By Marie

What By Marie does

By Marie is a Dutch direct-to-consumer jewelry brand founded in 2018 by Mariëlle, operating under legal entity By Marie registered in Sliedrecht, Netherlands. The company designs, handcrafts, and sells limited-edition women's jewelry — primarily bead necklaces in natural stone, shell, pearl, and acrylic materials, plus stainless-steel charms — through a Shopify-powered e-commerce storefront at bymarie.nl. Most pieces are made by the founder herself from initial concept to final clasp, with a small selection of curated items completing the assortment; the active catalog comprises roughly 22 SKUs priced between €9.95 and €39.95 inclusive of Dutch VAT.

The underlying technology stack is a standard Shopify configuration covering checkout, customer accounts, cookies, and analytics, with no proprietary systems, apps, or integrations beyond the platform defaults. Order fulfillment is handled domestically via PostNL, with a €4.95 shipping fee waived above €79 and 1-4 business-day delivery within the Netherlands. The business has no app, no API, no AI/ML components, and no international shipping footprint documented.

Commercially, By Marie operates as a bootstrapped, founder-owned micro-DTC brand with 1-10 employees, no external funding rounds, and no disclosed revenue. Customer acquisition is organic through Facebook, Instagram, TikTok, and an email newsletter, targeting fashion-conscious individual women in the Netherlands seeking unique, non-mass-produced accessories. Revenue is generated entirely through one-time unit sales of physical jewelry products, with no subscription, wholesale, or marketplace channels in operation.

Name

By Marie

Legal name

By Marie

Website

https://bymarie.nl

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

By Marie is a Dutch direct-to-consumer jewelry brand founded in 2018 by Mariëlle, selling handmade, limited-edition bead necklaces, bracelets, and stainless-steel charms through its Shopify storefront at bymarie.nl to individual women in the Netherlands.

Ownership category

akta.pro rank

Product category

Handmade Fashion Jewelry

NAICS

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

SIC

Costume Jewelry & Novelties (3960), Retail-Jewelry Stores (5944)

akta.pro primary industry

Handmade/Craft Fashion Jewelry (Beaded/Wire/Woven) (CRAKABAD)

akta.pro secondary industries

Custom Fashion/Costume & Alternative Materials Jewelry (CRAKAHAC), Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI)

Keywords

• Handmade jewelry
• Fashion accessories
• Necklaces and bracelets
• Gold filled jewelry
• Charms and pendants

Headquarters

HQ city

Zierikzee

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Product Sales (B2C): Direct-to-consumer sales of handmade jewelry through the e-commerce website. Products include necklaces, bracelets, and charms made from natural stones, shells, and acrylic materials. Revenue is generated through one-time product transactions with prices ranging from €9.95 to €39.95.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

By Marie designs and sells handmade jewelry online, including necklaces, bracelets, and charms crafted by founder Mariëlle using materials such as 14k gold-filled metals and beads. The brand operates as a direct-to-consumer e-commerce label based in the Netherlands, with pieces priced between €9.95 and €39.95 and shipped nationally via PostNL.

Product overview

By Marie is a Dutch jewelry label offering handmade, limited edition jewelry pieces. The product portfolio consists of necklaces, bracelets, and charms organized into two main categories: (1) bead necklaces featuring various materials including natural stones (agate, natural stone), acrylic beads (in various colors like bordeaux, brown, pink, lilac, red, olive green), shell beads, and pearls; and (2) charms and pendants (Flower Charm, Sunny Charm) that can be attached to necklaces or bracelets. All pieces share common design elements including stainless steel closures (nickel-free and colorfast), handmade craftsmanship, and trend-focused designs with colors like butter yellow, bordeaux, and natural stone tones. The collection also includes a small number of carefully selected items alongside the handmade pieces.

Differentiator

Problem solved

Functional benefit

Segments1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationShopify provides the e-commerce platform powering the bymarie.nl online store, handling payment processing, order management, customer accounts, and website functionality. The platform supports the entire online shopping experience including checkout, cookies, and data tracking.
• PostNLcoreOthersPostNL handles domestic shipping within the Netherlands. Shipping costs €4.95 per order, with free shipping for orders over €79. Delivery expected within 1 business day after shipping.

Scale indicators2 records

Recent moves3 records

Expansion highlights3 records

Direct peers

• Hey Harper: Hey Harper is a DTC jewelry brand offering trend-led, affordable fashion jewelry online — closely comparable in product category, female target customer, and small-team DTC economics to By Marie.
• Aurate: Aurate is a New York-based DTC fine jewelry brand with a women-focused, modern, story-driven positioning and direct-to-consumer e-commerce model, comparable to By Marie in channel and customer intent if different in price point.
• Mejuri: Mejuri is a Canadian-founded DTC fine and demi-fine jewelry brand selling direct to consumers through a Shopify-style storefront with strong social-driven marketing — a scaled-up analog of By Marie's DTC jewelry thesis.
• Astrid & Miyu: Astrid & Miyu is a London-based DTC jewelry brand targeting fashion-conscious women with contemporary, everyday pieces sold online plus a small boutique footprint — comparable customer demographic and gtm-mix to By Marie.
• Ana Luisa: Ana Luisa is a New York-based DTC fashion jewelry brand offering trendy, affordable pieces (typically $30–$80) targeted at women aged 18–35, very similar in positioning, price band, and e-commerce-only model to By Marie.
• Missoma: Missoma is a UK-based DTC jewelry brand selling trend-led, affordable pieces (most items £40–£120) with strong influencer and social marketing — same DTC-first, trend-driven, accessible-price positioning as By Marie.
• Edge of Ember: Edge of Ember is a London-based DTC jewelry brand built around ethical sourcing, founder storytelling, and contemporary designs — a strong narrative analog to By Marie's handmade, founder-led positioning.

Others

• Etsy: Etsy is the dominant global marketplace for handmade jewelry and crafts, where By Marie's handmade, limited-edition pieces would also fit; it represents the primary alternative distribution channel and competitive context for the brand.

Regional players

• LOTT. Jewels: LOTT. Jewels is a Dutch DTC jewelry brand founded in Amsterdam offering contemporary, design-led accessories — a close Dutch geographic and category peer to By Marie's handmade, women-targeted positioning.

Emerging players

• Wouters & Hendrix: Wouters & Hendrix is a Belgian-Dutch artisan jewelry brand creating handmade, design-forward pieces in small editions — extremely comparable to By Marie on handmade production model, materials focus, and limited-batch positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bymariejewellery
• Instagraminstagram.com/bymarie.nl
• TikToktiktok.com/@shopify

Revenue estimate

Valuation estimate

Number of profiles

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 By Marie