Selini
Selini is a UK bespoke fine jewellery house where founder-craftsman Robin Girling personally designs, cuts, sets, and finishes every piece from a rural Lancashire workshop, serving high net worth individuals and fine art jewellery collectors with unique one-off commissions, signature enamel and titanium collections, and heirloom remounts.
- Company typePrivate
- Founded2010
- HeadquartersEngland, Germany
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Selini does
Selini is a UK-based bespoke fine jewellery house operated as a sole proprietorship by designer-craftsman Robin Girling from a rural workshop at Cedar Farm, Mawdesley, Lancashire, with an additional by-appointment consultation location in London. Robin personally executes every stage of the manufacturing process — sketching, wax modelling, metal casting, hand stone cutting (lapidary), and micro-setting — making Selini one of very few workshops globally where a single artisan designs and produces the entire piece. The business serves high net worth individuals and fine art jewellery collectors seeking unique, high-value bespoke commissions, heirloom redesigns, and rare-gemstone pieces, alongside collectors purchasing one-of-a-kind award and high-jewel creations.
The underlying technology is traditional craft combined with selective modern tooling: three proprietary lapidary methods (Master Cut using the Jamb Peg hand technique, Hybrid Cut, and Precision Cut), industry-leading micro pavé diamond setting, and a multi-year-developed titanium manufacturing capability that places Selini among only a handful of workshops worldwide capable of fine titanium jewellery. Notable technical achievements include the Titanium Orb Earrings (410 micro pavé-set flawless diamonds on curved titanium), the Titanium Sapphire Cuff (1,200 individually colour-calibrated hand-set sapphires, 300+ hours), and the Morpho Butterfly Brooch (600+ diamonds and sapphires, 175 hours).
The revenue model is built on a hybrid of one-time high-value bespoke commissions (priced from low thousands to tens of thousands+ GBP), fixed-price signature collections (IVY at £2,850–£14,250, Orchid at £1,450–£3,950, Art Stones at £1,200–£2,400), high-jewel and award-piece sales on application, an online-only Katan steel jewellery line, and remount/redesign professional services. Go-to-market is sales-led by appointment, driven by personal referrals and word-of-mouth rather than paid advertising; the company markets organically via Instagram, Facebook, and a portfolio website. Founder-owned without external capital, Selini operates at the throughput ceiling of a single craftsman while monetising scarcity, technical differentiation, and award-validated reputation.
Selini firmographics
Firmographics- Name
- Selini
- Legal name
- Selini
- Website
- https://selini.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Selini is a UK bespoke fine jewellery house where founder-craftsman Robin Girling personally designs, cuts, sets, and finishes every piece from a rural Lancashire workshop, serving high net worth individuals and fine art jewellery collectors with unique one-off commissions, signature enamel and titanium collections, and heirloom remounts.
- Ownership category
- akta.pro rank
Selini industry classification
Industry- Product category
- Bespoke Fine Jewellery
- SIC
- Jewelry, Precious Metal (3911)
- akta.pro primary industry
- Fine Jewelry Manufacturing & Atelier Production (CRAKAAAK)
- akta.pro secondary industries
- Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA), Made-to-Order Gemstone Sourcing & Custom Cutting Coordination (CRAKAHAF), Bespoke Jewelry Collections for Brands (Design Services) (CRAKAHAJ)
Keywords
Where Selini is headquartered
LocationHeadquarters
- HQ city
- England
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
Selini business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Materials (precious metals, gemstones, diamonds, enamels, steel alloys), Personnel (sole craftsman Robin Girling), Operations (workshop overhead, equipment maintenance), Infrastructure (Cedar Farm workshop facility and London consultation space), Marketing or Sales (minimal — primarily organic social and referrals), Technology or R&D (development of proprietary techniques such as titanium working)
Revenue model
- Bespoke Private Commissions: One-off custom jewellery commissions priced at significant values (£thousands to £tens of thousands+). Client works directly with Robin through a six-stage process from discovery to finishing. Each piece is totally unique and made to order. Revenue from these high-value commissions represents the primary income stream.
