Under The Sun
Under The Sun is a Sofia-based, direct-to-consumer e-commerce retailer of designer jewelry and accessories, selling 500+ SKUs of hypoallergenic stainless-steel and 18K gold-plated pieces to fashion-conscious women and gift buyers across Bulgaria via its Shopify storefront.
- Company typePrivate
- Founded-
- HeadquartersSofia, Bulgaria
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Under The Sun does
Under The Sun (legal entity JSV SELECTION EOOD, EIK 205215980) is a privately held, Sofia-headquartered direct-to-consumer e-commerce retailer of designer jewelry and accessories, founded in 2018 and operating exclusively online at underthesun.bg with no physical retail footprint. The company sells more than 500 SKUs across six core categories — earrings (162), rings (79), necklaces (57), bracelets (100), hats, and accessories including bags, diadems, and hair pieces — with products manufactured from stainless steel, 18K gold plating, cubic zirconia, and pearl imitation to support hypoallergenic, durable positioning. Sub-collections include the customizable Letters line (alphabet pendants) and a discount Outlet offering up to 80% off, supporting both gifting and value-driven demand.
The underlying technology stack is a Shopify-powered storefront with conventional payment integrations (Apple Pay, Google Pay, Visa, Mastercard, Maestro, bank transfer, cash on delivery) and same-day order processing before 15:30. Logistics are handled exclusively by Bulgarian courier Econt, with free office delivery above €45 and a 14-day return policy. Customer service runs through Viber (+359 876 549 454), email, and social channels; marketing relies on owned Facebook and Instagram accounts, an editorial blog, and email newsletters, supplemented by occasional earned-media coverage in Bulgarian lifestyle outlets.
The revenue model is one-time direct product sales at individual item prices ranging from approximately €1.53 to €70, with optional gift-bag add-ons at €0.50. The company is bootstrapped, founder-owned, and serves two primary consumer segments — fashion-conscious women seeking classic, season-transcending accessories and gift buyers seeking personalized or presentable items — all within the Bulgarian domestic market. No external funding, parent company, B2B contracts, mobile app, or AI capabilities are disclosed.
Under The Sun firmographics
Firmographics- Name
- Under The Sun
- Legal name
- ДЖЕЙ ЕС ВИ СЕЛЕКШЪН ЕООД
- Website
- https://underthesun.bg
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Under The Sun is a Sofia-based, direct-to-consumer e-commerce retailer of designer jewelry and accessories, selling 500+ SKUs of hypoallergenic stainless-steel and 18K gold-plated pieces to fashion-conscious women and gift buyers across Bulgaria via its Shopify storefront.
- Ownership category
- akta.pro rank
Under The Sun industry classification
Industry- Product category
- Fashion Jewelry and Accessories Retail
- NAICS
- Jewelry Retailers (458310), Jewelry Retailers (45831)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Jewelry, Watches & Luxury Goods Online Retailers (CRAFADAN)
- akta.pro secondary industries
- Jewelry, Watches & Luxury Omnichannel (CRAFAEAH), Off-price/Outlet Jewelry & Watch Retail (CRAKAGAH)
Keywords
Where Under The Sun is headquartered
LocationHeadquarters
- HQ city
- Sofia
- HQ country
- Bulgaria
- HQ region
- Europe
Offices1 record
Markets served
Under The Sun business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct product sales: Online retail of designer jewelry and accessories through the e-commerce store. Products include earrings, rings, necklaces, bracelets, hats, and bags. Customers purchase individual items at listed prices. Revenue is generated through one-time product sales with optional gift bag add-ons (€0.50).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Individual product purchases at listed retail prices |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Under The Sun product offering
Product offeringCore offering
Under The Sun operates a direct-to-consumer e-commerce store (underthesun.bg) selling designer jewelry and fashion accessories online to customers across Bulgaria. The catalog spans earrings, rings, necklaces, bracelets, hats, bags, and accessories — over 500 SKUs — crafted from stainless steel with 18K gold plating, hypoallergenic materials, cubic zirconia stones, and pearl imitations. The Shopify-powered platform offers same-day order processing, multiple payment methods, and Econt courier shipping nationwide.
Product overview
Under The Sun is a Bulgarian designer jewelry and accessories e-commerce platform offering a unified online shopping experience. The core product portfolio consists of six main categories: earrings (162 products), rings (79 products), necklaces (57 products), bracelets (100 products), hats, and general accessories including bags, diadems, hair accessories, and scarves. The platform operates as a single Shopify-powered online store with integrated Econt courier shipping, supporting multiple payment methods including Apple Pay, Google Pay, and major credit cards. Key sub-collections include the Letters personalization collection featuring alphabet-themed jewelry and an Outlet section with discounted items up to 80% off.
Differentiator
Problem solved
Functional benefit
Products and services
- Earrings (Обеци) Designer earrings in styles including hoops, drop earrings, stud earrings, clip-on earrings (no piercing required), pearl earrings, and stone-accented earrings. Made primarily from hypoallergenic stainless steel. 162 products available.
- Rings (Пръстени) Designer rings crafted from stainless steel, copper, and brass with finishes including 18K gold plating, rose gold, and platinum. Available with pearl, stone, and crystal accents. 79 products available.
- Necklaces (Колиета) Designer necklaces including chain necklaces, pearl necklaces, stone necklaces, bead necklaces, pendant necklaces, and herringbone chains. Many feature customizable letter pendants and adjustable lengths. 57 products available.
- Bracelets (Гривни) Designer bracelets including hand bracelets, classic bracelets, rigid bracelets, pearl bracelets, stone bracelets, pendant bracelets, bead bracelets, shell bracelets, and ankle bracelets. Various materials including stainless steel with gold and silver finishes. 100 products available.
