AG & CO Jewellery
AG & CO Jewellery is a privately-held Australian bespoke jewellery company based in Melbourne that designs and sells custom engagement rings, lab-grown and natural diamonds, gemstones, and fine jewellery to engaged couples worldwide via Shopify e-commerce and a Chadstone showroom.
- Company typePrivate
- Founded-
- HeadquartersMelbourne, Australia
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What AG & CO Jewellery does
AG & CO Jewellery is an Australian privately-held bespoke jewellery company headquartered in Melbourne, operating from a flagship appointment-only showroom at Chadstone - The Fashion Capital and a Shopify-powered global e-commerce storefront. The company designs and sells engagement rings, wedding rings, loose lab-grown and natural diamonds, coloured fancy diamonds, coloured gemstones, and fine jewellery (earrings, necklaces, bracelets, pendants). Its target customer is engaged couples seeking personalised, education-led jewellery purchases, with secondary segments in conscious luxury buyers prioritising ethical sourcing and gift buyers for proposal and milestone occasions. The product portfolio centres on bespoke custom design, supported by 3D CAD visualisations, 360-degree video previews, and a Diamond Concierge Service delivered via in-person, Zoom, or phone consultations.
The core technology stack is built on Shopify e-commerce with Nivoda integration for real-time diamond and gemstone inventory (453,858+ lab-grown diamonds, 31,366+ gemstones), IGI/GIA/GCAL certification workflows, and 3D CAD design tooling supporting unlimited revisions before manufacturing. The company's technical differentiation is operational rather than algorithmic: it combines aggregator-style procurement, multiple gemological certifications, free insured express shipping, 90-day returns, and a lifetime diamond warranty. Pricing is unit-based, with settings starting around $1,067 USD and complete rings typically $1,900-$3,500+ USD, complemented by BNPL payment options (Humm, Afterpay, Layby) and a 25% deposit model.
The business model is direct-to-consumer with a sales-led consultative overlay. Revenue is generated through one-time sales of jewellery pieces and bespoke design/professional services (CAD design, valuation reports). The go-to-market combines organic social (Instagram, TikTok, Pinterest, YouTube, Facebook), educational content marketing on lab diamonds and gemstones, email newsletters, and earned media through Google reviews. The company has served 6,688+ couples and holds 5,079 Google reviews at a 5.0-star rating, ships to 50+ countries, and supports multiple currencies. No external funding, owner management team, or revenue figures are disclosed.
AG & CO Jewellery firmographics
Firmographics- Name
- AG & CO Jewellery
- Legal name
- AG & CO Jewellery
- Website
- https://agcojewellery.com
- Company type
- Private
- Operating status
- Operating
- Short description
- AG & CO Jewellery is a privately-held Australian bespoke jewellery company based in Melbourne that designs and sells custom engagement rings, lab-grown and natural diamonds, gemstones, and fine jewellery to engaged couples worldwide via Shopify e-commerce and a Chadstone showroom.
- Ownership category
- akta.pro rank
AG & CO Jewellery industry classification
Industry- Product category
- Fine Jewellery
- NAICS
- Jewelry Retailers (458310)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Bridal & Engagement Jewelry Retail (CRAKAGAC)
- akta.pro secondary industries
- Custom/Bespoke Jewelry Retail Studios (CRAKAGAJ), Synthetic/Lab-Grown Diamonds & Gemstones (Manufacturing & Trading) (CRAKAJAM), Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)
Keywords
Where AG & CO Jewellery is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
AG & CO Jewellery business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Engagement Ring Sales: The primary revenue stream comprises bespoke and ready-to-buy engagement rings sold as complete pieces (setting + centre stone) or settings-only with customer-supplied diamonds. Products range from $1,067 to $2,493+ USD for settings, with complete rings commanding higher prices based on centre stone selection.
- Lab-Grown Diamond Sales: Direct sales of lab-grown diamonds to customers, with individual stones priced from approximately $240 (gemstones) to $630+ for diamonds, typically sold in combination with ring settings or as centre stones for the bespoke design service.
- Natural Diamond Sales: Sales of natural mined diamonds alongside lab-grown options, including natural fancy coloured diamonds (pink, blue, yellow, green), providing a full spectrum of diamond choices for bespoke jewellery.
- Fine Jewellery (Earrings, Necklaces, Bracelets, Pendants): Sales of fine jewellery pieces including tennis bracelets, earrings, necklaces, and pendants, offered in various precious metals (gold, platinum) and with or without diamonds/gemstones.
- Wedding Rings: Sales of wedding bands and rings to accompany engagement rings, often as a complementary purchase for engaged couples who previously purchased engagement rings.
- Custom Design Services: Charged as part of the bespoke engagement ring process, custom design services include CAD design creation, design revisions, and the creation of unique jewellery pieces tailored to individual customer specifications.
