Venus Flytrap

What Venus Flytrap does

Venus Flytrap is an Australian direct-to-consumer online retailer of curated vintage-inspired fashion jewelry and accessories, founded in January 2006 in Geelong, Victoria. The company operates a Shopify-powered e-commerce storefront aggregating more than 16 independent Australian designers and licensed collaborations, most notably Erstwilder (laser-cut resin brooches, necklaces, enamel pins), Moe Moe Design (interchangeable metal earrings), and additional partners such as Jubly-Umph, Spotted Giraffe, The Yum Co, Girlfetti, Timber & Cotton, and Smyle Designs. Its catalog spans earrings, brooches, necklaces, enamel pins, bracelets, rings, charms, cardigan clips, scarves, bags, gloves, socks, hats, and hair accessories, with individual prices ranging from approximately AUD $8 to AUD $107.

The business is differentiated by flagship licensed collections created in partnership with the Vincent Van Gogh Museum (Irises and Almond Blossoms earring lines), The Australian Museum (John Gould native birds), National Museum Australia (Ellis Rowan botanical illustrations), and officially authorized Willy Wonka & The Chocolate Factory merchandise. These IP licenses, combined with Erstwilder's limited-run resin drops, position the retailer as a destination for collectors of artisan-made and licensed-character jewelry.

The revenue model is single-stream product sales through the Shopify storefront, with a free-shipping threshold of AUD $150 across Australia designed to incentivize basket size. Marketing is concentrated on organic Instagram presence, an email newsletter, and SEO-optimized product pages. The physical Geelong CBD store closed in January 2018; a small retail satellite now operates inside The Amazing Mill Markets in Newcomb, Victoria. The company is privately held and bootstrapped, with no disclosed funding, no parent company, and headcount in the 1-10 range.

Name

Venus Flytrap

Legal name

Venus Flytrap

Website

https://venusflytrap.com.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Venus Flytrap is an Australian Shopify-based online boutique that aggregates 16+ independent designers and licensed museum collaborations to sell vintage-inspired earrings, brooches, pins, necklaces, and accessories to consumers across Australia.

Ownership category

akta.pro rank

Product category

Fashion Jewellery & Accessories

NAICS

Jewelry Retailers (45831)

SIC

Costume Jewelry & Novelties (3960)

akta.pro primary industry

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)

akta.pro secondary industries

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC), Fashion Jewelry Sets & Giftable Collections (CRAKABAL)

Keywords

• Fashion jewellery
• Vintage-inspired accessories
• Enamel pins
• Resin brooches
• Designer collaborations

Headquarters

HQ city

Seacombe

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce sales of fashion jewelry and accessories through the Shopify-powered online store. Revenue is generated through one-time product purchases with prices ranging from approximately AUD $8 to $107 per item. Free shipping threshold at AUD $150 incentivizes larger orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Venus Flytrap is an Australian online fashion boutique that curates and resells vintage-inspired fashion jewellery and accessories from multiple independent Australian designers. The product range spans earrings, brooches, necklaces, enamel pins, bracelets, rings, charms, cardigan clips, hair accessories, scarves, socks, bags, gloves, and hats, with officially licensed collaborations featuring Vincent Van Gogh artwork, John Gould bird illustrations, Ellis Rowan botanical works, and Willy Wonka merchandise.

Product overview

Venus Flytrap is an Australian online fashion boutique that serves as a multi-brand marketplace for vintage-inspired fashion jewellery and accessories. The company curates products from approximately 16+ independent Australian designers and licensed collections, primarily featuring Erstwilder (known for laser-cut resin brooches and jewellery) and Moe Moe Design (handmade metal earrings with interchangeable designs). The core product portfolio spans earrings, brooches, necklaces, enamel pins, bracelets, charms, and accessory categories including bags, scarves, socks, gloves, and hair accessories. Venus Flytrap also carries licensed artist collaborations featuring Vincent Van Gogh artwork, John Gould bird illustrations, and Indigenous Australian art. The company operates exclusively online following the closure of its physical retail outlet in Geelong, Victoria in 2018.

Differentiator

Problem solved

Functional benefit

Products and services

• Earrings Core product category featuring stud earrings, dangle earrings, hoop earrings, and drop earrings in various styles, materials, and price points from multiple Australian designer brands.
• Brooches Core product category featuring resin and enamel brooches in various sizes including mini brooches and limited-run collectable designs.
• Necklaces Core product category featuring statement necklaces, pendants, and layered chain necklaces often featuring resin designs and artistic collaborations.
• Enamel Pins Hard enamel lapel pins and collectable enamel pins in various sizes, often featuring licensed characters and artistic collaborations.
• Bracelets Bracelet and wrist accessories from various designers within the jewellery category.
• Accessories Broader accessory category including bags, scarves, gloves, socks, charms, hats, and hair accessories from various designers.
• Hair Accessories Hair clips, pins, and accessories featuring various designs and materials from multiple brand partners.
• Charms Enamel pet charms and collectable charms for pet collars or jewellery making.
• Cardigan Clips Decorative clips for attaching cardigans and securing clothing accessories.
• Scarves Neck scarves and headscarves featuring printed designs from Erstwilder and other brands.
• Socks Novelty socks featuring fun prints and patterns from brands like Jubly-Umph.
• Vincent Van Gogh Collection Licensed Van Gogh artwork earrings featuring Irises and Almond Blossoms designs in partnership with museums and galleries.
• John Gould x The Australian Museum Australian bird illustrations collection featuring John Gould artwork in collaboration with The Australian Museum.
• Ellis Rowan x National Museum Australia Australian flora and fauna artwork collection featuring Ellis Rowan's botanical illustrations in partnership with National Museum Australia.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and flagship.

