Tom Wood

What Tom Wood does

Tom Wood AS is a Norwegian contemporary jewelry brand founded in 2013 by Mona Jensen, headquartered in Oslo with a team of approximately 90 people across offices in Oslo, Tokyo, Barcelona, and Copenhagen. The company designs, produces, and sells gender-neutral rings, necklaces, earrings, bracelets, and ear cuffs across a portfolio of named collections (Reflections, ID, Frame, Cove, Dean, Maze, and others), spanning approximately 426 active SKUs. Production uses 100% recycled precious metals (gold, silver, rhodium), SCS-007 certified lab-grown diamonds from ALTR Created Diamonds produced via Chemical Vapor Deposition (CVD) using renewable energy, and 100% traceable Lundhs Larvikite sourced from Norway via an exclusive direct-to-quarry partnership. Output is approximately 100,000 pieces annually, with pricing ranging from roughly $139 for sterling silver ear cuffs to over $5,000 for high-end 9K gold and lab-grown diamond pieces.

Tom Wood operates a hybrid direct-to-consumer and wholesale go-to-market model: e-commerce at tomwoodproject.com with worldwide shipping via DHL Express (carbon-compensated through Sustainable Aviation Fuel starting January 2026), owned flagship stores in Oslo, Tokyo Aoyama, Tokyo Shibuya, and Osaka Shinsaibashi PARCO, a dedicated space at Dover Street Market Ginza, and wholesale distribution through 200+ prestige retailers globally. The target customer is fashion-forward Gen Z and Millennial consumers (ages 18-40) seeking sustainable, understated luxury with Scandinavian design codes and gender-fluid appeal, alongside retail partners needing differentiated contemporary jewelry brands with verified ethical sourcing. Revenue is generated primarily through one-time product sales across price tiers, with accessory revenue (e.g., recycled aluminum universal gift boxes at $8) serving as a secondary stream.

The company has invested heavily in third-party sustainability credentials, including Responsible Jewellery Council (RJC) Code of Practices and Chain of Custody certifications, Watch & Jewellery Initiative 2030 membership, and Science Based Target initiative validation, with 2024 total emissions of 324 tCO2e (6% YoY reduction) and a commitment to reduce 100% of B2C logistics emissions. Tom Wood remains a privately held, founder-owned company with no disclosed external funding rounds, led by Founder and Creative Director Mona Jensen and CEO Morten Isachsen.

Name

Tom Wood

Legal name

Tom Wood AS

Website

https://tomwoodproject.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Tom Wood is a Norwegian contemporary jewelry brand founded in 2013 by Mona Jensen, designing and producing gender-neutral rings, necklaces, earrings, and bracelets from 100% recycled metals, SCS-007 certified lab-grown diamonds, and traceable Norwegian larvikite, selling direct-to-consumer, through four flagship stores, and via 200+ global wholesale partners to fashion-forward Gen Z and Millennial consumers.

Ownership category

akta.pro rank

Product category

Contemporary Fine Jewellery

SIC

Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Alternative Materials Fashion Jewelry (Acrylic/Resin/Wood/Fabric/Ceramic) (CRAKABAK)

Keywords

• Contemporary jewelry
• Sterling silver jewelry
• Gold jewelry
• Lab-grown diamonds
• Sustainable jewellery

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewelry Product Sales: Direct-to-consumer and wholesale sales of jewelry including rings, necklaces, bracelets, earrings, and ear cuffs. Products crafted in 925 sterling silver, 9K gold, gold-plated variations, and featuring lab-grown diamonds and natural gemstones. Approximately 100,000 products produced annually.
2. Gift Box Accessories: Sale of jewelry boxes and packaging accessories, including universal gift boxes at $8.00, as part of the product ecosystem.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Tom Wood is a Norwegian contemporary jewellery brand that designs and sells rings, necklaces, bracelets, earrings, and ear cuffs in 9K gold, 925 sterling silver, and gold-plated variants. Products use 100% recycled precious metals, traceable lab-grown diamonds, and natural Norwegian larvikite, sold direct-to-consumer online, through flagship stores, and via 200+ wholesale retailers.

