What Soltara does

Soltara, operated by Bathonicals OÜ, is an Estonian direct-to-consumer e-commerce business selling natural crystals, mineral specimens, selenite lamps, and complementary lifestyle accessories (Palo Santo incense, crystal display stands). The company sources inventory at international mineral and crystal fairs and curates a relatively small SKU set across categories such as Agate, Labradorite, Selenite, Rose Amethyst, Golden Hematoid Quartz, Rhodochrosite, Sugilite, and Epidote Quartz. Its sub-brand Fé is dedicated to handcrafted selenite lamps made from Mexican selenite with energy-efficient 3W LED bulbs and dimmer switches, sold in three size tiers (€130–€175).

The underlying technology stack is a Shopify-based storefront integrated with Maksekeskus AS for payment processing (supporting Estonian bank links and credit cards) and with Omniva and DPD for parcel-terminal fulfillment within Estonia. Marketing is primarily organic, driven by an Instagram presence (@soltara.ee), a Facebook page, and the e-commerce site's SEO-oriented collection structure. Pricing is unit-based with one-time purchases; free shipping is offered on orders above €100. Order dispatch is targeted at 1–2 business days with 2–5 day domestic delivery, and international orders are handled only on a request basis. The company is privately held, bootstrapped, with no disclosed funding, no subsidiaries, and no public leadership roster.

Revenue is generated almost entirely from domestic Estonian consumer purchases; no wholesale, B2B, or enterprise customer channels are disclosed, and there is no evidence of paid acquisition, marketplace presence, or third-party retail distribution. The business model is straightforward retail margin on physical goods, with operational leverage dependent on sourcing relationships at trade fairs and last-mile delivery economics through Estonian parcel terminals.

Name

Soltara

Legal name

Bathonicals OÜ

Website

https://soltara.ee

Company type

Private

Founded year

2024

Operating status

Operating

Short description

Soltara (Bathonicals OÜ) is an Estonian direct-to-consumer e-commerce retailer selling hand-curated natural crystals, mineral specimens, selenite lamps, and wellness accessories to individual Estonian consumers via a Shopify storefront with domestic parcel-terminal fulfillment.

Ownership category

akta.pro rank

Product category

Natural crystals and decorative mineral products

NAICS

Furniture and Home Furnishings Retailers (4491)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700)

akta.pro primary industry

Spiritual, Metaphysical & Inspirational Gifts Retail (CRALAJAJ)

akta.pro secondary industries

Decorative Accessories Retail (Vases, Bowls, Sculptures, Figurines, Trays) (CRAIACAB), Local Artisan, Handmade & Craft Gifts Retail (CRALAJAL)

Keywords

• Natural crystals retail
• Selenite lamps
• Mineral specimens
• Crystal home decor
• Wellness accessories

Headquarters

HQ city

Võru

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Others

Revenue model

1. E-commerce Product Sales: Soltara generates revenue through direct online sales of natural crystals, minerals, selenite lamps, incense, and crystal display bases. Products are sold as one-time purchases at fixed prices listed on the e-commerce store. Prices range from €6 for incense sticks to €199 for epidoot quartz specimens, and €130–€175 for selenite lamps. The company also offers free shipping for orders starting at €100 to parcel terminals.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Soltara operates an online store selling hand-selected natural crystals and mineral specimens (such as amethyst, labradorite, selenite, agate, rhodochrosite, golden hematoid quartz, and epidote quartz) along with handcrafted selenite lamps under the Fé sub-brand, Palo Santo incense sticks, and pyrite cubes. Products are curated from international mineral and crystal fairs and sold directly to consumers via a Shopify-based storefront with Maksekeskus AS payment processing.

Product overview

Soltara is an Estonian e-commerce company (Bathonicals OÜ) selling natural crystals, minerals, and decorative selenite lamps. The product portfolio centers on two main categories: (1) Natural crystals and minerals including Ahhaat, Epidoot kvarts, Kuldne hematoidkvarts, Labradoriit, Rodokrosiit, Roosa ametüst, Seleniit, and Suhkruametüst, sourced from international mineral fairs; and (2) Seleniidist lambid (Selenite lamps) - handcrafted decorative lighting products made from Mexican selenite crystals in three sizes (S, M, L), featuring energy-efficient 3W LED bulbs with dimmer switches. Additional products include Palo Santo incense sticks and Püriitkuubik (pyrite cubes) from Spain. The company operates as a single e-commerce platform without modular add-ons or API products.

Differentiator

Problem solved

Functional benefit

Brands

• FÉ: Selenite lamps brand, featuring handcrafted lamps made from rare Mexican selenite

Products and services

• Natural Crystals and Minerals (Looduslikud kristallid ja mineraalid)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• Maksekeskus AScoreTechnology or IntegrationMaksekeskus AS acts as the payment processor for all transactions on soltara.ee. The company processes payments through bank links (Swedbank, SEB, Luminor, LHV, Coop Pank, Citadele, Pocopay) and credit cards in a secure environment. Soltara (Bathonicals OÜ) transmits necessary personal data to Maksekeskus AS for payment processing.
• OmnivacoreOthersOmniva provides parcel terminal delivery services for Soltara's domestic Estonian shipments. Customers can collect their orders from Omniva parcel terminals across Estonia.
• DPDcoreOthersDPD provides parcel terminal delivery services for Soltara's domestic Estonian shipments, offering customers an additional delivery option alongside Omniva.
• Maksekeskus AS (Data Processing)coreOthersBathonicals OÜ, as the data controller, transmits personal data necessary for payment processing to its authorized data processor Maksekeskus AS, in compliance with GDPR and Estonian data protection laws.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Sage Goddess: Large online metaphysical retailer offering crystals, lamps, incense, and ritual tools. Directly comparable assortment and customer use cases (meditation, healing, gifting), though operating at much greater scale.
• Moonshine Metals: Specialist online retailer of handcrafted selenite lamps and crystal home decor. Highly comparable to Soltara on the FÉ selenite lamp line, with overlap in target buyer (wellness/interior decor consumers) and product (illuminated Mexican selenite).
• Energy Muse: Direct-to-consumer retailer of crystals, jewelry, and home/wellness accessories sold with spiritual-metaphysical framing. Closely comparable in assortment, customer segment, and educational-content-led brand approach.
• House of Intuition: Spiritual/metaphysical retailer selling crystals, sage, candles, and home spiritual decor. Comparable in product mix (crystals + incense + home wellness items) and target persona.

Emerging players

• Hoodwitch: Boutique metaphysical/wellness brand selling crystals, candles, and ritual kits via direct-to-consumer e-commerce. Comparable in niche positioning, content-led brand, and overlap with Soltara's spiritual/home-decor customer.
• Spellbox: Subscription-based spiritual/wellness brand with adjacent crystal and ritual content. Comparable target persona (spiritual/wellness consumer) and DTC channel focus.

Broad incumbents

• Etsy: Global marketplace that aggregates handmade and crystal/metaphysical sellers. Provides the broadest incumbent alternative for the same buyer searching for unique crystals, selenite lamps, and incense.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/share/1AuAixPEH7/?mibextid=LQQJ4d
• Instagraminstagram.com/soltara.ee/profilecard/?igsh=dzNldnlsbjYxc2F5

Revenue estimate

Valuation estimate

Number of profiles

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 Soltara