Moi Moi Fine Jewellery

Fine Jewellery (Lab-Grown Diamond and Moissanite)moimoi.com.au

Moi Moi Fine Jewellery is an Australian family-owned retailer founded in 2004 specializing in engagement rings, wedding bands, and fine jewellery crafted from proprietary SUPERNOVA Moissanite and lab-grown diamonds, sold through flagship stores in Sydney and Melbourne plus e-commerce and a Perth-by-appointment service.

Company typePrivate
Founded2004
HeadquartersMount Victoria, Australia
Headcount11–50
GTM typeB2C
OfferingHardware or Manufacturing

What Moi Moi Fine Jewellery does

Moi Moi Fine Jewellery is an Australian privately held, family-owned retailer founded in 2004 that specializes in fine jewellery featuring lab-grown gemstones, primarily its proprietary SUPERNOVA Moissanite and LAVANA Lab Grown Diamonds lines. The company's core offering is bridal jewellery — engagement rings (500+ styles across Classic, Modern Bridal, Luxe, 100 Carat, Toi Et Moi, Limited Edition, Protea, Harmony, and Signature Bezel collections), wedding bands (moissanite, lab-grown diamond, pink diamond, men's), and complementary fine jewellery (earrings, pendants, bracelets, tennis, mosaic) — with all pieces crafted in 18K gold or platinum. The product portfolio is supported by an in-house custom design service using CAD visualization with a 4-6 week production timeline, plus loose stones and colour gemstones (lab-grown sapphire, ruby, emerald, pink/blue/yellow/green diamonds).

The business operates an omnichannel model across three Australian retail touchpoints — a flagship at Sydney's Queen Victoria Building, a flagship at 271 Collins Street in Melbourne, and a Perth-by-appointment location serviced by consultant Aggie — alongside a transactional e-commerce site at moimoi.com.au with click-and-collect and a Home Try-On service. Go-to-market blends consultative in-store appointments, virtual Live Help consultations, and content marketing aimed at educating consumers on the ethical and value proposition of moissanite and lab-grown diamonds versus mined stones (claimed savings up to 90% for moissanite, 30-40% for lab-grown diamonds). Customer base is exclusively individual retail/consumer, segmented into Bridal customers (primary), Gift Buyers, and Luxury Jewellery Enthusiasts, with no enterprise or B2B channel.

Revenue is generated entirely through one-time retail transactions priced from roughly $2,090 to $24,000+ for standard engagement rings, with select Limited Edition and 100 Carat Collection pieces reaching $2-5 million AUD. The company is family-owned, bootstrapped with no external funding rounds disclosed, and management has not published financial statements or revenue data.

Moi Moi Fine Jewellery firmographics

Firmographics

Name: Moi Moi Fine Jewellery
Legal name: Moi Moi Fine Jewellery
Website: https://moimoi.com.au
Company type: Private
Founded year: 2004
Operating status: Operating
Headcount range: 11–50 employees
Short description: Moi Moi Fine Jewellery is an Australian family-owned retailer founded in 2004 specializing in engagement rings, wedding bands, and fine jewellery crafted from proprietary SUPERNOVA Moissanite and lab-grown diamonds, sold through flagship stores in Sydney and Melbourne plus e-commerce and a Perth-by-appointment service.
Ownership category
akta.pro rank

Moi Moi Fine Jewellery industry classification

Industry

Product category: Fine Jewellery (Lab-Grown Diamond and Moissanite)
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: Bridal & Engagement Jewelry Manufacturing (CRAKAIAC), Engagement Rings (CRAKACAA), Wedding Bands (Bridal Rings) (CRAKACAB), Bridal Ring Sets (Engagement + Wedding Band Sets) (CRAKACAC)

Keywords

Lab grown diamond jewellery
Moissanite engagement rings
Custom engagement rings
Ethical fine jewellery
Wedding bands Australia

Where Moi Moi Fine Jewellery is headquartered

Location

Headquarters

HQ city: Mount Victoria
HQ country: Australia
HQ region: Oceania

Offices3 records

Markets served

Moi Moi Fine Jewellery business model

Business model

GTM type: B2C
Offering type: Hardware or Manufacturing
Cost components: Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

Engagement Rings: Primary revenue stream from moissanite and lab grown diamond engagement rings. Products range from $2,090 to over $24,000. Includes various collections: Classic, Modern Bridal, Luxe, 100 Carat, Toi Et Moi, Limited Edition.
Wedding Rings: Wedding bands including moissanite, lab grown diamond, and celebration rings. Men's wedding rings also available.
Fine Jewellery: Earrings, pendants, necklaces, bracelets, and bridal jewellery. Includes loose stones for customer purchase.
Custom Design Services: Bespoke engagement ring and jewellery design services. Custom rings are slightly more expensive with nominal custom fee plus stone and material costs. Process includes consultation, CAD design approval, and 4-6 week production.
Loose Stones: Sale of loose moissanite and lab grown diamonds in various colours and cuts for customers to use in custom designs or as loose purchases.

