MAISON DE FEMMES
Maison de Femmes is an Australian direct-to-consumer jewellery brand founded in 2018 by Jess Kumanovski, designing and selling handcrafted gold and silver birthstone, initial, pearl, and bridal jewellery globally via its own Shopify storefront to individual consumers.
- Company typePrivate
- Founded2018
- HeadquartersMelbourne, Australia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What MAISON DE FEMMES does
Maison de Femmes is an Australian direct-to-consumer jewellery brand founded in 2018 by Jess Kumanovski in Sydney and Melbourne. The company designs and sells handcrafted gold and silver jewellery across four metal tiers (14K solid gold, gold vermeil, gold filled, and sterling silver), with signature collections centred on personalised birthstone necklaces, initial letter necklaces, freshwater pearl pieces, bridal jewellery and ear stacks, and a cosmic/celestial-themed Galaxia line. Products are priced from $44 to $330+, with bridal and gemstone pieces skewing toward the upper end.
The business operates on a single-channel DTC e-commerce model through an owned Shopify storefront, supported by multi-platform social marketing (Instagram, Facebook, TikTok, Pinterest), email capture with a 10% first-purchase incentive, two content publications (Femmes Journal and Real Brides Journal), and earned media in lifestyle and bridal press. Payment options include Afterpay BNPL plus standard card and wallet processors, and add-on revenue streams include gift cards, luxury gift wrap, and a jewellery repair service. Production is a hybrid: simpler pieces are made to order in the Sydney/Melbourne studio, while more intricate SKUs are produced by vetted manufacturing partners in China and India. The company has shipped to 24+ countries and reports 20,000+ customers and a 4.9/5 average across 309 reviews.
Maison de Femmes is a privately held, bootstrapped, founder-operated business with 1-10 employees and no external funding to date. It is currently investing in product expansion, with a sequenced 2026 roadmap covering the Galaxia return, the Charmed Builder visual design tool, a Raw Cut Birthstones line, and a refresh of best-selling Solstice and Marion necklaces.
MAISON DE FEMMES firmographics
Firmographics- Name
- MAISON DE FEMMES
- Legal name
- Maison de Femmes
- Website
- https://maisondefemmes.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Maison de Femmes is an Australian direct-to-consumer jewellery brand founded in 2018 by Jess Kumanovski, designing and selling handcrafted gold and silver birthstone, initial, pearl, and bridal jewellery globally via its own Shopify storefront to individual consumers.
- Ownership category
- akta.pro rank
MAISON DE FEMMES industry classification
Industry- Product category
- Handcrafted Jewellery
- NAICS
- Jewelry Retailers (45831), Jewelry and Silverware Manufacturing (33991)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Silverware & Plated Ware (3910), Jewelry, Precious Metal (3911)
- akta.pro primary industry
- Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI)
- akta.pro secondary industries
- Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Personalized Fine Jewelry (Nameplates/Initials/Engraved) (CRAKAAAI), Pearl Jewelry (CRAKAAAC)
Keywords
Where MAISON DE FEMMES is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
MAISON DE FEMMES business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Jewellery Product Sales: One-time purchase model for handcrafted jewellery including necklaces, earrings, bracelets. Products range from $44 to $330+. Additional revenue from gift cards and luxury packaging upgrades.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Jewellery products across multiple price points |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels8 records
MAISON DE FEMMES product offering
Product offeringCore offering
Maison de Femmes designs, handcrafts and sells original gold and silver jewellery — birthstone necklaces, initial letter necklaces, freshwater pearl pieces, bridal collections, cosmic/celestial pieces, gemstones, lockets, earrings and bracelets — via its own Shopify online store to individual consumers globally. Offerings are available across 14K solid gold, gold vermeil, gold filled, and sterling silver, with personalisation options, gift cards, luxury gift wrap and a repair service supporting the core range.
