What Rocks & Co. does

Rocks & Co. operates the Juwelo gemstone jewellery retail business, a division of the publicly listed German parent elumeo SE. Founded in 2011 and headquartered in Berlin (Erkelenzdamm 59/61, 10999 Berlin), the company sells certified gemstone jewellery — rings, earrings, pendants, necklaces, bracelets, and chains — set in sterling silver, gold (9K–18K), and platinum, across a catalogue covering 500+ gemstone varieties sourced from Mozambique, Tanzania, Madagascar, Myanmar, Brazil, and Australia, with individual SKUs ranging from entry-level silver pieces at €29 to premium 14K/18K gold pieces above €6,999.

The core commercial technology is a proprietary live TV auction platform, Juwelo Live, which combines scheduled television programming with real-time online bidding and is supported by presenters such as Caterina Pogorzelski and gem expert Don Kogen, plus exclusive designer showcases (notably Kat Florence). The business is multi-channel: Juwelo Live auctions for top- and bottom-of-funnel conversion, localized e-commerce storefronts across seven European markets (Germany, Netherlands, France, Italy, Spain, Sweden, UK/US) with nine currency options, iOS/Android mobile apps, and educational content marketing through the World of Gemstones blog and a 500+ entry gemstone lexicon.

Rocks & Co. monetizes via one-time product sales and live auction transactions. Pricing is unit-based with three visible tiers (€29–€99 entry-level silver; €99–€499 mid-range; €499–€6,999+ premium gold/designer), free shipping above €79 for new customers, and a €10 newsletter voucher incentive. Distribution relies on DHL and GLS logistics partners plus major payment integrations (Visa, Mastercard, Amex, PayPal, Apple Pay, Google Pay). The primary customer segment is individual female consumers purchasing for personal wear, gifting, and self-gifting occasions, with a secondary growing male segment. Rocks & Co. as a brand is being consolidated into the Juwelo identity, with the Rocks & Co. domain redirecting to juwelo.com.

Name

Rocks & Co.

Legal name

elumeo SE

Website

https://rocksandco.com

Company type

Public

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Rocks & Co. (operating as Juwelo) is a Berlin-based, pan-European direct-to-consumer gemstone jewellery retailer — a division of publicly listed elumeo SE — selling certified rings, earrings, and pendants via a proprietary live TV auction platform and localized e-commerce sites across seven European markets.

Ownership category

akta.pro rank

Product category

Online Gemstone Jewelry Retail

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Colored Gemstone Jewelry (CRAKAAAB)

akta.pro secondary industries

Diamond Jewelry (CRAKAAAA), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

Keywords

• Gemstone jewelry retail
• Live tv shopping
• Certified gemstone jewelry
• Online jewelry store
• Jewelry ecommerce

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Jewellery Product Sales: Direct sales of certified gemstone jewellery including rings, earrings, pendants, necklaces, bracelets, and chains. Products priced from €29 to €6,999+ with average transaction values in the €79-499 range. Revenue generated through one-time product purchases with free shipping for orders from €79.
2. Live Auction Transactions: Revenue generated through live TV auction format where customers bid on gemstone jewellery in real-time. Creates urgency and engagement-driven purchasing with featured designer collections.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Rocks & Co. (operating as Juwelo) is an online gemstone jewelry retailer that sells certified gemstone rings, earrings, pendants, necklaces, bracelets, and chains in gold, silver, and platinum settings through its e-commerce websites and a proprietary live TV auction platform (Juwelo Live). The company offers over 500 different gemstone varieties sourced globally, with prices ranging from €29 for entry-level silver pieces to over €6,999 for premium 14K and 18K gold items, serving individual consumers across multiple European markets.

Product overview

Rocks & Co. (operating as Juwelo) is a gemstone jewellery retail platform offering certified gemstone jewellery through both an e-commerce website and live TV shopping format. The company provides over 530 different gemstone varieties across jewellery types including rings, earrings, pendants, necklaces, bracelets, and chains, set in gold (9K, 10K, 14K, 18K), sterling silver, platinum, and various plated metals. The product portfolio comprises the core Juwelo platform supplemented by multiple branded collections including Cirari (high-end 14K gold pieces), de Melo/de Melo Essence (featuring Colombian Emeralds and Tanzanian Rubies), Gems en Vogue, Monosono Collection, KM by Juwelo, Annette, Pallanova, Adela Silber/Gold, Riya, Ornaments by de Melo, TPC, SUHANA, Saelocana, and Directors Collection. The company operates Juwelo Live, a live television auction format featuring real-time bidding with presenters. Additional offerings include a mobile app, the Welcome Pack for new customers, and an educational Gemstone Library resource.

Differentiator

Problem solved

Functional benefit

Brands

• KM by Juwelo: A brand line featuring gemstone jewellery
• Cirari
• Gems en Vogue
• SUHANA
• Amayani
• Ornaments by de Melo
• de Melo
• Annette Classic
• TPC
• MONOSONO COLLECTION
• Pallanova
• Joias do Paraíso

