PASADA
PASADA is a German jewelry company that runs hands-on workshops and sells genuine gemstone and 925 sterling silver jewelry materials through its own online shop and a network of independent Juwelista Creative Coaches. It serves social-event consumers and aspiring creative entrepreneurs in Germany.
- Company typePrivate
- Founded2004
- HeadquartersBad Vilbel, Germany
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What PASADA does
PASADA Schmuck UG (haftungsbeschränkt) is a German direct-to-consumer jewelry company founded in 2004 and headquartered in Bad Vilbel, Germany. The company operates a hands-on jewelry-making platform centered on genuine gemstones, freshwater pearls, bamboo coral, and 925 sterling silver components that are pre-drilled so customers can design and assemble their own custom pieces. Core offerings include in-person creative workshops held at private homes, rehabilitation clinics, and community venues; an e-commerce storefront at shop.pasada.de; the PASADAFLEX configurable bracelet line; the PASADA Schmuckgalerie showcase; and the PASADA Schmuckschule YouTube educational series.
Revenue is generated through three streams: workshop fees for in-person creative sessions, direct online sales of gemstones and silver components, and the Juwelista consultant program in which independent Creative Coaches (Kreativ-Coaches) purchase a starter kit on commission and earn revenue by organizing workshops and selling jewelry. Pricing per piece ranges from roughly €11 (earrings) to €120 (premium necklaces), with most pieces featuring genuine stones and sterling silver. The company serves two primary segments: social/event-based consumers seeking personalized jewelry experiences, and aspiring jewelry entrepreneurs looking to monetize jewelry-making as a side business.
PASADA maintains an intentionally closed distribution model — jewelry components are sold only through PASADA workshops and the company's own online shop — which the firm uses to control product quality and preserve the workshop experience. With 51–100 employees, no disclosed external funding, and a Managing Director (Christiane Peters) leading the privately held German limited liability entity, PASADA operates as a bootstrapped lifestyle-commerce business pursuing a stated but aspirational vision of scaling to 20,000 Juwelistas worldwide.
PASADA firmographics
Firmographics- Name
- PASADA
- Legal name
- PASADA Schmuck UG (haftungsbeschränkt)
- Website
- https://pasada.de
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- PASADA is a German jewelry company that runs hands-on workshops and sells genuine gemstone and 925 sterling silver jewelry materials through its own online shop and a network of independent Juwelista Creative Coaches. It serves social-event consumers and aspiring creative entrepreneurs in Germany.
- Ownership category
- akta.pro rank
PASADA industry classification
Industry- Product category
- Handmade Jewelry & Accessories
- NAICS
- Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (45831)
- SIC
- Jewelry, Precious Metal (3911), Jewelry, Silverware & Plated Ware (3910)
- akta.pro primary industry
- Custom Fashion/Costume & Alternative Materials Jewelry (CRAKAHAC)
- akta.pro secondary industries
- Beading & Jewelry-Making Supplies Retail (CRALACAE), Fashion Jewelry Components & Findings (Chains/Clasps/Charms/Beads) (CRAKABAM)
Keywords
Where PASADA is headquartered
LocationHeadquarters
- HQ city
- Bad Vilbel
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
PASADA business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Workshop Revenue: Revenue generated from jewelry-making workshops where customers pay to create custom jewelry. Hosts receive free jewelry as a thank-you incentive.
- Online Shop Sales: Direct sales of gemstones, silver accessories, and jewelry-making materials through the online shop (shop.pasada.de).
- Juwelista Consultant Program: Creative Coaches receive a starter kit on commission and earn revenue by organizing workshops and selling jewelry. Consultants can turn their jewelry-making hobby into a side business.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual jewelry pieces priced by complexity and materials |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
PASADA product offering
Product offeringCore offering
PASADA designs, sources, and distributes handmade jewelry featuring genuine gemstones and 925 sterling silver. Customers either attend creative jewelry-making workshops (hosted by Juwelista creative coaches in homes, clinics, and other venues) to assemble their own pieces, or purchase finished jewelry and components through the company's online shop. The offering combines physical jewelry products with a workshop-driven sales experience.
Product overview
PASADA is a German jewelry workshop company operating a platform-plus-services model. The core offering consists of hands-on creative workshops (PASADA Schmuck-Workshops) where participants design and assemble custom real jewelry using genuine gemstones, 925 sterling silver, freshwater pearls, coral, and other premium materials—all pre-drilled and ready to arrange. The PASADA ecosystem includes the Juwelista consultant program for training creative coaches who lead workshops, an online shop (shop.pasada.de) for purchasing materials, the PASADA Schmuckgalerie showcasing customer creations, and the PASADA Schmuckschule educational platform. Materials are exclusively available through workshops or the online shop, creating a controlled distribution model. The product line includes PASADAFLEX bracelets and various charm, necklace, earring, and bracelet designs priced between €11-120.
Differentiator
Problem solved
Functional benefit
Products and services
- PASADA Online Shop Brand-owned e-commerce store where individual consumers can purchase PASADA handmade jewelry pieces and components made from genuine gemstones and 925 sterling silver. It serves as the company's direct online sales channel alongside the workshop model.
