TANE Mexico 1942

What TANE Mexico 1942 does

TANE Mexico 1942 is a privately held Mexican luxury jewelry house founded in 1942 and headquartered in Polanco, Mexico City. The company designs and sells fine jewelry and silver and gold objects across more than 15 branded collections (Xocolate, Frida Kahlo by TANE, Alma, México Mi Amor, Diamantes, TANE Racing, Herencia, Bordados, Casa TANE, Objet d'Art, and others), with materials ranging from silver and gold vermeil to 18-karat gold and laboratory-grown diamonds, supplemented by a bespoke service called TANE Atelier. Pricing spans roughly $160 for entry silver charms up to approximately $4,760 for diamond and gold pieces, with complimentary engraving, lifetime cleaning, and 60-day exchange terms supporting the premium positioning.

The company operates a direct-to-consumer model with two owned e-commerce storefronts (tane.mx for Mexico and us.tane.com for the United States), complemented by a presence on the Farfetch global luxury marketplace, a phone sales line, and a concierge/personal shopping service for high-touch transactions. Distribution also covers a corporate gifting B2B channel. Manufacturing is anchored by an in-house team of expert silversmiths described as multi-generational, and the company holds Responsible Jewellery Council (RJC) certification for socially responsible practices. With about 170 employees, TANE positions itself as the only world-class Mexican luxury jewelry house, targeting individual luxury consumers, corporate gift buyers, and a dedicated children's jewelry segment.

Name

TANE Mexico 1942

Legal name

TANE Mexico 1942

Website

https://tane.com

Company type

Private

Founded year

1942

Operating status

Operating

Headcount range

101–250 employees

Short description

TANE Mexico 1942 is a privately held Mexican luxury jewelry house founded in 1942, designing and selling silver, gold, and laboratory-diamond jewelry across multiple branded collections via owned e-commerce, Farfetch, and concierge services for individual and corporate luxury buyers.

Ownership category

akta.pro rank

Product category

Fine Jewelry

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831), Jewelry and Silverware Manufacturing (33991)

SIC

Retail-Jewelry Stores (5944), Jewelry, Silverware & Plated Ware (3910), Jewelry, Precious Metal (3911)

akta.pro primary industry

Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

akta.pro secondary industries

Fine Jewelry Manufacturing & Atelier Production (CRAKAAAK), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

Keywords

• Fine jewelry
• Silver craftsmanship
• Luxury jewelry
• Laboratory diamonds
• Bespoke jewelry

Headquarters

HQ city

Polanco, CDMX

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewelry Product Sales: One-time purchase model for fine jewelry and collectibles including rings, necklaces, bracelets, earrings, pendants, and charms. Products range from entry-level silver pieces to high-value gold and diamond pieces.
2. Corporate Gifts: B2B corporate gift program for bulk orders of branded jewelry and objects.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

TANE Mexico 1942 designs, manufactures, and retails fine jewelry and silver/gold objects rooted in Mexican heritage. The product portfolio spans themed collections in silver, gold vermeil, 18-karat gold, and laboratory-grown diamonds, alongside a bespoke design atelier service. Sales occur primarily through owned e-commerce stores (TANE.com, us.tane.com), the Farfetch marketplace, and concierge/personal shopping services.

Product overview

TANE Mexico 1942 is a Mexican luxury jewelry house offering fine jewelry and collectibles. The company operates as a multi-collection portfolio brand, with core collections including Xocolate by TANE (chocolate-inspired pieces with laboratory diamonds), Frida Kahlo by TANE (Mexican cultural motifs), Alma by TANE, México Mi Amor®, Diamantes by TANE (laboratory diamond jewelry), TANE Racing (motorsport-themed), Herencia by TANE (heritage), and Bordados by TANE (embroidery-inspired). The company also offers Besame, Dalia, Casa TANE (home objects), and Objet d'Art collections. Materials offered include silver jewelry, gold vermeil, and gold jewelry. Bespoke services are available through TANE Atelier. The brand is certified 100% Socially Responsible by RJC (Responsible Jewellery Council).

Differentiator

Problem solved

Functional benefit

Brands

• Frida Kahlo by TANE: Collection inspired by Mexican artist Frida Kahlo, featuring jewelry pieces with pre-Hispanic elements and obsidian.
• Xocolate by TANE
• Alma by TANE
• México Mi Amor®
• Animales by TANE
• Diamantes by TANE
• TANE Racing
• Herencia by TANE
• Bordados by TANE
• Besame
• Dalia
• Casa TANE
• Objet d'Art
• TANE Atelier
• Irida y Arce by Xawery Wolski
• TANE Tennis
• Mucho by TANE
• X de México

Products and services

• Xocolate Praline Diamond Earrings
• Xocolate Praline Diamond Necklace
• Xocolate Eclairs Diamantes Pendant
• Xocolate Chain Choker
• Cicek Short Pendant
• Cicek II Pendant
• Cicek Gold Pendant
• TANE Atelier

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• FarfetchcoreChannel Partner/ Reseller/ DistributorTANE products are available on Farfetch global marketplace, enabling international reach and access to Farfetch's luxury fashion customer base. Visible on Farfetch website with dedicated brand page for women's designer jewelry.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Buccellati: Italian luxury jewelry house with multi-generational silversmith heritage and distinctive design DNA. Comparable to TANE's emphasis on heritage silversmith craftsmanship and museum-quality fine jewelry.
• David Yurman: American luxury jewelry brand combining artisan craftsmanship with a distinctive design DNA in silver and gold. Comparable to TANE in heritage positioning, silver-and-gold materials expertise, and DTC-plus-flagship retail model.
• Tarbay: Mexican jewelry brand with heritage positioning, silver and gold jewelry, and DTC retail presence. Direct competitor in the Mexican fine jewelry market with similar cultural positioning and customer base.
• Tous: Spanish heritage jewelry house founded in 1920 with similar mid-luxury positioning, omnichannel retail (DTC + marketplaces), and craftsmanship-focused silver and gold jewelry. Closely comparable to TANE's heritage-brand, omnichannel, silver-and-gold artisan model.
• Pomellato: Italian fine jewelry house with heritage craftsmanship and design-led collections in gold and silver. Comparable to TANE's emphasis on artisan-made jewelry with strong cultural DNA and atelier-based production.
• Roberto Coin: Italian fine jewelry brand with design DNA and artisan production in gold and silver. Comparable to TANE's design-led heritage positioning and similar mid-luxury price points.
• Carrera y Carrera: Spanish heritage luxury jewelry house with iconic positioning and artisan craftsmanship. Comparable to TANE in heritage brand, gold and silver artisan jewelry, and similar mid-luxury price positioning.

Broad incumbents

• Pandora: Global leader in silver jewelry and charms, with established brand recognition worldwide. Comparable to TANE on silver jewelry focus and charms category, though Pandora operates at significantly larger scale and broader price points.
• Boucheron: Established French high-end luxury jewelry house with broad global presence. Comparable to TANE at the aspirational end of the heritage jewelry market, particularly in flagship boutiques and omnichannel retail.

Emerging players

• Mejuri: Direct-to-consumer fine jewelry brand with similar price tiers (entry silver to mid-range gold) and a digitally-native DTC model. Comparable to TANE's lower end of the price spectrum and omnichannel e-commerce emphasis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/tanemx1942
• YouTubeyoutube.com/channel/UCeIJ456rmJ8_rEgjZYVHDgg
• Facebookfacebook.com/tane.mx
• LinkedInlinkedin.com/company/tanemexico1942
• Instagraminstagram.com/tane.mx

Compliance1 record

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 TANE Mexico 1942