All Blues

What All Blues does

All Blues is a Stockholm-based contemporary jewellery and objects brand founded in 2009, operating as All Blues AB (Swedish corporate registration 556884-8021). The company designs and manufactures handcrafted jewellery, including earrings, necklaces, rings, bracelets, ear cuffs, and pendants, using recycled 925 sterling silver and 24K gold vermeil responsibly sourced in Sweden. Production is carried out by a family-owned company run by a third-generation jeweller located approximately 20 minutes from the All Blues headquarters at Kommendörsgatan 15, Stockholm, using a hybrid of traditional wax-casting and modern 3D-printing techniques to enable small-batch, customised output. The product portfolio has expanded into home objects (candle holders, incense holders) and lifestyle items (a Tokyo photography book, incense sticks), with an experimental design initiative called All Blues Research.

The business operates a direct-to-consumer model anchored by its e-commerce platform allblues.se, built on the Rule commerce engine with a Storyblok headless CMS and Centra CDN for product imagery, and a Stockholm flagship store at Birger Jarlsgatan 2 opened on November 20, 2020. Revenue is generated primarily through unit-priced jewellery sales (400-4,400 SEK) plus ancillary services including laser engraving, custom sizing, replating, repairs, and bespoke design. The brand supplements DTC with a curated network of international wholesale stockists spanning concept stores in Canada (Neighbour, Vancouver), the United States (Ven Space, Brooklyn), the United Kingdom (Alex Eagle, Drosten), Italy (BJØRK, Florence), Japan (Dover Street Market Ginza, Bechics), and South Korea (Amomento, Seoul). Marketing is content-driven, centred on the allbluesofficial Instagram account, an email newsletter, and editorial-style projects that showcase Swedish craftsmanship and designer collaborations.

All Blues is privately held and founder-owned, with no disclosed external investment, funding rounds, or institutional backing in the source data. The customer base consists of design-conscious individual consumers and gift-buyers seeking ethically produced, locally manufactured contemporary jewellery, with the wholesale channel serving as a brand-building and discovery layer rather than a primary revenue concentration. The company maintains ongoing seasonal collections (Summer Edit, Fall Edit, Spring/Summer) and recurring collaborations with fashion designers and artists such as Our Legacy Work Shop, Peter Do, and Nicole Walker, alongside in-house projects including Made in Sweden and the Tokyo book.

Name

All Blues

Legal name

All Blues AB

Website

https://allblues.se

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

All Blues is a Stockholm-based contemporary jewellery and objects brand founded in 2009, selling handcrafted recycled silver and gold jewellery DTC via allblues.se and its Stockholm flagship, and through premium international stockists such as Dover Street Market Ginza.

Ownership category

akta.pro rank

Product category

Contemporary Handcrafted Jewellery

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (339910)

SIC

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

akta.pro primary industry

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)

akta.pro secondary industry

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

Keywords

• Handcrafted jewellery
• Recycled silver jewellery
• Swedish-made jewellery
• Contemporary accessories
• Home objects decor

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Jewellery and object product sales: All Blues generates revenue through direct sales of handcrafted jewellery and objects. Products are sold at fixed retail prices in Swedish Krona (SEK) through the e-commerce platform and flagship store. The company also offers customisation services including engraving, custom sizing, and bespoke designs for additional fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

All Blues designs, produces, and sells handcrafted contemporary jewellery (earrings, necklaces, rings, bracelets, ear cuffs, pendants) and home objects (candle holders, incense holders) in Stockholm, Sweden, using exclusively recycled 925 sterling silver and 24K gold. The brand also offers complementary lifestyle items (Tokyo book, incense sticks) and customisation services (engraving, custom sizing, replating, repairs, bespoke design).