- PASADA Schmuck-Workshops (Jewelry-Making Workshops) In-person creative jewelry-making workshops led by Juwelista coaches in homes, venues, and partner institutions, where participants assemble their own handmade jewelry from genuine gemstones and 925 sterling silver components. Targeted at consumers who want a personalized, hands-on jewelry experience and at institutions seeking creative programming.
- Juwelista Creative Coach Program Direct-sales / lifestyle entrepreneur program that recruits and onboards individuals to become Juwelista creative coaches who host PASADA jewelry workshops. Includes a starter kit, training content, and ongoing support, allowing participants to earn commissions on jewelry sales.
- PASADAFLEX Bracelets Signature PASADA bracelet product line that uses flexible construction and interchangeable decorative clasps instead of fixed sizing, allowing wearers to customize fit and appearance. Made from sterling silver and genuine gemstone elements consistent with the brand's materials standard.
Companies that use PASADA
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles3 records
PASADA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
PASADA partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights4 records
PASADA competitors and assessment
Company assessmentDirect peers
- Rio Grande: Rio Grande is a wholesale jewelry-making supplier of findings, sterling silver components, gemstones, and tools to jewelers and designers. Even though its primary channel is B2B rather than consumer-direct, its product catalog (sterling silver findings, drilled gemstones, beads) is materially the same as PASADA's online-shop assortment.
- Stella & Dot: Stella & Dot is a US-headquartered direct-sales fashion jewelry brand that sells through a Stylist consultant network (home shows, online). It mirrors PASADA's Juwelista model — independent consultants host in-home events, earn commissions, and curate personalized pieces — making it the closest GTM analog for the workshop/consultant hybrid.
- Origami Owl: Origami Owl sold customizable lockets and charm jewelry through a direct-sales 'Designer' network, with customers assembling pieces themselves — the closest historical analog to PASADA's 'design-your-own jewelry with genuine gemstones' workshop model. Note: brand has gone through multiple restructurings, so comparison is for business-model fit, not current operating scale.
- Fire Mountain Gems: Fire Mountain Gems is a major US-based retailer and wholesaler of beads, gemstones, findings, and sterling silver components aimed at jewelry-makers. PASADA's online shop (gemstones, 925 silver components, freshwater pearls, findings) sits in the same 'supplies to jewelry makers' category, even though PASADA is consumer-facing rather than trade-only.
- Beadshop.com (Artbeads): Artbeads/Beadshop is an online DTC retailer of beads, gemstones, findings, and stringing materials used to design custom jewelry — directly comparable to PASADA's shop.pasada.de SKU mix of pre-drilled gemstones, silver elements, freshwater pearls, and clasps.
- Premier Designs: Premier Designs is a long-running direct-sales jewelry company that distributes fashion and fine jewelry through independent Representatives who host in-home shows. Like PASADA, it combines a personal-shopping experience with material-led product storytelling, targeting a comparable consumer segment.
Broad incumbents
- Etsy: Etsy is the global online marketplace for handmade and custom jewelry, with thousands of independent makers selling bespoke gemstone-and-silver pieces comparable to PASADA's gallery output. Etsy represents the alternative channel a custom-jewelry shopper might use instead of attending a PASADA workshop.
- Swarovski: Swarovski is a global crystal and jewelry brand that spans fine and fashion jewelry retail. Comparable to PASADA in its use of premium materials (crystals, silver) and its brand-controlled distribution model, but operates at vastly greater scale and through a fixed-retail/store-based channel rather than workshops.
- Pandora: Pandora is the global mass-market leader in customizable charm bracelets and jewelry, using sterling silver and semi-precious stones. Its charm-combination mechanic mirrors PASADA's PASADAFLEX product and custom-assembly philosophy, but Pandora distributes through thousands of concept stores and authorized retailers, not workshop hosts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
PASADA social profiles
Digital presencePASADA financial estimates
Financial estimateRevenue estimate
Valuation estimate
PASADA leadership team
Management profileNumber of profiles
Profiles1 record
PASADA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PASADA 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 PASADA
What does PASADA do?
PASADA designs, sources, and distributes handmade jewelry featuring genuine gemstones and 925 sterling silver. Customers either attend creative jewelry-making workshops (hosted by Juwelista creative coaches in homes, clinics, and other venues) to assemble their own pieces, or purchase finished jewelry and components through the company's online shop. The offering combines physical jewelry products with a workshop-driven sales experience.
Is PASADA a public or private company?
PASADA is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PASADA founded?
PASADA was founded in 2004. It employs 51 to 100 people.
Where is PASADA based?
PASADA is headquartered in Bad Vilbel, Germany, in the Europe region.
How does PASADA make money?
Three revenue lines are on record. Workshop Revenue is the primary driver. The others are online Shop Sales and juwelista Consultant Program.
Who are PASADA's main competitors?
Direct peers on record are Rio Grande, Stella & Dot, Origami Owl, Fire Mountain Gems, Beadshop.com (Artbeads) and Premier Designs. Broad incumbents are Etsy, Swarovski and Pandora.
Does PASADA have an API?
No public API is recorded for PASADA.
What industry is PASADA in?
PASADA's product category is Handmade Jewelry & Accessories. Its primary akta.pro industry code is CRAKAHAC, Custom Fashion/Costume & Alternative Materials Jewelry, with a secondary code of CRALACAE, Beading & Jewelry-Making Supplies Retail. Its NAICS code is 33991 and its SIC code is 3911.