L'ECRIN D'OR
L'ECRIN D'OR (operating as ALOÏZE) is a privately held French jewelry retailer founded in 2009, operating two physical boutiques in Brittany and a Shopify e-commerce storefront, serving women, men, children, and couples with rings, watches, wedding bands, and personalization services.
- Company typePrivate
- Founded2009
- HeadquartersLorient, France
- Headcount1–10
- GTM typeB2C
- OfferingServices
What L'ECRIN D'OR does
L'ECRIN D'OR, doing business as ALOÏZE, is a privately held French jewelry retailer founded in 2009 and headquartered in Graulhet, France. The company operates a dual-channel model consisting of two physical boutiques in Brittany (Lorient and Vannes) and a Shopify-powered e-commerce storefront (aloize.com) shipping to France, Belgium, and Switzerland. Its product catalogue spans rings, earrings, bracelets, necklaces, pendants, chains, watches, and a specialized wedding band (alliances) offering of 3,000+ models across gold, platinum, palladium, ceramic, tantalum, and titanium, with women's, men's, and children's lines, plus themed collections and gift cards starting at €10.
The business sells across a wide price spectrum, from entry-level gift cards (€10) and standard pieces (€23-€119+) to premium items reaching €557+. Beyond product sales, L'ECRIN D'OR monetizes a set of service offerings including engraving, photo-engraving, custom jewelry creation, repair and restoration, and gold buying with free evaluation. Customer-facing policies include 3x/4x interest-free installments, free delivery in France above €60, and a 14-day return window. The tech stack is entirely off-the-shelf e-commerce infrastructure: Shopify for the storefront, Judge.me for product reviews (529 reviews cited), and 17TRACK for shipment tracking.
The customer base is exclusively B2C and distributed across four primary segments — women (primary), men, children, and couples shopping for weddings and engagements — with use cases spanning daily wear, gifting, milestones (birth, baptism, marriage), and self-purchase. The firm is founder-owned with no disclosed external investment, no subsidiaries, no M&A activity, and a headcount of 9, consistent with a small, independent specialty retailer.
L'ECRIN D'OR firmographics
Firmographics- Name
- L'ECRIN D'OR
- Legal name
- ALOÏZE
- Website
- https://lecrindor.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- L'ECRIN D'OR (operating as ALOÏZE) is a privately held French jewelry retailer founded in 2009, operating two physical boutiques in Brittany and a Shopify e-commerce storefront, serving women, men, children, and couples with rings, watches, wedding bands, and personalization services.
- Ownership category
- akta.pro rank
L'ECRIN D'OR industry classification
Industry- Product category
- Jewelry Retail
- NAICS
- Jewelry Retailers (458310)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)
- akta.pro secondary industries
- Bridal & Engagement Jewelry Retail (CRAKAGAC), Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG)
Keywords
Where L'ECRIN D'OR is headquartered
LocationHeadquarters
- HQ city
- Lorient
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
L'ECRIN D'OR business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Jewelry Retail Sales: Direct sales of jewelry products including rings, necklaces, bracelets, earrings, watches, and alliances through physical boutiques and e-commerce platform. Products are sold at various price points from entry-level to premium. Additional services include engraving, photoengraving, custom creation, and gold buying.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Gift cards starting from €10 |
| Unit Pricing | Pay-as-you-go | Standard jewelry pieces ranging from €23 to €119+ |
| Unit Pricing | Pay-as-you-go | Premium jewelry pieces €100-557+ |
Distribution channels2 records
Marketing channels3 records
L'ECRIN D'OR product offering
Product offeringCore offering
L'ECRIN D'OR (trading as ALOÏZE) is a French jewelry retailer that designs, sources, and sells its own branded jewelry collection — rings, earrings, bracelets, necklaces, pendants, chains, watches, wedding bands (over 3,000 models), and signet rings — in silver, gold, stainless steel, platinum, palladium, ceramic and tantalum. The company also sells gift cards and offers fee-based personalization services (engraving, photo-engraving, custom creation), repair, and gold buying, distributing through two Brittany boutiques and a Shopify-powered e-commerce site serving France, Belgium, and Switzerland.
