The Anniversary Co

What The Anniversary Co does

The Anniversary Co is a Montreal-headquartered, direct-to-consumer e-commerce company that sells handmade anniversary gifts organized by traditional wedding-anniversary year symbolism, spanning the 1st (Paper) through the 20th (China) anniversary. Its catalog consists primarily of jewelry and curated gift sets — necklaces, earrings, cufflinks, and coordinated sets — sourced from a network of small artisan producers in Montreal, Vancouver, and San Francisco, with many exclusive supplier arrangements. Pricing per item ranges from $45 to $159, and the company positions a 100% satisfaction guarantee alongside next-business-day fulfillment as key purchase de-risking features.

The underlying technology is a standard Shopify-powered storefront with conventional payment integrations (PayPal, Bitcoin, Visa, Mastercard, American Express) and no proprietary software, mobile app, or public API. Order fulfillment is operated from two nodes: a Montreal packaging facility at the headquarters and a pre-positioned distribution point in Savannah, Georgia, enabling fast US delivery and global shipping to Canada, the UK, Europe, Australia, and New Zealand. Acquisition is primarily organic via SEO-optimized anniversary-year landing pages and a Refersion-powered affiliate program targeting wedding- and marriage-related websites.

The business model is a one-time-purchase DTC retailer with no subscription, licensing, or B2B revenue. The company is private, bootstrapped, and founder-led by President Christopher Hendricks, with no disclosed external investment, headcount, or revenue. There is no evidence of funding rounds, acquisitions, or material leadership changes since the 2015 founding.

Name

The Anniversary Co

Legal name

The Anniversary Co.

Website

https://theanniversary.co

Company type

Private

Founded year

2015

Operating status

Operating

Short description

The Anniversary Co is a Montreal-based, bootstrapped direct-to-consumer Shopify store selling handmade artisan jewelry and gift sets organized by traditional wedding-anniversary year, serving individual couples shopping for milestone-anniversary gifts across North America, the UK, Europe, and Oceania.

Ownership category

akta.pro rank

Product category

Anniversary Gifts / Handmade Jewelry E-commerce

NAICS

Jewelry Retailers (45831), Gift, Novelty, and Souvenir Retailers (459420)

SIC

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

akta.pro primary industry

Local Artisan, Handmade & Craft Gifts Retail (CRALAJAL)

Keywords

• Handmade anniversary gifts
• Artisan jewelry
• Traditional anniversary years
• Romantic gift sets
• Direct-to-consumer ecommerce

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of handmade anniversary gifts including jewelry, gift sets, and accessories. Products are sold directly through their e-commerce store with shipping to customers worldwide. Revenue generated from individual product transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

The Anniversary Co is a direct-to-consumer e-commerce retailer that curates and sells handmade anniversary gifts — primarily jewelry (necklaces, earrings, cufflinks) and gift sets — produced by artisan makers in Canada (Montreal, Vancouver BC) and the USA (San Francisco). The catalog is organized by wedding anniversary year (1st through 20th) and the traditional material assigned to each year (Paper, Cotton, Leather, Flowers, Wood, Iron, Copper, Porcelain/Bronze, Willow/Pottery, Aluminum, Lace, China). Products ship from Montreal, Quebec and a Savannah, Georgia distribution facility to customers in North America, the UK/Europe, and Australia/New Zealand.

Product overview

The Anniversary Co is an ecommerce company selling handmade anniversary gifts organized by wedding anniversary year (1st through 20th). Their product portfolio consists of jewelry (necklaces, earrings, cufflinks, gift sets) crafted by artisans in Canada (Montreal, Vancouver BC) and the USA (San Francisco). Products are categorized by traditional anniversary materials: Paper (1st), Cotton (2nd), Leather (3rd), Flowers (4th), Wood (5th), Iron (6th), Copper (7th), Porcelain/Bronze (8th), Willow/Pottery (9th), Aluminum (10th), Lace (13th), and China (20th). Individual products include the Orchid Gift Set, Radial Earring and Necklace Set, Honeycomb Cotton & Wood Gift Set, Glamour Gift Set, Bolo Tie Lace Necklace, and various porcelain and leather jewelry pieces. All products are handmade and sourced from small artisan producers, with many exclusive arrangements. The company offers a 100% satisfaction guarantee and ships from facilities in Montreal, Canada and Savannah, Georgia.