Pricing tiers

Model	Billing	Price
Unit Pricing	Pay-as-you-go	Moissanite Engagement Rings - Entry to mid-range
Unit Pricing	Pay-as-you-go	Lab Grown Diamond Engagement Rings
Unit Pricing	Pay-as-you-go	100 Carat Collection - Ultra premium
Unit Pricing	Pay-as-you-go	Toi Et Moi Collection
Unit Pricing	Pay-as-you-go	Classic Collection
Unit Pricing	Pay-as-you-go	Luxe Collection - Premium large carat

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Moi Moi Fine Jewellery product offering

Product offering

Core offering

Moi Moi Fine Jewellery designs, manufactures, and retails fine jewellery featuring its proprietary SUPERNOVA Moissanite and LAVANA Lab Grown Diamonds set in 18K gold or platinum. Its product range centres on engagement rings (500+ styles across collections such as Classic, Modern Bridal, Luxe, 100 Carat, Toi Et Moi, Limited Edition, Protea, Harmony, and Signature Bezel), wedding bands, men's rings, earrings, pendants, necklaces, bracelets, loose stones, and colour gemstones. The company also offers bespoke custom design, Home Try On, and Live Help virtual consultations via flagship stores in Sydney and Melbourne, a Perth by-appointment location, and its own e-commerce platform.

Product overview

Moi Moi Fine Jewellery is an Australian family-owned fine jewellery company established in 2004, operating as a single-brand retailer specializing in ethical luxury jewellery. The product portfolio centers on two core gemstone categories: SUPERNOVA Moissanite (proprietary premium moissanite) and LAVANA Lab Grown Diamonds. The main product lines include Engagement Rings (500+ styles across collections including Moissanite, Lab Grown Diamond, Modern Bridal, Classic, 100 Carat, Luxe, Toi Et Moi, Limited Edition, Protea, Harmony, and Signature Bezel), Wedding Rings (Moissanite, Lab Grown Diamond, Pink Diamond, and Men's styles), and General Jewellery (Earrings, Pendants/Necklaces, Bracelets, Tennis Collection, and Mosaic Collection). The company also offers Colour Gemstones (including pink, blue, yellow, green lab grown diamonds, and lab grown sapphire, ruby, emerald) and Loose Stones. Services include Custom Design (CAD-based bespoke creation), Home Try On, and Live Help Virtual Appointments. Products are crafted in 18K gold or platinum, with a focus on ethical sourcing and sustainable luxury.

Differentiator

Problem solved

Functional benefit

Products and services

Engagement Rings Fine jewellery engagement rings featuring SUPERNOVA Moissanite and LAVANA Lab Grown Diamonds, available in 500+ styles across multiple collections, priced from $2,090 to over $24,000 AUD, set in 18K gold or platinum, for individual consumers shopping for bridal jewellery in Australia.
Wedding Rings Wedding bands (women's and men's) featuring moissanite, lab grown diamonds, and lab grown pink diamonds, available in various metals and settings, sold to bridal customers in Australia alongside engagement rings.
Mens Wedding Rings Wedding bands designed specifically for men, available in various metals including yellow gold with semi-rounded polished edge designs, sold to grooms as part of bridal purchases.
Fine Jewellery (Earrings, Pendants, Necklaces, Bracelets) Non-bridal fine jewellery including moissanite and lab grown diamond earrings, pendants, necklaces, and bracelets (including tennis bracelet styles), sold to gift buyers and self-purchasers across Australia.
Loose Stones Individual SUPERNOVA Moissanite and lab grown diamonds (including colour variations) sold loose for custom jewellery creation or as standalone purchases to consumers.
Colour Gemstones Coloured gemstone jewellery featuring lab grown pink, blue, yellow, and green diamonds, plus lab grown sapphires, rubies, and emeralds, sold as rings and other fine jewellery to consumers.
Custom Design Service Bespoke engagement ring and fine jewellery design service including consultation, CAD design and approval, and 4–6 week production, with a nominal custom fee on top of stone and material costs, for individual consumers wanting unique designs.
100 Carat Collection Statement engagement ring collection launched for the 20th year celebration, featuring very large lab grown diamonds and SUPERNOVA Moissanite up to 100 carats set in solid 18K gold or Platinum, priced $2,350 to over $17,550 AUD.
Luxe Collection Premium large-carat engagement ring collection featuring 2 to 5+ carat SUPERNOVA Moissanite and premium lab grown diamonds, set in solid 18K gold, priced $2,500 to $6,880 AUD (with some designs up to $25,000+).
Toi Et Moi Collection Two-stone engagement ring collection with 14 styles pairing different gemstone cuts in one setting (oval-pear, emerald-pear, marquise combinations), priced $2,700 to $3,700 AUD.