Product overview
L'ECRIN D'OR (operated as ALOÏZE) is a French jewelry company established in 2009, operating physical boutiques in Vannes and Lorient. The company offers a comprehensive jewelry portfolio including rings, earrings, bracelets, necklaces, pendants, and watches across multiple materials (silver 925/1000, gold 375/1000 and 750/1000, gold-plated, stainless steel). The product range spans women's, men's, and children's jewelry, with wedding bands being a particular specialty offering over 3,000 models. Personalization services include engraving, photo-engraving, and custom creation. The company also provides repair services and gold buying.
Differentiator
Problem solved
Functional benefit
Products and services
- Rings (Bagues) Rings available in fine, large, solitaire, signet, and engagement styles in silver 925/1000, gold 375/1000 and 750/1000, stainless steel, and gold-plated; sold to individual consumers through boutiques and e-commerce.
- Earrings (Boucles d'oreilles) Earrings in creoles, pendant, dormeuse, and stud styles with various stones and finishes; sold to individual consumers.
- Bracelets Rigid and flexible bracelets including ID bracelets, gourmettes, chain ankle bracelets, and charm bracelets in silver, gold, stainless steel, and leather; sold to individual consumers.
- Necklaces (Colliers) Necklaces and chains in lengths 38-60cm in silver, gold-plated, and stainless steel, including chain mesh styles such as Figaro and grain de café; sold to individual consumers.
- Pendants (Pendentifs) Pendant necklaces with symbolic designs, some featuring precious and semi-precious stones; sold to individual consumers.
- Chains (Chaînes) Chain necklaces in various link styles including Figaro, curb, and grain de café patterns; sold to individual consumers.
- Watches (Montres) Watches for men, women, teenagers, and children including connected/smart watches and Casio brand watches; watch straps also available.
- Wedding Bands (Alliances) Wedding bands and rings in over 3,000 models across gold 750/1000 (18K), bicolor, tricolor, platinum, palladium, ceramic, and tantalum, with diamond-set half-halo and full-halo options; sold to couples.
- Signet Rings (Chevalières) Heraldic signet rings with customization options, including personalized signet rings and ready-to-wear models; sold to individual consumers.
- Personalizable Jewelry (Personnalisables) Engravable jewelry including rings, bracelets, necklaces, pendants, and cut-out name pieces that can be personalized; sold to individual consumers.
- Themed Collections (Collections Thématiques) Themed jewelry collections including Hearts, Tree of Life, Infinity, Feather, Dream Catcher, Star & Moon, Sun, For the Bride, and Glitter; sold to individual consumers.
- Gift Cards (Cartes Cadeaux) Gift cards starting from €10 enabling recipients to choose products from the catalog; sold to individual consumers and gift-givers.
- Jewelry Services (Prestations) Fee-based jewelry services including engraving, photo-engraving, custom jewelry creation, repair and restoration, and gold buying with free evaluation; offered to individual consumers.
- Birth and Baptism Jewelry (Bijoux de Naissance & Baptême) Birth and baptism jewelry including ID bracelets, engravable gourmettes, baptism medals, and personalized pendants; sold to parents, godparents, and family members.
- Engagement Rings (Bagues de Fiançailles) Engagement rings and solitaires for women featuring various precious stones including diamonds; sold to couples planning marriage.
Companies that use L'ECRIN D'OR
Customer profileSegments4 records
Ideal customer profiles4 records
L'ECRIN D'OR technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
L'ECRIN D'OR partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
L'ECRIN D'OR competitors and assessment
Company assessmentDirect peers
- Maty: French jewelry retailer combining physical boutiques and e-commerce, similar omnichannel approach. Offers comparable product categories (rings, bracelets, watches) and serves a similar regional French customer base with bridal offerings.
