Oak and Luna
Oak and Luna is a direct-to-consumer e-commerce jewelry brand that designs and sells made-to-order personalized necklaces, bracelets, earrings, and rings in silver, gold vermeil, and solid gold, shipping internationally to individual consumers and gift-givers across seven countries.
- Company typePrivate
- Founded-
- HeadquartersWilmington, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Oak and Luna does
Oak and Luna is a direct-to-consumer e-commerce jewelry brand headquartered in Wilmington, United States, that designs, customizes, and sells made-to-order personalized jewelry across necklaces, bracelets, earrings, and rings. The company operates a craft-on-demand production model in which every piece is created after the customer places an order, with engraving, stone setting, polishing, and final inspection performed by artisans rather than via mass production. Materials span silver, gold vermeil, 14K solid gold (yellow and white), enamel, moissanite, lab diamonds, and gemstones, with prices ranging from $26 entry-level charms to $4,100 fine-jewelry solid gold pieces.
The underlying platform supports personalization features including up to 10 initials on selected pieces, name necklaces, zodiac charms, and customizable bar, dot, and stackable designs across multiple themed collections (e.g., Zodiac, North Star, Tennis, Lock & Luna, Singapore, Inez, and the August 2025 'All Hours' collaboration with Stephanie Gottlieb Fine Jewelry). Supporting infrastructure includes a Key Club loyalty program (10 Keys per $10 spent), a standard 2-year warranty, an optional 5-Year Protection Plan, and a 60-day return policy for exchanges or store credit.
The business makes money primarily through one-time unit sales of personalized jewelry via its owned website (oakandluna.com), supplemented by an optional recurring subscription-style protection plan. Distribution is exclusively direct-to-consumer with no physical retail footprint, and shipping is offered to at least seven international markets (US, Canada, UK, Germany, Australia, Singapore, Hong Kong) through a payment stack that includes Visa, Mastercard, American Express, PayPal, Klarna, Afterpay, Apple Pay, Google Pay, Diners, and Discover. Customer acquisition is driven by email newsletters, organic social media (Facebook, Instagram), student and essential-worker discount programs, seasonal promotions, and Trustpilot-integrated reviews, with primary buyer personas spanning women, gift-givers, mothers, and a men's segment.
Oak and Luna firmographics
Firmographics- Name
- Oak and Luna
- Website
- https://oakandluna.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Oak and Luna is a direct-to-consumer e-commerce jewelry brand that designs and sells made-to-order personalized necklaces, bracelets, earrings, and rings in silver, gold vermeil, and solid gold, shipping internationally to individual consumers and gift-givers across seven countries.
- Ownership category
- akta.pro rank
Oak and Luna industry classification
Industry- Product category
- Personalized Jewelry
- NAICS
- Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)
- akta.pro primary industry
- Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)
- akta.pro secondary industries
- Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI), High Jewelry & Haute Joaillerie (CRAKAAAE)
Keywords
Where Oak and Luna is headquartered
LocationHeadquarters
- HQ city
- Wilmington
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Oak and Luna business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Infrastructure, Personnel
Revenue model
- Direct Jewelry Sales: One-time purchase model for personalized jewelry pieces. Customers order custom-configured necklaces, bracelets, earrings, and rings through the e-commerce platform. Production begins upon order placement.
- Optional Protection Plans: 5-Year Jewelry Protection Plan available as optional add-on during checkout for extended warranty coverage including free repairs, resizing, and returns.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level silver and gold-plated pieces |
| Unit Pricing | Pay-as-you-go | Premium gold vermeil and moissanite pieces |
| Unit Pricing | Pay-as-you-go | Fine jewelry solid gold pieces |
| Subscription | Multi-year contract | 5-Year Protection Plan |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Oak and Luna product offering
Product offeringCore offering
Oak and Luna is a direct-to-consumer e-commerce brand that sells custom and personalized jewelry—including necklaces, bracelets, earrings, and rings—made to order with options for engravings, initials, names, zodiac charms, and birthstones in materials ranging from silver and gold vermeil to solid gold, moissanite, and lab diamonds. Each piece is crafted on demand by skilled artisans covering engraving, stone setting, polishing, and inspection, and is sold internationally via the company's own website.
