FRIDA

What FRIDA does

FRIDA is an independent Canadian luxury fine jewellery brand headquartered in Halifax, Nova Scotia, operating a single boutique showroom at Bishop's Landing on the Halifax waterfront alongside an e-commerce storefront at frida.ca. Founded by Carrie Lamb circa 2005, the company designs, manufactures, and sells custom handmade fine jewellery including rings, earrings, bracelets, necklaces, engagement rings, and wedding bands. The customer base consists primarily of affluent individuals and luxury bridal couples seeking bespoke, one-of-a-kind pieces, with secondary segments including jewellery collectors pursuing rare coloured gemstones and the men's luxury jewellery market.

The product portfolio is organized around trademarked signature collections — STRATA™, SHIELD™, OCEAN, CARIBOU, CELESTIAL, ELSKA, and FRIDA Fine — each with a distinct thematic identity rooted in geological formations, Norse mythology, maritime, Canadian wildlife, and celestial motifs. Pieces are handcrafted using 18kt gold (yellow, white, pink), sterling silver, ethically sourced diamonds, coloured gemstones, and pearls, with stated price points ranging from under $1,000 in the 'Little Luxuries' line to over $41,000 for high-end statement pieces, with many items priced between $20,000 and $35,000. The company also operates as an authorized dealer for the Italian handmade jewellery brand ZIIO and carries NANIS, extending the assortment to Murano glass beads, semi-precious stones, and sterling silver pieces. Underlying production relies on traditional metalsmithing and gemstone setting techniques, with bespoke design work conducted personally by Carrie Lamb.

The business model is direct-to-consumer, combining retail sales through the Bishop's Landing showroom with online sales via frida.ca, supported by personal shopping consultations, custom design services, jewellery repair and restoration, and professional appraisals. Marketing is anchored on the founder's personal brand and design expertise, reinforced through the 'In The Loupe' educational blog, a video series, and social media presence on Instagram, Facebook, and Pinterest; press coverage in British Vogue provides international luxury credibility. The firm is privately held and bootstrapped with no disclosed external institutional investment, and remains a micro-cap operation of 1–10 employees.

Name

FRIDA

Legal name

FRIDA

Website

https://frida.ca

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

FRIDA is a Canadian luxury fine jewellery brand founded by Carrie Lamb in Halifax, Nova Scotia, designing and selling custom handmade rings, earrings, necklaces, and bracelets via a single boutique showroom and e-commerce platform serving affluent individuals and bridal couples.

Ownership category

akta.pro rank

Product category

Luxury Fine Jewellery

NAICS

Jewelry Retailers (45831), Jewelry and Silverware Manufacturing (339910)

SIC

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

akta.pro primary industry

Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA)

akta.pro secondary industries

Custom Bridal & Engagement Design (CRAKAHAB), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

Keywords

• Fine jewellery
• Custom jewellery design
• Engagement rings
• Handcrafted gold jewellery
• Luxury bridal jewellery

Headquarters

HQ city

Halifax

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fine Jewellery Sales: Sale of custom-designed, handmade fine jewellery including rings, earrings, bracelets, necklaces and pendants. Products feature 18kt gold (yellow, white, pink), sterling silver, diamonds, coloured gemstones, and pearls. Price points range from approximately $3,600 for wedding bands to over $41,000 for statement pieces.
2. Custom/Bespoke Design Services: Full-service custom jewellery creation from consultation through finished piece. Clients work directly with designer Carrie Lamb to create unique bespoke pieces.
3. Repair & Restoration Services: Jewellery maintenance, repair and restoration services for existing pieces.
4. Jewellery Appraisals: Professional appraisal services for insurance and valuation purposes.
5. ZIIO Brand Jewellery (Featured Brand): Sale of ZIIO Italian handmade jewellery as an authorized dealer. ZIIO features semi-precious stones, Murano glass beads, and sterling silver pieces.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

FRIDA designs, manufactures, and sells custom, handmade fine jewellery through signature collections (STRATA™, SHIELD™, OCEAN, CARIBOU, CELESTIAL, ELSKA, FRIDA Fine) featuring rings, earrings, bracelets, necklaces, engagement rings, and wedding bands in 18kt gold, sterling silver, ethically sourced diamonds, coloured gemstones, and pearls. The brand also offers bespoke design, repair and restoration, jewellery appraisals, and personal shopping consultations, and serves as an authorized dealer of ZIIO Italian handmade jewellery.

