Yoko London
Yoko London is a London-based luxury pearl jewellery house (founded 1973) that designs, crafts, and sells Akoya, South Sea, Freshwater, Tahitian, and Baroque pearl pieces in 18K gold via a Sloane Street flagship and global DTC e-commerce, serving affluent bridal, gift, and couture buyers.
- Company typePrivate
- Founded1973
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Yoko London does
Yoko London is a privately held, London-based luxury pearl jewellery house founded in 1973, specialising in handcrafted earrings, necklaces, bracelets, rings, brooches, and bridal pieces featuring Akoya, South Sea (Australian and Indonesian), Freshwater, Tahitian, and Baroque pearls set in 18K gold with diamond accents. The portfolio is organised into named collections (Classic, Trend, Sleek, Eclipse, Ophelia, Jazz, Petal, Starlight, Duet) and a tiered couture/high jewellery line (Glitz, Duchess, Contessa, Sunrise, Baroque, Cleopatra, Tassel, Raindrop, Ombré, Zyyp), with prices ranging from approximately £350 for entry pearl studs to £186,000 for exceptional High Jewellery pieces. A co-development partnership with fashion designer Emilia Wickstead extends the brand into the luxury bridal couture segment.
The company operates a direct-to-consumer go-to-market: a flagship retail and appointment store at 6 Sloane Street in London, paired with a global e-commerce storefront (yokolondon.com, Shopify-powered) shipping to the UK, Europe (France, Monaco, Italy with managed customs clearance), North America, the Middle East (UAE, Qatar, Saudi Arabia), and other international markets. The brand maintains an active multi-channel presence across Instagram, Facebook, Pinterest, TikTok, YouTube, WhatsApp, and an editorial Journal blog, and employs 11–50 staff. Product differentiation rests on pearl sourcing expertise, 18K gold craftsmanship, and a 50-plus-year heritage as a pearl specialist.
Yoko London firmographics
Firmographics- Name
- Yoko London
- Website
- https://yokolondon.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Yoko London is a London-based luxury pearl jewellery house (founded 1973) that designs, crafts, and sells Akoya, South Sea, Freshwater, Tahitian, and Baroque pearl pieces in 18K gold via a Sloane Street flagship and global DTC e-commerce, serving affluent bridal, gift, and couture buyers.
- Ownership category
- akta.pro rank
Yoko London industry classification
Industry- Product category
- Luxury Pearl Jewellery
- NAICS
- Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)
- akta.pro primary industry
- Pearl Jewelry (CRAKAAAC)
- akta.pro secondary industries
- Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets) (CRAKACAD), Custom Bridal & Engagement Design (CRAKAHAB), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)
Keywords
Where Yoko London is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Yoko London business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Fine Pearl Jewellery Sales: Yoko London generates revenue through the direct sale of luxury pearl jewellery including necklaces, earrings, bracelets, rings, and bridal pieces. Products are priced from approximately £350 to £186,000, with the majority of items in the £350 to £5,000 range. The brand offers ready-to-wear collections as well as a High Jewellery tier for exceptional bespoke pieces.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level pearl jewellery (stud earrings, pendants) |
| Unit Pricing | Pay-as-you-go | Mid-range classic and trend collections |
| Unit Pricing | Pay-as-you-go | Luxury and Couture Collections |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Yoko London product offering
Product offeringCore offering
Yoko London designs, crafts and sells luxury pearl jewellery, including necklaces, earrings, bracelets, rings, pearl strands, jewellery sets, bridal pieces and High Jewellery, featuring Akoya, South Sea (Australian and Indonesian), Freshwater, Tahitian and Baroque pearls set in 18K gold with diamond accents. The brand operates direct-to-consumer through its Shopify-powered website (yokolondon.com) and a flagship boutique at 6 Sloane Street, London, serving individual luxury consumers and the bridal segment across more than 600 SKUs priced from approximately £350 to £186,000.
Product overview
Yoko London is a luxury pearl jewellery brand offering a unified portfolio of pearl jewellery products organized into core collections and couture lines. The core product line includes Essential/Classic pieces (timeless jewellery box essentials), Trend pieces (contemporary designs), High Jewellery (extraordinary bespoke pieces), and Bridal jewellery. The couture collections feature specialized lines including Baroque, Cleopatra, Duchess, Glitz, and others. Pearl types featured include Akoya (Japanese), South Sea (Australian and Indonesian), Freshwater, and Tahitian pearls in various colors. Products are primarily crafted in 18K gold and include diamonds in select pieces. The brand operates through an e-commerce platform with a flagship store on Sloane Street in London.
