My Silver

What My Silver does

My Silver (legal entity Токаш ООД / Tokash OOD) is a Bulgarian vertically integrated manufacturer and retailer of 925 sterling silver jewelry, founded in 1991-1992 by Todor Kashilski. The company produces its entire jewelry catalog in-house — from design drawings through prototyping, pilot series, and final finishing — including earrings, bracelets, necklaces, pendants, rings, coordinated sets, and chains, all complying with the European 925 standard and free of nickel, cadmium, and other harmful impurities. Operations are split between a wholesale business supplying jewelry traders (the original channel until 2010) and a retail operation running seven physical MySilver stores across Sofia, Plovdiv, Varna, Ruse, Blagoevgrad, Pleven, and Razgrad, alongside the mysilver.bg e-commerce platform that ships nationwide via Econt and Speedy couriers.

The company's revenue model combines one-time retail and wholesale product sales with professional services such as custom engraving, bespoke jewelry creation by customer design, gold and rhodium plating, professional cleaning, and repairs, plus gift voucher sales. Go-to-market is omnichannel: physical retail with trained consultants, a full-featured online store, and a Greek-language cross-border storefront at mysilver.gr. The customer base is horizontally segmented into B2C end consumers (primary) and B2B wholesale jewelry traders (primary), with a secondary custom-jewelry segment.

My Silver is privately held with no external institutional investment and is operated as a family-owned Bulgarian limited liability company. The founder Todor Kashilski remains the managing director. No public revenue figures, headcount data beyond a 1-10 range, certifications, or patents are disclosed. The business has executed one major strategic pivot — a defensive 2010 transition from wholesale-only to retail following the financial crisis — and has since expanded its service offerings and geographic footprint incrementally, including the Greek-language e-commerce launch indicating early cross-border intent.

Name

My Silver

Legal name

Токаш ООД

Website

https://mysilver.bg

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

My Silver is a Bulgarian vertically integrated manufacturer and retailer of 925 sterling silver jewelry, operating seven retail stores across Bulgaria plus the mysilver.bg e-commerce platform. The company serves B2C consumers and B2B wholesale jewelry traders with in-house designed silver earrings, bracelets, necklaces, pendants, rings, sets, and chains, plus custom design, engraving, and plating services.

Ownership category

akta.pro rank

Product category

Sterling Silver Jewelry

NAICS

Jewelry and Silverware Manufacturing (339910), Jewelry Retailers (458310), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

Jewelry, Precious Metal (3911), Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

akta.pro secondary industries

Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA), Fine Jewelry Wholesale & Trading (CRAKAAAL), Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Fine Jewelry & Precious Metal Repair (CRAKALAA)

Keywords

• Sterling silver jewelry
• Silver jewelry retail
• Wholesale silver jewelry
• Custom jewelry design
• Jewelry manufacturing

Headquarters

HQ city

Plovdiv

HQ country

Bulgaria

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Silver Jewelry Sales: Direct sales of 925 silver jewelry to end consumers through physical retail stores and online e-commerce platform. Products include earrings, bracelets, necklaces, pendants, rings, sets, and chains.
2. Wholesale Silver Jewelry Sales: Sales of silver jewelry in bulk quantities to retail traders and jewelers throughout Bulgaria and internationally. Originally the primary sales channel until 2010.
3. Custom Services (Engraving, Plating, Repairs): Additional services including custom engraving, gold/rhodium plating, cleaning, repairs, and custom jewelry creation based on customer designs.
4. Gift Vouchers: Sale of gift vouchers for silver jewelry, providing flexible gifting options.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels3 records

Core offering

My Silver is a Bulgarian manufacturer and retailer of 925 sterling silver jewelry, producing the entire product range in-house from design drawings through prototyping to final finishing. The company sells its jewelry to individual consumers through seven physical retail stores across Bulgaria and an e-commerce platform, and to wholesale traders for resale. It supplements jewelry sales with services such as custom engraving, gold and rhodium plating, professional cleaning, repairs, and bespoke jewelry creation based on customer designs.

