GONA LIMITED
GONA LIMITED is a direct-to-consumer jewelry brand selling customizable charms, bracelets, rings, and themed collections through a Shopify-powered e-commerce platform and a Paris boutique, targeting women, gift buyers, and bridal customers worldwide with prices from $12.99 to $699.99.
- Company typePrivate
- Founded2020
- HeadquartersThornton Heath, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What GONA LIMITED does
GONA LIMITED is a privately-held direct-to-consumer fine jewelry brand operating primarily through a Shopify-powered e-commerce storefront at gona.com, with a physical boutique at 19 Rue Ferdinand Duval in Paris, France. The company's legal domicile and operations center on France (indicated by a +33 phone number and Paris address), while the founding entity is registered in Thornton Heath, United Kingdom. Founded in 2020, GONA has built a catalog of more than 7,075 products organized around a charm-bracelet customization platform, supported by 40-plus themed collections spanning Marine, Versailles Radiance, Alice's Secret Realm, Birthstone & Constellation, and Paris-themed lines.
The core product ecosystem centers on 2,800+ individual charms (dangle, spacer, birthstone, enamel, personalized, men's) that combine with charm bracelets, rings (engagement, wedding, promise, statement), earrings, necklaces, and brooches. Products are manufactured primarily in sterling silver (S925) and a proprietary tarnish-resistant silver alloy (S180), with 14K gold, rose gold, and white gold plating options, plus Swarovski crystals and GRA/GRC-certified gemstones including moissanite, diamond, sapphire, emerald, ruby, and colored stones. Pricing spans from $12.99 entry-level charms to $699.99 premium charm-bracelet sets. The company backs its products with a 365-day warranty, 30-day free returns, free worldwide shipping over $59, and flexible financing.
GONA's go-to-market is a content-led, social-media-driven DTC model with no disclosed B2B or wholesale channel. The company runs an owned Shopify storefront, a Paris boutique, and a multi-channel social presence (416K Facebook likes, 91K Instagram followers, 44K Pinterest followers, 10.4K YouTube subscribers, plus a TikTok account) supported by influencer/KOL collaborations and email marketing with a free-ears lead magnet. Target customers include women seeking everyday and occasion jewelry, gift buyers across anniversaries, birthdays, and holidays, personalization-oriented buyers, and the bridal/wedding segment. The company is bootstrapped with no disclosed funding rounds, acquisitions, or institutional ownership.
GONA LIMITED firmographics
Firmographics- Name
- GONA LIMITED
- Legal name
- GONA LIMITED
- Website
- https://gona.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Short description
- GONA LIMITED is a direct-to-consumer jewelry brand selling customizable charms, bracelets, rings, and themed collections through a Shopify-powered e-commerce platform and a Paris boutique, targeting women, gift buyers, and bridal customers worldwide with prices from $12.99 to $699.99.
- Ownership category
- akta.pro rank
GONA LIMITED industry classification
Industry- Product category
- Fine Jewelry
- NAICS
- Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Silverware & Plated Ware (3910)
- akta.pro primary industry
- Personalized Fine Jewelry (Nameplates/Initials/Engraved) (CRAKAAAI)
- akta.pro secondary industries
- Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)
Keywords
Where GONA LIMITED is headquartered
LocationHeadquarters
- HQ city
- Thornton Heath
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
GONA LIMITED business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: The primary revenue stream is direct-to-consumer online sales through the company's e-commerce platform (gona.com). Customers purchase individual charms, bracelets, rings, earrings, necklaces, and curated sets at varying price points. The company offers products ranging from individual charms at $12.99 to premium charm bracelet sets priced up to $699.99.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Charms - Entry-level price points |
| Unit Pricing | Pay-as-you-go | Charm Bracelet Sets - Mid-range bundles |
| Unit Pricing | Pay-as-you-go | Rings - Engagement and statement pieces |
| Unit Pricing | Pay-as-you-go | Earrings and Necklaces - Accessories |
| Other | Pay-as-you-go | First Order Discount |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
GONA LIMITED product offering
Product offeringCore offering
GONA designs, sources, and sells fine jewelry with a primary focus on customizable charm bracelets and a 7,000+ SKU catalog spanning charms, bracelets, rings, earrings, necklaces, and brooches. Products are crafted in tarnish-resistant sterling silver with 14K gold plating, featuring certified gemstones and Swarovski crystals, and are sold direct-to-consumer globally through the Shopify-powered gona.com storefront and a Paris boutique. The business is built around charm bracelet personalization, themed collections, and curated charm sets priced from $12.99 to $699.99.