- Hats (Шапки) Hat collection including Fedora, straw hats, baseball caps, berets, knitted winter hats, bucket hats, pillbox hats, and knitted summer hats. Features include adjustable sizing and various materials for different seasons.
- Bags (Чанти) Designer bags including the TERRA collection in various colors (brown, black) made with quality materials for fashion-forward functionality.
- Accessories (Аксесоари) Accessories including diadems, hair ties, hairpins and clips, scarves, hair ribbons, gloves, straw baskets, and bags combining fashion accessories with functional items for complete styling.
- Letters Collection Personalized jewelry collection featuring alphabet letter pendants, including necklaces, earrings, and anklets with customizable letter options in gold and silver finishes with pearl accents.
- Outlet Collection
Companies that use Under The Sun
Customer profileSegments2 records
Ideal customer profiles2 records
Under The Sun technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature5 records
Under The Sun partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- EcontcoreEcont is the primary courier and logistics partner for Under The Sun. All orders are shipped via Econt courier service. Free shipping to any Econt office in Bulgaria for orders over €45. Customer pays delivery fee for home address delivery per Econt's tariff.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Under The Sun competitors and assessment
Company assessmentBroad incumbents
- Reserved: Polish-headquartered fashion retailer operating across CEE with a significant accessories and jewelry assortment. Comparable as a regional omni-channel fashion retailer in the same Eastern European geography where Under The Sun operates, though Reserved's core business is apparel.
- Mango: Spanish multinational fashion retailer with a meaningful jewelry and accessories line sold both online and through physical stores. Comparable on affordable designer-style jewelry positioning, though Mango is primarily an apparel brand spanning many categories.
- H&M (Hennes & Mauritz): Global fast-fashion retailer with a substantial jewelry, hair accessories, and bag assortment sold at very accessible prices. Comparable on trend-driven fashion-accessories retail at low price points, though H&M is a broad-line apparel retailer rather than a jewelry specialist.
Regional players
- MY Jewellery: Dutch-headquartered fashion jewelry and lifestyle accessories brand with strong presence in Western Europe. Comparable on affordable designer-style fashion jewelry and accessory assortments sold DTC; differs in primary geographic focus (Netherlands/Germany versus Bulgaria).
Emerging players
- SHEIN: Global online fast-fashion platform offering ultra-low-priced jewelry, accessories, and bags. Comparable on the online-only DTC model, broad SKU catalog, and aggressive discounting; competes directly on price in Bulgaria and across Europe.
- Etsy (Etsy sellers of fashion jewelry): Global online marketplace featuring thousands of independent jewelry and accessories sellers, including many in Bulgaria and the EU selling stainless steel, gold-plated, and personalized jewelry. Comparable on the e-commerce-first, personalized-jewelry positioning and similar price points.
Direct peers
- Lovisa: Australian-headquartered fast-fashion jewelry and accessories retailer operating globally through physical and DTC channels. Directly comparable on product mix (fashion jewelry, earrings, rings, bracelets) and accessible price-point positioning, but at significantly greater scale and geographic reach.
- Mejuri: Canadian digitally-native fine and demi-fine jewelry brand selling earrings, necklaces, rings, and bracelets direct-to-consumer. Comparable on DTC e-commerce model and female millennial/Gen-Z target, though positioned at a higher price tier with precious-metal materials.
- Ana Luisa: New York-based DTC fine jewelry brand offering earrings, necklaces, rings, and bracelets at accessible price points through its own e-commerce store. Comparable on the online-first jewelry retail model targeting fashion-conscious women, with similar average price points.
- Claire's: Global specialty retailer of fashion jewelry, accessories, and beauty products targeting teens and young women. Comparable on affordable fashion jewelry assortment and gift-driven positioning; differs in physical-retail-heavy model versus Under The Sun's online-only approach.
Market position
Strengths4 records
Weaknesses3 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Under The Sun social profiles
Digital presenceUnder The Sun compliance and trust
Trust signalCompliance1 record
Under The Sun financial estimates
Financial estimateRevenue estimate
Valuation estimate
Under The Sun leadership team
Management profileNumber of profiles
Under The Sun funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Under The Sun 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 Under The Sun
What does Under The Sun do?
Under The Sun operates a direct-to-consumer e-commerce store (underthesun.bg) selling designer jewelry and fashion accessories online to customers across Bulgaria. The catalog spans earrings, rings, necklaces, bracelets, hats, bags, and accessories — over 500 SKUs — crafted from stainless steel with 18K gold plating, hypoallergenic materials, cubic zirconia stones, and pearl imitations. The Shopify-powered platform offers same-day order processing, multiple payment methods, and Econt courier shipping nationwide.
Is Under The Sun a public or private company?
Under The Sun is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Under The Sun founded?
Under The Sun was founded in -1. It employs 51 to 100 people.
Where is Under The Sun based?
Under The Sun is headquartered in Sofia, Bulgaria, in the Europe region.
How does Under The Sun make money?
One revenue line is on record: direct product sales.
Who are Under The Sun's main competitors?
Broad incumbents on record are Reserved, Mango and H&M (Hennes & Mauritz). MY Jewellery is listed as a regional player. Emerging players are SHEIN and Etsy (Etsy sellers of fashion jewelry). Direct peers are Lovisa, Mejuri, Ana Luisa and Claire's.
Does Under The Sun have an API?
No public API is recorded for Under The Sun.
What industry is Under The Sun in?
Under The Sun's product category is Fashion Jewelry and Accessories Retail. Its primary akta.pro industry code is CRAFADAN, Jewelry, Watches & Luxury Goods Online Retailers, with a secondary code of CRAFAEAH, Jewelry, Watches & Luxury Omnichannel. Its NAICS code is 458310 and its SIC code is 5944.