HAFEEZ JEWELLERY LTD

What HAFEEZ JEWELLERY LTD does

Hafeez Jewellery Ltd is an independent contemporary fine jewellery brand founded in London in 2022 by Sherin Hafeez (Founder & Designer) and Omar Hafeez (Co-founder), operating under the trade names "Hafeez" and "Hafeez London." The company designs and sells handcrafted fine jewellery — including rings, necklaces, earrings, and bracelets in 18k gold and platinum with ethically sourced gemstones — alongside made-to-order engagement rings, a full bespoke design service, and heirloom remodelling. Manufacturing is carried out by selected Italian goldsmiths in Calabria and in-house in London, with all pieces hallmarked at the Goldsmiths' Company Assay Office under the registered HFZ sponsor's mark. The brand's positioning is built around multicultural design storytelling drawing on Middle Eastern, South Asian, and Mediterranean heritage, paired with a social-enterprise commitment to donate 5% of every purchase to charitable causes empowering underrepresented communities.

The business model is direct-to-consumer and asset-light: all sales flow through the company's Shopify e-commerce website (www.hafeezjewellery.com), supplemented by phone, email, WhatsApp ordering, and both in-person London consultations and virtual bespoke appointments worldwide. Pricing is unit-based and ranges from approximately $137 for custom sketches to several thousand dollars for engagement rings and bespoke commissions, with bespoke orders requiring a 50% non-refundable deposit and 6–12 week lead times. Customer segments centre on multicultural/diaspora consumers, bridal jewellery buyers, values-driven luxury consumers, and heritage preservation seekers — addressing unmet demand for culturally authentic, ethically sourced, and story-driven fine jewellery.

Distribution is exclusively DTC; the company does not sell on Amazon or third-party marketplaces and operates with no disclosed institutional funding, parent company, or wholesale accounts. Supporting technology is limited to a Shopify storefront with Klarna, PayPal, and major card integrations; there are no proprietary platforms, APIs, or AI/ML capabilities. Go-to-market relies on organic social media (Instagram, Facebook, TikTok), content/blog storytelling, email capture with a 10% first-purchase incentive, and word-of-mouth from a customer base that is global in reach (with explicit shipping carve-outs in ten countries) but small in absolute scale.

Name

HAFEEZ JEWELLERY LTD

Legal name

Hafeez Jewellery Ltd

Website

https://hafeezjewellery.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Hafeez Jewellery is an independent London-based fine jewellery brand founded in 2022 by Sherin and Omar Hafeez, designing and selling handcrafted 18k gold and platinum pieces, bespoke commissions, and heirloom remodelling to multicultural, bridal, and values-driven luxury consumers worldwide via its DTC Shopify store.

Ownership category

akta.pro rank

Product category

Fine Jewellery

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831)

SIC

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

akta.pro primary industry

Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

akta.pro secondary industries

Bridal & Engagement Jewelry Retail (CRAKAGAC), Custom/Bespoke Jewelry Retail Studios (CRAKAGAJ), Bridal Jewelry Customization & Bespoke (CRAKACAG)

Keywords

• Handcrafted fine jewellery
• Bespoke jewellery design
• Bridal engagement rings
• Heirloom redesign service
• Ethical gemstone jewellery

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Ready-to-Wear Jewellery Sales: One-time purchase model for pre-designed fine jewellery pieces including rings, necklaces, earrings, and bracelets. Products are handmade in Italy and London using 18k gold and platinum. Made-to-order engagement rings with 2-3 week lead time.
2. Bespoke/Custom-Made Jewellery: Fully custom jewellery commissions where customers work with founder Sherin to design unique pieces. Process includes consultation, mood boards, sketches, CAD, and 6-12 week manufacturing. Requires 50% non-refundable deposit.
3. Heirloom Revival & Remodelling: Service transforming old/cherished jewellery into new pieces using existing metals and gemstones. Includes assessment, disassembly, and redesign process.
4. Gift Cards: Virtual gift cards available in denominations of £500, £700, £800, £1000, and £2000. No expiration date, not eligible for exchange or refund.
5. Sketch & Gem Gifting: Pre-bespoke gift options including jewellery sketches and loose gemstones that can be gifted before committing to full custom pieces.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Hafeez Jewellery designs, manufactures, and sells handcrafted fine jewellery including rings, necklaces, earrings, and bracelets in 18k gold and platinum with ethically sourced gemstones, alongside made-to-order engagement and bridal collections. The brand also offers a full bespoke custom design service where clients collaborate with the founder-designer on mood boards, sketches, and CAD renderings before piece production. Manufacturing is split between artisan workshops in Calabria, Italy, and London, with every piece hallmarked at the Goldsmiths' Company Assay Office. Distribution is exclusively direct-to-consumer through the company's own Shopify e-boutique with worldwide shipping.

Product overview

Hafeez Jewellery is an independent contemporary fine jewellery brand operating as a single e-commerce platform selling handcrafted jewellery. The core offering consists of the Fine Jewellery Collection (rings, necklaces, earrings, bracelets) and Engagement/Bridal Jewellery collections, all handcrafted in Italy and London using 18k gold and platinum with ethically sourced gemstones. The business model combines ready-to-wear products (many made-to-order) with a comprehensive Bespoke Services module that enables custom-made jewellery, heirloom revival, jewellery remodelling, and tailored alterations. Supporting offerings include Sketch Gifting, Gem Gifting, eGift Cards, Bespoke Appointments, and a complimentary Annual Care programme. All products are distributed exclusively through the company's Shopify e-boutique with free worldwide insured shipping.