Product overview
Oak and Luna is a custom and personalized jewelry e-commerce platform offering made-to-order pieces across multiple categories: necklaces (including name, initial, paperclip, layered, chain link, bar, medallion, and charm styles), bracelets (including name, initial, dot, paperclip, Chapters Charm, tennis, and anklet styles), earrings (including chunky hoops, hoop, stud, cuff, and dangle styles), and rings (including stackable, initial, signet, and name styles). The platform features multiple collections including the All Hours collaboration with Stephanie Gottlieb, Singapore Collection, Inez Collection, Tennis Collection, Lock & Luna, North Star Collection, and Zodiac Collection. Materials offered include gold vermeil, silver, solid yellow gold, solid white gold, enamel, lab diamonds, moissanite, and gemstones. The business operates a craft-on-demand model where each piece is made when ordered, completed by skilled artisans with engraving, stone setting, polishing, and final inspection. Supporting services include the Key Club loyalty program (earning Keys per purchase), standard 2-year warranty, and optional 5-Year Protection Plan.
Differentiator
Problem solved
Functional benefit
Products and services
- Necklaces Customizable necklace collection including name necklaces, initial necklaces, paperclip necklaces, layered necklaces, chain link necklaces, bar necklaces, medallion necklaces, and charm necklaces with personalization options.
- Bracelets Customizable bracelet collection including name bracelets, initial bracelets, dot bracelets, paperclip bracelets, Chapters Charm Bracelet, tennis bracelets, and anklets with personalization options.
- Earrings Customizable earring collection including chunky hoops, hoop earrings, stud earrings, cuff earrings, and dangle earrings available in various metals and finishes.
- Rings Customizable ring collection including stackable rings, initial rings, signet rings, and name rings with personalization options.
- All Hours Collection Limited-edition personalized jewelry capsule collection in collaboration with Stephanie Gottlieb Fine Jewelry, featuring necklaces, earrings, and rings with customizable engravings and zodiac charms using black enamel finishes and moissanite stones.
- Singapore Collection Geographic-inspired jewelry collection sold through Oak and Luna's e-commerce site.
- Inez Collection Named jewelry collection featuring a specific design aesthetic sold through Oak and Luna's e-commerce site.
- Tennis Collection Tennis bracelets and necklaces featuring moissanite stones in various metal options including gold vermeil, silver, and solid gold.
- Lock & Luna Collection Lock and key-themed necklace collection offered on the Oak and Luna website.
- North Star Collection Celestial-inspired necklace collection offered on the Oak and Luna website.
- Zodiac Collection Astrology-themed jewelry collection featuring zodiac symbols and charms sold through Oak and Luna's e-commerce site.
- Chapters Charm Bracelet Customizable charm bracelet with individual links that open for infinite additions, designed for collecting personal moments with various charm options in silver and gold.
- Dot Bracelets Versatile bracelet collection featuring dot designs including Engraved Dot Bracelet, Engraved Dotted Heart Bracelet, Engraved Dotted Square Bracelet, and Engraved Mixed Dots Rectangle Bracelet with personalization options up to 10 initials.
- LIFESTONES Birthstone-based personalized jewelry collection sold through Oak and Luna's e-commerce site.
- Medallions Medallion necklace collection featuring various pendant designs sold through Oak and Luna's e-commerce site.
- Custom Charms Personalized charm collection including various designs like See You Charm, Press Play Charm, Fix Me Charm, Got Lucky Charm, Bonjour Charm, and more with engraving options.
- Key Club Loyalty Program Customer loyalty and rewards program where members earn Keys (points) for purchases. 10 Keys earned per $10 spent ($1 value). Includes birthday treats, VIP shipping perks, access to limited edition collections and exclusive sales.
- Warranty & Protection Plans Standard 2-year warranty covering manufacturing defects, broken parts, engraving issues, and loose birthstones. Optional 5-Year Protection Plan available at checkout with free repairs, resizing, returns, and priority support.
Quantifiable outcome
- 60-day return window for exchanges or store credit on personalized items
- +1 more outcomes
Companies that use Oak and Luna
Customer profileSegments4 records
Ideal customer profiles3 records
Oak and Luna technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature2 records
Oak and Luna partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Stephanie Gottlieb Fine JewelryflagshipLaunched 'All Hours' - a limited-edition personalized jewelry capsule collection featuring necklaces, earrings, and rings with customizable engravings and zodiac charms. The collection incorporates black enamel finishes and moissanite stones. This marks Oak and Luna's first-ever brand collaboration and Stephanie Gottlieb's entry into the silver jewelry category.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Oak and Luna competitors and assessment
Company assessmentDirect peers
- Monica Vinader: UK-based DTC and boutique fine jewelry brand known for demi-fine and fine pieces, personalization, and contemporary design. Comparable in DTC-to-physical distribution mix and personalized fine jewelry positioning.
