Bijouterie Doreille

What Bijouterie Doreille does

Bijouterie Doreille is a family-owned jewelry and watch retailer founded in 1985 in Sainte-Luce-sur-Loire, near Nantes in the Pays de la Loire region of France, operating under the legal entity C & C DOREILLE (SARL with €20,000 share capital). The business sells jewelry and watches from over 70 brands — including Mauboussin, Les Georgettes, HERBELIN, Ice-Watch, Festina, Garmin, Seiko, BOSS, and Tommy Hilfiger — spanning entry-level fashion pieces (from approximately €33) to luxury items exceeding €8,000, with particular specialization in wedding jewelry (engagement rings and wedding bands). Distribution is dual-channel: a physical boutique at 4 allée des Nations Unies featuring an in-house workshop for custom jewelry creation, repair, sizing, and engraving, complemented by a full e-commerce website (bijouterie-doreille.com) hosted by hbjo online, with delivery across France and Europe and a click-and-collect option.

The underlying technology stack is conventional and non-differentiated: a standard e-commerce storefront on hbjo online, with third-party integrations for payments (Alma BNPL for €100–€3,000 baskets, PayPal, Apple Pay), web analytics (Google Analytics), and retargeting advertising (Google Doubleclick, Facebook, Instagram). The company generates revenue primarily through one-time retail sales of jewelry and watches, with ancillary streams from gift cards (€50–€1,000), bespoke custom creation services, and repair/maintenance work. Customer acquisition relies on Google reviews (4.8/5 rating), email/newsletter marketing with a 10% first-order incentive, and brand co-marketing with featured manufacturers.

The business is managed by the second generation of the Doreille family — co-directors Carole and Céline Doreille — supported by a small team of approximately 5 employees in total. The customer base is exclusively individual consumers (notably couples purchasing wedding jewelry, families buying christening gifts, and gift purchasers), with no B2B or institutional clients disclosed. Notable recognition includes the Wedding Awards 2026 from Mariages.net, and the company is GDPR-compliant under EU data protection rules. There is no external funding, no M&A activity, and no parent company involvement.

Name

Bijouterie Doreille

Legal name

C & C DOREILLE

Website

https://bijouterie-doreille.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Bijouterie Doreille is a family-owned French jewelry and watch retailer founded in 1985, operating a single boutique in Sainte-Luce-sur-Loire near Nantes alongside an e-commerce store serving individual consumers across France and Europe with 70+ brands, custom creation, and repair services.

Ownership category

akta.pro rank

Product category

Jewelry and Watch Retail

NAICS

Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Bridal Jewelry Customization & Bespoke (CRAKACAG)

akta.pro secondary industry

Jewelry & Watches-Focused Catalog Department Store Retailers (CRAGAIAE)

Keywords

• Fine jewelry retail
• Wedding jewelry
• Watch retail
• Custom jewelry design
• Jewelry repair services

Headquarters

HQ city

Sainte-Luce-sur-Loire

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Jewelry and Watch Retail Sales: Direct sales of jewelry (rings, necklaces, bracelets, earrings, pendants, wedding bands, engagement rings) and watches through physical boutique and online store. Products range from affordable items (under €100) to luxury pieces (several thousand euros). One-time purchase model with no subscription component.
2. Gift Cards: Sale of gift cards (cartes cadeaux) in fixed amounts from €50 to €1000, redeemable exclusively in-store at the Sainte-Luce-sur-Loire location.
3. Custom Jewelry Creation Services: Bespoke jewelry creation through their in-house workshop, offering personalized and custom-designed pieces.
4. Repair and Maintenance Services: Jewelry and watch repair services, ring sizing, watch strap adjustments, and engraving services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Bijouterie Doreille is a multi-brand jewelry and watch retailer selling rings, bracelets, necklaces, chains, earrings, pendants, wedding bands, and engagement rings, plus watches for men, women, and children from over 70 brands including Mauboussin, Les Georgettes, HERBELIN, Ice-Watch, Festina, Garmin, Seiko, BOSS, Tommy Hilfiger, Fossil, and Certus. The retailer complements product sales with in-house services including bespoke jewelry creation, repair, transformation, engraving, ring sizing, and watch strap adjustment performed in an on-site workshop.

