POSH TOTTY

What POSH TOTTY does

Posh Totty Designs is a Brighton, UK-based handmade personalised jewellery company founded in 2004 by Alice Rivers Cripps. It designs, handcrafts, and sells customisable jewellery primarily in recycled sterling silver and solid 9ct gold, performing in-house 18ct gold plating at its Brighton workshop. The catalog spans roughly 1,527 SKUs across personalised necklaces, bracelets, rings, earrings, and birthstone jewellery, alongside signature collections such as the Russian Ring Collection, Family Names, Dinky Story Charms, Kintsugi, and Tidal Shell, with customisation options including text engraving, initials, birthstones, birth flowers, zodiac signs, photo engraving, and fingerprint engraving.

The business operates a direct-to-consumer model through a Shopify e-commerce storefront shipping to 20+ countries across 14 currencies, complemented by three UK physical retail locations — the Brighton flagship and workshop, an Islington boutique on Camden Passage, and an Elys department-store concession in Wimbledon. Pricing spans approximately $36 entry-level kits to $1,614+ solid 9ct gold pieces, with the majority of sterling silver and gold-plated items priced between $69 and $253. A complementary Wedding Shop offers engagement and wedding rings, while the Labour of Love sub-brand extends into personalised non-jewellery gifts such as prints, photo albums, and leather goods.

Primary customers are women purchasing for themselves or as gifts, with secondary segments for men, mothers, fathers, and the bridal market. Ancillary revenue streams include in-person ring-making workshops at the Brighton workshop, a Care & Rewear maintenance and replating service, and a wholesale-enquiry channel. The company is founder-owned with no disclosed external investment, accepts Klarna and Clearpay buy-now-pay-later at checkout, and offers targeted discounts (15% for NHS key workers, Purpl disabled discounts). It has won multiple industry awards, including the Feefo Platinum Trusted Service Award, SME500 Best Luxury Goods Company, Global 100 Best Luxury Goods Company, and the EY Business Woman of the Year.

Name

POSH TOTTY

Legal name

Posh Totty Designs

Website

https://poshtottydesigns.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Posh Totty Designs is a Brighton-based handmade personalised jewellery brand founded in 2004, selling customisable sterling silver and solid 9ct gold pieces across 1,527 SKUs to consumers in 20+ countries via Shopify e-commerce and three UK retail locations.

Ownership category

akta.pro rank

Product category

Handmade Personalised Jewellery

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310)

SIC

Jewelry, Precious Metal (3911), Retail-Jewelry Stores (5944), Leather & Leather Products (3100)

akta.pro primary industry

Custom Fashion/Costume & Alternative Materials Jewelry (CRAKAHAC)

akta.pro secondary industry

Luxury Leather Goods & Handbags (CRAKAFAB)

Keywords

• Handmade jewellery
• Personalised jewellery
• Custom engraved jewellery
• 9ct gold jewellery
• Sterling silver jewellery

Headquarters

HQ city

Brighton

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewellery Product Sales: One-time purchase model for handmade personalised jewellery. Products range from sterling silver pieces at lower price points to solid 9ct gold pieces at premium prices. No subscription required; customers purchase individual items.
2. Care & Rewear Services: Professional cleaning, expert repairs, new personalisation, and replating services to extend the life of existing jewellery pieces.
3. Jewellery Classes & Workshops: Ring making classes and workshops offered at their Brighton workshop location.
4. Labour of Love Collection: Non-jewellery personalised gift items including prints, pictures, photo albums, frames, personalised maps, and leather goods.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels12 records

Core offering

Posh Totty Designs handcrafts personalised jewellery in its Brighton workshop using recycled sterling silver and solid 9ct gold, offering customisation through text engraving, initials, birthstones, birthflowers, zodiac signs, photos, and fingerprints. The company sells directly to consumers via a Shopify-powered e-commerce platform, three UK boutiques (Brighton, Islington, Wimbledon), and complementary services including ring-making workshops and a Care & Rewear maintenance programme.

Product overview

Posh Totty Designs is a handmade personalised jewellery company offering a unified product portfolio built around customisable pieces in recycled sterling silver and solid 9ct gold. The core offering consists of personalised necklaces, bracelets, rings, and earrings, complemented by sub-brand collections including the Russian Ring Collection, Family Names Collection, Dinky Story Charms, Confetti Birthstone, The Wilde Collection, Kintsugi Jewellery, and Tidal Shell Jewellery. The Wedding Shop provides bridal and engagement jewellery, while Labour of Love extends the brand into personalised non-jewellery keepsakes. Services include ring making workshops and a Care & Rewear maintenance programme. All pieces feature free personalisation through text, initials, birthstones, zodiac signs, photos, fingerprints, or custom drawings.

