PEKA

What PEKA does

PEKA (legally Peka Agencies 2022 Limited) is a New Zealand-based wholesale jewellery supplier founded in 1983 and headquartered in Auckland. The company operates a strictly B2B wholesale model, supplying finished jewellery, components, and findings to jewellery retailers, manufacturers, and trade businesses across New Zealand, Australia, and the Pacific Islands. Itself privately held, PEKA is described as an award-winning trade supplier with a family-ownership heritage and more than four decades of continuous operation.

The company's product catalogue spans pearls, chains, earrings, rings, pendants, findings, and children's jewellery, with recent additions including a lab-grown diamond range, a 2025 birthstone collection, new 9K/18K chain lines, an "Elevated Essentials" range, and a customisable "Build Your Own Huggies" line. Underpinning the assortment is an onsite workshop providing electroplating, pearl and chain servicing, and pearl rethreading — value-added capabilities that sit alongside pure product distribution. Its e-commerce platform runs on the third-party Kartris commerce engine, supporting online trade ordering with region-specific shipping terms across NZ, Australian, and Pacific Island accounts.

PEKA employs 62 people and generates revenue from trade-account wholesale sales of inventory at wholesale margins, supplemented by workshop service revenue. The business publishes multiple product catalogues (core trade, children's jewellery, and others) and positions itself as a one-stop sourcing partner for the Australasian jewellery trade. No public revenue, funding, M&A, or leadership disclosures are available, and the company does not evidence any AI/ML capability beyond standard e-commerce tooling.

Name

PEKA

Legal name

Peka Agencies 2022 Limited

Website

https://peka.co.nz

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

51–100 employees

Short description

PEKA (Peka Agencies 2022 Limited) is a New Zealand wholesale jewellery supplier founded in 1983, serving retailers, manufacturers, and trade businesses across New Zealand, Australia, and the Pacific with finished jewellery, components, and onsite workshop services.

Ownership category

akta.pro rank

Product category

Wholesale Jewellery Supply

NAICS

Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (423940)

SIC

Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro industry

PRIMARYCRAKAAAL

Fine Jewelry Wholesale & Trading

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Fine Jewelry (Precious Metals & Gemstones)

Keywords

• Wholesale jewellery supply
• Precious metals distribution
• Pearl and gem trading
• Jewellery findings wholesale
• Jewellery component supply

Headquarters

HQ city

New Zealand

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Jewellery Product Sales: PEKA generates revenue primarily through wholesale sales of jewellery products including pearls, chains, earrings, rings, findings, and pendants. Products are sold in bulk/commercial quantities to registered trade customers at wholesale pricing. The company offers various precious metal options (Sterling Silver, Gold Plated, Gold Filled, 9CT Gold, 18CT Gold, Platinum) and gemstone options (Natural Diamond, Lab Diamond, various gemstones).
2. Custom Workshop Services: PEKA provides customisation services including electroplating, specialised pearl and chain servicing, and pearl rethreading through its onsite workshop. These services generate additional revenue from existing customers seeking bespoke modifications.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

PEKA is a wholesale-only distributor of jewellery components and finished jewellery products—including pearls, chains, earrings, rings, findings, pendants, and children's jewellery—supplied in precious metals and gemstones to registered jewellery trade businesses. The company complements its product range with onsite workshop services for electroplating, specialised pearl and chain servicing, and pearl rethreading. Customers must be registered trade buyers with business verification (NZBN/ABN) to access the catalogue and wholesale pricing.