Product overview
GONA is a jewelry e-commerce platform built on Shopify offering a comprehensive portfolio of charm-based customizable jewelry. The core product line centers on Charms (the primary offering with over 2,800+ products including dangle charms, safety chains, clips, spacer charms, birthstone and enamel variants), which customers use to build personalized Charm Bracelets. Supporting the charms ecosystem are Bracelets, Rings (including engagement, promise, wedding bands, and statement rings in various precious metals and stones), Earrings, Necklaces, and Brooches. The company also sells pre-configured Charm Bracelet Sets as bundled products. GONA organizes much of its catalog into themed collections including Marine, Alice's Secret Realm, Love & Infinity, Birthstone & Constellation, Versailles Radiance, and numerous seasonal/occasion-based collections. Products are primarily crafted in tarnish-resistant Sterling Silver with 14K Gold, Rose Gold, or White Gold plating options, featuring Swarovski crystals and colored gemstones.
Differentiator
Problem solved
Functional benefit
Products and services
- Charms The primary product category featuring 2,800+ charm beads — dangle charms, safety chains, clips, spacer charms, birthstone charms, enamel charms, personalized charms, men's charms, and drumlet charms — designed to be assembled onto GONA charm bracelets for personalized customization. Targeted at individual consumers and gift buyers.
- Bracelets Bracelet category including charm bracelets, bracelet chains, tennis bracelets, bangles and cuffs, leather bracelets, men's bracelets, and Swarovski crystal bracelets. Sold to consumers as the foundation for charm customization or as standalone pieces.
- Rings Ring collection including promise rings, engagement rings, wedding bands, bridal ring sets, statement rings, stackable rings, and Swarovski crystal cocktail rings, in metals (silver, gold plating, solid gold) and stones (diamond, sapphire, emerald, ruby, moissanite, Paraiba, Padparadscha, Alexandrite).
- Earrings Earring collection including charm earrings and hoops, available in various metals and plating options (sterling silver, gold plating).
- Necklaces Necklace collection featuring chain necklaces, charm necklaces, men's necklaces, Swarovski crystal necklaces, colored gemstone necklaces, pearl necklaces, and personalized necklaces.
- Brooches Brooch accessories available in various designs and styles for individual consumers.
- Charm Bracelet Sets Pre-configured bracelet and charm sets offering value bundles — bracelet plus multiple charms — at promotional pricing, including Swarovski crystal handcrafted sets.
- Marine Collection Ocean-themed jewelry collection featuring seashell, starfish, mermaid, wave, crab, turtle, and other aquatic-inspired charm designs sold as a themed collection.
- Alice's Secret Realm Collection Whimsical collection inspired by Alice in Wonderland, featuring teapot, key, and fantasy-themed charm designs sold as a themed collection.
- Love & Infinity Collection Romantic-themed collection featuring heart, infinity, and love-inspired charm and jewelry designs sold as a themed collection.
- Birthstone & Constellation Collection Astrology and birth-month-themed jewelry collection featuring zodiac constellation and birthstone jewelry pieces.
- Versailles Radiance Collection Luxury collection inspired by Versailles Palace, featuring ornate, regal-themed jewelry designs sold as a themed collection.
- Sterling Silver Jewelry Jewelry pieces crafted from 925 Sterling Silver with tarnish-resistant properties and various plating options (14K Gold, Rose Gold, White Gold), spanning across product categories.
- Personalized Jewelry Customizable jewelry items including initial charms, number charms, and personalized necklaces allowing customers to add custom engravings or selections.