- Valuation Reports: Provision of valuation reports and appraisals for insurance purposes, offered as an add-on service for purchased jewellery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Engagement Ring Settings (Setting Only) |
| Unit Pricing | Pay-as-you-go | Complete Engagement Rings (Setting + Lab-Grown Diamond) |
| Unit Pricing | Pay-as-you-go | Coloured Gemstones |
| Other | Multi-year contract | Flexible Payment Plans |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels9 records
AG & CO Jewellery product offering
Product offeringCore offering
AG & CO Jewellery designs, manufactures, and sells bespoke engagement rings paired with lab-grown or natural diamonds, coloured gemstones, wedding bands, and fine jewellery pieces such as earrings, necklaces, bracelets, and pendants. Customers can buy ready-made settings or commission fully custom designs, with the company producing 3D CAD visualisations and video previews before any ring is manufactured. The Diamond Concierge Service delivers personalised in-person, Zoom, or phone consultations, and the Nivoda-integrated Shopify storefront exposes over 453,858 lab-grown diamonds and 31,366+ coloured gemstones with real-time filtering by specifications and certification.
Product overview
AG & CO Jewellery is an Australian bespoke fine jewellery company specializing in custom engagement rings and diamonds. The core offering consists of handcrafted engagement rings available in various styles (solitaire, halo, pavé, Toi Et Moi, three-stone, bezel, side stone) paired with either lab-grown or natural diamonds, colored/fancy diamonds, and colored gemstones. The product portfolio includes named ring collections (JAZMIRA, CHARLIE, ISLA, SORELLE, MARGESSA, AINSLEY, AVONLEI, THESSALIE, ELARAINE, ARISTELLE, ANALISE, ERINA, CELINA) alongside loose diamonds, gemstones, wedding rings, and fine jewellery pieces. The company differentiates through bespoke design services using 3D CAD technology and video previews, offering personalized consultations via online, in-person, or phone channels. Additional services include private diamond viewings, valuation reports, and flexible payment plans through Buy Now Pay Later providers.
Differentiator
Problem solved
Functional benefit
Products and services
- Bespoke Custom Engagement Rings Handcrafted custom engagement rings designed and manufactured by AG & CO, with each piece rendered in 3D CAD and previewed on video before production; available across multiple named collections and styles, in 9K/14K/18K gold and platinum, and configurable with lab-grown, natural, fancy coloured, or moissanite centre stones. Targeted at engaged couples seeking a unique or personalised ring.
- Lab-Grown Diamonds Certified lab-created diamonds available loose or as centre stones for bespoke engagement rings and fine jewellery, offered across all major shapes with IGI, GIA, and GCAL grading reports and backed by a Best Price Guarantee and price matching. Targeted at ethically-minded buyers and customers seeking larger or higher-quality stones within budget.
- Natural Diamonds Mined natural diamonds sold loose or set into engagement rings and fine jewellery, available across the same shape and specification range as lab-grown stones with recognised certification. Targeted at buyers who prefer traditionally sourced diamonds.
- Fancy Coloured Diamonds Natural and lab-created fancy coloured diamonds in pink, blue, yellow, green, and red, available across Fancy Light to Fancy Vivid intensity grades and supplied loose or set into bespoke jewellery. Targeted at luxury jewellery collectors and buyers seeking unique coloured centre stones.
- Coloured Gemstones Loose coloured gemstones such as emerald, sapphire, ruby, aquamarine, topaz, pearl, morganite, tanzanite, garnet, amethyst, and tourmaline, sold loose or as centre/accent stones in bespoke rings and fine jewellery. Targeted at buyers seeking coloured stone jewellery and unique designs.
- Wedding Rings Wedding bands and anniversary rings sold to complement engagement ring purchases, crafted in 9K/14K/18K gold and platinum, with or without diamonds or gemstones. Targeted at engaged and married couples.
- Fine Jewellery Fine jewellery pieces such as tennis bracelets, earrings, necklaces, and pendants in 9K/14K/18K gold and platinum, available with or without diamonds and coloured gemstones. Targeted at gift buyers and self-purchasers seeking everyday and occasion fine jewellery.
- Diamond Concierge Service A personalised consultation service that guides customers through diamond selection, custom ring design, and purchase decisions via in-person showroom visits, online Zoom meetings, and phone calls, led by named expert consultants such as Ana and Anthony. Targeted at customers seeking bespoke engagement rings and complex fine jewellery purchases.
- Valuation Reports Professional diamond and jewellery appraisal documentation supplied with purchases to support insurance cover. Targeted at buyers of higher-value engagement rings and fine jewellery pieces.
Quantifiable outcome
- Trusted by over 6,688 couples who purchased engagement rings
- +1 more outcomes
Companies that use AG & CO Jewellery
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
AG & CO Jewellery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Feature4 records
AG & CO Jewellery partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- HummminorBuy Now, Pay Later payment provider enabling customers to spread purchases over time with instalment options. Provides financing flexibility for high-value jewellery purchases.
- AfterpayminorBuy Now, Pay Later service allowing customers to pay for jewellery in four interest-free instalments. Attracts budget-conscious buyers who prefer payment flexibility.
- DHL ExpressminorInternational shipping partner providing express delivery with full insurance coverage for all jewellery orders. Enables global reach with reliable, trackable delivery.
- NivodacoreDiamond and gemstone inventory management system integrated into the Shopify platform. Provides access to 450,000+ lab-grown diamonds and 31,000+ coloured gemstones with real-time pricing, specifications, and certification data from IGI, GIA, and GCAL labs.
