Dein-Juwelier.de

What Dein-Juwelier.de does

Dein-Juwelier.de is an online marketplace for jewelry and watches operated by The Platform Group GmbH & Co. KG, headquartered in Wiesbaden, Germany. It was launched in 2020 as a vertical extension of the Schuhe24 group's local-retailer marketplace model, which connects brick-and-mortar specialty stores with online demand. The platform aggregates inventory from local German jewelers and stationary jewelry retailers, who fulfill orders directly from their stores. End consumers access a unified storefront across two core categories — Schmuck (jewelry: chains, rings, bracelets, earrings, charms, and accessories in gold, silver, and stainless steel) and Uhren (watches: automatic, chronograph, analog, digital, and smartwatches) — with a multi-brand assortment spanning Thomas Sabo, Pandora, Joop!, Tissot, Swatch, Casio, Bering, Fossil, and others.

The platform is built on Shopware, with OTTSCHO IT GmbH as the Shopware Business Partner responsible for technical implementation. Payments are processed via Klarna (invoice, installment, PayNow), PayPal, and SVEA/GreenBanana for invoice purchasing with credit checks. Customer acquisition is driven primarily by organic SEO and an editorial Magazine covering jewelry care, birthstones, and styling, supplemented by Facebook, Instagram, and a 2-4x/month email newsletter with a €5 welcome coupon. Logistics include free shipping over €39, insured shipping for orders above €500, and a 30-day return policy. B2B/wholesale buyers are served with VAT-compliant invoicing, and the platform also distributes via external marketplace channels for worldwide shipping on request.

Revenue is generated on a commission-per-sale basis from partner jewelers, with no upfront or monthly platform fees, lowering onboarding friction but tying revenue directly to transaction volume. Primary demand is concentrated in Germany and Austria. The business is part of a broader group strategy — Schuhe24 (shoes, 2013), Outfits24 (fashion), Taschen24 (bags), and Dein-Juwelier (jewelry/watches) — that replicates the local-retailer marketplace playbook across consumer verticals, with the parent group reporting nearly 100 employees and over 1,000 partner stores nationwide.

Name

Dein-Juwelier.de

Legal name

The Platform Group GmbH & Co. KG

Website

https://dein-juwelier.de

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Dein-Juwelier.de is an online marketplace operated by The Platform Group GmbH & Co. KG that connects local German jewelers and stationary retailers with online consumers in Germany and Austria. It sells jewelry and watches across 14+ brands on a commission-per-sale model, with fulfillment handled by partner stores.

Ownership category

akta.pro rank

Product category

Online Jewelry and Watch Marketplace

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Luxury Retail & Clienteling (Boutiques/Omnichannel) (CRAKAFAM)

Keywords

• Online jewelry marketplace
• Watch e-commerce platform
• Multi-brand jewelry retail
• Local retailer marketplace
• D2C jewelry commerce

Headquarters

HQ city

Wiesbaden

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure, Others

Revenue model

1. Marketplace Commission: Dein-Juwelier operates as an online marketplace for local jewelers and stationary jewelry retailers. The platform charges partners a fee per sale (commission-based model) rather than monthly or one-time fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Dein-Juwelier.de is an online marketplace that enables local German and Austrian jewelers and watch retailers to sell jewelry and watches to consumers through a single e-commerce storefront. The platform handles shop operation, digital presence, and order routing, while partner jewelers fulfill orders directly from their stores. Revenue is generated via per-sale commissions charged to partner jewelers, with no monthly or one-time fees.

Product overview

Dein-Juwelier.de is an online marketplace for jewelry and watches operated by The Platform Group GmbH & Co. KG, enabling local German jewelers to sell their products online. The platform offers a unified shopping experience with two core product categories: Schmuck (jewelry) including chains, rings, bracelets, earrings, charms, and accessories in various materials (gold, silver, stainless steel), and Uhren (watches) including automatic, chronograph, analog, digital, and smartwatches. The platform features an extensive brand portfolio including Thomas Sabo, Pandora, Joop!, Bering, Fossil, Casio, Tissot, Swatch, Boccia, Xenox, Armani Exchange, Engelsrufer, Ernstes Design, and Leonardo Glas. The company also provides educational content through its Dein Juwelier Magazin blog covering jewelry trends, birthstones, and care guides. Products are sourced from local German jewelers and delivered with insured shipping, supporting the preservation of local retail businesses.

