alunir

What alunir does

alunir is a privately held Swiss jewelry brand operating a direct-to-consumer model that combines a Shopify e-commerce storefront (alunir.ch) with three owned physical retail stores in Zürich (Schweizergasse 10), St. Gallen (Neugasse 40), and Heerbrugg (Bahnhofstrasse 3). The company sells meaningful, gemstone-led jewelry across earrings, necklaces, bracelets, rings, anklets, and accessories, with materials spanning sterling silver 925, gold-plated silver, water-resistant stainless steel, and 18k solid gold. A premium sub-line, Soluna, is handcrafted in a small Spanish manufactory and retails between CHF 280 and CHF 650, while the core assortment is priced from approximately CHF 25 to CHF 200 and the outlet channel runs promotions of 20-70%.

The brand extends beyond transactional retail through experiential services: in-store DIY jewelry-making workshops and Permanent Bracelet attachment services are offered across all three stores with appointment booking, plus community events such as "Your Moon x Your Magic" and "Pilates meets Jewellery." The customer base is segmented across women (primary), men, children, and gift-buyers, with personalization options including letter necklaces, zodiac signs, and a "Create Your Own" line. Distribution is geographically constrained: the company ships within Switzerland and Liechtenstein, and accepts EU orders only under CHF 150 to avoid customs friction. The company has not disclosed revenue, headcount, founding date, legal entity structure, or any external funding.

The business model is essentially a vertically controlled craft-retail operation: alunir sources designs in-house, sells primarily through its own channels, runs a community-driven content and event program, and has no disclosed third-party resellers, marketplace presence, or wholesale partnerships. Reported scale signals include 40,000+ cumulative customers served and 400+ Google reviews at a 4.8-star rating, both presented as lifetime metrics rather than annual figures.

Name

alunir

Legal name

alunir

Website

https://alunir.ch

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

alunir is a privately held Swiss jewelry brand selling meaningful, gemstone-led jewelry (silver 925, gold-plated silver, stainless steel, and 18k solid gold) through its own e-commerce site and three physical stores in Zürich, St. Gallen, and Heerbrugg, serving individual consumers across women, men, and children segments in Switzerland and Liechtenstein.

Ownership category

akta.pro rank

Product category

Fashion and Fine Jewelry Retail

NAICS

Jewelry Retailers (458310)

SIC

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

akta.pro primary industry

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)

akta.pro secondary industries

Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Colored Gemstone Jewelry (CRAKAAAB), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)

Keywords

• Fine jewelry retail
• Gemstone jewelry
• Sterling silver jewelry
• Personalized jewelry
• Handcrafted gold jewelry

Headquarters

HQ city

Heerbrugg

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Jewelry Product Sales: One-time purchase model for jewelry products including necklaces, rings, bracelets, earrings, and anklets. Products sold in silver 925, gold-plated silver 925, stainless steel, and 18k solid gold. Premium Soluna collection features 18k solid gold pieces manufactured in Spain.
2. DIY Jewelry Experiences: In-store do-it-yourself jewelry making workshops in Zurich, St. Gallen, and Heerbrugg. Customers create personalized jewelry on-site.
3. Permanent Bracelet Service: In-store permanent bracelet application service with appointment booking. Includes gift vouchers available for purchase.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

alunir designs, sources, and retails meaningful gemstone-based jewelry (earrings, necklaces, bracelets, rings, anklets, and accessories) in sterling silver 925, gold-plated silver 925, water-resistant stainless steel, and 18k solid gold. The company sells through its own Shopify e-commerce site (alunir.ch) and three retail stores in Switzerland, and offers in-store DIY jewelry-making workshops and a Permanent Bracelet attachment service, including gift vouchers for both.