Product overview
Maison de Femmes is an Australian female-owned jewellery brand founded by Jess Kumanovski in 2018, offering handcrafted jewellery designed in Sydney and Melbourne. The core product portfolio centres on the Birthstone Collection (twelve month-by-month gemstone necklaces), Initial Necklaces (personalised letter pieces in 26 letter options), Pearl Jewellery (freshwater pearl earrings, necklaces and bracelets), and Bridal Collection (wedding-day jewellery and curated ear stacks). These are complemented by the Cosmic Woman/Galaxia celestial-themed collection, Gemstone Necklaces (Solstice and Marion designs), and jewellery across four metal types: 14K Solid Gold, Gold Vermeil (2.5 microns), Gold Filled (14K/20), and Sterling Silver. Products are distributed through their Shopify e-commerce platform with payment integrations including Afterpay, PayPal, Apple Pay, Visa, Mastercard, and American Express. The company is expanding with upcoming launches including the Galaxia collection return (July 2026), Charmed interactive builder (July 2026), Raw Cut Birthstones (August 2026), and Solstice & Marion refresh (September 2026).
Differentiator
Problem solved
Functional benefit
Products and services
- Birthstone Collection Twelve month-by-month birthstone necklaces featuring genuine gemstones (garnet, amethyst, aquamarine, diamond, emerald, moonstone, ruby, peridot, sapphire, opal, citrine, tanzanite) with cosmic-inspired designs and celestial side details, targeted at women seeking meaningful personalised jewellery.
- Initial Necklaces Personalised letter necklaces offered across 26 letters (A–Z) in single and double letter combinations, with optional birthstone charm additions, for customers wanting initial-based personalised pieces.
- Pearl Jewellery Freshwater pearl jewellery across drop earrings, stud earrings, collar earrings and necklaces featuring real hand-selected pearls in irregular and perfect options, for bridal, occasion and everyday wear customers.
- Bridal Collection Wedding-day jewellery including pearl bridal earrings, necklaces, bracelets and curated bridal ear stacks with timeless romantic designs, targeted at brides and bridal parties seeking coordinated wedding-day pieces.
- Cosmic Woman / Galaxia Collection Celestial-inspired jewellery across hoops, earrings and charms featuring star, moon and cosmic-themed designs, including the Cosmic Midnight Earrings product line for customers drawn to celestial aesthetics.
- Gemstone Necklaces (Solstice and Marion) Stone-based necklaces featuring the Solstice and Marion designs with polished gemstones, spinner pendant options and celestial-inspired aesthetics (e.g., As Above So Below Spinner at $257).
- Earrings Wide range of earring styles including studs, hoops, huggies, threaders, flatbacks and drop earrings across gold vermeil, gold filled, sterling silver and solid gold, offered as standalone pieces and as bridal ear stack sets.
- Bracelets Bracelet collection including bangles, pearl bracelets, gemstone bracelets, tennis bracelets and chain bracelets designed for stacking and layering.
- Locket Necklaces Heart-shaped locket necklaces with inscription capabilities and birthstone options, positioned as meaningful personalised gifts.
- Flower Child Collection Nature-inspired jewellery featuring floral and botanical design elements, complementing the brand's cosmic/personalised aesthetic.
- Gift Cards Digital gift cards available for purchase that let recipients choose their own Maison de Femmes jewellery, supporting the gift-giver segment.
- Jewellery Repair Service Repair services offered by Maison de Femmes for existing in-house jewellery pieces, supporting the brand's 6-month warranty and post-purchase customer care.
- Charmed Builder Interactive online design tool that allows customers to build personalised necklaces, earrings and ear stacks by configuring charms, initials and components before purchase.
Quantifiable outcome
- 4.9/5 rating from 309 customer reviews
- +1 more outcomes
Companies that use MAISON DE FEMMES
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
MAISON DE FEMMES technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
MAISON DE FEMMES partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- China Manufacturing PartnersminorManufacturing partners in China that produce more intricate pieces outside of the studio's skillset. Vetted to meet ethical, environmental and social standards.
- India Manufacturing PartnersminorManufacturing partners in India that produce more intricate pieces outside of the studio's skillset. Vetted to meet ethical, environmental and social standards.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
MAISON DE FEMMES competitors and assessment
Company assessmentRegional players
- Christie Nicolaides: Australian designer jewellery label known for bold, handcrafted gold pieces and signature sculptural designs. Comparable Australian D2C designer jewellery positioning with similar price ladder and target customer.
