SRLA

What SRLA does

SRLA Pty Ltd is an Australian-owned, female-founded direct-to-consumer brand headquartered in Burleigh Heads, Queensland, that designs and sells luxury handcrafted jewellery storage chests. The product portfolio centres on two lines: the Made Yours collection of FSC-certified solid oak chests (Walnut Oak and Black Oak finishes) with customisable interiors offering 140 tray combinations, and a lacquer collection featuring high-gloss piano lacquer finishes (Merlot, Crème, Periwinkle, Cacao, Blush) with polished gold hardware and plush faux suede or cotton-blend interiors. Pre-curated configurations (Dawn, Golden, Midnight, Evening) and an e-gift voucher product round out the catalogue. Pricing is uniform at A$286 for oak chests and A$310 for lacquer chests, with gift vouchers denominated A$50-A$450.

The company operates exclusively through its own Shopify-hosted e-commerce storefront at srla.co with worldwide shipping, supplemented by in-store pickup at the sister-brand YCL Burleigh Boutique on the Gold Coast. There is no disclosed B2B, wholesale, or marketplace channel. Marketing is concentrated in organic social (Instagram @srla, TikTok @srlastudio), a weekly email newsletter with a first-order incentive, and earned media placements in NY Magazine and Marie Claire.

The business is a proprietary limited company with 13 employees, no disclosed external funding, and a sister-brand relationship with Australian jewellery house YCL Jewels, co-founded by Fabienne and Georgia. Revenue is not publicly disclosed; the company sells a single product category at one price band to individual consumers, with no subscription, recurring, or contract revenue model. Customer base is described as "Modern Women" plus a secondary "Gift Buyers" segment, with 94 cumulative website reviews cited as the only volume proxy.

Name

SRLA

Legal name

SRLA Pty Ltd

Website

https://srla.co

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

SRLA is an Australian-owned, female-founded DTC brand that designs and sells luxury handcrafted jewellery storage chests (A$286-A$310) through its own Shopify store with worldwide shipping, serving individual consumers and gift buyers, and operating as a sister brand to YCL Jewels.

Ownership category

akta.pro rank

Headquarters

HQ city

Burleigh Heads

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: SRLA generates revenue through direct-to-consumer sales of jewellery chests and e-gift vouchers through their e-commerce platform. The core products are luxury jewellery storage chests priced between $286-$310 AUD, with additional revenue from e-gift vouchers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

SRLA designs, handcrafts, and sells luxury jewellery storage chests through a direct-to-consumer e-commerce storefront at srla.co. Its portfolio centres on two product lines: the 'Made Yours' collection of customisable FSC-certified solid oak wood chests (Walnut Oak and Black Oak variants at $286 AUD) and a high-gloss piano lacquer chest line (Merlot, Crème, Periwinkle, Cacao, Blush at $310 AUD), plus four pre-selected curated configurations and an e-gift voucher. Products are handcrafted by artisans, with worldwide shipping and in-store pickup at the YCL Burleigh Boutique on Australia's Gold Coast.

Product overview

SRLA is an Australian-owned, female-founded brand offering luxury handcrafted jewellery storage chests. The product portfolio centres on the SRLA Jewellery Chest, available in two main lines: the 'Made Yours' collection featuring customisable FSC®-certified solid oak wood chests (Walnut Oak and Black Oak variants) where customers configure their own interior tray layouts from multiple options, and lacquer chests in solid high-gloss finishes (Merlot, Crème, Periwinkle, Cacao, Blush) with pre-configured interiors. The 'Made Yours' line offers one base tray and two side trays selectable from options like Velvet Ginger Ring Base Tray, Suede Pearl Dish Tray, and others, totalling 140 combinations. The lacquer chests feature piano lacquer finishes, polished gold hardware, and plush faux suede or cotton-blend interiors. Additionally, SRLA offers four pre-selected curated configurations (Dawn, Golden, Midnight, Evening) from the Made Yours collection, and an E-Gift Voucher product. All chests are designed to be heirloom pieces, handcrafted with FSC®-certified wood. SRLA is a sister brand to Australian jewellery house YCL, founded by chosen sisters Fabienne and Georgia.