Differentiator
Problem solved
Functional benefit
Brands
- O By Yoko: A collection under the Yoko London brand.
- Jazz
- Ophelia
- Classic
- Trend
- Sleek
- Eclipse
- Petal
- Starlight
- Duet
- Glitz
- Duchess
- Contessa
- Sunrise
- Baroque
- Cleopatra
- Tassel
- Raindrop
- Ombré
- Zyyp
- Yoko London x Emilia Wickstead
Products and services
- Pearl Earrings and Studs Pearl earrings and stud earrings in a range of designs and pearl types including Freshwater, Akoya, South Sea, and Tahitian, intended for everyday luxury wear, gifting and bridal occasions. Entry pricing starts at £350 for Classic Freshwater pearl stud earrings.
- Pearl Necklaces and Pendants Pearl necklaces and pendants in classic strand formats and contemporary designs, crafted in 18K gold with freshwater and South Sea pearls, marketed as heirloom-quality essentials and gift pieces.
- Diamond and Pearl Bracelets Bracelets combining diamonds and pearls in various designs including chain bracelets, targeted at luxury consumers, gift-givers and bridal customers.
- Pearl Rings Pearl rings featuring classic and signature designs, including diamond-accented pieces, sold as standalone fine jewellery items.
- Pearl Strands Loose pearl strands offered in multiple pearl types including Akoya, South Sea, Freshwater and Tahitian, allowing customers to select strands by pearl variety.
- Jewellery Sets Coordinated pearl jewellery sets bundling necklace, bracelet and earring combinations, targeted at gift-givers and bridal customers seeking matched looks.
- Bridal Pearl Jewellery Pearl bridal jewellery including earrings, rings, necklaces and bracelets designed for weddings and special occasions, with curated bridal categories for brides and bridal parties.
- High Jewellery Collection Extraordinary high jewellery pieces meticulously crafted with unparalleled craftsmanship, reflecting timeless elegance and cutting-edge design and priced up to £186,000, positioned for ultra-high-net-worth buyers.
- O By Yoko Collection Curated pearl jewellery collection sold as a sub-brand under the Yoko London label, offering a selection of pearl pieces distinct from the main Classic, Trend and Couture lines.
- Men's Pearl Jewellery Pearl jewellery designed specifically for men, including bracelets, cufflinks and necklaces, addressing the limited availability of sophisticated pearl pieces in the men's segment.
- Japanese Akoya Pearl Jewellery Fine pearl jewellery crafted with Japanese Akoya pearls, sold across earrings, necklaces, bracelets and rings as a pearl-type-specific product category.
- South Sea Pearl Jewellery Fine pearl jewellery crafted with Australian and Indonesian South Sea pearls, including Golden Indonesian South Sea pieces, sold across earrings, necklaces, bracelets and rings.
- Freshwater Pearl Jewellery Fine pearl jewellery crafted with white and pink Freshwater pearls, including entry-level stud earrings and Classic necklaces, positioned as accessible luxury pieces.
- Tahitian Pearl Jewellery Fine pearl jewellery crafted with Black and rare Pistachio Tahitian pearls, sold across earrings, necklaces, bracelets and rings, leveraging proprietary sourcing relationships.
- Baroque Pearl Jewellery Pearl jewellery featuring naturally shaped baroque pearls, sold as both a pearl-type-specific category and a couture collection emphasising organic, one-of-a-kind aesthetics.
- Yoko London x Emilia Wickstead Couture Bridal Collection Co-developed couture bridal pearl jewellery collection created in partnership with fashion designer Emilia Wickstead, combining pearl jewellery with bridal couture aesthetics and sold as a standalone limited collection.
Companies that use Yoko London
Customer profileSegments3 records
Ideal customer profiles3 records
Yoko London technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Yoko London partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Emilia WicksteadflagshipYoko London partnered with luxury fashion designer Emilia Wickstead for a couture bridal collection. The collaboration, titled 'Yoko London x Emilia Wickstead', combines Yoko's pearl jewellery expertise with Wickstead's bridal couture aesthetic, launching with a shared vision of contemporary bridal luxury. This represents a co-development partnership creating exclusive bridal jewellery pieces.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
Yoko London competitors and assessment
Company assessmentEmerging players
- Pomellato: Pomellato is an Italian contemporary luxury jewellery house under the Kering group, blending coloured gemstones with gold. It overlaps with Yoko London in occasion-driven gifting and bridal, with comparable mid-to-high price positioning.