- IGI (International Gemological Institute)corePrimary diamond certification laboratory for their lab-grown diamond inventory. Provides grading reports for stones sold through the platform, ensuring quality assurance and customer confidence.
- GIA (Gemological Institute of America)coreDiamond certification laboratory option available for natural and some lab-grown diamonds. GIA certification adds premium credibility for higher-value stone purchases.
- GCALminorAlternative gemological certification laboratory available for diamond grading and authentication, providing additional certification options beyond IGI and GIA.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
AG & CO Jewellery competitors and assessment
Company assessmentDirect peers
- Ritani: Online engagement ring retailer with both lab-grown and natural diamonds, paired with a network of local jewelers for in-person consultations. Comparable hybrid online-plus-showroom model to AG & CO's digital-plus-Chadstone structure.
- Blue Nile: Large online diamond and engagement ring retailer (now part of Signet Jewelers) offering loose diamonds, settings, and bespoke rings globally. Overlaps with AG & CO on lab-grown and natural diamond sales with an e-commerce-led model.
- Brilliant Earth: US-based D2C jewelry brand with a strong ethical and lab-grown diamond positioning, offering bespoke engagement rings and conflict-free diamonds online. Closely comparable business model and customer base to AG & CO, operating at significantly larger scale.
- MiaDonna: Lab-grown diamond and moissanite D2C jewelry brand offering engagement rings and ethical fine jewelry. Direct peer for lab-grown positioning with some product mix overlap with AG & CO.
- Taylor & Hart: UK-based bespoke online jewelry retailer specializing in custom engagement rings with 3D design visualization and a consultative sales process. Closely matches AG & CO's bespoke CAD-led model and high-touch concierge sales approach.
- Clean Origin: D2C lab-grown diamond jewelry brand offering engagement rings, wedding bands, and fine jewelry online with a strong ethical-sourcing narrative. Direct competitor in the lab-grown engagement ring category.
- VRAI: Vertically-integrated lab-grown diamond brand (Diamond Foundry) selling D2C engagement rings and fine jewelry online. Directly comparable for lab-grown positioning, bespoke offering, and digital-first GTM.
- James Allen: Online diamond retailer owned by Signet, specializing in engagement rings with 360-degree diamond visualization technology. Directly comparable to AG & CO for online customizable engagement ring sales.
Emerging players
- Mejuri: D2C fine jewelry brand targeting similar digitally-native, ethical-conscious luxury buyers with a focus on everyday fine jewelry rather than engagement. Adjacent in audience and digital-first GTM, with a different primary use case.
Broad incumbents
- Diamond Foundry: Vertically-integrated lab-grown diamond producer that operates the VRAI consumer brand, supplying and competing across lab-grown engagement rings and fine jewelry. Comparable upstream and downstream, with materially larger scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
AG & CO Jewellery social profiles
Digital presenceAG & CO Jewellery financial estimates
Financial estimateRevenue estimate
Valuation estimate
AG & CO Jewellery leadership team
Management profileNumber of profiles
AG & CO Jewellery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AG & CO Jewellery 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 AG & CO Jewellery
What does AG & CO Jewellery do?
AG & CO Jewellery designs, manufactures, and sells bespoke engagement rings paired with lab-grown or natural diamonds, coloured gemstones, wedding bands, and fine jewellery pieces such as earrings, necklaces, bracelets, and pendants. Customers can buy ready-made settings or commission fully custom designs, with the company producing 3D CAD visualisations and video previews before any ring is manufactured. The Diamond Concierge Service delivers personalised in-person, Zoom, or phone consultations, and the Nivoda-integrated Shopify storefront exposes over 453,858 lab-grown diamonds and 31,366+ coloured gemstones with real-time filtering by specifications and certification.
Is AG & CO Jewellery a public or private company?
AG & CO Jewellery is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AG & CO Jewellery founded?
AG & CO Jewellery was founded in -1.
Where is AG & CO Jewellery based?
AG & CO Jewellery is headquartered in Melbourne, Australia, in the Oceania region.
How does AG & CO Jewellery make money?
Seven revenue lines are on record. Engagement Ring Sales are the primary driver. The others are lab-Grown Diamond Sales, natural Diamond Sales, fine Jewellery (Earrings, Necklaces, Bracelets, Pendants), wedding Rings, custom Design Services and valuation Reports.
Who are AG & CO Jewellery's main competitors?
Direct peers on record are Ritani, Blue Nile, Brilliant Earth, MiaDonna, Taylor & Hart, Clean Origin, VRAI and James Allen. Mejuri is listed as an emerging player. Diamond Foundry is listed as a broad incumbent.
Does AG & CO Jewellery have an API?
No public API is recorded for AG & CO Jewellery.
What industry is AG & CO Jewellery in?
AG & CO Jewellery's product category is Fine Jewellery. Its primary akta.pro industry code is CRAKAGAC, Bridal & Engagement Jewelry Retail, with a secondary code of CRAKAGAJ, Custom/Bespoke Jewelry Retail Studios. Its NAICS code is 458310 and its SIC code is 5944.