Products and services

• Gemstone Rings Certified gemstone rings for ladies and men including Eternity Rings, Solitaires, Cluster designs, Cocktail Rings, Filigree Rings, Floral Design, and Beaded Rings. Available in 9K, 10K, 14K, 18K gold, sterling silver, and platinum settings with various ring sizes from 15 (H) to 22 (Z).
• Gemstone Earrings Certified gemstone earrings in gold and sterling silver settings featuring various gemstones including Diamond, Emerald, Sapphire, Ruby, Topaz, and others.
• Gemstone Pendants Certified gemstone pendants including Cross Pendants, Motive Jewellery, Floral Design, Animal Design, Charms, and Enamel Jewellery. Entry-level pendants from €29 in silver with semi-precious stones like White Topaz and Sky Blue Topaz.
• Gemstone Necklaces Gemstone necklace collections available in gold and sterling silver settings.
• Gemstone Bracelets Gemstone bracelet collections in gold and sterling silver settings including Beaded Jewellery designs.
• Gemstone Chains Gold and sterling silver chains suitable for pendants and as standalone jewellery pieces.
• Cirari Collection High-end jewellery brand featuring 14K gold pieces with premium gemstones including diamonds, rubies, and sapphires. Premium tier priced from €499 to over €6,999.
• de Melo Collection Designer jewellery collection featuring Colombian Emeralds, Tanzanian Rubies, and AAA-grade gemstones in silver and gold settings. Includes Ornaments by de Melo sub-line with distinctive ornamental designs.
• Gems en Vogue Boutique jewellery brand featuring unique gemstone pieces with distinctive designs in the mid-range price category (€99-€499).
• KM by Juwelo In-house brand offering affordable certified gemstone jewellery targeting the entry-level and mid-range segments.
• Topaz Jewelry Extensive collection of 781 Topaz jewellery products featuring Sky Blue Topaz, London Blue Topaz, Swiss Blue Topaz, Imperial Topaz, Marambaia Topaz, and White Topaz in silver and gold settings.
• Ruby Jewelry Ruby jewellery collection of 342 products featuring AAA Mozambique Ruby, Burmese Ruby, Tanzanian Ruby, Madagascar Ruby, and Malawi Ruby (priced at €6,999) in various cuts and settings.
• Diamond Jewelry Diamond jewellery collection with over 2,017 products featuring Black Diamond, Fancy Diamond, Champagne Diamond, and multiple clarity grades (I1, I2, I3, SI1, SI2, VS1, VVS1, IF) in gold and silver settings.

Quantifiable outcome

• Over 500 different gemstone varieties available
• +1 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

Integration11 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Kat FlorencecoreStrategic or Co-development Partner · 24 June 2016Designer Kat Florence presents exclusive gemstone jewellery collections on Rocks & Co. live auctions, featuring rare Paraiba Tourmalines, Tanzanite, and Tsavorite. Collections include live showcases with gem expert Don Kogen. Florence has collaborated with Sarah Jessica Parker and her work has been featured at major red carpet events.
• Don KogencoreStrategic or Co-development PartnerGem expert and industry veteran who co-presents gemstone collections with Kat Florence on Rocks & Co. Provides gemological expertise and sources exceptional gemstones including Brazilian Paraiba Tourmalines for exclusive designer collections.
• elumeo SEcoreOthersParent company of Juwelo and Rocks & Co. brands. elumeo SE is a German-listed company specializing in television and digital commerce for gemstone jewellery. Provides corporate infrastructure, technology platform, and operational support for both brands.
• DHLminorOthersInternational logistics partner for worldwide delivery of jewellery products. Provides shipping services complementing GLS partnership.
• GLSminorOthersEuropean logistics partner for jewellery delivery services across regional markets.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Etsy: Online marketplace for handmade and gemstone jewelry from independent sellers. Comparable in offering unique, gemstone-driven jewelry to consumers seeking non-mass-market pieces, though operating as a marketplace rather than a vertically integrated retailer.
• Vrai: DTC fine jewelry brand with vertically integrated diamond sourcing and online-first retail. Comparable in direct-to-consumer model, certified gemstone focus, educational content positioning, and emphasis on transparency in jewelry value chain.

Broad incumbents

• Tiffany & Co. Iconic fine jewelry luxury house with certified gemstones and diamond jewelry. Comparable in certified gemstone product category and core target occasions (engagement, anniversary, gifting), though positioned at a far higher luxury tier.
• QVC: Pioneer of live TV shopping that pioneered the auction/broadcast commerce format Juwelo operates in. Comparable in GTM motion (live broadcast + e-commerce) and direct-to-consumer jewelry category, though with a much broader general-merchandise portfolio.
• Pandora: Mass-market jewelry brand with multi-country European retail and e-commerce presence. Comparable in geographic breadth across European markets, accessible price-point positioning, and branded sub-collections targeting similar gifting and self-purchase occasions.
• HSN (Home Shopping Network): US-based live TV shopping network with strong jewelry category presence. Comparable in broadcast-driven live shopping format, real-time presenter-led selling, and direct-response GTM motion — directly analogous to Juwelo Live's core mechanics.

Direct peers

• Gemvara: Online custom and gemstone jewelry retailer offering certified stones across price tiers. Comparable in certified gemstone focus, customizable jewelry offerings, and DTC online model targeting similar educated, gem-curious female buyers.
• Blue Nile: Online-first diamond and fine jewelry retailer with direct sourcing and education-driven content. Comparable in direct-to-consumer online model, certified gemstone focus, and educational content marketing that addresses consumer trust gaps in jewelry e-commerce.
• Mejuri: DTC fine jewelry brand selling gemstone and gold jewelry directly to consumers online at accessible price points. Comparable in target customer (women, self-purchase gifting), price ladder (€50-€2,000+), and digital-first retail model — a leading modern benchmark for the category.

Others

• idealo: European price comparison platform covering jewelry and gemstone categories. Comparable as a digital touchpoint in the European online jewelry purchase journey — relevant for benchmarking pricing strategy and competitive dynamics in the same European markets Juwelo serves.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Juwelo-en
• Facebookfacebook.com/JuweloEN
• Instagraminstagram.com/juwelo.en
• Xx.com/RocksandCo_TV
• LinkedInlinkedin.com/company/rocks-and-co-productions-limited

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 Rocks & Co.