Product overview

My Silver operates as an online and physical retail jewelry company (Токаш ООД) that serves both wholesale and retail customers in Bulgaria. The core product portfolio centers on 925 sterling silver jewelry items — including earrings, bracelets, necklaces, pendants, rings, chains, and coordinated sets — all produced in-house since 1992. The company supplements its jewelry sales with ancillary products such as gift vouchers, and augments them with add-on services including custom engraving, bespoke custom jewelry creation (Бижу по Ваша идея), gold and rhodium plating, professional cleaning, and repair/adjustment services. Products are available through the mysilver.bg e-commerce platform and seven physical stores across Bulgarian cities (Sofia, Plovdiv, Varna, Ruse, Blagoevgrad, Pleven, and Razgrad).

Differentiator

Problem solved

Functional benefit

Products and services

• Silver Earrings (Сребърни обеци)
• Silver Bracelets (Сребърни гривни)
• Silver Necklaces (Сребърни колиета)
• Silver Pendants (Сребърни висулки)
• Silver Rings (Сребърни пръстени)
• Silver Sets (Сребърни комплекти)
• Silver Chains (Сребърни синджири)
• Engraving Service (Гравиране)
• Custom Jewelry by Customer Idea (Бижу по Ваша идея)
• Gold Plating and Rhodium Plating (Позлатяване и родиране)
• Cleaning Service (Почистване)
• Repairs and Adjustments (Поправки и корекции)
• Gift Vouchers (Подаръчни ваучери)

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Tokash OODcoreOEM/ Whitelabel/ Licensing PartnerTokash OOD (Токаш ООД) is the original manufacturing company behind MySilver. The manufacturer produces all silver jewelry under the MySilver brand and also operated the wholesale business under the Tokash brand before the retail expansion.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Zales: US-based jewelry retail chain (Signet) selling gold, silver, and diamond jewelry. Comparable multi-store physical-retail model with broad silver and gold jewelry assortment, though serving a different geographic market.
• Blue Nile: Online jewelry retailer (now part of Signet) selling diamonds and fine jewelry. Comparable e-commerce-first D2C jewelry model, though focused on higher-value diamond/gold pieces rather than silver.
• Swarovski: Austrian crystal and jewelry giant with extensive retail footprint. Overlaps with MySilver in personal-adornment jewelry and own-brand retail, but specializes in crystal rather than silver and operates at significantly larger scale.
• Tiffany & Co. Iconic American luxury jeweler (now LVMH-owned) with global retail. Comparable own-brand retail jewelry model and consumer gifting positioning, though positioned at a far higher price tier than MySilver's silver-focused offering.

Others

• Etsy (Silver Jewelry Sellers): Online marketplace aggregating thousands of independent 925 silver jewelry makers. Represents the alternative discovery channel that competes with MySilver's own e-commerce platform for consumers seeking unique or artisanal silver designs.

Direct peers

• Mejuri: Direct-to-consumer fine jewelry brand focused on everyday gold and sterling silver pieces. Comparable to MySilver in 925 silver jewelry offering and growing international e-commerce footprint; differs in lacking physical retail stores.
• H.Stern: Brazilian jewelry manufacturer and retailer with own stores across multiple countries. Comparable vertically-integrated manufacturer-retailer model with precious-metal jewelry offerings.
• Ti Sento: Dutch sterling silver jewelry brand sold through independent retailers and own online store. Closely comparable to MySilver in 925 silver material, multi-channel retail/wholesale distribution, and European positioning.
• Chrysalis: UK-based silver and gold-plated jewelry brand selling through retailers and online. Comparable in 925 silver product mix and wholesale-to-retail channel model.
• Pandora: Global sterling silver jewelry brand (Denmark) with physical retail and wholesale channels. Most directly comparable to MySilver in material (925 silver), product mix (charms, bracelets, rings, necklaces), and multi-channel retail/wholesale model — though at vastly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mysilver-bg

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 My Silver