Product overview

Bijouterie Doreille is a traditional French jewelry and watch retailer founded in 1985, offering a comprehensive portfolio of products centered around jewelry (alliances, engagement rings, bracelets, necklaces, earrings, pendants) and watches from over 60 international brands including Mauboussin, Les Georgettes, HERBELIN, Ice-Watch, Festina, Garmin, Seiko, and Certus. The company operates both as an e-commerce platform and physical boutique in Sainte-Luce-sur-Loire, with an on-site workshop providing custom jewelry creation, repair, and transformation services. The product portfolio spans entry-level fashion jewelry to luxury diamond pieces, with watch offerings ranging from affordable quartz watches to premium automatic and connected timepieces. Services include engraving, ring sizing, free delivery, and a loyalty program.

Differentiator

Problem solved

Functional benefit

Products and services

• Wedding Rings and Engagement Rings (Alliances et Bagues de Mariage) Wedding bands, engagement rings, and solitaires in gold, platinum, and silver with diamonds and precious stones, including flagship Mauboussin engagement pieces; targeted at couples planning weddings.
• Bracelets Jewelry bracelets including bangles, chains, cuffs, and charm bracelets in gold, silver, steel, and brass with various stone settings; targeted at individual consumers seeking fashion and personal jewelry.
• Necklaces and Chains (Colliers et Chaînes) Necklaces and chains in various lengths and materials including gold, silver, and plated metals, with pendant options; targeted at individual consumers across genders.
• Earrings (Boucles d'Oreilles) Earrings including studs, drops, hoops, and chandelier styles in various precious and fashion materials; targeted at individual consumers seeking fashion and personal jewelry.
• Pendants (Pendentifs) Pendant necklaces featuring various designs including solitaires, lockets, and decorative pendants in precious and semi-precious materials; targeted at individual consumers.
• Watches (Montres) Watch collection including automatic, quartz, solar, and connected watches from multiple brands (HERBELIN, Ice-Watch, Festina, Garmin, Seiko, BOSS, Tommy Hilfiger, Fossil, Certus, Pierre Lannier, Green Time, Guess) for men, women, and children; targeted at individual consumers.
• Gift Cards (Cartes Cadeaux) Digital and physical gift certificates valid at the physical store, available in preset amounts from €50 to €1,000 in €50 increments; targeted at individual gift purchasers.
• Custom Jewelry Creation Service (Atelier de Création sur Mesure) Bespoke jewelry design and creation workshop service where in-house artisans craft unique pieces by hand, combining traditional craftsmanship with creativity; targeted at individual consumers seeking personalized jewelry.
• Jewelry Repair and Transformation Service (Réparation et Transformation de Bijoux) Jewelry repair service including ring sizing, bracelet adjustment, engraving, and jewelry restoration performed by skilled in-house jewelers; targeted at individual consumers maintaining existing jewelry pieces.

Quantifiable outcome

• Average customer rating of 4.8/5 on Google based on numerous verified customer reviews
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

16 partnerships are on record, tiered core, flagship, major and standard.