• ErstwildercoreGTM or Marketing PartnerPrimary brand partnership with Australian resin jewelry designer Erstwilder. Venus Flytrap is an authorized retailer of Erstwilder products including brooches, necklaces, enamel pins, and scarves. Multiple exclusive Erstwilder collaborations are sold including x Pete Cromer Fairy Tales, x Lauren Rogers, x Fleur Harris, and x Frida Kahlo collections.
• Moe Moe DesigncoreGTM or Marketing PartnerPartnership with Australian earrings brand Moe Moe Design featuring their signature 'Flip, Swap, Stack' interchangeable earrings system. Products include Van Gogh collaborations, John Gould x Australian Museum collection, and Ellis Rowan x National Museum Australia.
• Spotted GiraffecoreGTM or Marketing PartnerPartnership with Australian earrings designer Spotted Giraffe, hand-assembled in Launceston, Tasmania. Products feature hypoallergenic surgical steel components and unique patterned designs.
• Vincent Van Gogh MuseumflagshipGTM or Marketing PartnerLicensed collaboration collection featuring Van Gogh artwork including 'Irises Layered Fan Hoop Earrings' and 'Almond Blossoms Mixer Pack Earrings'. Products officially licensed through Vincent Van Gogh Museum.
• The Australian MuseumflagshipGTM or Marketing PartnerJohn Gould x The Australian Museum collaboration featuring Native Birds collection with scientifically accurate bird illustrations from ornithologist John Gould.
• National Museum AustraliaflagshipGTM or Marketing PartnerEllis Rowan x National Museum Australia collaboration featuring artworks from Australian artist Ellis Rowan.
• Willy Wonka & The Chocolate FactoryflagshipGTM or Marketing PartnerLicensed collaboration featuring officially authorized 'Willy Wonka & The Chocolate Factory' merchandise including 'Original Wonka Bar Drop Earrings'.
• Jubly-UmphcoreGTM or Marketing PartnerPartnership with Australian accessories brand Jubly-Umph featuring enamel pins, brooches, and socks with humorous and inspirational messaging.
• The Yum CocoreGTM or Marketing PartnerPartnership with polymer clay jewelry designer featuring statement earrings and unique handcrafted pieces.
• GirlfetticoreGTM or Marketing PartnerPartnership with Indigenous Australian artist collaboration featuring acrylic arch dangle earrings created in collaboration with Maralma King of Maralma Art.
• Timber & CottoncoreGTM or Marketing PartnerPartnership featuring acrylic earrings with Australian-themed designs including Christmas Kangaroo and Christmas Bilby dangle earrings.
• Smyle DesignscoreGTM or Marketing PartnerPartnership featuring eco-conscious jewelry made from recycled plastics including cassette tape and Vegemite stud earrings.
• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the Venus Flytrap online store with secure payment processing and integrated shopping functionality.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Moe Moe Design: Australian handmade metal earrings brand carried by Venus Flytrap and selling through its own Shopify site, with overlapping customer base in the Australian handmade-jewelry segment and shared museum-style licensed collections.
• The Memo: Australian curated gifting marketplace offering curated accessories and lifestyle products, applying a similar multi-brand discovery model to fashion-conscious female buyers in Australia.
• Hardtofind: Australian curated gifts and accessories marketplace, closely comparable in mission and assortment breadth as a multi-brand online retailer targeting gift-giving and unique-style consumers.
• Erstwilder: Australian resin jewelry and enamel pin brand that is Venus Flytrap's primary supplier; Erstwilder also operates its own direct-to-consumer store, so the two companies both wholesale and compete for the same collector customer online.
• Dinosaur Designs: Iconic Australian designer jewelry and accessories brand with its own retail and online stores; comparable as an Australian-made statement-jewelry label competing for the same premium-casual customer.

Broad incumbents

• The Iconic: Largest Australian online fashion and accessories retailer; a broad incumbent offering jewelry and accessories alongside apparel, competing for the same Australian online shopper with much larger scale and marketing budget.
• Mimco: Established Australian fashion accessories brand (part of Country Road Group) operating its own retail and e-commerce; a broader incumbent overlapping in jewelry, bags and fashion accessories for the same Australian female demographic.
• Etsy: Global online marketplace for handmade, vintage and unique goods; competes with Venus Flytrap for independent-designer fashion-jewelry and accessory shoppers, especially in giftable collectibles.
• Country Road: Major Australian fashion and accessories retailer with own-store and online presence; comparable as a broad incumbent with jewelry and accessories ranges targeting the Australian premium-casual market.

Emerging players

• Wolf & Moon: Independent UK-based jewelry brand selling handcrafted statement pieces direct-to-consumer; comparable as a small independent designer brand in the artisan-fashion-jewelry category.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/venusflytrap.geelong
• Instagraminstagram.com/venusflytrap.com.au
• LinkedInlinkedin.com/company/venus-flytrap

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 Venus Flytrap