MIA's
MIA's is an Italian fashion jewelry and accessories brand founded in 2012 that designs, manufactures, and sells bracelets, necklaces, rings, earrings, headbands, and charms to primarily female consumers across Italy via 400+ retail partners and a global e-commerce site, anchored by its iconic Love Boat anchor bracelet.
- Company typePrivate
- Founded2012
- HeadquartersAlessandria, Italy
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What MIA's does
MIA's (MIA's S.r.l. Unipersonale) is an Italian fashion accessories company founded in 2012 in Alessandria by Gianpaolo Pastro and Alessia Novelli, who relocated the business to Milan in 2013. The company designs and sells handcrafted fashion jewelry and accessories under a 100% Made in Italy positioning, spanning bracelets, necklaces, earrings, rings, headbands, charms, pins, belts, and eyeglass chains. Its flagship product is the Love Boat anchor bracelet collection, originally launched at founding and re-editioned in 2026 with sport-themed variants and interchangeable charms; the Vintage Headband and Vintage Collection (introduced 2018–2019) extend the portfolio into 70s-inspired jewelry and accessories, supported by sub-brands Ricordi, Brera, Astra, and a Kids line.
The business is primarily direct-to-consumer through the miasitaly.com e-commerce site, complemented by a Milan flagship boutique at Via dell'Orso 12 and a wholesale network of more than 400 retail partners across Italy; international reach is delivered via e-commerce shipping to over 35 countries including Japan, Slovenia, and Brazil, where growth has historically been seeded through celebrity and influencer endorsements (Sara Sampaio, Kate Hudson, Kate Moss, Chiara Ferragni, Lapo Elkann, Mariano Di Vaio). Marketing is conducted via Instagram, Facebook, Twitter, a 10%-off newsletter funnel, promotional codes, and earned media in fashion publications such as Marie Claire and Vanity Fair.
Revenue mechanics are unit-level DTC sales at price points ranging from €24 (charms) to €393 (premium necklaces), with free shipping over €99 in Italy (€200 internationally) and pay-in-3 installments via Klarna and PayPal; payment integrations include Visa, Mastercard, American Express, Amazon Pay, and Apple Pay, with logistics handled via DHL, TNT, and Bartolini. A Rewind repair service supports post-purchase retention. Structurally the company is bootstrapped and founder-controlled (single-member S.r.l.), with 1–10 disclosed direct employees, no institutional funding, and no public revenue or ARR disclosures.
MIA's firmographics
Firmographics- Name
- MIA's
- Legal name
- MIA's S.r.l. Unipersonale
- Website
- https://miasitaly.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MIA's is an Italian fashion jewelry and accessories brand founded in 2012 that designs, manufactures, and sells bracelets, necklaces, rings, earrings, headbands, and charms to primarily female consumers across Italy via 400+ retail partners and a global e-commerce site, anchored by its iconic Love Boat anchor bracelet.
- Ownership category
- akta.pro rank
MIA's industry classification
Industry- Product category
- Fashion Jewelry
- NAICS
- Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991)
- SIC
- Costume Jewelry & Novelties (3960), Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)
- akta.pro secondary industries
- Statement & Trend Jewelry (CRAKABAB), Fashion Jewelry Sets & Giftable Collections (CRAKABAL), Charm & Personalized Fashion Jewelry (Nameplates/Initials/Photo) (CRAKABAE), Luxury Giftables & Lifestyle Accessories (Charms, Bag Accessories, Keychains) (CRAKAEAL)
Keywords
Where MIA's is headquartered
LocationHeadquarters
- HQ city
- Alessandria
- HQ country
- Italy
- HQ region
- Europe
Offices2 records
Markets served
MIA's business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Direct Product Sales: MIA's generates revenue through direct sales of fashion jewelry and accessories via its e-commerce website and physical retail boutiques. Products include bracelets, necklaces, earrings, rings, headbands, pins, and charms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Headbands |
| Unit Pricing | Pay-as-you-go | Necklaces |
| Unit Pricing | Pay-as-you-go | Earrings |
| Unit Pricing | Pay-as-you-go | Bracelets (Love Boat) |
| Unit Pricing | Pay-as-you-go | Rings |
| Unit Pricing | Pay-as-you-go | Charms |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
MIA's product offering
Product offeringCore offering
MIA's designs, manufactures, and sells 100% Made-in-Italy fashion jewelry and accessories. Its signature line is the Love Boat anchor bracelet collection with interchangeable cord-and-charm components (sport editions, hearts, knots, koi, owls, letters L-O-V-E, and others). The catalog also spans necklaces, rings, earrings, pins, belts, eyeglass chains, and the Vintage 70s-inspired headband collection, sold direct-to-consumer via miasitaly.com, through the Milan boutique, and via 400+ Italian retail partners.