Differentiator

Problem solved

Functional benefit

Products and services

• Fine Jewellery Collection Handcrafted fine jewellery including rings, necklaces, earrings, and bracelets made from 18k gold and platinum with ethically sourced gemstones such as sapphires, emeralds, rubies, topaz, peridot, and pearls. Items are produced in 18k gold or platinum and sold direct-to-consumer through the company's Shopify e-boutique with global shipping.
• Engagement Rings Made-to-order engagement rings available in 18k gold and platinum featuring ethically sourced centre stones and pavé diamonds. Named collections include TULIP Solitaire, SANDALWOOD Halo, SAFFRON Side Stone Pavé, MYRRH Halo, JASMINE Solitaire, AMBER Side Stone, and MUSK Solitaire, with prices starting from approximately $1,869 to $6,617 and a 2-3 week delivery lead time. Includes complimentary first resizing within 3 sizes and complimentary engraving.
• Bridal Jewellery Complete bridal collections covering engagement rings, wedding rings, eternity rings, gentlemen's wedding rings, and ladies' fitted wedding bands. Carries a lifetime guarantee on bridal pieces and supports complimentary first resizing within three sizes and complimentary engraving.
• Bespoke Services Custom-made jewellery design service in which clients collaborate directly with founder-designer Sherin on unique pieces. Covers bespoke commissions, heirloom revival and remodelling, and tailored alterations to existing designs. Process includes complimentary discovery consultation, mood boards, sketches, CAD design, 50% non-refundable deposit, and 6-12 weeks of manufacturing before delivery. Delivered with a lifetime guarantee on bespoke pieces.
• Sketch Gifting Founder Sherin creates custom jewellery sketches (or sets of sketches) by hand that can be presented as a gift to a recipient before committing to a full bespoke design. Available from approximately $137 and can be framed or gift wrapped.
• Gem Gifting Service to source one or more loose gemstones for presentation as an initial element of a custom piece, prepared for gifting and optionally paired with a design sketch proposal to precede full bespoke commissioning.
• eGift Card Virtual gift cards available in denominations of £500, £700, £800, £1,000, and £2,000. Digital delivery, no expiration date, and not eligible for exchange or refund.
• Gifts Under £700 Collection Curated selection of fine jewellery pieces priced under £700 featuring various gemstones including amazonite, amethyst, citrine, diamond, emerald, pearl, peridot, ruby, sapphire, topaz, and tourmaline. Positioned as accessible entry-point gifting options within the fine jewellery assortment.

Quantifiable outcome

• 5% of every purchase donated to charitable causes empowering underrepresented communities
• +3 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Goldsmiths' Company Assay OfficecoreStrategic or Co-development PartnerHafeez sends all jewellery to the Goldsmiths' Company Assay Office in London for hallmarking. This prestigious hallmark confirms purity of materials (18k gold or platinum 950) and authenticity, providing customer assurance. The Assay Office has been operating for over several centuries as a paragon of trust in jewellery craftsmanship.
• Italian Manufacturing PartnerscoreStrategic or Co-development PartnerItalian partners in Calabria handcraft jewellery pieces. Selected for craft heritage and exceptional skill in goldsmithing tradition. Historical connections between Calabria and England as significant cultural and trade centres inform the shared narrative.
• KlarnaminorOthersPayment processing partnership enabling customers to Pay in 3 interest-free instalments or Pay in 30 days. Klarna is a licensed credit provider regulated by FCA. Partnership facilitates higher average order values by removing upfront cost barrier.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Mejuri: Digital-first fine jewelry brand built on DTC e-commerce, transparent pricing, and ethically sourced materials. Comparable emerging player targeting the same values-driven millennial/Gen Z luxury consumer with similar channel strategy.
• Catbird NYC: Independent small-batch fine jewelry store and DTC brand with handcrafted pieces and an ethically focused proposition. Comparable independent DTC fine jewelry operator with similar small-team artisanal positioning.
• VRAI: Lab-grown diamond fine jewelry brand with vertically integrated DTC operations and ethical positioning. Comparable on the ethically sourced stone proposition, DTC bridge, and bridal/engagement category focus.

Direct peers

• Astley Clarke: London contemporary fine jewelry brand with strong DTC e-commerce presence, fine jewelry collections, and bridal offering. Comparable to Hafeez on London DTC fine jewelry, engagement rings, and omnichannel direct sales.
• Shaun Leane: British fine jeweller blending traditional goldsmithing with modern design, with bridal and bespoke engagement offerings. Comparable to Hafeez on UK craftsmanship heritage, bridal focus, and contemporary fine jewelry positioning.
• Theo Fennell: London-based bespoke fine jeweller famous for high jewelry, charms, and engagement rings with a workshop in London. Comparable to Hafeez on bespoke London craftsmanship and bridal-led bespoke services.
• Loquet London: London-based bespoke fine jewelry brand selling customizable lockets and charms via DTC e-commerce. Closely comparable to Hafeez's London boutique DTC model, custom-design-led offering, and giftable design language.
• Robinson Pelham: London-based bespoke fine jeweller renowned for high jewelry commissions, engagement rings, and family-heirloom redesigns. Directly comparable to Hafeez on bespoke bridal, handcrafting, and personal founder-involved service.

Broad incumbents

• Boodles: UK heritage fine jewelry house offering engagement, bridal, and high jewelry through flagship stores. Comparable broad incumbent in the UK fine jewelry and bridal space that competes for similar bridal fine jewelry customers.
• Monica Vinader: Established UK-based contemporary fine jewelry brand with global DTC e-commerce, demi-fine and fine jewelry, and engraved/initial offerings. Larger incumbent operating in the same DTC fine jewelry category with overlapping customer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hafeezjewellery
• Instagraminstagram.com/hafeezjewellery
• TikToktiktok.com/@hafeezjewellery
• LinkedInlinkedin.com/company/hafeez-jewellery

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 HAFEEZ JEWELLERY LTD