Differentiator

Problem solved

Functional benefit

Products and services

• 1st Anniversary — Paper gifts Traditional paper-themed gifts intended for couples celebrating their first wedding anniversary, sold through the company's Shopify storefront.
• 2nd Anniversary — Cotton/Lace gifts Cotton- and lace-themed jewelry and gift sets for couples celebrating their second wedding anniversary, handmade by artisans in Montreal and San Francisco.
• 3rd Anniversary — Leather gifts Leather-themed jewelry, including necklaces combining dyed leather with wood and oxidized sterling silver, handmade by San Francisco artisans for couples celebrating their third wedding anniversary.
• 4th Anniversary — Flowers gifts Traditional flower-themed gifts intended for couples celebrating their fourth wedding anniversary.
• 5th Anniversary — Wood gifts Wood-themed jewelry and gift sets made from sustainable wood materials for couples celebrating their fifth wedding anniversary.
• 6th Anniversary — Iron gifts Iron-themed gifts intended for couples celebrating their sixth wedding anniversary.
• 7th Anniversary — Copper gifts Copper-themed gifts intended for couples celebrating their seventh wedding anniversary.
• 8th Anniversary — Porcelain/Bronze gifts Porcelain- and bronze-themed jewelry and gift sets, including handmade porcelain pieces crafted by Vancouver BC artisans, for couples celebrating their eighth wedding anniversary.
• 9th Anniversary — Willow/Pottery gifts Handmade porcelain jewelry — earrings and cufflinks accented with gold, silver, and platinum — crafted by Vancouver BC artisans for couples celebrating their ninth wedding anniversary. Many pieces also carry over to the 8th and 20th anniversary collections.
• 10th Anniversary — Aluminum gifts Aluminum-themed jewelry produced in collaboration with jewelers, targeted at couples celebrating their tenth wedding anniversary.
• 13th Anniversary — Lace gifts Lace-themed jewelry and accessories for couples celebrating their thirteenth wedding anniversary.
• 20th Anniversary — China gifts China-themed gifts intended for couples celebrating their twentieth wedding anniversary.
• Orchid Gift Set A $159 gift set combining the Orchid Necklace and Pendulum earrings, positioned for the 2nd anniversary (Cotton) buyer.
• Radial Earring and Necklace Set A $149 geometric jewelry set made from organic cotton using laser-cutting techniques, handmade in San Francisco and marketed to 2nd-anniversary cotton buyers.
• Honeycomb Cotton & Wood Gift Set A $139 handmade gift set in sustainable birch wood and cotton with a honeycomb design, crafted in San Francisco for the 2nd anniversary (Cotton) collection.
• Glamour Gift Set A $129 best-selling matching necklace and earring gift set styled to evoke peacock feather or dream-catcher imagery, listed within the 2nd anniversary (Cotton) collection.
• Bolo Tie Lace Necklace A $58 lace necklace styled as an exotic feminine bolo tie, handmade from vintage lace by Montreal designer Tamara Bavdek, sold within the 2nd anniversary (Cotton) collection.
• Pendulum Bronze & Lace Earrings Flower-shaped $58 earrings combining hand-dyed lace, bronze chain, and a vintage pendant, marketed as suitable for 2nd, 8th, or 13th anniversary buyers.
• Hollyhock Lace Flower Earrings A $45 pair of asymmetrical earrings featuring lace flower buds connected by vines, sold within the 2nd anniversary (Cotton) collection.
• Casablanca Leather and Wood Necklace An $88 Morocco-inspired necklace combining bright neon-painted wood with shimmery metallic suede and woven leather, positioned in the 3rd anniversary (Leather) collection.
• Vine Leather Necklace A $60 necklace inspired by garden and plant anatomy, combining sustainably sourced bamboo with moonlight-blue suede and oxidized sterling silver, listed in the 3rd anniversary (Leather) collection.
• Cubic Porcelain Cufflinks Classic, dignified porcelain cufflinks handmade by Vancouver-based artisans, available in solid nickel or sterling silver options, priced between $48 and $98. Sold primarily within the 9th anniversary collection.
• Feather Porcelain Earrings Black- or white-porcelain earrings with a feather motif, handmade by a Vancouver-based artist, priced at $89 and sold within the 9th anniversary collection.
• Feather Porcelain Gift Set A $159 complete gift set of feather-design porcelain pieces handmade by Vancouver artisans, sold within the 9th anniversary collection.
• Multi-Diamond Porcelain Earrings $68 asymmetrical earrings composed of multiple four-sided diamond shapes in porcelain with clear-glaze detail, sold within the 9th anniversary collection.
