection featuring engagement rings, wedding bands, and bridal sets.

Products and services

• Diamond Jewelry Collection Premium handmade diamond jewelry including bangles, bracelets, earrings, necklaces, pendants, and rings featuring GIA-certified diamonds, targeted at Indonesian bridal, fashion, and luxury buyers.
• Gold Jewelry Collection 18K gold jewelry collection including bracelets, bangles, earrings, necklaces, pendants, and rings available in rose gold, white gold, and yellow gold finishes, for everyday wear and gifting.
• Gemstone Collection Gemstone jewelry featuring emeralds, rubies, and sapphires set in precious metals, for consumers seeking colored-stone fine jewelry.
• Linobridal Wedding & Engagement Jewelry Wedding and engagement jewelry under the Linobridal sub-brand, including his & hers rings, proposal rings, wedding bands, and themed engagement sets such as the Champagne Set, Red Wine Set, and Royal Tea Set for Indonesian wedding ceremonies.
• Platinum Solitaire Collection Premium platinum diamond rings available in small, medium, and large sizes, priced from Rp 11.5 million to Rp 31.75 million, targeted at engagement and special occasion buyers.
• Charlotte Collection Elegant gold and diamond jewelry collection featuring ribbon-inspired designs, including bracelets, earrings, necklaces, pendants, and rings, marketed under a distinct branded collection.
• Amore Collection Diamond jewelry collection featuring heart and love-inspired designs, including bracelets and necklaces, targeted at gift-giving and romantic occasions.
• Sané Collection Floral-inspired diamond jewelry collection featuring nature motifs across bangles, bracelets, earrings, necklaces, pendants, and rings.
• Cherish Collection Cute and delicate diamond jewelry collection featuring playful designs like bunny, butterfly, and kitty motifs in earrings, necklaces, and pendants.
• Custom Jewelry & Pre-Order Service Bespoke jewelry creation service with 3-4 week turnaround for custom designs and 2-3 week pre-order for sold-out items, ordered via website or WhatsApp.

Quantifiable outcome

• Free shipping to every corner of Indonesia
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Pantes GroupminorChannel Partner/ Reseller/ DistributorLino & Sons officially partnered with Pantes Group to present their 18K gold and diamond collections at Gold N' Roses stores, expanding retail presence in Indonesia starting with Semarang location.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Tiffany & Co. Iconic global luxury jewelry brand with engagement ring heritage and growing Asia retail footprint. Overlaps with Lino & Sons on premium diamond, engagement ring, and bridal occasion, serving as the upper-bound luxury benchmark Indonesian aspirational consumers compare against.
• Pandora: Global mass-premium jewelry brand with strong Southeast Asia retail and e-commerce presence. Comparable to Lino & Sons on fashion/lifestyle jewelry category and digital marketing playbook, though positioned at lower price points and broader gifting use cases.

Direct peers

• UBS Gold: One of Indonesia's largest gold and diamond jewelry retailers with nationwide physical stores and online channels. Directly comparable in product mix (gold, diamond, bridal) and target market (Indonesian consumers) as Lino & Sons, with deeper offline footprint as Lino & Sons' main domestic competitor.
• The Palace Jeweller: Indonesian premium jewelry retailer carrying gold, diamond, and branded watch brands with showrooms in major malls. Competes with Lino & Sons for the same bridal and luxury gifting occasion purchases among Indonesian consumers.
• Frank & co. Indonesian diamond jewelry brand owned by Central Mega Kencana, positioned as premium diamond jewelry with bridal collections. Overlaps directly with Lino & Sons' Linobridal and diamond jewelry lines for the same Indonesian bridal and gifting occasion.
• Lotus Gold: Indonesian jewelry brand specializing in bridal and traditional ceremony jewelry, which Lino & Sons has actively partnered with for celebrity styling. Direct competitor in the Indonesian bridal / akad-nikah segment with overlapping celebrity-driven marketing playbook.
• Mondial Jeweller: Indonesian premium jewelry retailer under Central Mega Kencana with bridal/diamond focus and strong mall presence. Directly comparable to Lino & Sons on Indonesian bridal occasion-purchase market and diamond-led assortment.
• King Palace Jewellery: Indonesian jewelry retailer with gold, diamond, and bridal offerings across physical showrooms and digital channels. Comparable to Lino & Sons on product breadth, bridal focus, and domestic Indonesian omni-channel strategy.
• Hartono Jewellery: Established Indonesian jewelry retailer focused on gold and diamond bridal/wedding jewelry with a strong store network. Highly comparable to Lino & Sons on bridal positioning, Indonesian market focus, and gold/diamond product mix.

Emerging players

• Tanishq (Titan Company): India's largest jewelry retail brand with bridal-led assortment and certified-diamond proposition. Comparable emerging-market incumbent benchmark for Lino & Sons on certified-diamond retail model, bridal focus, and multi-format (store + digital) omni-channel execution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/Linoandsons
• TikToktiktok.com/@linoandsons_jewelry
• Facebookfacebook.com/linoandsons
• LinkedInlinkedin.com/company/pt-lino-putra-mandiri

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 Lino & Sons Jewellery