- High Jewellery Pre-Made Pieces: Sale of exceptional/award-winning pieces already created by Robin. Includes items like Egg Pendant, Entwined Ring, Butterfly Ring, Pink Diamond Ring, Blue Diamond Necklace, Kite Pendant, Lily Ring, Skull Ring, Alexandrite Daisy Objet d'Art. These are one-of-a-kind pieces available for purchase.
- IVY Collection: Enamel jewellery collection inspired by ivy with vine design in multiple styles. Products include Ivy Duo Ring (£7,950), Ivy Solo Ring (£5,750), Ivy Classic Ring (£2,850), Ivy Bangle (£14,250), Ivy Necklace (£5,250), Ivy Orb (POA). Available made to order in yellow, white, rose gold with pavé set diamonds.
- Orchid Collection: Enamel rings inspired by orchid flowers available in three styles. Orchid Diamond Ring (£3,950), Orchid Classic Ring (£1,450), Orchid Pavé Ring (£2,700). Made to order in yellow, white, rose gold and platinum.
- Art Stones Collection: Hand-cut gemstone pieces showcasing Robin's lapidary work. Master Cut pieces (lab-grown padparadscha £SOLD, bi-colour sapphire £SOLD, blue sapphire £POA) and Precision Cut pieces (green sapphire rings at £2,400, ruby ring at £1,200) in steel settings.
- Katan Steel Jewellery: A range of jewellery made from a unique in-house developed steel PVD coated alloy. Available exclusively to buy online from Selini. This represents a more accessible price point product line.
- Remounts and Redesign Services: Redesigning family heirlooms and mounting important client-supplied stones. Robin handles high-risk and unusual stones as a speciality. Reuses gold, accent stones, or remounts large stones into new designs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Orchid Collection - Three enamel ring styles inspired by orchid flowers |
| One time/ perpetual license | Pay-as-you-go | IVY Collection - Enamel jewellery inspired by ivy with vine design |
| Unit Pricing | Pay-as-you-go | Art Stones - Hand-cut gemstone pieces in steel settings |
| Other | Pay-as-you-go | Award Winning Pieces - GC&DC award-winning titanium jewellery |
| Other | Pay-as-you-go | High Jewels - Exceptional one-of-a-kind pieces with rare gemstones |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Selini product offering
Product offeringCore offering
Selini is a one-person bespoke fine jewellery workshop where master craftsman Robin Girling designs and handcrafts every piece entirely himself from concept to completion, including sketching, wax modelling, metal casting, lapidary (gemstone cutting), and diamond/stone setting. The company sells private bespoke commissions (one-off pieces for individual clients), named ready-to-order collections (IVY enamel jewellery, Orchid enamel rings, Katan steel jewellery), pre-made award-winning and high-jewel pieces featuring rare gemstones, and offers specialist services including remounts of heirloom stones and bespoke setting work. All manufacturing occurs at the Cedar Farm workshop in rural Lancashire, England, with appointments available in London.
Product overview
Selini is a bespoke fine jewellery company operated by designer and craftsman Robin Girling. The company offers a single-person artisan model where Robin designs and handcrafts every piece entirely himself. The core offerings include private commissions (custom one-off jewellery), lapidary services (traditional gemstone cutting), remounts, and setting services. Product collections include the IVY Collection (ivy-inspired enamel jewellery), Orchid Collection (orchid-inspired enamel rings), Katan Collection (steel PVD coated alloy jewellery), Award Pieces (GC & DC Award winning designs), and High Jewels (exceptional pieces with rare gemstones). All products are manufactured at the Cedar Farm workshop in Lancashire, England.
Differentiator
Problem solved
Functional benefit
Brands
- IVY Collection: Hand painted enamel jewellery inspired by ivy, featuring vine design rings, bangles, necklaces and orbs with pavé set diamonds in 18ct gold.
- Orchid Collection
- Katan Collection
Quantifiable outcome
- 300+ hours of handcraft work on single pieces
- +3 more outcomes
Companies that use Selini
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Selini technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Selini partnerships and signals
Strategic signalScale indicators8 records
Recent moves6 records
Expansion highlights4 records
Selini competitors and assessment
Company assessmentBroad incumbents
- Boucheron: Historic Place Vendôme high jewellery house with a substantial high-jewellery and bespoke offering. Comparable as an incumbent luxury jeweller whose high-jewellery collection competes with Selini for HNW commissions, but operates at vastly greater scale and brand reach.
