What Rellery does

Rellery is a Brooklyn-based, privately held direct-to-consumer jewelry brand founded in 2019 that designs, sources, and sells personalized jewelry through its owned e-commerce storefront at rellery.com. The catalog spans approximately 600 SKUs across necklaces (253 items), bracelets (98), earrings (92), rings (70), charms (52), men's jewelry (20), anklets (12), and adjacent vegan leather accessories (10), with price points ranging from $39 (charms) to $250+ (men's wedding rings). Core technical and merchandising differentiators include a customizable engraving system supporting names, initials, dates, coordinates, and symbols on both sides of bar pieces; a modular charm ecosystem that mixes across necklaces, bracelets, and rings; and a materials platform using 18K gold over sterling silver (vermeil), solid 14K gold, rhodium-coated sterling silver, and hypoallergenic, waterproof, tarnish-resistant finishes backed by a one-year warranty.

The business is run as a self-serve e-commerce operation with no physical retail, no wholesale, and no third-party marketplace presence, shipping within the US with free shipping on orders above $100. Revenue mechanics combine one-time product sales with a RELLERY+ VIP subscription priced at $29 per month, which converts the fee into $29 of monthly store credit alongside a 10% order discount, early access, and quarterly mystery gifts. Customer acquisition relies on a digital-first marketing mix including Instagram, Facebook, Pinterest, SEO, email, and a creator-led GTM motion built on recurring limited-edition collaborations with influencers such as Sarah Lit, Giannina Gibelli, Kay Dudley, Micah & Sarah, Meghan Lane, Peyton Baxter, and Angela Rose, supported by live shopping events. The company has no disclosed venture or private equity funding, no parent company, no management team information in the data set, and no disclosed financial metrics.

Name

Rellery

Legal name

Rellery

Website

https://rellery.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Rellery is a Brooklyn-based DTC jewelry brand founded in 2019 that sells personalized and birth flower jewelry directly to consumers via its e-commerce site, serving gift-buying and fashion-conscious women plus a growing men's segment across 600+ SKUs.

Ownership category

akta.pro rank

Product category

Personalized Jewelry

NAICS

Jewelry Retailers (45831), Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG)

akta.pro secondary industries

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC), Charm & Personalized Fashion Jewelry (Nameplates/Initials/Photo) (CRAKABAE)

Keywords

• Personalized jewelry
• Custom engraved jewelry
• Birth flower jewelry
• Zodiac jewelry
• Charm bracelets

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewelry Product Sales: Primary revenue stream from direct sale of personalized jewelry products including necklaces, bracelets, rings, earrings, anklets, and charms. Products sold at one-time purchase prices ranging from $39 to $250+. Individual product categories: necklaces (17-253 items), bracelets (98 items), rings (70 items), earrings (92 items), anklets (12 items).
2. RELLERY+ VIP Membership: Subscription membership program at $29/month providing $29 monthly store credit (effectively converting the fee to purchasing power), 10% extra discount on all orders, early access to new arrivals, and mystery gift every 3 months. First month free. No minimum commitment - cancel anytime.
3. Shipping Revenue: Free standard shipping on US orders $100+. Orders under $100 may incur shipping fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Rellery designs, sources, and sells personalized jewelry directly to consumers through its own e-commerce storefront at rellery.com. Its catalog spans engravable bar necklaces, charm bracelets, rings, earrings, anklets, and men's jewelry, with deep customization across initials, zodiac signs, birth flowers, symbols, and coordinates. The brand runs an influencer-driven DTC model and a $29/month RELLERY+ VIP membership that converts monthly fees into store credit.

Product overview

Rellery is an e-commerce jewelry company specializing in high-quality personalized jewelry at accessible prices. The core product offering is a comprehensive jewelry portfolio spanning necklaces (253 items), charms (52 items), bracelets (98 items), earrings (92 items), rings (70 items), anklets (12 items), and men's jewelry (20 items), plus jewelry cases (10 items). Key product lines include personalized/engravable pieces, birth flower collections (12 months), zodiac jewelry, pearl jewelry, and essential everyday pieces. The company operates through a direct-to-consumer online model with a subscription membership program (RELLERY+ VIP at $29/month). Rellery also collaborates with influencers including Sarah Lit, Giannina Gibelli, Kay Dudley, Micah & Sarah, Meghan Lane, Peyton Baxter, and Angela Rose on exclusive collections. Materials include 18K gold plated over sterling silver (vermeil), sterling silver, and solid gold options, with emphasis on hypoallergenic, waterproof, and tarnish-resistant properties.

Differentiator

Problem solved

Functional benefit

Brands

• RELLERY+ VIP Membership: A membership program offering $29 monthly store credit, 10% off all orders, early access to new arrivals, and mystery gifts every 3 months for $29/month.
• Birth Flower Collection