Product overview

FRIDA is an independent luxury Canadian fine jewellery brand offering a unified portfolio of custom-designed, handmade jewellery pieces. The core offering comprises signature collections (STRATA™, Shield™, Ocean, Caribou, Celestial, Elska, and FRIDA Fine) featuring rings, earrings, bracelets, necklaces, engagement rings, and wedding bands crafted in 18kt gold with ethically sourced diamonds, coloured gemstones, and pearls. The portfolio also includes the ZIIO Italian brand as a featured offering, the accessible Little Luxuries collection, and limited edition curations. Services include bespoke/custom design, repair and restoration, appraisals, and personal shopping consultations. All pieces are custom designed and handmade, with a focus on individuality and personal storytelling.

Differentiator

Problem solved

Functional benefit

Brands

• STRATA™: Layers of Luxury collection inspired by the passage of time and ancient rock formations, featuring stacking rings and bracelets in 18kt gold with diamonds and gemstones.
• SHIELD™
• OCEAN
• CARIBOU
• CELESTIAL
• ELSKA

Products and services

• STRATA™ Collection A signature stackable collection inspired by geological strata and the passage of time, featuring 18kt gold stacking rings, bracelets, and pendants accented by diamonds and coloured gemstones. Targeted at luxury jewellery buyers seeking layered, customizable fine jewellery pieces.
• SHIELD™ Collection An empowerment-themed signature collection inspired by Norse mythology, featuring bold statement pieces in 18kt gold and sterling silver set with rare gemstones. Targeted at luxury jewellery buyers seeking meaningful, strength-themed statement jewellery.
• OCEAN Collection A signature collection inspired by the fluidity of the sea, featuring wave-like contours and ocean-inspired designs in 18kt gold with diamonds and coloured gemstones. Targeted at luxury jewellery buyers seeking nature and maritime-themed fine jewellery.
• CARIBOU Collection A nature-inspired collection featuring Canadian wildlife motifs, including neck sculptures and spirit cuffs inspired by the Caribou. Targeted at luxury jewellery buyers drawn to raw, nature-themed pieces with Canadian wilderness motifs.
• CELESTIAL Collection A signature collection inspired by celestial bodies and cosmic themes, featuring pieces with rubellite, aquamarine, and coloured sapphires that evoke celestial elegance. Targeted at luxury jewellery buyers seeking cosmic-themed fine jewellery.
• ELSKA Collection A signature collection featuring Icelandic-inspired designs with clean lines and modern aesthetics in 18kt gold. Targeted at luxury jewellery buyers seeking Nordic-inspired fine jewellery pieces.
• FRIDA Fine Collection The main signature jewellery collection featuring custom-designed rings, earrings, bracelets, and necklaces crafted in 18kt gold with ethically sourced diamonds, gemstones, and pearls. Targeted at luxury jewellery buyers seeking the brand's core fine jewellery offerings.
• Engagement Rings Classic and signature engagement ring settings featuring diamonds and coloured gemstones, including classic solitaire settings and custom couture pieces for brides-to-be. Targeted at engaged couples seeking luxury bridal jewellery.
• Wedding Bands Custom wedding bands for women and men in yellow gold, white gold, and pink gold with optional diamond and gemstone accents, starting around $3,600-$6,000 for diamond-accented designs. Targeted at brides, grooms, and couples seeking luxury wedding jewellery.
• Rings Custom designed rings including stacking rings, statement rings, gemstone rings, and men's rings in yellow gold, white gold, pink gold, and sterling silver with diamonds and coloured gemstones. Targeted at luxury jewellery buyers seeking distinctive rings.
• Earrings Custom designed earrings from classic studs to bold statement pieces featuring diamonds, gemstones, and South Sea pearls in 18kt gold. Targeted at luxury jewellery buyers seeking distinctive earrings.
• Bracelets & Cuffs Custom designed bracelets including cuffs, bangles, tennis bracelets, and stacking bracelets featuring diamonds and gemstones in 18kt gold. Targeted at luxury jewellery buyers seeking distinctive bracelets.
• Necklaces & Pendants Custom designed necklaces and pendants including collar necklaces, articulated pendants, and pearl strands featuring diamonds and coloured gemstones. Targeted at luxury jewellery buyers seeking distinctive necklaces and pendants.
• Little Luxuries An accessible collection of everyday fine jewellery pieces priced under $1,000, offering elegant daily wear options. Targeted at luxury jewellery buyers seeking everyday accessible fine jewellery and gift buyers.
• ZIIO Featured Brand Collection An exclusive Italian handmade jewellery brand featured at FRIDA as an authorized dealer, featuring designs with semi-precious stones, freshwater pearls, tourmaline, and Murano glass beads in sterling silver, including ASTRAEA, CLEOPATRA, DAMIGELLA, MUM, and ESSENTIALS lines with two-year warranty. Targeted at luxury jewellery buyers seeking Italian handmade designer jewellery.
• Custom Design / Bespoke Service A personalized custom jewellery design service allowing clients to create unique, one-of-a-kind pieces tailored to their vision, working directly with designer Carrie Lamb from consultation through completion using ethically sourced gemstones and diamonds. Targeted at clients seeking one-of-a-kind bespoke fine jewellery.
• Repair & Restoration Professional jewellery repair and restoration services to maintain and preserve fine jewellery pieces for existing clients. Targeted at owners of FRIDA jewellery needing maintenance services.
• Jewellery Appraisals Professional jewellery appraisal services conducted at the Bishop's Landing showroom on the Halifax Waterfront for insurance and valuation purposes. Targeted at jewellery owners needing formal valuation documentation.
• Personal Shopping Consultation Personal shopping and consultation services offering one-on-one assistance in selecting jewellery pieces, available at the Bishop's Landing showroom. Targeted at customers seeking guided luxury jewellery purchasing experiences.