- Graff: London-headquartered luxury house renowned for exceptional diamonds and high jewellery. Comparable as a major high-jewellery incumbent that competes with Selini for rare-stone collectors, but with global retail and supply-chain scale.
- Cartier: Global luxury jeweller with an extensive high-jewellery and bespoke service operation. Comparable to Selini at the ultra-HNW end of the market where Cartier's high-jewellery pieces and custom commissions compete for the same collector wallet, but with vastly broader distribution and brand recognition.
Direct peers
- Shaun Leane: British fine jewellery designer known for one-off artisanal pieces and signature collaborations with Alexander McQueen. Comparable to Selini as a UK-based, artist-led atelier producing limited, handcrafted high jewellery rather than commercial lines.
- Theo Fennell: London-based designer-jeweller running a workshop that produces bespoke and small-batch fine jewellery with strong signature collections. Closely comparable to Selini as a founder-led British atelier combining bespoke commissions with named, made-to-order product lines.
- Moussaieff: London-based high jewellery house specialising in exceptional coloured diamonds and rare stones. Comparable to Selini as a small, prestigious house whose reputation rests on handling rare and important gemstones for discerning collectors.
- Hemmerle: Munich-based family jewellery house renowned for one-of-a-kind high jewellery and unconventional material pairings. Comparable to Selini as an independent, family/atelier-run maker specialising in bespoke pieces with rare stones and craft-led innovation.
- Glenn Spiro: London atelier producing bespoke high jewellery for an ultra-HNW clientele, with strong coloured-stone and high-jewellery pedigree. Comparable to Selini as a UK-based, founder-led bespoke jeweller serving collectors of exceptional one-off pieces.
- Cindy Chao: Taiwanese-founded, Paris-based high jewellery maison known for artist-driven, sculptural one-off pieces. Comparable to Selini as an independent atelier where the founder's artistic vision and technical execution define each piece rather than commercial volume.
- Boghossian: Geneva-based high jewellery maison known for innovative stone-setting and Art-of-Inlay techniques. Comparable to Selini as an independent fine jewellery house that competes on craftsmanship and stone-setting innovation rather than brand scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Selini social profiles
Digital presenceSelini financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selini leadership team
Management profileNumber of profiles
Profiles1 record
Selini funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selini 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 Selini
What does Selini do?
Selini is a one-person bespoke fine jewellery workshop where master craftsman Robin Girling designs and handcrafts every piece entirely himself from concept to completion, including sketching, wax modelling, metal casting, lapidary (gemstone cutting), and diamond/stone setting. The company sells private bespoke commissions (one-off pieces for individual clients), named ready-to-order collections (IVY enamel jewellery, Orchid enamel rings, Katan steel jewellery), pre-made award-winning and high-jewel pieces featuring rare gemstones, and offers specialist services including remounts of heirloom stones and bespoke setting work. All manufacturing occurs at the Cedar Farm workshop in rural Lancashire, England, with appointments available in London.
Is Selini a public or private company?
Selini is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Selini founded?
Selini was founded in 2010. It employs 1 to 10 people.
Where is Selini based?
Selini is headquartered in England, Germany, in the Europe region.
How does Selini make money?
Seven revenue lines are on record. Bespoke Private Commissions are the primary driver. The others are high Jewellery Pre-Made Pieces, IVY Collection, orchid Collection, art Stones Collection, katan Steel Jewellery and remounts and Redesign Services.
Who are Selini's main competitors?
Broad incumbents on record are Boucheron, Graff and Cartier. Direct peers are Shaun Leane, Theo Fennell, Moussaieff, Hemmerle, Glenn Spiro, Cindy Chao and Boghossian.
Does Selini have an API?
No public API is recorded for Selini.
What industry is Selini in?
Selini's product category is Bespoke Fine Jewellery. Its primary akta.pro industry code is CRAKAAAK, Fine Jewelry Manufacturing & Atelier Production, with a secondary code of CRAKAIAA, Fine Jewelry Manufacturing (Precious Metals & Gem-Set). Its SIC code is 3911.