TIGERLILY JEWELLERY LTD

What TIGERLILY JEWELLERY LTD does

TigerLily Jewellery Ltd is a UK-incorporated (company number 6247222), founder-owned direct-to-consumer online jewellery boutique operating from tigerlily-jewellery.co.uk. Founded by Janna after travelling through Southeast Asia, the business began as a market-stall venture and evolved into a curated e-commerce store serving UK consumers and a limited set of international destinations (EU and Northern Ireland excluded due to General Safety Product Regulations). The product portfolio spans earrings, necklaces, bracelets, and jewellery sets across silver (including recycled sterling silver), gold-tone and 18ct gold vermeil, two-tone mixed metals, freshwater and baroque pearls, birthstone jewellery covering all twelve months, cubic zirconia, demi-fine pieces with semi-precious gemstones, and tarnish-resistant stainless steel. Pricing ranges from approximately £18 for entry pieces to over £340 for demi-fine items, with delivery at £2.95 standard UK under £40 and free over £40.

The business operates a single DTC channel with no wholesale or marketplace presence. The website is built on WordPress with Stripe payment processing, supplemented by Apple Pay, Google Pay, and Klarna Buy Now Pay Later at checkout, with Cloudflare for security, Google Analytics for traffic, and Microsoft Clarity for behaviour tracking. Fulfilment is via Royal Mail to UK addresses and select international destinations, plus a local collection option for Buckinghamshire-area customers. The supply base is a small group of UK-based designers including Reeves & Reeves (Dorset), Silver Origins (Cornwall), and MisGraceful.

Revenue is generated exclusively through one-time product sales plus digital gift cards. Customer segments are horizontal use-case based — wedding and bridal (primary), gift buyers (birthdays, anniversaries, Mother's Day, Valentine's Day), and everyday-wear consumers — with no subscription, loyalty, or recurring revenue mechanics. The business is bootstrapped with no external funding, no parent company, and no disclosed headcount; founder Janna is the only named team member. As of the source capture, orders are paused until 10 July 2026 to allow website improvements.

Name

TIGERLILY JEWELLERY LTD

Legal name

TigerLily Jewellery Ltd

Website

https://tigerlily-jewellery.co.uk

Company type

Private

Operating status

Operating

Short description

TigerLily Jewellery Ltd is a founder-owned UK online boutique selling curated silver, gold-tone, pearl, birthstone, and demi-fine jewellery directly to consumers via tigerlily-jewellery.co.uk, with primary focus on bridal, gift, and everyday-wear segments.

Ownership category

akta.pro rank

Product category

Online Jewellery Retail

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)

akta.pro primary industry

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

akta.pro secondary industries

Bridal Gemstone Jewelry (Non-diamond center stones) (CRAKACAE), Pearl Jewelry (CRAKAAAC), Colored Gemstone Jewelry (CRAKAAAB)

Keywords

• Silver jewellery retail
• Birthstone jewellery gifts
• Bridal jewellery boutique
• Demi-fine gemstone jewellery
• Online jewellery shop

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewellery Product Sales: One-time product sales of curated silver, gold-tone, pearl, birthstone, and demi-fine jewellery pieces sold directly through the e-commerce website. Products are purchased from a small group of trusted designers and suppliers and sold to consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

TigerLily Jewellery is a UK-based online boutique that curates and sells silver, gold-tone, pearl, birthstone, cubic zirconia, demi-fine and stainless steel jewellery pieces across earrings, necklaces, bracelets, sets, and bridal collections. Products are sourced from a small group of trusted designers and suppliers and are personally selected by founder Janna. The company also sells digital gift cards and ships predominantly within the UK with limited international delivery.

Product overview

TigerLily Jewellery is a UK-based online jewellery boutique offering a curated selection of jewellery designed to be worn and loved. The company sources pieces from small groups of trusted designers and suppliers, focusing on stylish, wearable designs. Their product portfolio includes earrings, necklaces, bracelets, and jewellery sets across multiple categories: silver jewellery (including recycled sterling silver and rhodium-plated pieces), gold jewellery (gold-tone, 14ct gold-plated, and 18ct gold vermeil), two-tone mixed metal pieces, pearl jewellery (freshwater pearls, baroque pearls), birthstone jewellery (featuring amethyst, aquamarine, pearl, emerald, citrine, blue topaz, and tourmaline for each month), crystal and cubic zirconia pieces, demi-fine jewellery (semi-precious gemstone pieces bridging fashion and fine jewellery), bridal jewellery (for brides, bridesmaids, and mothers of the bride), stainless steel waterproof pieces, and gift cards. They also offer special occasion and evening wear collections, anniversary jewellery, and seasonal collections like summer and coastal themes.