Products and services

• Personalized Jewelry Collection Customizable and engravable jewelry portfolio (600+ SKUs) including necklaces, bracelets, rings, earrings, anklets, and charms crafted in 18K gold over sterling silver vermeil, sterling silver, and solid gold; designed for gift-giving and self-purchase by individual consumers.
• Necklaces Pendant-style necklaces worn around the neck, including chain necklaces, charm necklaces, birth flower necklaces, zodiac necklaces, pearl necklaces, and engravable bar necklaces; for individual consumers seeking personalized pieces.
• Charms Decorative charms and pendants (initial charms, zodiac charms, birth flower charms, symbol charms) that can be added to necklaces and bracelets; for consumers building modular, collectible jewelry.
• Bracelets Wrist jewelry including charm bracelets, chain bracelets, personalized bracelets, flower bracelets, and zodiac bracelets; for individual consumers, including gift-givers.
• Rings Finger jewelry including personalized rings, ring sets, stacking rings, dome rings, signet rings, and checker rings; for individual consumers including stacking-rings enthusiasts.
• Earrings Ear jewelry including essential hoops, huggie earrings, stud earrings, zodiac earrings, ear cuffs, statement earrings, and illusion earrings; for individual consumers.
• Anklets Ankle jewelry including coin chain anklets, bold link anklets, cuban anklets, crystal anklets, cross anklets, and decorative anklets; for individual consumers.
• Men's Jewelry Men's jewelry including hex pendant necklaces, hex ID bracelets, signet rings, band rings, curb chain necklaces, box chain necklaces, and men's wedding rings; for men and gift-buying partners.
• Birth Flower Jewelry Collection Birth month flower-themed jewelry (12 monthly designs) offered across necklaces, bracelets, and rings, often combined with birthstones and initials; for consumers seeking personalized, symbolic gifts.
• RELLERY+ VIP Membership Monthly subscription membership ($29/month, first month free) converting the fee into $29 of store credit, with an additional 10% off all orders, early access to new arrivals, and a mystery gift every 3 months; for repeat jewelry customers and gift-givers.
• Heart Birth Flower Necklace Heart-shaped pendant necklaces engraved with birth flower designs representing each calendar month, with customization options including birthstones and initials; for gift-givers and self-purchasers.
• Bar Necklace Engravable bar pendant necklaces customizable with names, dates, initials, and coordinates, available in 18K gold plated, sterling silver, and solid gold with front and back engraving options; for gift-givers and self-purchasers.

Quantifiable outcome

• 4.8-4.9 star average customer rating across products based on hundreds of reviews
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Sarah LitcoreGTM or Marketing PartnerSarah Lit collaborated with Rellery to create an exclusive collection (SARAH LIT X RELLERY), featuring personalized jewelry designs. The collaboration is marketed through Rellery's website and social media channels, leveraging Sarah Lit's audience for customer acquisition.
• Giannina GibellicoreGTM or Marketing PartnerGiannina Gibelli partnered with Rellery on the 'Amore Collection' launched via live shopping event on June 25. The collaboration features romantic-themed jewelry pieces and is promoted through Instagram live events.
• Kay DudleyminorGTM or Marketing PartnerKay Dudley collaborated with Rellery on the 'Kay X Rellery Bonbon Collection', featuring playful candy-themed jewelry designs. Live shopping event hosted on May 7th.
• Micah & SarahminorGTM or Marketing PartnerMicah & Sarah partnered with Rellery on a jewelry collection, marketed through the brand's website and social channels.
• Meghan LaneminorGTM or Marketing PartnerMeghan Lane collaborated with Rellery on an exclusive jewelry line, available through Rellery's e-commerce platform.
• Peyton BaxterminorGTM or Marketing PartnerPeyton Baxter partnered with Rellery on an exclusive jewelry collection, featured on the brand's website.
• Angela RoseminorGTM or Marketing PartnerAngela Rose collaborated with Rellery on an exclusive jewelry line, marketed through the Rellery platform.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Kendra Scott: Kendra Scott is an established jewelry brand with broad assortment including personalized, color-stone, and birthstone pieces. Comparable on personalized gifting use cases but operates at significantly larger scale with physical retail.

Direct peers

• Mejuri: Mejuri is a leading DTC fine jewelry brand offering everyday pieces in gold, silver, and vermeil at accessible price points. It directly competes with Rellery on personalization, material quality, and gifting occasions, with a larger scale and broader assortment.
• PAVOI: PAVOI is a DTC jewelry brand focused on gold, silver, and vermeil pieces at affordable price points. Competes with Rellery in everyday wear, layering, and influencer-driven acquisition.
• Made by Mary: Made by Mary is a small DTC jewelry brand specializing in personalized necklaces, bracelets, and birthstone pieces. Closely comparable to Rellery on personalization, materials (gold, silver), and gift positioning.
• Aurate: Aurate is a NYC-based DTC fine jewelry brand with membership-style purchase programs and vermeil/solid gold offerings. Closely comparable to Rellery on materials, NYC origin, and direct relationship model.
• BaubleBar: BaubleBar is a digitally native jewelry brand offering personalized/initial jewelry and giftable pieces at accessible prices. Strong direct overlap with Rellery's engraving, initial, and birth-month merchandising strategy.
• Gorjana: Gorjana is a California-based DTC jewelry brand selling layered necklaces, bracelets, and personalized pieces at accessible price points. Overlaps with Rellery on stackable, dainty personalization and gifting positioning.
• Olive + Piper: Olive + Piper is a DTC jewelry brand offering event-centric and personalized jewelry (bridesmaid, brides, gifts). Comparable to Rellery on personalized gifting and accessible price positioning.

Emerging players

• Birdy Grey: Birdy Grey is a digitally native brand with a jewelry line focused on bridesmaid gifts and personalized pieces. Comparable to Rellery on gifting use cases and personalization for special occasions.
• Jewelry by Johan: Jewelry by Johan is a small-batch personalized jewelry brand focused on initial and nameplate necklaces. Comparable to Rellery's personalization-led value proposition with a more niche assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RelleryOfficial
• Instagraminstagram.com/relleryofficial
• Pinterestpinterest.com/relleryofficial
• LinkedInlinkedin.com/company/rellery

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 Rellery