Mariell

What Mariell does

Mariell (legal entity ECM Jewelry, LLC) is a US-based, wholesale-only supplier that designs, manufactures, and distributes bridal and wedding jewelry and accessories to retail accounts globally. The catalog spans 13+ core product lines including earrings, necklaces, bracelets, coordinated jewelry sets, tiaras, bridal veils (in six length tiers from birdcage to cathedral), headpieces and hair accessories, belts and sashes, garters, gloves, fur wraps and stoles, brooches, anklets, and necklace extenders. Products are built around AAAAA-quality cubic zirconia, freshwater pearls, Austrian crystals, rhinestones, and metallic finishes including silver rhodium, 14KT gold, and rose gold. The company was founded by a woman who transitioned from a career in law to self-taught jewelry design and bootstrapped the business over 30+ years into a brand carried in 4,000+ retail stores worldwide.

The business operates on an exclusively B2B wholesale model with no direct-to-consumer sales. Retail buyers must register and log in to mariellonline.com to access pricing; the firm charges no minimum order, applies a $4.95 processing fee on orders under $50, offers free US shipping on orders over $299, and provides a 15% first-order discount (code NC15) to acquire new retail accounts. All wholesale orders ship the next business day, supported by in-stock inventory across thousands of SKUs. Customer segments are primarily bridal boutiques, with secondary reach into prom and formal-wear retailers and fine jewelry retailers worldwide. In 2024, the company underwent a change in ownership while publicly reaffirming full operational status, replenished inventory, and its global same-day shipping commitment. No institutional investors, funding rounds, patents, trademarks, awards, or partnerships are disclosed in the source data.

Name

Mariell

Legal name

ECM Jewelry, LLC.

Website

https://mariellonline.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Mariell (ECM Jewelry, LLC) is a US-based wholesale-only supplier designing and distributing bridal jewelry, veils, headpieces, belts, and wedding accessories to over 4,000 retail stores worldwide via a B2B e-commerce platform requiring retailer registration.

Ownership category

akta.pro rank

Product category

Wholesale Bridal Jewelry & Wedding Accessories

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

Jewelry, Silverware & Plated Ware (3910), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Bridal & Engagement Jewelry Manufacturing (CRAKAIAC)

akta.pro secondary industry

Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets) (CRAKACAD)

Keywords

• Wholesale bridal jewelry
• Wedding accessories
• Cubic zirconia jewelry
• Bridal headpieces
• Wedding veils

Headquarters

HQ city

Budd Lake

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Wholesale Bridal Jewelry Sales: Mariell generates revenue through wholesale sales of bridal jewelry, wedding accessories, and prom jewelry to retailers. Products include earrings, necklaces, bracelets, veils, headpieces, tiaras, belts, garters, gloves, and fur wraps. All products are sold at wholesale factory prices exclusively to registered bridal retailers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels10 records

Core offering

Mariell designs, manufactures, and wholesales bridal and wedding jewelry and accessories — including cubic zirconia and pearl earrings, necklaces, bracelets, sets, tiaras, headpieces, veils, belts, garters, gloves, and fur wraps — exclusively to registered bridal boutiques and fine retailers worldwide. Products feature AAAAA quality cubic zirconia, freshwater pearls, Austrian crystals, and rhinestones set in Silver Rhodium, 14KT Gold, and Rose Gold plating, sold at wholesale factory prices with no minimums and next-business-day shipping.