Differentiator

Problem solved

Functional benefit

Products and services

• Earrings Collection of earrings including stud, drop, pearl, cubic zirconia, and gemstone varieties available in silver, gold, and two-tone finishes, sold to individual consumers through the online boutique.
• Necklaces Pendant, chain, and statement necklaces featuring pearls, gemstones, and decorative pendants in silver, gold, and two-tone metals, sold to individual consumers for everyday wear and special occasions.
• Bracelets Bracelet collection including chain, bangle, cuff, and tennis bracelet styles with gemstone and pearl embellishments, sold to consumers for everyday wear and gifting.
• Jewellery Sets Coordinated jewellery sets including matching necklaces, earrings, and bracelets, suited for gifting and bridal party coordination.
• Birthstone Jewellery Jewellery featuring birthstones for each of the twelve months, including amethyst (February), aquamarine (March), pearl (June), emerald (May), citrine (November), blue topaz (December), and tourmaline (October), targeted at gift buyers for birthdays and anniversaries.
• Bridal Jewellery Wedding jewellery for brides, bridesmaids, and mothers of the bride including necklaces, earrings, and bracelets, designed for coordinated bridal party styling.
• Silver Jewellery Sterling silver jewellery collection featuring recycled silver and rhodium-plated pieces for everyday wear and gifting.
• Gold Jewellery Gold-tone and gold-plated jewellery including pieces with 18ct gold vermeil and 14ct gold plating, sold to consumers seeking gold-finish pieces at accessible price points.
• Two-Tone Jewellery Mixed metal jewellery combining silver and gold finishes in single pieces, designed for wearers who want versatile jewellery matching multiple outfit metals.
• Pearl Jewellery Freshwater pearl jewellery including drop, baroque, and cultured pearls in various settings, offered for everyday wear and bridal use.
• Crystal/Cubic Zirconia Jewellery Jewellery featuring cubic zirconia stones and crystal embellishments for sparkle and brilliancy, positioned as a more affordable alternative to diamond pieces.
• Demi-Fine Jewellery Semi-precious gemstone and precious metal pieces positioned between fashion and fine jewellery, featuring quality materials at accessible price points ranging from £68 to £340+.
• Stainless Steel Jewellery Tarnish-resistant, waterproof stainless steel jewellery including pieces with PVD coating, suited for everyday wear without maintenance concerns.
• Gift Cards Digital gift cards available in various denominations for gifting, allowing recipients to choose their own jewellery from the online boutique.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Reeves & Reeves JewellerycoreStrategic or Co-development PartnerDesigner of jewellery pieces featured in the TigerLily collection. Based in Dorset, England. Products include the bird in heart necklace, dog walkies collection, strawberry and cherry pieces. Some items are made from recycled sterling silver for sustainability.
• Silver OriginscoreStrategic or Co-development PartnerDesigner of jewellery pieces including the wave and gull collection. Based in Cornwall, England. Products feature sterling silver with rose gold plate finishes.
• MisGracefulminorStrategic or Co-development PartnerDesigner of stainless steel jewellery range including clover bangles and paperclip bracelets. Products are described as tarnish-resistant and waterproof, protected with PVD coating.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Monica Vinader: UK demi-fine jewellery brand with online-first retail and giftable product lines, operating at a larger scale but in the same curated silver/gemstone bridal and gifting space.
• Abbott Lyon: UK online personalised jewellery retailer with strong gifting and social media-led marketing, comparable in DTC silver/gold-plated jewellery and gifting focus.
• Astley Clarke: UK-based online jewellery boutique specialising in semi-fine and fine jewellery with curated collections across gifting, bridal and everyday wear - directly comparable curation-led DTC model.
• Dower & Hall: UK jewellery brand with online retail offering silver, gold and gemstone pieces across gifting and bridal occasions, analogous in product mix and DTC focus.
• Lily & Roo: UK online jewellery retailer focused on personalised and giftable silver and gold jewellery, sharing comparable gifting-led, online-only DTC positioning.
• Rachel Jackson London: UK online jewellery boutique with curated designer collections and strong gifting aesthetic, positioned similarly as a small, founder-led DTC silver and gold-tone jewellery brand.
• Carrie Elizabeth Jewellery: UK online jewellery boutique with curated silver and gold jewellery, gifting collections, and bridal-adjacent offerings - a comparable small DTC curation model.
• Edge of Ember: UK-based ethically-positioned online jewellery brand with curated collections, designer partnerships and bridal-adjacent ranges, comparable in DTC fine-jewellery positioning.
• Hot Diamonds: UK designer silver and gold jewellery brand sold through online and independent retail channels, comparable in designer-led silver jewellery positioning.

Broad incumbents

• H.Samuel: UK high-street jewellery retail chain offering silver, gold and gemstone pieces across bridal, gifting and everyday wear, providing broad-incumbent benchmarking for the UK jewellery retail market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tigerlilyjewellery
• Instagraminstagram.com/tigerlily_jewellery
• Pinterestpinterest.co.uk/tigerlilyje0114

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 TIGERLILY JEWELLERY LTD