- Elsa Peretti (Tiffany): Elsa Peretti's iconic pearl-by-the-yard and pearl bone cuff designs at Tiffany are among the most recognised contemporary pearl silhouettes globally. Represents a meaningful competitive benchmark for Yoko London's design-led classic collections.
Broad incumbents
- Chanel Joaillerie: Chanel's fine jewellery division offers signature pearl pieces (notably Camélia and Perles de Chanel) that overlap with Yoko London's classic pearl positioning, competing for the same luxury gifting and bridal occasions at a higher brand-price premium.
- Tiffany & Co. Tiffany & Co. is a global luxury jewellery leader with broad product categories including a notable pearl jewellery offering. It competes with Yoko London for pearl gifting and bridal occasions, but its portfolio is much wider and its scale vastly larger.
- Harry Winston: Harry Winston is a high-jewellery house known for diamond-led collections but also offers pearl and high jewellery pieces. Competes with Yoko London's High Jewellery tier for ultra-HNW customers.
- Dior Joaillerie: Dior Joaillerie (Victoire de Castellane) is a high-jewellery maison that produces pearl-accented couture pieces. Comparable as a broad luxury incumbent with couture bridal crossover similar to Yoko London's Emilia Wickstead collaboration.
Direct peers
- Mikimoto: Mikimoto is the world's most iconic cultured pearl jewellery house, founded in 1893 by the inventor of cultured pearls. Like Yoko London, it specialises in pearl necklaces, earrings, bracelets, and rings, with a focus on Akoya and South Sea pearls and a comparable luxury price positioning.
- Majorica: Majorica is a Spanish (Mallorca) heritage pearl jewellery manufacturer and retailer known for organic pearl jewellery with global retail distribution. Comparable to Yoko London as a long-established pearl-specialist brand serving mainstream luxury pearl demand.
- Assael: Assael is a New York-based pearl jewellery house specialising in South Sea, Tahitian, and Akoya pearls set in precious metals. It is a direct niche competitor with a similar boutique-scale, pearl-specialist positioning.
- Paspaley: Paspaley is the leading Australian South Sea pearl producer and luxury pearl jewellery retailer, with boutiques in key luxury markets. It directly competes with Yoko London in the high-end South Sea pearl jewellery segment and shares a vertically-integrated pearl sourcing model.
Market position
Strengths4 records
Weaknesses1 record
Competitive moat4 records
Key risks1 record
Key highlights6 records
Customer concentration
Yoko London social profiles
Digital presenceYoko London financial estimates
Financial estimateRevenue estimate
Valuation estimate
Yoko London leadership team
Management profileNumber of profiles
Yoko London funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Yoko London 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 Yoko London
What does Yoko London do?
Yoko London designs, crafts and sells luxury pearl jewellery, including necklaces, earrings, bracelets, rings, pearl strands, jewellery sets, bridal pieces and High Jewellery, featuring Akoya, South Sea (Australian and Indonesian), Freshwater, Tahitian and Baroque pearls set in 18K gold with diamond accents. The brand operates direct-to-consumer through its Shopify-powered website (yokolondon.com) and a flagship boutique at 6 Sloane Street, London, serving individual luxury consumers and the bridal segment across more than 600 SKUs priced from approximately £350 to £186,000.
Is Yoko London a public or private company?
Yoko London is a private company. It is classified as unknown and is currently operating.
When was Yoko London founded?
Yoko London was founded in 1973. It employs 11 to 50 people.
Where is Yoko London based?
Yoko London is headquartered in London, United Kingdom, in the Europe region.
How does Yoko London make money?
One revenue line is on record: fine Pearl Jewellery Sales.
Who are Yoko London's main competitors?
Emerging players on record are Pomellato and Elsa Peretti (Tiffany). Broad incumbents are Chanel Joaillerie, Tiffany & Co., Harry Winston and Dior Joaillerie. Direct peers are Mikimoto, Majorica, Assael and Paspaley.
Does Yoko London have an API?
No public API is recorded for Yoko London.
What industry is Yoko London in?
Yoko London's product category is Luxury Pearl Jewellery. Its primary akta.pro industry code is CRAKAAAC, Pearl Jewelry, with a secondary code of CRAKACAD, Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets). Its NAICS code is 458310 and its SIC code is 5944.