• Porcelain Crystal Earrings $98 fine white or black porcelain earrings accented with gold or platinum, marketed as suitable for 8th, 9th, or 20th anniversary buyers.
• Triangle Porcelain Earrings $78 handmade triangle earrings in fine porcelain from Vancouver, available in White-with-Platinum or Black-with-Gold glaze, sold within the 9th anniversary collection.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Artisan Producers in Vancouver, BCcoreStrategic or Co-development PartnerPartnership with porcelain/jewelry artisans in Vancouver, Canada to produce 8th, 9th, and 20th anniversary gifts including porcelain cufflinks and earrings. Products are handmade featuring white/black porcelain with gold, silver, and platinum accents.
• Tamara B (Tamara Bavdek)coreStrategic or Co-development PartnerMontreal-based fashion designer creating handmade lace jewelry including necklaces and earrings for 2nd anniversary (cotton/lace) gifts. Designer uses vintage lace to create unique exotic designs.
• Molly (Designer)coreStrategic or Co-development PartnerSan Francisco-based designer using laser cutting to create geometric jewelry from organic cotton and sustainable wood. Produces gift sets including honeycomb, radial designs, and wood/cotton combinations for 2nd and 5th anniversary gifts.
• San Francisco Leather ArtisanscoreStrategic or Co-development PartnerLeather artisans in San Francisco creating 3rd anniversary leather jewelry featuring exotic dyed leathers combined with other materials. Products include leather and wood necklaces.
• Exceptional Jewelers (10th Anniversary)minorStrategic or Co-development PartnerPartnership with extraordinary jewelers to create 10th anniversary aluminum gifts. Aluminum is the traditional gift for 10th anniversary in America.
• Distributor in Savannah, GeorgiaminorOthersPre-positioned inventory facility in Savannah, Georgia for quick US delivery. Packages processed by end of next business day from this location.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• Personalization Mall: DTC gift retailer specializing in personalized and customized gifts for occasions including weddings and anniversaries. Comparable gift-occasion focus and high-unit-price direct-to-consumer model.
• ProFlowers: Online florist and gift retailer serving occasion-based purchases including anniversaries, weddings, and milestone celebrations. Comparable occasion-driven gifting destination, though anchored in flowers rather than artisan jewelry.
• GiftTree: Specialty online gift retailer offering curated gift baskets and themed gifts for occasions including anniversaries. Comparable occasion-driven merchandising and direct-to-consumer e-commerce model.
• Mejuri: DTC fine and demi-fine jewelry brand with comparable price points (~$50–$300) and direct-to-consumer Shopify-led model. Comparable jewelry-merchandising playbook and gifting positioning, though at higher brand scale.
• Uncommon Goods: DTC specialty gift retailer selling unique, often handmade and artisan-crafted products organized around gifting occasions and themes. Most directly comparable peer given similar catalog curation, gift-set merchandising, and handmade/artisan positioning.
• Mark and Graham: Williams-Sonoma-owned DTC brand selling personalized gifts, jewelry, and home accessories for weddings, anniversaries, and milestone occasions. Comparable occasion-driven catalog and premium handmade positioning.
• 1-800-Flowers: Occasion-based gifting retailer with a strong anniversary and wedding gift vertical (flowers, plants, gift baskets). Comparable as a destination for anniversary-specific purchases, though primarily flowers rather than handmade artisan jewelry.

Broad incumbents

• Etsy: Global marketplace aggregating handmade and artisan goods including jewelry, porcelain, lace, and leather. Comparable product categories and artisan supply model; functions as both a competitor and an alternative distribution channel for the same maker pool.

Emerging players

• Olive & Piper: Boutique fashion jewelry brand offering statement necklaces, earrings, and gift sets at comparable mid-premium price points. Comparable product category and gifting-set merchandising, though broader occasion positioning.

Regional players

• Not On The High Street: UK-based curated marketplace for handmade and personalized gifts from independent makers. Comparable artisan-merchandising model and gifting focus, but primarily serves UK/Europe rather than North America.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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 The Anniversary Co