Differentiator

Problem solved

Functional benefit

Products and services

• Customisable Walnut Oak Jewellery Chest FSC-certified solid oak wood jewellery chest in Walnut Oak finish with hinge-open construction and a customisable interior, where buyers select one base tray and two side trays from multiple layout options (140 total combinations). Priced at $286 AUD and targeted at consumers seeking premium, personalised jewellery storage.
• Customisable Black Oak Jewellery Chest FSC-certified solid oak wood jewellery chest in a deep Black Oak finish with hinge-open construction and a customisable interior, where buyers select one base tray and two side trays from multiple layout options. Priced at $286 AUD and targeted at consumers seeking premium, personalised jewellery storage.
• SRLA Merlot Jewellery Chest High-gloss piano lacquer jewellery chest in a wine-red Merlot finish with polished gold hardware, crafted from FSC-certified wood with plush faux suede interior and embroidered heart, bow and cherub motifs. Priced at $310 AUD and rated 4.76/5 across 85 customer reviews.
• SRLA Crème Jewellery Chest High-gloss piano lacquer jewellery chest in a warm Crème finish with polished gold hardware, crafted from FSC-certified wood with a crème interior and designed as a versatile heirloom piece. Priced at $310 AUD.
• SRLA Periwinkle Jewellery Chest High-gloss piano lacquer jewellery chest in a soft modern blue (Periwinkle) finish with polished gold hardware, crafted from FSC-certified wood with a crème interior and embroidered bow, key and 'honey, i'm home' motifs. Currently sold out at time of source capture.
• SRLA Cacao Jewellery Chest High-gloss piano lacquer jewellery chest in a rich chocolate brown (Cacao) finish with polished gold hardware, crafted from FSC-certified wood with a pink striped cotton-blend lining. Currently sold out at time of source capture.
• SRLA Blush Jewellery Chest High-gloss piano lacquer jewellery chest in a dusty soft pink (Blush) finish with polished gold hardware, crafted from FSC-certified wood with plush faux suede interior and embroidered motifs. Currently sold out at time of source capture.
• Dawn Walnut Oak Jewellery Chest Pre-selected curated configuration of the Made Yours customisable chest in a warm Walnut Oak finish, with a pre-configured interior in Rose Velvet, Rust Velvet, and Pearl Suede. Includes one large ring-base tray and two small trays. Priced at $286 AUD.
• Golden Walnut Oak Jewellery Chest Pre-selected curated configuration of the Made Yours customisable chest in a Walnut Oak finish, with a pre-configured interior in Berry Velvet, Toffee Velvet, and Rose Velvet. Includes one large multi-base tray and two small trays.
• Midnight Black Oak Jewellery Chest Pre-selected curated configuration of the Made Yours customisable chest in a Black Oak semi-gloss finish, with a pre-configured interior in Ginger Velvet, Plum Stripe Cotton, and Rose Velvet. Features removable trays for versatile organisation. Currently sold out at time of source capture.
• Evening Black Oak Jewellery Chest Pre-selected curated configuration of the Made Yours customisable chest in a Black Oak finish, with a pre-configured interior in Rose Velvet, Plum Stripe Cotton, and Rosewood Velvet. Currently sold out at time of source capture.
• SRLA E-Gift Voucher Digital electronic gift card for SRLA jewellery chests, available in denominations of $50, $100, $150, $200, $250, $300, $350, $400, and $450 AUD (base price $35.82 AUD). Completely digital format emailed upon ordering with no processing fees, targeted at gift buyers.

Quantifiable outcome

• 4.76/5 average rating on SRLA Merlot Jewellery Chest with 85 reviews
• +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

Feature4 records

Partnerships

One partnership is on record.

• YCL (YCL Jewels)coreStrategic or Co-development PartnerSRLA is a sister brand to Australian jewellery house YCL, founded by chosen sisters Fabienne and Georgia as a natural extension of their creative partnership. SRLA products are available for in-store pickup at YCL Burleigh Boutique. The brands conduct joint giveaways and share marketing channels.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SatisCasa: Boutique DTC brand selling jewellery boxes and luxury home organisation products — comparable premium, design-led niche focus.
• Reed & Barton: Heritage American brand selling jewellery boxes, silverware, and giftable home accessories — overlapping gifting-led premium storage positioning.
• Case Elegance: Online-first retailer of jewellery boxes, watch cases, and valet trays — overlapping channel and customer profile for giftable men's and women's storage.
• WOLF 1834: Premium jewellery boxes, watch winders, and leather storage products sold direct-to-consumer and through retailers globally — the most established direct comparable in luxury jewellery storage.
• Stackers: Modular, customisable jewellery and watch storage boxes sold DTC — closest analogue to SRLA's Made Yours configurator concept.
• Mele & Co: Specialist manufacturer of jewellery armoires, boxes, and travel cases sold online and via department stores — overlapping product, channel, and price-tier.

Broad incumbents

• Juliska: Established luxury home goods and tabletop brand operating across multiple storage, dining, and gift categories — comparable premium aesthetic and editorial-led positioning at much larger scale.

Others

• JewelryBox.com: Direct-to-consumer jewellery retailer whose customers overlap demographically with SRLA's buyer profile, making it a relevant ecosystem peer rather than a storage competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/srla
• TikToktiktok.com/@srlastudio
• LinkedInlinkedin.com/company/srlaco

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 SRLA