Product overview

alunir is a Swiss jewelry brand offering a diverse portfolio of fine jewelry products and experiences. The core offering includes ear jewelry (Ohrschmuck), necklaces (Halsketten), bracelets (Armbänder), rings (Ringe), anklets (Fussketten), and accessories. The brand features multiple collections including the premium Soluna 18k gold line handcrafted in Spain, the floral-themed Bloom Collection with colored gemstones, and the NOVA gemstone collection. alunir provides personalized jewelry through its Create Your Own line, experiential services including DIY jewelry making workshops and Permanent Bracelet attachment services in Zurich, St. Gallen, and Heerbrugg stores, and water-resistant stainless steel jewelry for everyday wear. The company also offers children's and men's jewelry lines, an outlet section with discounted items, and features over 30 types of genuine gemstones including Moonstone, Rose Quartz, Amethyst, and Labradorit. Materials include Sterling Silver 925 (plain and gold-plated), 18k solid gold, and water-resistant stainless steel, with pricing ranging from affordable items under CHF 40 to luxury 18k gold pieces up to CHF 650.

Differentiator

Problem solved

Functional benefit

Brands

• Soluna: 18 karat gold collection featuring delicate, feminine designs capturing the magic of light when sun and moon meet.
• Bloom

Products and services

• Earrings (Ohrschmuck) Standalone earring product line including stud earrings, hoop earrings (Creolen), drop earrings, and ear cuffs in sterling silver 925, gold-plated silver, stainless steel, and gemstone versions, sold to individual consumers.
• Necklaces (Halsketten) Standalone necklace line including pendant necklaces, personalized necklaces, layering necklaces, gemstone necklaces, and chain necklaces in multiple lengths, materials, and price points.
• Bracelets (Armbänder) Standalone bracelet line including gemstone bracelets, chain bracelets, and pearl bracelets in gold-plated silver 925 and other materials.
• Rings (Ringe) Standalone ring line including gemstone rings, minimalist rings, and statement rings available in multiple sizes and finishes.
• Anklets (Fussketten) Standalone anklet line including water-resistant options, gemstone anklets, and minimalist chain styles.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Swarovski: Austrian-founded crystal and fashion jewelry giant with broad retail presence across DACH and globally — a comparable broad incumbent in everyday fashion jewelry and accessories.
• Pandora: Global jewelry brand with comparable price points (silver and gold-plated), strong personalization via charms, and a mix of physical retail and e-commerce — closely aligned with alunir's core everyday fashion jewelry positioning.

Regional players

• Bucherer: Swiss heritage jeweler and watch retailer with strong presence in Switzerland and a fine jewelry assortment — comparable as a regional premium physical-retail peer.
• Christ (Swiss Jeweler): Leading Swiss jewelry retailer with multiple physical stores across Switzerland, offering fine and fashion jewelry — a direct regional comp for alunir's store-and-online model in Switzerland.

Emerging players

• Anna + Nina: Amsterdam-based jewelry and lifestyle brand with gemstone-led storytelling and curated collections — a comparable emerging lifestyle-jewelry peer.
• Gorjana: California-based everyday jewelry brand with gold and silver layering pieces at accessible price points, sold through DTC and own retail — comparable in price architecture and everyday jewelry positioning.
• Atolea: D2C jewelry brand with gemstone-forward, meaningful pieces sold primarily online — an emerging comparable in the gemstone/personalization niche.

Others

• Etsy (independent jewelry sellers): Etsy hosts thousands of independent sellers offering personalized, gemstone, and bespoke jewelry at similar price points — an indirect competitive channel for alunir's personalization and gemstone positioning.

Direct peers

• Thomas Sabo: German jewelry brand offering sterling silver 925 and gold-plated collections, zodiac and letter charms, and a similar silver/gold price architecture — a direct comp to alunir in the DACH region.
• Mejuri: Direct-to-consumer fine jewelry brand emphasizing everyday gold and silver pieces, personalization, and gemstone storytelling — highly comparable to alunir's D2C plus premium Soluna positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/alunir-gmbh

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 alunir