Quantifiable outcome

• Each piece is unique and custom-designed, ensuring no two pieces are identical

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• ZIIOcoreChannel Partner/ Reseller/ DistributorFRIDA is an authorized ZIIO dealer, featuring the Italian handmade jewellery brand exclusively. ZIIO specializes in semi-precious stones, Murano glass beads, tourmaline, freshwater pearls, and sterling silver pieces. FRIDA offers ZIIO's full collection including ASTRAEA, CLEOPATRA, DAMIGELLA, MUM, and ESSENTIALS lines, with two-year warranty on all ZIIO pieces.
• NANISminorChannel Partner/ Reseller/ DistributorNANIS is featured as a brand within FRIDA's collections, appearing in rings category alongside FRIDA's own collections. NANIS is an Italian jewellery brand.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Harry Winston: High-jewellery house known for rare coloured gemstones and bespoke bridal; competes with FRIDA at the upper gemstone-collector end of the market.
• Tiffany & Co. Iconic global luxury jewellery house with bridal and fine jewellery at premium price points; frames the upper bound of FRIDA's competitive set and the brand-equity benchmark in bridal gold and diamonds.
• Cartier: Global luxury jewellery and watch maison with deep bridal and high-jewellery offerings; comparable in precious-metal/gemstone category and aspirational positioning though at a vastly larger scale.
• Van Cleef & Arpels: Maison heritage jeweller with signature high-jewellery pieces and bridal offering; comparable category competitor at luxury price tiers above FRIDA's range.

Emerging players

• Mejuri: DTC fine jewellery brand with strong direct-to-consumer e-commerce motion and founder-led brand storytelling, similar to FRIDA's showroom-plus-online GTM though at a lower price band and higher volume.
• VRAI: Direct-to-consumer fine jewellery brand built around ethically sourced diamonds and bridal focus; overlaps with FRIDA on ethical sourcing narrative and custom fine-jewellery positioning.

Direct peers

• Kwiat: Heritage fine jeweller specialising in engagement rings and signature diamond settings in 18kt gold/platinum; comparable craftsmanship-led, bridal-focused fine-jewellery model.
• Maison Birks: Canadian luxury jewellery retailer offering fine jewellery and bridal collections through showrooms and e-commerce, sharing FRIDA's Canada-anchored luxury positioning and bridal customer segment.
• Anne Sportun Fine Jewellery: Toronto-based bespoke fine jeweller with a founder-led design studio and made-to-order engagement and wedding pieces, directly mirroring FRIDA's custom-precious-metal/gemstone model and bridal focus.
• Ecksand: Montreal-based fine jewellery brand crafting engagement rings and wedding bands in ethically sourced gold and diamonds; closely comparable in custom bridal focus and Canadian luxury positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/fridafinejewellery
• Instagraminstagram.com/fridafine
• Pinterestpinterest.com/fridafine
• Xx.com/fridafine

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 FRIDA