• AlmacoreTechnology or IntegrationPayment services partnership enabling customers to pay in 2, 3, or 4 installments for purchases between €100-3,000. Alma is a buy-now-pay-later service that manages payment processing and provides installment credit to customers.
• MauboussinflagshipChannel Partner/ Reseller/ DistributorPremium jewelry brand partnership. Mauboussin is a featured brand with extensive collection pages and numerous products, including high-value pieces (engagement rings, wedding bands) priced from €290 to €8,280+. Strong featured placement on website homepage.
• Les GeorgettesflagshipChannel Partner/ Reseller/ DistributorFrench jewelry brand with extensive product range (bracelets, rings, necklaces, earrings). Prominent brand featuring with multiple collection subcategories and 90+ products. Mid-range price point (€35-99).
• hbjo onlinecoreTechnology or IntegrationWebsite hosting and e-commerce platform provider. hbjo online hosts the bijouterie-doreille.com website and provides the underlying e-commerce technology infrastructure.
• HERBELINmajorChannel Partner/ Reseller/ DistributorFrench watch brand, featured with dedicated collection pages for both watches and accessories. Premium Swiss watch positioning with prices ranging from €200 to €1,000+.
• Ice-WatchmajorChannel Partner/ Reseller/ DistributorBelgian watch brand known for colorful, affordable watches. Featured brand with dedicated collection pages and promotional homepage placement.
• GarminmajorChannel Partner/ Reseller/ DistributorFitness and outdoor smartwatch brand. Featured brand with dedicated collection page for connected watches (Fenix 8 and other models). Promotional homepage placement.
• BOSSmajorChannel Partner/ Reseller/ DistributorLuxury fashion brand watches and jewelry. Featured with dedicated collection pages for both product categories. Premium positioning.
• Tommy HilfigermajorChannel Partner/ Reseller/ DistributorAmerican fashion brand watches and jewelry. Featured with dedicated collection pages for both watches and jewelry.
• FestinamajorChannel Partner/ Reseller/ DistributorSpanish watch brand known for quality timepieces at accessible prices. Featured brand with dedicated collection page and product listings including the Mademoiselle collection.
• Pierre LannierstandardChannel Partner/ Reseller/ DistributorFrench watch brand. Featured with dedicated collection pages for watches and accessories.
• SeikostandardChannel Partner/ Reseller/ DistributorJapanese watch manufacturer including Seiko and Seiko 5 collections. Featured brand with dedicated collection pages.
• CertusstandardChannel Partner/ Reseller/ DistributorFashion watch brand with multiple product lines (various series numbers). Multiple product listings at accessible price points (€35-69).
• Green TimestandardChannel Partner/ Reseller/ DistributorWatch brand featuring eco-friendly or nature-inspired designs. Featured with dedicated collection pages for watches and accessories.
• GuessstandardChannel Partner/ Reseller/ DistributorAmerican fashion brand watches. Featured with dedicated collection page.
• FossilstandardChannel Partner/ Reseller/ DistributorAmerican fashion brand watches and accessories. Featured with dedicated collection page.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Maty: French family-origin jewelry and watch retailer historically known for catalog/online sales and now operating flagship boutiques. Comparable product mix (branded jewelry and watches across price points) and similar French market focus; a closer regional peer than the large chains.
• Cleor: French jewelry retailer chain operating in mid-tier malls and city centers across France, selling branded fashion jewelry, watches, and accessories. Comparable product assortment and price positioning, though larger scale with a national store footprint.

Emerging players

• Gemmyo: French direct-to-consumer jewelry brand focused on engagement rings and bridal jewelry with an online-first model. Comparable in targeting the same bridal occasion and price-sensitive premium segment; competes with Bijouterie Doreille digitally for wedding jewelry spend.
• Atelier Auguste: Independent French workshop-style jewelry retailer specializing in bespoke engagement rings and wedding bands with an in-house atelier. Closely comparable in combining bridal specialization, bespoke service, and small-team craftsmanship against Bijouterie Doreille's atelier offering.

Broad incumbents

• Julien d'Orcel: French chain jewelry retailer specializing in wedding bands, engagement rings, and watches. Directly comparable business model (multi-brand jewelry retail, bridal focus, both physical and online) and overlaps heavily with Bijouterie Doreille's positioning, but with a national footprint.
• Histoire d'Or: Leading French chain of jewelry retail stores selling own-brand and third-party branded jewelry (engagement rings, wedding bands, watches) across France. Comparable as a French jewelry retailer serving mass-market to mid-premium consumers, but at vastly larger national scale than Bijouterie Doreille.
• THOM Europe: European multi-brand watch and jewelry retailer (including branded boutiques in France such as Pierre Lannier corners). Comparable in carrying multiple watch and jewelry brands across price tiers with both physical retail and online channels.
• Pandora (France): Global jewelry brand with owned-retail stores and authorized resellers across France. Comparable in selling fashion and gift jewelry including bracelets and charms to a similar consumer demographic; competes for the same gift and self-purchase occasions as Bijouterie Doreille.
• Swarovski (France): Global crystal and jewelry brand with dedicated boutiques and department-store concessions across France. Comparable as a multi-channel jewelry retailer offering branded fashion jewelry, watches, and accessories in similar price tiers to Bijouterie Doreille.

Others

• Mauboussin: Premium French jewelry maison with its own boutique network and authorized retailers (including Bijouterie Doreille). Comparable because Doreille is a flagship reseller of Mauboussin; relevant as a channel partnership that anchors Bijouterie Doreille's premium offering.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/bijouterie-doreille

Compliance1 record

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 Bijouterie Doreille