The little jewellers

What The little jewellers does

The Little Jewellers is a Nairobi-based jewelry retailer founded in 2012 that designs, crafts, and sells handcrafted 925 sterling silver jewelry accented with cubic zirconia stones, operating through a hybrid direct-to-consumer model. The company maintains a physical retail showroom in Nairobi CBD (Pioneer Building, Kenyatta Avenue) and a WooCommerce-powered e-commerce store at littlejewellers.co.ke, serving customers across all 47 counties of Kenya via same-day delivery within Nairobi and nationwide shipping. Its core product catalog spans engagement rings, wedding rings, earrings, necklaces, anklets, bracelets, and curated gift collections, with select premium 10K gold engagement rings at the top of the price range (up to KSh 62,800) and affordable entry-level silver pieces starting at KSh 2,500.

The business is differentiated by personalization services (custom laser engraving and ring resizing), a one-year free professional polishing service, and same-day delivery capability tailored to the Kenyan market. Payments are processed through M-Pesa (Till Number 186591), Visa, PayPal, and Cash on Delivery, reflecting localization to Kenyan consumer payment preferences. The company is privately held, founder-owned, and bootstrapped with no disclosed institutional funding, operating with approximately 5 employees.

The Little Jewellers targets four primary consumer segments: couples and wedding buyers (engagement/wedding/anniversary jewelry), gift buyers (occasion-based purchases), men's fashion jewelry buyers, and women's everyday/fashion jewelry buyers. Distribution is achieved through the physical showroom for walk-in purchases, the e-commerce site for direct online orders, phone/SMS sales, and content marketing via SEO-optimized blog posts targeting Kenyan search terms. In 2026, the company relocated its retail showroom to the Pioneer Building on Kenyatta Avenue, indicating continued investment in its physical retail presence.

Name

The little jewellers

Legal name

Little Jewellers

Website

https://littlejewellers.co.ke

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

The Little Jewellers is a Nairobi-based jewelry retailer founded in 2012 that crafts and sells handcrafted 925 sterling silver jewelry through a Nairobi CBD showroom and e-commerce site, serving individual consumers across all 47 Kenyan counties with same-day and nationwide delivery.

Ownership category

akta.pro rank

Product category

Consumer Jewelry Retail

NAICS

Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

akta.pro secondary industry

Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG)

Keywords

• Sterling silver jewelry
• Handcrafted silver rings
• Engagement rings Kenya
• Jewelry retail Nairobi
• Wedding jewelry sets

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewelry Product Sales: One-time purchase model for physical jewelry products including rings, earrings, necklaces, bracelets, and anklets. Mix of premium items (10K gold engagement rings up to KSh 62,800) and affordable silver pieces (starting from KSh 2,500 for stud earrings). Additional revenue from gift boxes and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

The Little Jewellers designs, crafts and retails handcrafted 925 sterling silver jewelry embellished with cubic zirconia stones, complemented by a small selection of 10K gold items. Its assortment spans engagement rings, wedding rings, earrings, necklaces, silver rings (birthstone, promise, couple, eternity, male, toe), anklets, bracelets, and curated jewelry gift collections. The company sells through a Nairobi CBD showroom and an e-commerce storefront, offering personalization services (laser engraving, ring resizing), one year of free professional polishing, same-day delivery in Nairobi and nationwide shipping across Kenya.

Product overview

The Little Jewellers is a Nairobi-based jewelry company operating since 2012 that offers a comprehensive portfolio of handcrafted sterling silver jewelry through both retail and wholesale channels. The core offering consists of engagement rings, wedding rings, earrings, necklaces, silver rings (including birthstone, promise, male, toe, couple, and eternity rings), anklets, bracelets, and curated jewellery gift collections. The company also provides complementary services including personalized engraving, ring resizing, professional polishing, and gift packaging solutions. Products are crafted primarily in 925 sterling silver with cubic zirconia stones, supplemented by select gold pieces. The brand operates from a physical showroom in Nairobi CBD and offers same-day delivery within Nairobi plus nationwide shipping across all 47 counties of Kenya.