Quantifiable outcome

Savings of up to 90% compared to mined diamonds
+3 more outcomes

Companies that use Moi Moi Fine Jewellery

Customer profile

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Moi Moi Fine Jewellery technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Moi Moi Fine Jewellery partnerships and signals

Strategic signal

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Moi Moi Fine Jewellery competitors and assessment

Company assessment

Direct peers

Brilliant Earth: Lab-grown and ethical fine jewelry retailer with significant bridal focus, custom design capability, DTC platform and physical showrooms. Competes directly for the eco-conscious engagement ring customer that Moi Moi targets.
Blue Nile: Online engagement ring and fine jewelry retailer now carrying lab-grown diamonds. Comparable on online engagement-ring-led buying flow, broad bridal assortment and educational content marketing.
Charles & Colvard: Original moissanite jeweler and direct substitute for Moi Moi's SUPERNOVA moissanite positioning. Sells moissanite engagement rings, wedding bands and fine jewelry DTC and through retail partners - functionally analogous to Moi Moi's moissanite core offering.
Lightbox Jewelry: De Beers-owned lab-grown diamond jewelry brand. Represents the eventual institutional entry into the lab-grown jewelry segment and is comparable on gemstone category and gifting/bridal positioning.
Grown Brilliance: Online lab-grown diamond engagement ring and jewelry retailer with bridal focus. Direct competitor in lab-grown bridal segment serving similar mid-market and premium bridal customers.
VRAI (Diamond Foundry): Vertically integrated lab-grown diamond brand operating own retail showrooms plus DTC. Closely matches Moi Moi's combination of proprietary lab-grown diamond line, bridal focus, custom design service and omnichannel flagship-retail-plus-online distribution.
Mejuri: DTC fine jewelry brand scaling omnichannel with physical stores. Comparable on modern brand positioning, self-purchase fine jewelry focus, and digital-first marketing targeting younger consumers.
Clean Origin: Pure-play online lab-grown diamond engagement ring and fine jewelry retailer. Comparable on product (lab-grown bridal), DTC model and competitive pricing of 30-40% below mined alternatives.

Broad incumbents

Pandora: Global jewelry giant now expanding into lab-grown diamonds (Pandora Brilliance). Larger incumbent with broader portfolio but increasingly overlapping with Moi Moi's lab-grown diamond positioning and gifting occasions.

Regional players

Michael Hill Jeweller: Major Australian specialty jewelry retailer with national store footprint. Competes in Australian bridal and fine jewelry market; increasingly adding lab-grown assortments, making it a same-geography incumbent competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Moi Moi Fine Jewellery financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Moi Moi Fine Jewellery leadership team

Management profile

Number of profiles

Profiles4 records

Moi Moi Fine Jewellery funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Moi Moi Fine Jewellery M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Moi Moi Fine Jewellery

What does Moi Moi Fine Jewellery do?

Is Moi Moi Fine Jewellery a public or private company?

Moi Moi Fine Jewellery is a private company. It is classified as family owned and is currently operating.

When was Moi Moi Fine Jewellery founded?

Moi Moi Fine Jewellery was founded in 2004. It employs 11 to 50 people.

Where is Moi Moi Fine Jewellery based?

Moi Moi Fine Jewellery is headquartered in Mount Victoria, Australia, in the Oceania region.

How does Moi Moi Fine Jewellery make money?

Five revenue lines are on record. Engagement Rings are the primary driver. The others are wedding Rings, fine Jewellery, custom Design Services and loose Stones.

Who are Moi Moi Fine Jewellery's main competitors?

Direct peers on record are Brilliant Earth, Blue Nile, Charles & Colvard, Lightbox Jewelry, Grown Brilliance, VRAI (Diamond Foundry), Mejuri and Clean Origin. Pandora is listed as a broad incumbent. Michael Hill Jeweller is listed as a regional player.

Does Moi Moi Fine Jewellery have an API?

No public API is recorded for Moi Moi Fine Jewellery.

What industry is Moi Moi Fine Jewellery in?

Moi Moi Fine Jewellery's product category is Fine Jewellery (Lab-Grown Diamond and Moissanite). Its primary akta.pro industry code is CRAKAGAC, Bridal & Engagement Jewelry Retail, with a secondary code of CRAKAIAC, Bridal & Engagement Jewelry Manufacturing. Its NAICS code is 458310 and its SIC code is 5944.