- Gorjana: California-based DTC jewelry brand selling layered necklaces, bracelets, and personalized pieces at accessible price points online and through wholesale. Comparable assortment, price ladder, and personalized stacking/initial jewelry.
- Catbird: Brooklyn-based DTC and boutique jewelry brand offering delicate, stackable, and personalized pieces with strong e-commerce plus a flagship store. Comparable for personalization, stacking/initial jewelry, and direct-to-consumer positioning.
- BaubleBar: Digital-first fashion jewelry brand offering customizable, initial-based, and monogrammed pieces at accessible price points via e-commerce. Directly comparable personalized/giftable product strategy at entry-level price tiers.
- Mejuri: Canadian-founded DTC fine and demi-fine jewelry brand selling everyday pieces directly online with personalization and bundling. Closely comparable business model: e-commerce-first, made-to-order capabilities, broad price tiering, and global shipping.
- Aurate: New York-based DTC fine jewelry brand focused on responsibly sourced gold pieces sold direct-to-consumer online. Comparable model: digital-native, ethical sourcing messaging, made-to-order fine jewelry, and direct customer relationships without traditional retail.
- Ana Luisa: NYC-based DTC fine jewelry brand selling directly online with everyday, stackable, and personalized designs at accessible price points. Comparable direct-to-consumer fine jewelry model and personalization-driven merchandising.
Broad incumbents
- Signet Jewelers: Largest specialty jewelry retailer in the US/UK operating banners like Kay, Zales, and Jared across fine and fashion jewelry. Overlaps in product category but competes primarily through physical retail and broad assortment.
- Blue Nile: Large online diamond and fine jewelry retailer (now part of Signet) selling engagement rings, diamonds, and fine jewelry direct-to-consumer. Overlaps in online fine jewelry DTC but with a much broader assortment centered on diamonds and bridal.
Others
- Etsy: Global online marketplace with a large concentration of independent personalized jewelry sellers (name necklaces, initial charms, engraved pieces). Provides competitive context for the personalized jewelry segment rather than direct head-to-head competition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Oak and Luna social profiles
Digital presenceOak and Luna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Oak and Luna leadership team
Management profileNumber of profiles
Oak and Luna funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Oak and Luna 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 Oak and Luna
What does Oak and Luna do?
Oak and Luna is a direct-to-consumer e-commerce brand that sells custom and personalized jewelry—including necklaces, bracelets, earrings, and rings—made to order with options for engravings, initials, names, zodiac charms, and birthstones in materials ranging from silver and gold vermeil to solid gold, moissanite, and lab diamonds. Each piece is crafted on demand by skilled artisans covering engraving, stone setting, polishing, and inspection, and is sold internationally via the company's own website.
Is Oak and Luna a public or private company?
Oak and Luna is a private company. It is classified as unknown and is currently operating.
When was Oak and Luna founded?
Oak and Luna was founded in -1. It employs 1 to 10 people.
Where is Oak and Luna based?
Oak and Luna is headquartered in Wilmington, United States, in the North America region.
How does Oak and Luna make money?
Two revenue lines are on record. Direct Jewelry Sales are the primary driver. The others are optional Protection Plans.
Who are Oak and Luna's main competitors?
Direct peers on record are Monica Vinader, Gorjana, Catbird, BaubleBar, Mejuri, Aurate and Ana Luisa. Broad incumbents are Signet Jewelers and Blue Nile. Etsy is listed as an others.
Does Oak and Luna have an API?
No public API is recorded for Oak and Luna.
What industry is Oak and Luna in?
Oak and Luna's product category is Personalized Jewelry. Its primary akta.pro industry code is CRAKAAAD, Precious Metal Jewelry (Gold/Platinum/Silver), with a secondary code of CRAKAHAI, Artisan/Hand-Fabricated One-of-a-Kind Jewelry. Its NAICS code is 458310 and its SIC code is 5944.