- Gemmyo: French online jewelry brand specializing in engagement rings and wedding bands with customizable offerings. Closely comparable for bridal jewelry specialty, online-first model, and focus on French consumers.
- Histoire d'Or: France's largest jewelry retail chain with hundreds of boutiques nationwide. Directly comparable as a French jewelry retailer serving similar price points and gifting occasions, though at significantly greater scale.
- Cleor: French jewelry chain with nationwide boutique presence specializing in gold and silver jewelry. Directly comparable as French multi-boutique retailer serving similar price points and gifting occasions.
- Julien d'Orcel: French affordable luxury jewelry chain with boutique presence in regional France. Comparable French regional retailer with similar product breadth across rings, bracelets, necklaces, and wedding bands.
- Agatha: French costume and fashion jewelry brand with boutique presence and accessible price points. Directly comparable as a French jewelry retailer emphasizing emotional gifting and feminine collections in similar price bands.
Emerging players
- Mejuri: Online fine jewelry brand targeting accessible luxury price points with direct-to-consumer model. Comparable in e-commerce-led fine jewelry strategy and customer demographic, though with broader international reach.
- Etsy: Global online marketplace for handmade and personalized jewelry. Comparable for the personalized/custom jewelry and engraving service offering that L'Ecrin d'Or provides, though as a marketplace platform rather than direct retailer.
Broad incumbents
- Pandora: Global jewelry brand with significant French presence through branded boutiques and department stores. Comparable in charm bracelets and gifting categories, though operates at vastly greater scale and brand recognition.
- Swarovski: Global jewelry and accessories brand with French retail presence. Comparable in gift-oriented jewelry retail at accessible price points, though at much larger scale and with proprietary crystal materials.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights6 records
Customer concentration
L'ECRIN D'OR social profiles
Digital presenceL'ECRIN D'OR financial estimates
Financial estimateRevenue estimate
Valuation estimate
L'ECRIN D'OR leadership team
Management profileNumber of profiles
L'ECRIN D'OR funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
L'ECRIN D'OR M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about L'ECRIN D'OR
What does L'ECRIN D'OR do?
L'ECRIN D'OR (trading as ALOÏZE) is a French jewelry retailer that designs, sources, and sells its own branded jewelry collection — rings, earrings, bracelets, necklaces, pendants, chains, watches, wedding bands (over 3,000 models), and signet rings — in silver, gold, stainless steel, platinum, palladium, ceramic and tantalum. The company also sells gift cards and offers fee-based personalization services (engraving, photo-engraving, custom creation), repair, and gold buying, distributing through two Brittany boutiques and a Shopify-powered e-commerce site serving France, Belgium, and Switzerland.
Is L'ECRIN D'OR a public or private company?
L'ECRIN D'OR is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was L'ECRIN D'OR founded?
L'ECRIN D'OR was founded in 2009. It employs 1 to 10 people.
Where is L'ECRIN D'OR based?
L'ECRIN D'OR is headquartered in Lorient, France, in the Europe region.
How does L'ECRIN D'OR make money?
One revenue line is on record: jewelry Retail Sales.
Who are L'ECRIN D'OR's main competitors?
Direct peers on record are Maty, Gemmyo, Histoire d'Or, Cleor, Julien d'Orcel and Agatha. Emerging players are Mejuri and Etsy. Broad incumbents are Pandora and Swarovski.
Does L'ECRIN D'OR have an API?
No public API is recorded for L'ECRIN D'OR.
What industry is L'ECRIN D'OR in?
L'ECRIN D'OR's product category is Jewelry Retail. Its primary akta.pro industry code is CRAKAGAA, Fine Jewelry Retail (Precious Metals & Gemstones), with a secondary code of CRAKAGAC, Bridal & Engagement Jewelry Retail. Its NAICS code is 458310 and its SIC code is 5944.