Sabona Rheumatic Relief Co Ltd

What Sabona Rheumatic Relief Co Ltd does

Sabona Rheumatic Relief Co Ltd, trading as SABONA of London, is a UK-incorporated private company founded in 1959 by French aristocrat Vicomte Jacques d'Orthez. The company designs, sources, and sells copper and magnetic bracelets, bangles, and copper-lined supports positioned at the intersection of alternative wellness and fashion jewelry. Its product portfolio spans plain copper bracelets ($44-$50 USD), gold- and silver-plated variants ($113-$138), premium nano-ceramic coated copper bracelets using LEGOR (Italy) Ceramix technology ($154), and luxury designer bangles with natural diamonds ($569-$2,417). Core technical differentiators are 99.99% pure copper construction, embedded 1800-gauss magnets in magnetic variants, and a proprietary nano-ceramic e-coating for durability and color finish.

The business operates a direct-to-consumer e-commerce storefront at sabona.co.uk (Shopify-powered, multi-currency, multi-language) supplemented by an international distributor network of 30+ sole agents and agents spanning approximately 35 countries across Europe, the Middle East, South/Southeast/East Asia, and North America. Fulfillment and global dispatch are managed from a Seoul-based subsidiary (Sabona Korea Co Ltd), with a separate US sales office in Sikeston, Missouri, serving the American market. Customer segments include health and wellness consumers seeking natural copper-absorption benefits, fashion-conscious buyers, and a smaller athletic/sports market served through Pro-Magnetic and Athletic Bracelet SKUs.

The revenue model is pure one-time product sales via direct e-commerce and wholesale/distributor channels, with no subscription or recurring component. Historical premium retail placements (Neiman Marcus, Saks Fifth Avenue, Cartier New York collaboration) and endorsements from the British royal family, celebrities, and professional golfers form the brand's heritage moat. The company has sold over 12 million bracelets cumulatively since 1959, operates with a sub-10-person headcount, and discloses no institutional investment or funding rounds, consistent with a closely-held family-style business.

Name

Sabona Rheumatic Relief Co Ltd

Legal name

Sabona Rheumatic Relief Co Ltd

Website

https://sabona.co.uk

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

1–10 employees

Short description

Sabona Rheumatic Relief Co Ltd is a UK heritage brand (founded 1959) that designs and sells 99.99% pure copper bracelets, magnetic wristbands, and premium nano-ceramic-coated bangles to health-and-wellness and fashion-conscious consumers via DTC e-commerce and a 30+ country distributor network.

Ownership category

akta.pro rank

Product category

Wellness Jewelry

NAICS

Jewelry Retailers (458310), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

Jewelry, Silverware & Plated Ware (3910), Jewelry, Precious Metal (3911), Retail-Jewelry Stores (5944)

akta.pro primary industry

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

Keywords

• Copper bracelets
• Magnetic therapy jewelry
• Wellness accessories
• Health bracelets
• Designer bangles

Headquarters

HQ city

Saxmundham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time sale of copper bracelets, magnetic bracelets, and fashion bangles through e-commerce and international distributor network. Revenue generated from initial product purchase with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Sabona designs, manufactures, and sells copper and magnetic bracelets and bangles marketed for health and wellness benefits, including pain relief from arthritis and rheumatism. The product portfolio spans pure copper bracelets, gold and silver plated variants, magnetic therapy bracelets, nano-ceramic coated premium pieces, and luxury designer bangles with diamonds. Products are sold directly to consumers via the company's own e-commerce storefront and through a global network of distributors across 30+ countries.

Product overview

SABONA of London is a heritage wellness jewelry company founded in 1959, specializing in copper and magnetic bracelets marketed for health benefits. The product portfolio centers on physical wellness accessories rather than software products. The core offerings include: (1) Copper Only Bracelets in pure copper with various designs; (2) Gold Plated Copper Bracelets featuring 24-carat gold plating over copper cores; (3) Silver Plated Copper Bracelets with .999 pure silver finishes; (4) Copper Magnetic Bracelets combining copper with 1800 gauss magnets; (5) Nano-Ceramic Copper Bracelets using Italian LEGOR Ceramix technology for durable colored finishes; (6) Magnetic Bracelets in bangle and chain styles for sports/athletic use; (7) Premium Designer Bangles with diamonds and luxury materials; and (8) Athletic/Sports Bracelets targeting the golf and sports market. All bracelets are designed for the copper to contact skin directly, enabling skin absorption of trace copper minerals. With over 12 million bracelets sold worldwide, the company positions itself at the intersection of fashion jewelry and alternative health products.