Product overview

Tom Wood is a Norwegian contemporary jewellery brand offering a diverse portfolio of rings, necklaces, earrings, bracelets, and ear cuffs across multiple named collections including Reflections, ID, Frame, Cove, Dean, Maze, Bao, Tide, Orb, Vault, Kaleidoscope 2.0, Square, Umi, and Love Rings. The core products span signet rings, band rings, gold rings, chain necklaces, hoop earrings, and bracelets, available in 9K gold, 925 sterling silver, and gold-plated variants. Materials include lab-grown diamonds (SCS-007 certified, 100% traceable from ALTR), Lundhs Larvikite stone (100% traceable Norwegian stone for Cove Collection), and recycled precious metals. The company produces approximately 100,000 products annually using recycled metals and lab-grown diamonds. Accessories include gift boxes and jewellery boxes made from 100% recycled aluminium. The brand operates through e-commerce (tomwoodproject.com), flagship stores in Oslo, Aoyama, Shibuya, Osaka, and Dover Street Market Ginza, and over 200 retailers worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Reflections Collection A 9-piece capsule collaboration with tattoo artist Guy Le Tatooer and collective Loco Mosquito, featuring bespoke signet rings, band rings, pendants, and necklaces with an antiquing engraving technique. For consumers seeking artist-driven contemporary jewellery.
• ID Collection A 10-piece collection reimagining the classic ID bracelet as chain-structured band rings, ear cuffs, chain bracelets, and pendants in 100% recycled silver with rhodium and gold plating. For contemporary jewellery consumers.
• Frame Collection A sculptural collection made with 100% recycled gold and silver, featuring rings, bangles, bracelets, collars, hoops, and cuffs designed to be stacked and styled. For fashion-conscious jewellery consumers.
• Cove Collection A 9-piece collection of necklaces, bracelets, and earrings featuring 100% traceable Lundhs Larvikite beads from Larvik, Norway, with full mine-to-market traceability. The brand's first fully traceable collection.
• Dean Collection An 8-piece unisex capsule featuring magnified curb chain designs in recycled gold and silver, including hoops, rings, and chains. For consumers seeking timeless unisex styling.
• Maze Collection A 12-piece capsule inspired by architectural frameworks, featuring hoops and rings with dimensional, illusion-driven design. For design-led jewellery consumers.
• Rings Signet rings, band rings, gold rings, and statement rings across 155 styles in 9K gold and 925 sterling silver with various finishes and gemstone options. Core product category for consumers.
• Necklaces Chains, pendants, and collar necklaces across 92 styles in sterling silver and gold, including box, curb, snake, and rope chains. Core product category for consumers.
• Earrings Hoops, huggies, studs, and ear bars across 90 styles including classic, ice, chunky, and pavé options. Core product category for consumers.
• Bracelets Chain bracelets, bangles, and cuff bracelets across 64 styles in silver and gold options. Core product category for consumers.
• Ear Cuffs Ear cuffs across 25 styles including chunky, slim, step, and frame designs with optional gemstone settings. Core product category for consumers.
• Gift Box - Universal A universal jewellery gift box made from 100% recycled aluminium, priced at $8.00, sold as a packaging accessory to complement jewellery purchases.
• Engraving Service Customization service allowing customers to personalize jewellery pieces with engraving, offered through the e-commerce store and flagship retail locations.