Differentiator

Problem solved

Functional benefit

Products and services

• Schmuck (Jewelry) Core jewelry product category covering chains, rings, bracelets, earrings, charms and pendants, foot chains, clasps, cuff links, and accessories across gold, silver, and stainless steel, sourced from partner local jewelers and sold to individual consumers.
• Uhren (Watches) Core watch product category covering automatic, chronograph, analog, digital, and smartwatches, plus large clocks, alarms, and watch straps and accessories, fulfilled by partner local jewelers and sold to individual consumers.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Schuhe24coreOthersParent company and founding platform. Schuhe24 is a Wiesbaden-based startup founded in 2013 as an online sales platform for local shoe stores. Dein-Juwelier was launched in 2020 as part of the same group to extend the model to jewelry and watches.
• Local Jewelers & Stationary RetailerscoreChannel Partner/ Reseller/ DistributorLocal jewelers and jewelry retailers partner with Dein-Juwelier to sell their inventory online. Benefits include no investment required, no monthly fees, low effort, no IT knowledge needed. Platform takes commission only per sale.
• Outfits24 & Taschen24minorOthersSister platforms under the same parent company Schuhe24, following the same marketplace model for fashion (Outfits24) and bags/travel gear (Taschen24).

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Others

• Etsy: Global online marketplace for handmade, vintage, and unique goods including a substantial jewelry category. Comparable to Dein-Juwelier as a third-party-seller marketplace model, though Etsy covers handmade/artisan jewelry rather than traditional local retail jewelers.
• Mytheresa: German-origin luxury fashion e-commerce platform expanding into fine jewelry and watches. Comparable to Dein-Juwelier as a German e-commerce destination but operates as a vertically integrated luxury retailer rather than a partner-jeweler marketplace.

Broad incumbents

• Bucherer: Swiss-headquartered luxury watch and jewelry retailer with extensive European boutique network and e-commerce. Directly competes for premium watch buyers (Tissot, Swatch, Longines) and jewelry shoppers in DACH markets where Dein-Juwelier operates.
• Wempe: Established German luxury jeweler and watch retailer with boutiques across Germany and Europe plus an online store. Overlaps with Dein-Juwelier on premium jewelry and watches (Rolex, Patek Philippe, Breitling) but competes as a high-end brand retailer rather than a multi-partner marketplace.
• Christ Juweliere: Germany's largest jewelry retail chain with omnichannel presence (stores plus online). Competes with Dein-Juwelier for the same German jewelry consumer but operates as a vertically integrated incumbent rather than a partner-jeweler marketplace.

Direct peers

• Chrono24: German-headquartered online marketplace for new and pre-owned watches, connecting private sellers, dealers, and retailers with consumers worldwide. Closely comparable to Dein-Juwelier in being a Germany-based watch/jewelry marketplace that aggregates multiple sellers onto one platform.
• The Jewellery Room: Online marketplace for fine jewelry from independent designers and retailers, offering curated pieces with personal service. Directly comparable to Dein-Juwelier's model of aggregating local/independent jewelers into a unified online destination.
• Juwelo: German online jewelry retailer selling rings, necklaces, bracelets and watches via web and TV. Directly comparable to Dein-Juwelier as a German-language online jewelry destination serving end consumers with a similar product mix and brand portfolio.

Emerging players

• Pandora: International jewelry brand specializing in charm bracelets and customizable pieces, sold via its own DTC e-commerce and stores. Competes with Dein-Juwelier for the same end consumer and is also listed on Dein-Juwelier's marketplace, illustrating brand-vs-marketplace tension.
• Vestiaire Collective: Global C2C/B2C luxury resale marketplace including pre-owned jewelry and watches. Comparable to Dein-Juwelier as a curated marketplace model but focused on second-hand/pre-owned rather than new retail inventory from local jewelers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/deinjuwelier.de
• Instagraminstagram.com/dein_juwelier

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 Dein-Juwelier.de