Product overview
MIA's Italy is an Italian fashion company founded in 2012, specializing in jewels and accessories. The product portfolio centers on the iconic Love Boat Re-Edition anchor bracelet collection with interchangeable charms, complemented by a comprehensive jewelry line including necklaces, rings, earrings, pins, belts, and eyeglass chains. The company also offers the Vintage Collection featuring 70s-inspired headbands (cerchietti) in velvet, satin, sponge, feathers, and wool materials, along with the Ricordi Collection (customizable brass jewelry), Collezione Brera, and Collezione Astra. All products are 100% made in Italy with quality craftsmanship and are available through the e-commerce platform with international shipping. The company also provides a repair service (Rewind) for jewelry maintenance.
Differentiator
Problem solved
Functional benefit
Brands
- Love Boat Re-Edition: Re-edition of the iconic anchor bracelet with themes of love and connection, featuring anchor and knot symbols on cord bracelets with various charms including sports themes (F1, tennis, football, basketball), heart pendants, house charms, owl charms, key and padlock charms, letter charms (L-O-V-E), and koi carp charms.
- Vintage Collection
- Ricordi Collection
- Astra Collection
- Brera Collection
Products and services
- Love Boat Re-Edition Bracelets MIA's signature anchor bracelets featuring strong anchor and intertwined knot symbols representing love and connection, available in gold and silver metal with various cord colors and interchangeable charms. Targeted at adults and couples seeking a meaningful, customizable everyday bracelet.
- Love Boat Charms Interchangeable gold and silver charms for Love Boat bracelets including heart, infinity heart, knot, koi carp, house, lucky cookie, owl, key, padlock, letter charms (L, O, V, E), bulldog, world cup, and fire horse designs. Enables personalization of the Love Boat bracelet system.
- Necklaces Women's necklace line including chain necklaces with charms, cord necklaces, Apache-style lanyard necklaces, and personalized name necklaces, priced €69-€393 depending on collection and materials.
- Rings Jewelry rings including MIA ring, Chevalier rings with pearls and crystals, Astra ring (gas tube design), Aria ring with crystals, and open rings with pearls, priced €45-€219 depending on collection.
- Earrings Diverse earring collection featuring chandelier earrings (Mia, Thea, Afrodite), Puffy earrings, Bumper earrings, Botton earrings, Earcuffs, Initial earrings, Hearts earrings, Hoops with crystals, and Octagon, Square, and Circle designs, priced €99-€239.
- Vintage Headbands (Cerchietti) 70s-style vintage-inspired headbands in velvet, satin, sponge, feathers, wool, and jewelry applications, embellished with pearls and crystals, trimmed in gold. Handmade, 100% Made in Italy, priced €89-€229 depending on material and design.
- Pins (Spille) Brooch collection including Heart, Camelia, Rania, Marrakech, and Cleo designs for women looking for statement accessories.
- Belts (Cinture) Women's belt accessories in the MIA's jewelry and accessories collection.
- Eyeglass Chains (Catene per Occhiali) Decorative chains for eyeglasses in vintage gold and silver designs.
- Vintage Collection Vintage-inspired jewelry line featuring 70s-style handcrafted designs with pearls, crystals, and metal base, including velvet, satin, sponge, wool, and feather headbands embellished with jewels.
- Ricordi Collection Brass (nickel-free) jewelry line with slim chain necklaces and charms in wood and white horn with circle design, featuring snap hook closure and one size; customizable charm option available.
- Brera Collection Jewelry collection with distinctive Milan-inspired design aesthetic, featuring pieces such as the Brera Infinity necklace.
- Astra Collection Fashion jewelry collection including earrings, rings, and necklaces with contemporary designs such as Vida earrings and charm, Puffy earrings, and Astra necklace and ring in gas tube design.