Quantifiable outcome

• 6% emission reduction from 2024 (324 tCO2e total), with 29.6% from transportation and distribution
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Guy Le TatooercoreStrategic or Co-development Partner · 1 June 2026Collaboration with French LA-based tattoo artist Guy Le Tatooer for the Reflections collection. The 9-piece collection features bespoke signet rings, band rings, pendants and necklaces engraved with Guy's signature motifs through antiquing technique. Guy has 20+ years of tattoo experience with folk art and mythical symbolism influences.
• Loco MosquitominorStrategic or Co-development Partner · 1 June 2026Creative tattoo collective collaborating with Guy Le Tatooer on the Reflections collection. Part of the creative team bringing tattoo artistry to jewelry design.
• DHL ExpresscoreStrategic or Co-development Partner · 1 January 2026Partnership with DHL Express to minimize air freight emissions starting January 2026. Tom Wood invests in reducing emissions corresponding to 100% of their share of air freight emissions in the DHL transport network through DHL GoGreen Plus using Sustainable Aviation Fuel (SAF). DHL is IATA's partner for SAF logistics, enabling up to 80% GHG emissions reduction vs conventional jet fuel.
• ALTR Created DiamondscoreTechnology or Integration · 1 June 2025Partnership with ALTR Created Diamonds for lab-grown diamond supply. ALTR produces 100% carbon neutral diamonds with SCS-007 certification achieving perfect score of 100. Diamonds are created using CVD (Chemical Vapor Deposition) process powered by 100% renewable energy from solar panels.
• LundhscoreStrategic or Co-development PartnerPartnership with Lundhs, the world's only extractor of Norwegian larvikite, to transform quarry waste into high-end jewelry. The direct-to-quarry sourcing model enables full mine-to-market traceability for larvikite, which can only be found in Norway's Larvik municipality. The Cove Collection exclusively uses Lundhs Larvikite, with Tom Wood using less than 0.001% of leftover stone that would otherwise be ground to gravel.
• Torafu ArchitectscoreStrategic or Co-development PartnerCollaboration with Torafu Architects for design of Osaka store. The architecture firm, known for Shibuya flagship design, created an atmosphere resembling minimalistic Norwegian rest huts. The design incorporates Nordic cabin and sauna culture elements with curved facades in Tom Wood's signature raked finish.
• Shinsaibashi PARCOcoreChannel Partner/ Reseller/ DistributorRetail partnership for Tom Wood Osaka shop-in-shop located on the second floor of Shinsaibashi PARCO in the South district of Osaka. PARCO is a premium Japanese department store chain known for curated fashion and lifestyle brands.

Scale indicators7 records

Recent moves7 records

Expansion highlights7 records

Emerging players

• Missoma: London demi-fine jewelry brand with gold vermeil and demi-fine positioning popular with the same Gen Z/Millennial audience. Overlapping customer segment and DTC plus wholesale model with creator-led marketing.

Direct peers

• Mejuri: Canadian direct-to-consumer fine jewelry brand targeting Gen Z and millennials with everyday-luxury price points ($100-$2,000+) and a vertically-integrated supply chain. Closest direct competitor in DTC contemporary jewelry and comparable audience.
• VRAI: Direct-to-consumer lab-grown diamond jewelry brand with vertically-integrated production and zero-emission claims. Competes head-on in lab-grown diamond tier with similar sustainability storytelling and bridge-luxury price points.
• AUrate: NYC-based direct-to-consumer fine jewelry brand with sustainably-sourced gold and conflict-free diamonds, gender-neutral positioning, and accessible luxury pricing ($100-$3,000). Overlapping target customer and ethical-sourcing value proposition.
• Kimai: Belgian-British lab-grown diamond jewelry brand with recycled gold and full traceability claims, sold DTC at bridge-luxury prices. Closely aligned on sustainability narrative and contemporary minimalist aesthetic.
• Monica Vinader: British contemporary jewelry brand with sustainable credentials (B-Corp), lab-grown gemstone offerings, and DTC plus wholesale distribution. Directly comparable on gender-neutral positioning, recycled metals, and accessible-luxury price architecture.

Broad incumbents

• Cartier: Richemont-owned French luxury jewelry maison with RJC Chain of Custody certification and newly-launched lab-grown diamond initiative. Relevant incumbent cited by Tom Wood for peer-positioning in gender-neutral contemporary fine jewelry.
• Pandora: Danish-owned global jewelry powerhouse with thousands of concept stores and lab-grown diamond collection launched in 2022. Broad incumbent in contemporary jewelry category with comparable brand-building and mass-premium distribution scale Tom Wood aspires to.
• Tiffany & Co. LVMH-owned American luxury jewelry house now expanding lab-grown diamond offerings and traceability storytelling. Comparable as the aspirational benchmark Tom Wood explicitly cites and competes with on design and sustainability narrative.

Regional players

• Dinosaur Designs: Australian contemporary resin and metal jewelry house with flagship retail and gallery concept. Comparable on designer-led contemporary jewelry identity, though materially focused on resin and hand-crafted pieces rather than precious metals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TomWoodProject
• Instagraminstagram.com/tomwood_project
• Pinterestpinterest.com/tomwoodproject
• Xx.com/TWoodJewellery
• LinkedInlinkedin.com/company/tom-wood

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Tom Wood