Direct peers
- By Charlotte: Australian designer jewellery brand known for spiritual/celestial motifs (evil eye, lotus, hamsa) sold direct-to-consumer. Highly comparable in regional positioning, spiritual/celestial aesthetic, and handmade gold and silver jewellery.
- Catbird: Brooklyn-based independent D2C fine jewellery brand offering delicate gold, silver, and stackable pieces with bridal focus. Comparable in handmade positioning, price points, and bridal/personalised customer use cases.
- Sofia Zakia: Independent fine jewellery brand with celestial, talismanic, and spiritually-inspired gold and diamond pieces. Direct aesthetic and thematic overlap with Maison de Femmes' Cosmic Woman / Galaxia collections.
- Oak and Luna: Direct-to-consumer personalised jewellery brand specialising in initial necklaces, name necklaces, and birthstone pieces in gold and silver. Highly overlapping product line and personalisation-led value proposition.
- Mejuri: Canadian-born direct-to-consumer fine jewellery brand selling gold, gold vermeil, and sterling pieces at accessible price points with strong social media-led marketing. Closest comparable in GTM motion, price band, and product mix to Maison de Femmes.
- Aurate: New York-based D2C fine jewellery brand offering gold, gold vermeil, and personalised/initial pieces at overlapping price points with Maison de Femmes. Same direct-to-consumer, female-targeted positioning.
- Sarah & Sebastian: Australian contemporary fine jewellery brand specialising in pearls and gold pieces with a strong bridal offering. Direct overlap with Maison de Femmes on freshwater pearl jewellery, bridal collections, and Australian D2C distribution.
- Local Eclectic: US-based D2C marketplace for independent jewellery designers offering curated gold, silver, and birthstone pieces. Comparable independent-brand curation model targeting similar personalised/giftable jewellery buyer.
Emerging players
- Atolea: D2C jewellery brand with water-resistant gold and silver pieces marketed at accessible price points. Comparable durable-everyday wear positioning, although slightly broader mass-market orientation.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
MAISON DE FEMMES social profiles
Digital presenceMAISON DE FEMMES financial estimates
Financial estimateRevenue estimate
Valuation estimate
MAISON DE FEMMES leadership team
Management profileNumber of profiles
Profiles1 record
MAISON DE FEMMES funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MAISON DE FEMMES 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 MAISON DE FEMMES
What does MAISON DE FEMMES do?
Maison de Femmes designs, handcrafts and sells original gold and silver jewellery — birthstone necklaces, initial letter necklaces, freshwater pearl pieces, bridal collections, cosmic/celestial pieces, gemstones, lockets, earrings and bracelets — via its own Shopify online store to individual consumers globally. Offerings are available across 14K solid gold, gold vermeil, gold filled, and sterling silver, with personalisation options, gift cards, luxury gift wrap and a repair service supporting the core range.
Is MAISON DE FEMMES a public or private company?
MAISON DE FEMMES is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MAISON DE FEMMES founded?
MAISON DE FEMMES was founded in 2018. It employs 1 to 10 people.
Where is MAISON DE FEMMES based?
MAISON DE FEMMES is headquartered in Melbourne, Australia, in the Oceania region.
How does MAISON DE FEMMES make money?
One revenue line is on record: jewellery Product Sales.
Who are MAISON DE FEMMES's main competitors?
Christie Nicolaides is listed as a regional player. Direct peers are By Charlotte, Catbird, Sofia Zakia, Oak and Luna, Mejuri, Aurate, Sarah & Sebastian and Local Eclectic. Atolea is listed as an emerging player.
Does MAISON DE FEMMES have an API?
No public API is recorded for MAISON DE FEMMES.
What industry is MAISON DE FEMMES in?
MAISON DE FEMMES's product category is Handcrafted Jewellery. Its primary akta.pro industry code is CRAKAHAI, Artisan/Hand-Fabricated One-of-a-Kind Jewelry, with a secondary code of CRAKABAC, Designer/Artisan Fashion Jewelry (Independent Brands). Its NAICS code is 45831 and its SIC code is 5944.