- Kids Collection Children's headbands and accessories featuring the Vintage Headband line in smaller sizes and kid-appropriate designs, with vintage-inspired comfortable wear.
- Rewind Repair Service Repair service allowing MIA's customers to restore or fix purchased jewelry items, supporting the two-year international warranty on manufacturing defects.
Companies that use MIA's
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
MIA's technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
MIA's partnerships and signals
Strategic signalScale indicators6 records
Recent moves7 records
Expansion highlights4 records
MIA's competitors and assessment
Company assessmentDirect peers
- Monica Vinader: Premium everyday jewelry brand with strong DTC and celebrity visibility; targets a similar affordable-luxury positioning and gifting occasions to MIA's, although at a higher price point.
- Mejuri: DTC-first fashion fine-jewelry brand with a strong direct-to-consumer and celebrity-driven marketing playbook; competes with MIA's for millennial/Gen-Z women's everyday jewelry spend and gifting occasions.
- Stroili Oro: Italian fashion jewelry chain selling affordable bracelets, necklaces, earrings and charms through a large Italian retail footprint; directly comparable to MIA's in product mix, price positioning, and reliance on Italian wholesale/retail distribution.
- Links of London: British charm and bracelet heritage brand with celebrity associations and a charm customization mechanic; comparable to MIA's Love Boat concept and the broader everyday-jewelry-with-personalization proposition.
- Missoma: London-based demi-fine fashion jewelry brand built on layered necklaces, charm pendants and influencer-led marketing; comparable product mix and target customer to MIA's necklaces and charm offerings.
- Trollbeads: Original interchangeable-bead and charm bracelet concept brand; product mechanic is highly comparable to Love Boat, with overlapping customer interest in collectible, personalized charm jewelry.
- APM Monaco: Monaco-based accessible-luxury jewelry brand distributed globally through own boutiques and department stores; competes for similar fashion-forward statement jewelry spend and gifting purchases.
- Pandora: Global charm bracelet category leader with an interchangeable charm system that is the conceptual template MIA's Love Boat Re-Edition echoes; competes for the same women's gifting and self-purchase occasions across price tiers.
- Nomination Italy: Italian charm bracelet pioneer with a link-and-charm ecosystem directly analogous to MIA's Love Boat Re-Edition; same country-of-origin, similar price band, and overlapping distribution through multi-brand jewelers in Italy and abroad.
Emerging players
- Skagen: Danish minimal-design accessories brand (jewelry and watches) with a strong DTC and wholesale footprint; partial overlap in women's everyday accessories and Scandinavian-inspired aesthetic positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
MIA's social profiles
Digital presenceMIA's financial estimates
Financial estimateRevenue estimate
Valuation estimate
MIA's leadership team
Management profileNumber of profiles
Profiles2 records
MIA's funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MIA's 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 MIA's
What does MIA's do?
MIA's designs, manufactures, and sells 100% Made-in-Italy fashion jewelry and accessories. Its signature line is the Love Boat anchor bracelet collection with interchangeable cord-and-charm components (sport editions, hearts, knots, koi, owls, letters L-O-V-E, and others). The catalog also spans necklaces, rings, earrings, pins, belts, eyeglass chains, and the Vintage 70s-inspired headband collection, sold direct-to-consumer via miasitaly.com, through the Milan boutique, and via 400+ Italian retail partners.
Is MIA's a public or private company?
MIA's is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MIA's founded?
MIA's was founded in 2012. It employs 1 to 10 people.
Where is MIA's based?
MIA's is headquartered in Alessandria, Italy, in the Europe region.
How does MIA's make money?
One revenue line is on record: direct Product Sales.
Who are MIA's's main competitors?
Direct peers on record are Monica Vinader, Mejuri, Stroili Oro, Links of London, Missoma, Trollbeads, APM Monaco, Pandora and Nomination Italy. Skagen is listed as an emerging player.
Does MIA's have an API?
No public API is recorded for MIA's.
What industry is MIA's in?
MIA's's product category is Fashion Jewelry. Its primary akta.pro industry code is CRAKABAA, Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings), with a secondary code of CRAKABAB, Statement & Trend Jewelry. Its NAICS code is 458310 and its SIC code is 3960.