Differentiator

Problem solved

Functional benefit

Products and services

• Engagement Rings Sterling silver engagement rings including solitaire, double engagement ring sets, and infinity engagement rings, featuring cubic zirconia stones and 925 silver craftsmanship for Kenyan brides and proposers.
• Wedding Rings Kenya Matching his-and-hers wedding ring sets and personalized wedding rings in sterling silver, designed for Kenyan couples celebrating their union.
• Earrings Diverse earring collection including dangling earrings, pearl earrings, hoop earrings, and stud earrings in sterling silver with cubic zirconia accents.
• Necklaces Silver necklaces and pendants including matching sets, pendant and chain combinations, and men's chains in sterling silver.
• Silver Rings Kenya Comprehensive silver ring collection encompassing birthstone rings, promise rings, male rings, toe rings, couple rings, eternity rings, and spinner rings.
• Anklets Kenya Sterling silver anklets for women, including charm anklets and adjustable designs suitable for beachwear and everyday style.
• Bracelets Silver bracelets including charm bracelets, men's bracelets, mesh bracelets, Byzantine design bracelets, and double star bracelets for women.
• Jewellery Gifts Kenya Curated gift collections including romantic jewelry, gifts for her, gifts for him, wedding gifts, birthday gifts, anniversary gifts, and Mother's Day gifts.
• Jewellery Gift Boxes Kenya Presentation and gifting solutions including earring gift boxes, engagement ring boxes (including rose ring boxes with LED light), necklace gift boxes, and watch gift boxes.
• Personalization Services Custom laser engraving and ring resizing services that allow customers to personalize jewelry items at the point of purchase or after sale.

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Etsy (silver jewelry sellers): Global marketplace hosting thousands of independent silver and cubic-zirconia jewelry sellers. Comparable on affordable 925 silver + CZ product mix and personalized/bespoke offering, though as an aggregator rather than a single brand.
• AliExpress jewelry sellers: Cross-border marketplace selling low-cost fashion and silver-tone jewelry shipped internationally. Competes on price in the affordable silver/stud segment that anchors The Little Jewellers' entry-level SKUs.

Direct peers

• Aurate: D2C fine jewelry brand selling gold and silver pieces (including engagement and everyday collections) at accessible price points via e-commerce. Comparable to The Little Jewellers' hybrid retail + online model and focus on personalization.
• Mejuri: Global direct-to-consumer fine jewelry brand focused on everyday affordable-luxury pieces (gold and silver with semi-precious stones). Highly comparable to The Little Jewellers' positioning around accessible 925 sterling silver jewelry with personalization, although at much larger international scale.
• Julcee Kenya: Kenyan online jewelry retailer selling silver and gold-plated jewelry to local consumers. Directly comparable on geography (Kenya), price ladder (affordable silver jewelry), and D2C e-commerce motion.

Broad incumbents

• Tanishq: Large established jewelry brand (part of Titan Company) selling gold and silver jewelry including bridal and engagement collections. Comparable category overlap in precious-metal jewelry and gift/bridal occasions, though primarily India-focused.
• Pandora: Global jewelry retailer best known for charm bracelets and sterling silver collections, with strong omni-channel retail and e-commerce presence. Comparable product mix (sterling silver, charms, bracelets, gift-led occasions) at a much larger scale.

Regional players

• Aya Jewellery: East African contemporary jewelry brand selling handcrafted pieces online and through local stockists. Comparable on geography, handcraft positioning, and D2C-friendly price points.
• Azalea Jewellery Kenya: Kenyan-based bespoke and fine jewelry retailer offering engagement and wedding jewelry. Comparable on local bridal/gifting occasion focus and sterling silver craftsmanship.
• Zawadi Africa: East African jewelry and accessories brand selling gold, silver, and fashion jewelry online and via pop-ups. Comparable regional positioning and target customer (East African gift and everyday-wear shoppers).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/littlejewellerskenya
• LinkedInlinkedin.com/company/the-little-jewellers

Revenue estimate

Valuation estimate

Number of profiles

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 little jewellers