Creel and Gow

What Creel and Gow does

Creel and Gow is a privately-held luxury boutique retailer operating a 'cabinet of curiosities' concept founded in 2012 by Jamie Creel and Christopher Gow on Manhattan's Upper East Side. The company sells rare, one-of-a-kind decorative objects organized into six core collections: Oceanic (signature silvered shells produced in partnership with a Rome atelier, coral, natural sea specimens), Mineral (geometric bowls and boxes showcasing onyx, jade, lapis, fluorite and others), Nature (mounted eggs, taxidermy, butterflies, silvered produce), Decor (furniture, lighting, textiles sourced from Europe, Africa, and Asia), Jewelry (house brand CreelandGow plus Loulou de la Falaise Paris pieces), and Art de la Table (tabletop items). Pricing ranges from approximately $18 for small objects to $12,000 for high-end antique furniture, with most items in the $50-$500 band.

The business operates two physical retail locations — a flagship boutique at 131 East 70th Street in a historic Grosvenor Atterbury townhouse on the Upper East Side, and a secondary location at 3424 Franklin Avenue in Millbrook, NY (Hudson Valley) opened in 2022 — supported by a direct-to-consumer e-commerce storefront built on Shopify with international shipping. The company employs approximately five people, including owners Jamie Creel and Marco Scarani (the latter joining as partner in 2017; co-founder Christopher Gow has since departed). The go-to-market is direct-to-consumer across in-store, online, and phone channels, relying on extensive earned media coverage in Architectural Digest, the New York Times, Wall Street Journal, Forbes, Elle Decor, Veranda, and House Beautiful, complemented by organic social presence on Instagram, Facebook, and Pinterest.

Revenue is generated entirely through one-time retail merchandise sales with no subscription or recurring component. Primary customer segments are affluent homeowners and design enthusiasts seeking unique home décor, plus interior designers and decorators sourcing distinctive pieces for client projects; gift buyers form a secondary segment. Key differentiators are rarity of inventory, long-term artisan partnerships (Rome silvered shells, Paris Loulou de la Falaise jewelry, Tangier rattan), and the immersive in-store experience created by the historic flagship building. The company has not raised external institutional capital and operates as a founder/partner-managed private retail business.

Name

Creel and Gow

Legal name

Creel and Gow

Website

https://creelandgow.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Creel and Gow is a privately-held luxury boutique founded in 2012 that sells rare, one-of-a-kind decorative objects, jewelry, and home furnishings through two New York storefronts and e-commerce, serving affluent consumers and interior designers.

Ownership category

akta.pro rank

Product category

Luxury Home Decor Retail

NAICS

Gift, Novelty, and Souvenir Retailers (459420), Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Historical & Military Collectibles Retail (CRALAGAM)

Keywords

• Luxury home decor
• Curated curiosities
• Rare decorative objects
• Designer jewelry boutique
• One-of-a-kind gifts

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail merchandise sales: Creel and Gow generates revenue through direct retail sales of rare minerals, taxidermy, coral, silver shells, decorative objects, jewelry, and home furnishings. Transactions occur in-store at their two New York locations, through their e-commerce website, and by phone. All sales appear to be one-time, individual item purchases with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Creel and Gow is a boutique retailer of rare, one-of-a-kind decorative objects organized into six collections (Oceanic, Mineral, Nature, Decor, Jewelry, and Art de la Table), sold through two New York State storefronts and an own-storefront e-commerce site. Merchandise includes silvered shells produced in partnership with a Roman atelier, mineral specimens in custom settings, taxidermy and natural curiosities, antique and handcrafted furniture (including exclusive Moroccan rattan), branded and Paris-made jewelry, and tabletop accessories.

Product overview

Creel and Gow is a boutique cabinet of curiosities retailer operating physical stores in New York City and Millbrook, NY, with an e-commerce platform. The company offers a unified product portfolio organized into six main collections: Oceanic (silvered shells, coral, natural sea specimens), Mineral (mineral specimens in custom bowls and boxes), Nature (mounted eggs, taxidermy, butterflies, silvered produce), Decor (furniture, lighting, sculptures, textiles), Jewelry (including CreelandGow branded items and Loulou de la Falaise Paris jewelry), and Art de la Table (tabletop items). The collections feature rare, one-of-a-kind, and handcrafted objects sourced globally, with signature items including silvered shells crafted in Rome and exclusive Moroccan rattan furniture. Products are available for purchase online and in-store, with the company positioning itself as a modern Wunderkammer offering original items not found elsewhere.