Product overview

Mariell is a wholesale-only bridal jewelry and wedding accessories company operating as a woman-owned business based in the USA. The company offers a comprehensive portfolio of bridal and prom jewelry and accessories consisting primarily of earrings, necklaces, bracelets, and coordinated sets (the core jewelry offerings), complemented by headpieces including tiaras, hair combs, headbands, and hair vines, as well as bridal veils in various lengths and styles, belts and sashes, garters, gloves, fur wraps, brooches, and anklets. The products feature materials such as cubic zirconia, freshwater pearls, crystals, rhinestones, and various metallic finishes (gold, rose gold, silver rhodium, platinum). Mariell serves exclusively wholesale to bridal boutiques and retailers, with no minimum order requirements and same-day shipping capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Wholesale Bridal Earrings Wholesale bridal, wedding, and prom earrings including cubic zirconia, pearl, crystal, rhinestone, gold, rose gold, colored, fashion, and clip-on styles in designs such as studs, dangles, chandeliers, and drops. Sold exclusively to registered bridal retailers and fine jewelry stores for resale.
• Wholesale Bridal Necklaces Wholesale bridal and wedding necklaces including cubic zirconia, pearl, gold, rose gold, crystal, rhinestone, colored, fashion designs, and back necklaces. Sold to registered bridal retailers.
• Wholesale Bridal Bracelets Wholesale bridal, wedding, and prom bracelets in cubic zirconia, pearl, crystal, rhinestone, gold, rose gold, colored, and fashion styles. Sold to registered bridal retailers.
• Wholesale Necklace & Earring Sets Coordinated wholesale jewelry sets pairing necklaces with matching earrings in cubic zirconia, pearl, crystal, rhinestone, gold, and other styles. Sold to registered bridal retailers.
• Wholesale Bridal Tiaras Wholesale bridal tiaras and crowns featuring cubic zirconia, crystals, freshwater pearls, and metallic finishes in silver, gold, and rose gold. Sold to registered bridal retailers.
• Wholesale Bridal Headpieces & Hair Accessories Wholesale bridal hair accessories including hair combs, barrettes, headbands, hair vines, tiaras, cocktail hats, hair flowers, and hair pin sticks in various metallic finishes. Sold to registered bridal retailers.
• Wholesale Bridal Veils Wholesale wedding veils in various lengths including birdcage, fingertip, ballet/waltz, chapel, cathedral, and royal cathedral, featuring embellishments such as pearls, crystals, lace, and floral appliqués. Sold to registered bridal retailers.
• Wholesale Bridal Belts and Sashes Wholesale bridal belts and sashes, including beaded, crystal, floral, and lace-trimmed designs for wedding gowns. Sold to registered bridal retailers.
• Wholesale Bridal Garters Wholesale bridal garter belts for weddings. Sold to registered bridal retailers.
• Wholesale Bridal Gloves Wholesale bridal and wedding gloves available in adult and children's sizes. Sold to registered bridal retailers.
• Wholesale Fur Wraps and Shawls Wholesale bridal and faux fur wraps, stoles, and shawls for weddings and proms. Sold to registered bridal retailers.
• Wholesale Brooches and Comb Converters Wholesale bridal brooches, pins, and comb converters in cubic zirconia, pearl, crystal, rhinestone, and gold designs. Sold to registered bridal retailers.
• Wholesale Anklets and Barefoot Sandals Wholesale barefoot sandals and anklet bracelets featuring freshwater pearls and crystals. Sold to registered bridal retailers.
• Wholesale Necklace Extenders Wholesale necklace extenders to adjust the length of bridal and wedding necklaces. Sold to registered bridal retailers.

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

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Rio Grande: Wholesale jewelry supplier serving the trade with findings, finished jewelry, and production services to independent jewelers and retailers — directly comparable wholesale-to-trade distribution model to Mariell.
• Kendra Scott: Jewelry brand operating a wholesale/retail hybrid model with bridal-leaning assortments and major retailer/door presence — comparable mix of branded jewelry, scale distribution, and bridal occasion purchase occasions.
• Stuller: One of the largest US wholesale jewelry manufacturers and suppliers, selling finished jewelry, findings, and bridal components to retailers worldwide — directly comparable business model to Mariell's wholesale-bridal-jewelry manufacturer model.

Broad incumbents

• Signet Jewelers: Largest jewelry retailer in the world (Kay, Zales, Jared) — overlapping bridal/occasion jewelry category but at much larger scale and with broader assortment, making it a strategic comparator for bridal-jewelry supply chains.
• BHLDN: Anthropologie's bridal-focused brand carrying veils, headpieces, jewelry, and accessories — directly competing in the bridal-accessories retail assortment Mariell supplies to boutiques.
• Brilliant Earth: DTC fine jewelry retailer specializing in bridal rings and ethically sourced stones — competing for the same bridal customer wallet with a digitally native, vertically integrated model contrasting Mariell's wholesale approach.
• David's Bridal: The largest bridal retailer in the US, stocking bridal jewelry, veils, and accessories — adjacent channel (retail rather than wholesale) but sells through in many of the same boutique doors where Mariell product is merchandised.

Emerging players

• Allure Bridals: Wholesale bridal gown designer and manufacturer selling through bridal boutiques worldwide — operates a near-identical wholesale-to-bridal-boutique distribution model and competes for the same boutique fixture space and reorder cycles.

Others

• Maggie Sottero Designs: Wholesale bridal gown designer serving the same 4,000+ boutique channel as Mariell — not a direct jewelry peer but a channel-overlap comparable in terms of retailer relationships and showroom merchandising.
• Etsy: Online marketplace where many independent bridal jewelry makers reach consumers — an alternative channel for retailers and brides vs Mariell's wholesale-only path, and a competitive distribution option for small jewelry makers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MariellOnline
• YouTubeyoutube.com/user/mariellbridal
• Facebookfacebook.com/MariellBridal
• LinkedInlinkedin.com/company/mariell
• Instagraminstagram.com/mariellbridal

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 Mariell