Differentiator

Problem solved

Functional benefit

Products and services

• Copper Only Bracelets

Quantifiable outcome

• 99.9% bacteria elimination - copper's antimicrobial properties confirmed by international research organizations
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and historical.

• Cartier New YorkcoreStrategic or Co-development Partner · 1 January 1970In the 1970s, Cartier New York decorated Sabona copper bracelets with genuine 18 carat gold, creating exclusive collaboration pieces. The design of Sabona's 18k gold and sterling silver frames wrapped around a copper core from that era has been restored and is currently available through bespoke ordering.
• David Morris (London Jeweller)coreStrategic or Co-development PartnerRenowned London jewelry designer David Morris, famous for designing diamonds in 007 movie series and favored by Hollywood stars like Madonna, Pierce Brosnan, Catherine Zeta-Jones and Elizabeth Taylor, devised Sabona's unique signature design.
• LEGOR Group (Italy)coreTechnology or IntegrationItalian company providing advanced Nano-Ceramic coating technology (Ceramix) for Sabona's premium product line. Coating consists of ceramic components and nanoparticles embedded in synthetic resin for bright, vibrant surface finishes.
• Neiman MarcushistoricalChannel Partner/ Reseller/ DistributorPremium department store where Sabona sold products in the 1970s-80s era, establishing luxury retail positioning alongside Saks Fifth Avenue.
• Saks Fifth AvenuehistoricalChannel Partner/ Reseller/ DistributorTop quality department store where Sabona products were sold, contributing to brand fame among high-profile consumers in the USA during 1970s-80s.
• USA Vogue MagazinehistoricalGTM or Marketing PartnerFeatured Sabona in editorial coverage in 1978, highlighting the brand's appeal among luminaries including Lauren Bacall, the Windsors, and Coco Chanel.
• Heritage Group Ltd (Bangladesh)coreChannel Partner/ Reseller/ DistributorSole Agent & Distributor in Bangladesh, located at 89 Motijheel Commercial Area, Dhaka 1000, Bangladesh.
• best-service24 GmbH & Co KG (Germany/Austria)coreChannel Partner/ Reseller/ DistributorSole Agent in Germany and Austria, handling all orders for delivery to these regions from location in Pfarrkirchen, Germany.
• Sabona Korea Co LtdcoreChannel Partner/ Reseller/ DistributorFulfillment center operations in Seoul, South Korea managing international order processing and dispatch with tracked delivery service.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Pandora: Global jewelry retailer offering fashion bracelets, charms, and bangles at premium price points. Comparable jewelry product category and DTC + retail distribution, though operating at vastly larger scale and without therapeutic/wellness claims.
• Nikken: Large global wellness company with a broad portfolio including magnetic jewelry, sleep products, and supplements. Comparable wellness-magnetic product category though operating at much larger scale across multiple categories.

Direct peers

• Trion:Z: Japanese-origin magnetic bracelet brand selling wellness-focused magnetic jewelry with similar dual positioning of fashion + therapeutic claims. Comparable product technology and global distribution approach.
• MagnetRX: US-based magnetic jewelry brand offering magnetic bracelets, necklaces, and accessories marketed for wellness benefits. Comparable product category and target consumer as Sabona.
• Earth Therapeutics: Wellness accessories brand selling therapeutic bracelets, magnetic jewelry, and similar wellness-positioned accessories. Comparable product mix, customer profile, and DTC distribution model.
• Q-Ray: Long-established ionized/magnetic wellness bracelet brand marketing similar therapeutic benefits for pain relief and energy. Closely comparable product, claim structure, and target consumer as Sabona.
• Bioflow: UK-based direct competitor selling magnetic therapy bracelets and wristbands for sports performance and wellness. Most directly comparable peer given overlapping UK origin, magnetic therapy positioning, similar consumer base, and DTC + distributor model.
• Vital Energy Wellness: Magnetic bracelet and wellness jewelry brand with similar health-claim positioning and product range. Closely comparable in product category and marketing approach.

Emerging players

• Halsa Wellness: Wellness bracelet brand selling copper and magnetic bracelets for pain relief and wellness. Comparable product category and consumer positioning to Sabona, though smaller scale.
• CopperJoint: US brand selling copper-infused compression sleeves, gloves, and apparel for athletic performance and recovery. Comparable copper-as-wellness positioning with athletic consumer overlap, though different product format (apparel vs. jewelry).

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sabonaoflondon
• LinkedInlinkedin.com/company/sabona-rheumatic-relief-co-ltd

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Sabona Rheumatic Relief Co Ltd