Quantifiable outcome
- 365-day warranty on all products demonstrating quality confidence
- +2 more outcomes
Companies that use GONA LIMITED
Customer profileSegments5 records
Ideal customer profiles5 records
GONA LIMITED technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
GONA LIMITED partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SwarovskicoreGONA incorporates Swarovski crystals in select premium jewelry products including engagement rings, earrings, and charm bracelet sets. Products are marketed as 'Created With Swarovski® Crystals' featuring cushion modified brilliant cut stones in various colors. This partnership enhances product quality perception and market positioning.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
GONA LIMITED competitors and assessment
Company assessmentDirect peers
- Hey Harper: DTC charm bracelet brand with a similar collect-and-customize business model and social-media-driven acquisition. Comparable on charm-bracelet focus, personalized SKUs, and Instagram-led growth.
- Catbird: Brooklyn-based fine jewelry brand with strong brick-and-mortar flagship plus online store. Comparable on DTC-plus-retail omnichannel model and delicate, personalized fine jewelry assortment.
- Aurate: NYC-based DTC fine jewelry brand with transparent pricing and ethically sourced gold. Comparable on direct-to-consumer model, fine-jewelry positioning, and modern brand storytelling.
- Oak & Luna: Personalized jewelry DTC brand specializing in initial, name, and engraved pieces. Comparable to GONA on personalization-led value proposition and made-to-order engraved jewelry lines.
- Mejuri: DTC fine jewelry brand offering everyday fine jewelry with strong social media and influencer-led acquisition. Closely comparable to GONA on channel strategy, target demographic, and premium-accessible pricing model.
- Pandora: Global leader in charm bracelets and collectible jewelry with extensive retail network. Directly comparable to GONA on core product (charms + bracelets), DTC and physical retail mix, and the collect-and-customize value proposition.
- Ana Luisa: DTC fine jewelry brand offering gold, silver, and diamond pieces at accessible price points. Comparable on DTC model, fine-jewelry positioning, and digital-first customer acquisition.
- Astrid & Miyu: UK-based DTC jewelry brand specializing in charm bracelets, layering pieces, and personalized jewelry. Highly comparable on product category, geographic origin (UK/London), and the charms-collectibles business model.
- Missoma: London-based demi-fine jewelry brand with strong fashion-editorial positioning and influencer collaborations. Comparable to GONA on trend-led collections, gold/silver/stone materials, and Vogue-tier media coverage.
Emerging players
- Pura Vida Bracelets: DTC charm and beaded bracelet brand with strong social media community and influencer partnerships. Comparable on charm/bracelet focus and lifestyle-driven marketing, though positioned at lower price points than GONA's sterling/gold assortment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
GONA LIMITED social profiles
Digital presenceGONA LIMITED financial estimates
Financial estimateRevenue estimate
Valuation estimate
GONA LIMITED leadership team
Management profileNumber of profiles
GONA LIMITED funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GONA LIMITED 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 GONA LIMITED
What does GONA LIMITED do?
GONA designs, sources, and sells fine jewelry with a primary focus on customizable charm bracelets and a 7,000+ SKU catalog spanning charms, bracelets, rings, earrings, necklaces, and brooches. Products are crafted in tarnish-resistant sterling silver with 14K gold plating, featuring certified gemstones and Swarovski crystals, and are sold direct-to-consumer globally through the Shopify-powered gona.com storefront and a Paris boutique. The business is built around charm bracelet personalization, themed collections, and curated charm sets priced from $12.99 to $699.99.
Is GONA LIMITED a public or private company?
GONA LIMITED is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GONA LIMITED founded?
GONA LIMITED was founded in 2020.
Where is GONA LIMITED based?
GONA LIMITED is headquartered in Thornton Heath, United Kingdom, in the Europe region.
How does GONA LIMITED make money?
One revenue line is on record: direct E-commerce Sales.
Who are GONA LIMITED's main competitors?
Direct peers on record are Hey Harper, Catbird, Aurate, Oak & Luna, Mejuri, Pandora, Ana Luisa, Astrid & Miyu and Missoma. Pura Vida Bracelets is listed as an emerging player.
Does GONA LIMITED have an API?
No public API is recorded for GONA LIMITED.
What industry is GONA LIMITED in?
GONA LIMITED's product category is Fine Jewelry. Its primary akta.pro industry code is CRAKAAAI, Personalized Fine Jewelry (Nameplates/Initials/Engraved), with a secondary code of CRAKAHAG, Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones). Its NAICS code is 458310 and its SIC code is 5944.