Differentiator

Problem solved

Functional benefit

Brands

• Labour of Love: A collection of handmade keepsakes and personalised gifts beyond jewellery, including prints, pictures, photo albums, frames, personalised maps, and leather goods

Products and services

• Personalised Necklaces Handmade personalised necklace collection featuring various styles including mini message necklaces, envelope necklaces, Russian rings, and letter/initial designs. Made in sterling silver and 9ct gold.
• Personalised Bracelets Handcrafted bracelets available in various styles including chain bracelets, charm bracelets, and leather message bracelets with personalisation options.
• Personalised Rings Stacker rings, signet rings, and wedding rings with engraving and birthstone personalisation options.
• Personalised Earrings Collection of hoop earrings, stud earrings, and hanging earrings with personalisation and birthstone options.
• Birthstone Jewellery Jewellery featuring birthstones for each month, available as necklaces, rings, earrings and bracelets with personalisation.
• 9ct Gold Jewellery Solid 9ct gold jewellery collection including necklaces, bracelets, rings and earrings with personalisation options.
• Russian Ring Collection Signature collection featuring interlocking rings symbolising love and family, available as necklaces and bracelets.
• Dinky Story Charms Custom charm collection where customers can build their own personalised charm jewellery, including photo and fingerprint engraving options.
• The Wedding Shop Wedding jewellery collection including engagement rings, wedding rings, eternity rings, bridal and groomsmen jewellery.
• Labour of Love Gifts Non-jewellery personalised keepsakes including prints, pictures, photo albums, personalised maps, and leather goods.
• Personalised Gifts Personalised gift items including keyrings, birthday gifts, anniversary gifts, and push presents.
• Ring Making Classes & Workshops In-person jewellery making workshops held at the Brighton workshop location.
• Care & Rewear Service Jewellery maintenance service including professional cleaning, expert repairs, new personalisation, and replating.

Quantifiable outcome

• 5,000+ customer reviews
• +1 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Zoe de PasscoreStrategic or Co-development PartnerDesigner collaboration creating the Zoe de Pass x Posh Totty Designs collection featuring exclusive personalised jewellery designs.
• Hannah Cooper-DommettcoreStrategic or Co-development PartnerCo-designed the Wilde Collection with Hannah Cooper-Dommett, a signature jewellery collection featuring personalised pieces.
• NHSminorGTM or Marketing Partner15% key worker discount offered to NHS staff as a thank you for their service.
• Purpl Disabled DiscountsminorGTM or Marketing PartnerPartnership providing discount programmes for disabled customers through the Purpl platform.
• Charity PartnershipsminorOthersOngoing charity partnerships supporting various causes through jewellery sales and donations.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Not On The High Street: UK online marketplace aggregating hundreds of independent personalised jewellery and gift makers, including categories that overlap directly with Posh Totty's core offering. Comparable as a competing channel for personalised gifting demand, though it is a marketplace rather than a single brand.

Direct peers

• Edge of Ember: London-based sustainable fine jewellery brand with personalised engraving. Comparable on sustainability positioning (recycled metals), personalisation options, and premium female demographic.
• Monica Vinader: Premium personalised fine jewellery brand (gold vermeil, diamonds, gemstones) with engraving and initial personalisation. Highly comparable on customisation, premium price points, sustainability positioning, and gifting focus.
• Tatty Devine: East London-based handmade statement jewellery brand with bold acrylic and personalised pieces. Comparable on UK handmade craftsmanship, female demographic, and boutique + DTC omni-channel retail.
• Mejuri: DTC fine jewellery brand offering everyday pieces with engraving and stacking personalisation. Comparable on direct-to-consumer model, female-targeted fine jewellery, and omni-channel retail expansion.
• Daisy London: UK-based personalised jewellery brand specialising in initial necklaces, birthstones, and zodiac pieces. Closely comparable product mix, price points, and target customer (women seeking meaningful everyday jewellery).
• Astrid & Miyu: London-based personalised and demi-fine jewellery brand with a strong UK boutique footprint and online store. Directly comparable in product category, target demographic (women seeking everyday personalised pieces), price tier, and omni-channel model.
• Rachel Jackson London: London-based contemporary jewellery brand offering personalised and stacking pieces. Comparable on premium positioning, female demographic, UK heritage, and gifting occasions.
• Missoma: London-based demi-fine jewellery brand with initial and birthstone personalisation. Comparable on price tier (mid-market sterling silver and gold vermeil), female demographic, and London-headquartered DTC operations.

Emerging players

• Locket & Co: UK-based personalised locket and photo jewellery brand. Comparable on personalised keepsake jewellery positioning, though smaller in scale and more narrow in product focus than Posh Totty.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/poshtottydesign
• YouTubeyoutube.com/channel/UCx8MRVkSjuNJWTjhNEz1cXg
• Facebookfacebook.com/poshtottydesigns
• Instagraminstagram.com/poshtottydesigns
• Pinterestpinterest.co.uk/posh_totty_designs
• TikToktiktok.com/@poshtottydesigns

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 POSH TOTTY