Differentiator

Problem solved

Functional benefit

Products and services

• Oceanic Collection

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Atelier in Rome, ItalycoreStrategic or Co-development PartnerCreel and Gow maintains a long-time close partnership with an atelier in Rome, Italy for the creation of their signature silvered shells. This partnership is a core differentiator, producing the distinctive silvered shell collection that is a hallmark of the Oceanic category.
• Ariel de RavenelcoreStrategic or Co-development PartnerAriel de Ravenel is the longtime friend and collaborator of Loulou de la Falaise who continues her tradition, reissuing her jewelry designs in faithful reproductions and updated creations incorporating pâte de verre, pearls, and semi-precious stones. All jewelry is handmade in Paris.
• Anthony Bellomo (Landscape Architect)minorImplementation/ SI/ Consulting PartnerLandscape architect Anthony Bellomo designed the adjacent Orangerie plant nursery next to the Millbrook store location.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Food52: Digital-first home and kitchen brand with an online shop carrying curated, design-forward tabletop, kitchen, and home goods from independent makers. Overlaps with Creel and Gow on the artisan-product marketplace concept but operates primarily online with a much broader and more accessible price range.
• 1stDibs: Online marketplace for luxury furniture, decorative arts, jewelry, and fashion from vetted dealers and galleries worldwide. Directly comparable to Creel and Gow on the one-of-a-kind luxury decorative-object category but operates as a multi-seller digital marketplace rather than a single curated boutique.

Direct peers

• Maison de Vacances: French lifestyle and home-textiles house offering artisanal linens, tableware, and decorative objects with a similar European-craft, slow-living aesthetic. Comparable on curated artisanal sourcing, premium positioning, and overlap on tabletop, decorative objects, and textiles.
• Astier de Villatte: Paris-based luxury maker of hand-crafted ceramics, candles, incense, and home objects with strong ties to the same artisan-aesthetic world Creel and Gow inhabits. Operates flagship boutiques in Paris, New York, and Tokyo and is stocked by high-end retailers like Le Bon Marché, sharing Creel and Gow's European artisanal sourcing and decor sensibility.
• Roman and Williams Guild: Boutique and design gallery in downtown New York curated by the Roman and Williams design studio, offering one-of-a-kind furniture, lighting, ceramics, and decorative objects. Highly comparable as a designer-owned NYC retail destination for original, artisanal home goods and curiosities.
• Calypso St. Barth (Home): Resort-lifestyle brand with a home and decorative-object assortment that emphasizes artisanal, globally sourced, one-of-a-kind pieces in a curated boutique environment. Overlaps with Creel and Gow on eclectic, bohemian-luxe decorative merchandise and affluent discretionary-customer base.
• The Line: Curated lifestyle retailer (and former SoHo New York flagship) offering a tightly edited assortment of fashion, home, and decorative objects from emerging and heritage designers. Closely comparable on curated-discovery positioning, affluent urban customer, and omnichannel DTC model.
• John Derian: New York-based decorative arts brand and shop specializing in decoupage, ceramics, and curated curiosities. Operates a flagship in the East Village and a country store in upstate New York, with an overlapping 'cabinet of curiosities' aesthetic, similar product mix (decor, tabletop, paper goods), and a comparable affluent-customer base served through physical retail plus e-commerce.

Broad incumbents

• ABC Carpet & Home: Large New York-based luxury home furnishings retailer offering rugs, furniture, lighting, decorative objects, and gifts across many price tiers. Competes for the same affluent NYC home-decor customer as Creel and Gow but at significantly greater scale and category breadth.
• Bergdorf Goodman: Iconic Manhattan luxury department store with a substantial home, tabletop, and jewelry assortment aimed at ultra-affluent customers. Overlaps with Creel and Gow on high-end decorative objects and jewelry and serves a similar Manhattan-based luxury buyer, but as part of a much broader luxury portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/CreelandGow
• Instagraminstagram.com/CreelandGow
• Pinterestpinterest.fr/CreelandGow
• LinkedInlinkedin.com/company/creel-and-gow

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 Creel and Gow