Product overview

All Blues is a Stockholm-based jewellery and objects brand founded in 2009, manufacturing exclusively in Sweden. The product portfolio centers on handcrafted jewellery including earrings, necklaces, rings, bracelets, and ear cuffs, offered in recycled 925 sterling silver and 24k gold vermeil. The collection extends to home objects (candle holders, incense holders) and lifestyle items (Tokyo book, incense). Products are categorized by style families (Round, Pearl, Carved) and materials, with custom services for sizing, engraving, and bespoke design. The brand operates flagship retail store at Birger Jarlsgatan 2 and sells through global stockists including Dover Street Market locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Earrings

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• Our Legacy Work ShopflagshipStrategic or Co-development Partner · 1 December 2021The two Stockholm-based labels collaborated to create a small capsule collection for the Work Shop Holiday Market. All Blues made a bracelet and necklace featuring oversized logo charms, symmetric chain, and T-clasp, handcrafted in Stockholm from recycled silver. Our Legacy Work Shop created 40 one-off pieces of clothing with hand-dyed designs in blue colours. The collection brings together parts of both brands' core ethos in re-worked clothing and recycled silver.
• Dover Street Market GinzacoreChannel Partner/ Reseller/ DistributorDover Street Market Ginza serves as a key international stockist for All Blues in Tokyo, Japan. The retailer also collaborated on the Tokyo book project, with Dover Street Market Ginza curating city guide recommendations for exploring Tokyo.
• Nicole WalkerflagshipStrategic or Co-development PartnerArtist Nicole Walker created 'Alien Vessels' – ten unique blown glass works that were exclusively sold at the All Blues Stockholm flagship store. The collaboration united Walker's glass artistry with the All Blues brand, featuring pieces with silver and gold fibre infusions in various blue shades.
• Peter DominorStrategic or Co-development PartnerAll Blues collaborated with fashion designer Peter Do on a spring/summer 2024 capsule collection.
• Family-owned production company (third-generation jeweller)coreStrategic or Co-development PartnerFor more than a decade, the All Blues jewellery collection has been produced by the same family-owned company run by a third-generation jeweller, located 20 minutes from the All Blues headquarters in Stockholm. This close-knit production relationship ensures highest ethical and sustainable standards while supporting local entrepreneurship.
• Neighbour (Vancouver)minorChannel Partner/ Reseller/ DistributorSelected stockist in Vancouver, Canada.
• Alex Eagle (London)minorChannel Partner/ Reseller/ DistributorSelected stockist in London, United Kingdom.
• Ven Space (Brooklyn)minorChannel Partner/ Reseller/ DistributorSelected stockist in Brooklyn, USA.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• By Pariah: Independent London-based jewellery label making small-batch gold and silver pieces with a contemporary design aesthetic, sold DTC and via select stockists — an emerging peer in the same designer-accessible luxury niche.

Direct peers

• Completedworks: London-based contemporary jewellery brand using recycled silver and gold, with similar DTC + wholesale model and a comparable design-forward, sustainability-led proposition.
• Wwake: Independent New York-based fine jewellery brand focused on recycled gold and responsibly sourced materials, with comparable DTC e-commerce and wholesale presence at premium concept retailers.
• Sophie Bille Brahe: Copenhagen-based fine jewellery designer brand with similar positioning (Scandinavian, contemporary, gold-based jewels at premium price points) and a comparable DTC + curated wholesale model including Dover Street Market.
• Mateo New York: Independent designer jewellery label producing fine gold jewellery with a contemporary design language, sold through DTC and select luxury stockists — directly comparable mission and channel mix.
• Fernando Jorge: Brazilian-born designer jewellery brand operating in the contemporary fine-jewellery space with DTC, a flagship, and global stockists including Dover Street Market and Liberty.
• Maria Black: Danish contemporary jewellery brand offering silver and gold pieces at a similar accessible-luxury price band, with strong DTC and international stockist distribution across Europe and Asia.

Broad incumbents

• Pandora: Danish mass-market jewellery brand with global retail; relevant as a Danish peer demonstrating the scale ceiling of Scandinavian silver jewellery, but at a far lower price point and with mass-market distribution.
• Georg Jensen: Established Danish silver and gold design house with broad silverware and jewellery portfolio — a Scandinavian heritage peer with overlapping silver-craftsmanship DNA but a much wider product range.

Others

• Dover Street Market: Multi-brand luxury concept retailer that is both a key stockist and a collaborator of All Blues (Tokyo book, capsules); relevant as the primary global distribution partner and validator for the brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/allbluesofficial
• LinkedInlinkedin.com/company/all_blues

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 All Blues