Product overview

PEKA is a premier wholesale jewellery provider serving the jewellery trade across New Zealand, Australia, and the Pacific since 1983. The company offers an extensive product portfolio consisting of Pearls (Freshwater, Akoya, South Sea, Seed, Mabe), Chain (Sterling Silver, Gold Plated Sterling Silver, Gold Filled, 9CT/18CT Gold, Platinum, Diamond & Gemstone, Leather/Rubber, Omega/Cable, plus Bracelets, Anklets, Necklaces), Earrings (Diamond, Lab Diamond, Huggies, Hoops, Studs, Hooks, Threads, Clip On), Rings (Sterling Silver, 9K Gold, Lab Diamond, Natural Diamond), Findings (Pearl Findings, Clasps, Beads, Earring Findings, Headpins, Jump Rings, etc.), Children's Jewellery (Pendants, Earrings, Bracelets), and Pendants (Birthstones, Decorative, Religious, Lockets). PEKA operates as a strictly wholesale-only business and does not deal with the general public. In addition to products, PEKA provides onsite workshop services including electroplating, specialised pearl and chain servicing, and pearl rethreading. The company prides itself on sourcing products made from high-quality materials to ensure durability and longevity, offering a wide range of designs to cater to diverse customer needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Pearls Wholesale pearls including Freshwater, Akoya, South Sea, Seed, and Mabe varieties, sourced for durability and longevity, sold to registered jewellery trade customers.
• Chain Wholesale chain range in Sterling Silver, Gold Plated Sterling Silver, Gold Filled, 9CT Gold, 18CT Gold, Platinum, Natural Diamond & Gemstones, Leather/Rubber, and Omega/Cable, plus finished products such as Bracelets, Anklets, Necklaces, FOB Necklaces, and Heart Tag Sets.
• Earrings Wholesale earring range including Natural Diamond & Gemstones, Lab Diamonds & Gemstones, Build Your Own Huggies, Huggies, Hoops, Studs, Hooks, Threads, and Clip On styles.
• Rings Wholesale rings in Sterling Silver, 9K Gold, Lab Diamonds, and Natural Diamond & Gemstones.
• Findings Comprehensive wholesale range of jewellery findings including Pearl Findings, Clasps, Beads, Earring Findings, Enhancers, Shorteners, Threading, Headpins, Jump Rings/Link Locks, Safety and Extension Chains, End Caps, ID Plates/Tags, Brooch Pins, T-Bars, Tie Pin Backs, Bales, Cuff Links, Ball and Rings, Cap and Rings, and Base Metal Ring Guards.
• Children's Jewellery Wholesale children's jewellery including Pendants, Earrings, Bracelets, and Freshwater Pearls.
• Pendants Wholesale pendant range including Birthstones, Decorative, Religious, Lockets, Natural Diamond & Gemstones, and Lab Diamonds.
• Customization Services Onsite workshop services for registered trade customers including electroplating, specialised pearl and chain servicing, and pearl rethreading, delivered by PEKA's experienced workshop team.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Gesswein: US jewellery industry supplier of tools, equipment, findings, and consumables for manufacturers and repair shops. Comparable to PEKA on the workshop/services and findings side of the business, supplying trade buyers with both products and ancillary services.
• Metalliferous: US-based wholesale supplier of metals, findings, gemstones, and jewellery-making supplies to the trade. Closely comparable to PEKA's wholesale-only model and multi-category B2B assortment.

Broad incumbents

• Stuller: The largest jewellery wholesale supplier in North America, offering findings, metals, diamonds, gemstones, and finished jewellery to the trade. Comparable to PEKA in serving B2B jewellery trade buyers across a broad assortment, but at vastly greater scale and global reach.
• Quality Gold: US wholesale supplier of fine jewellery, findings, and chains to the trade. Comparable to PEKA across chain and finished jewellery categories, with deep catalogue coverage similar in spirit to PEKA's broad assortment.
• Findings, Inc. US-based wholesale jewellery findings and component supplier serving manufacturers and retailers. Closely mirrors PEKA's findings-heavy assortment, supplying the same trade customer archetype (jewellery makers and repair shops).
• Cooksongold: UK-based wholesale jewellery supplier offering metals, findings, tools, and chains. Comparable business model to PEKA — multi-category wholesale supply to jewellery trade and manufacturing customers.
• Halstead: North American wholesale jewellery findings and beads supplier serving designers and retailers. Comparable to PEKA's findings and beads range, with a similarly broad assortment model targeted at the jewellery-making trade.
• Rio Grande: US-based wholesale supplier of jewellery findings, metals, tools, and gemstones to the trade. Overlaps directly with PEKA's findings, chain, and metal categories, serving jewellers and manufacturers through an established e-commerce platform.

Regional players

• Pennywell: Australian wholesale distributor of jewellery findings, tools, and components serving the local trade. Direct regional peer to PEKA in the Australian jewellery wholesale market, competing for the same Pacific customer base.
• Nanza: Australian jewellery tools, findings, and consumables wholesaler serving trade customers. Direct regional peer to PEKA in the Australian market with overlapping findings and tools categories.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/pekaagencies

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 PEKA