cullen jewellery

What cullen jewellery does

Cullen Jewellery is a Melbourne-headquartered direct-to-consumer jewellery retailer specializing in lab-grown diamond engagement rings, wedding bands, and fine jewellery. Operated under Cullen Investment Group Pty Ltd, the company sells through a Shopify-powered e-commerce platform complemented by 11 appointment-only showrooms across Australia (Melbourne, Sydney, Brisbane, Adelaide, Perth), New Zealand (Auckland), and the United States (San Francisco, Houston, Los Angeles, Austin, with San Diego forthcoming). The company is privately held, founder-led, and discloses no external institutional capital.

The product platform centres on made-to-order engagement rings featuring lab-grown diamonds, moissanite, and lab-grown sapphires across 11 stone shapes (round, oval, pear, emerald, radiant, cushion, marquise, elongated hexagon, princess, asscher, heart, elongated cushion) and precious metals including platinum and 18k gold variants. A custom design service allows customers to configure rings with chosen centre stones, side stones, settings, and metals, while a ready-to-ship collection enables one-business-day dispatch. All lab-grown diamonds are carbon-neutral and IGI-certified, and the company partners with Trees For The Future to plant one tree per ring sold.

Cullen's hybrid go-to-market combines direct-to-consumer e-commerce (with worldwide express shipping and duties/taxes covered on most orders) with appointment-only showroom consultations that drive higher-value custom-design transactions. Engagement rings price between approximately $3,000 and $9,000+ USD depending on gemstone type, carat weight, metal, and design complexity. The company markets across Instagram, TikTok, Facebook, YouTube, Pinterest, and LinkedIn, supported by Klaviyo email marketing, Google Ads paid search, and behavioural remarketing on Meta and Pinterest. Revenue is not publicly disclosed and the company reports no headcount, funding, or financial figures in the available sources.

Name

cullen jewellery

Legal name

Cullen Investment Group Pty Ltd

Website

https://cullenjewellery.com

Company type

Private

Operating status

Operating

Short description

Cullen Jewellery is a Melbourne-based direct-to-consumer jewellery retailer specializing in lab-grown diamond engagement rings, wedding bands, and fine jewellery, sold online and through appointment-only showrooms across Australia, New Zealand, and the United States.

Ownership category

akta.pro rank

Product category

Fine Jewellery

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831)

SIC

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

akta.pro primary industry

Engagement Rings (CRAKACAA)

akta.pro secondary industries

Bridal & Engagement Jewelry Retail (CRAKAGAC), Custom Bridal & Engagement Design (CRAKAHAB), Wedding Bands (Bridal Rings) (CRAKACAB), Bridal & Engagement Jewelry Manufacturing (CRAKAIAC)

Keywords

• Lab-grown diamond jewellery
• Engagement rings online
• Wedding bands designer
• Fine jewellery retail
• Custom jewellery design

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices11 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Engagement Rings: Primary revenue stream. Made-to-order engagement rings featuring lab-grown diamonds, moissanite, and coloured sapphires. Sold in multiple styles (solitaire, halo, three stone, toi et moi, bezel, east-west) across various precious metals.
2. Wedding Rings: Women's and men's wedding bands. Women's range includes pavé, curved, and accent styles. Men's range includes classic, multi-colour, and unique designs in platinum, gold, tantalum, and carbon fibre.
3. Fine Jewellery: Additional jewellery pieces including rings, earrings, bracelets, chains, pendants, statement rings, and tennis bracelets. Includes ready-to-wear fashion pieces.
4. Aftersales Services: Resize services, polishing, bracelet/chain shortening, engraving, and assessment/repair services for existing customers

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels14 records

Core offering

Cullen Jewellery designs, manufactures, and sells lab-grown diamond engagement rings, wedding rings, and fine jewellery. Products are offered both as made-to-order custom designs and as part of a ready-to-ship collection, sold directly to consumers through an online storefront and company-operated showrooms in Australia, New Zealand, and the United States.

Product overview

Cullen Jewellery is a custom engagement ring and fine jewellery company operating an e-commerce platform alongside appointment-only showroom locations. The core product portfolio centres on engagement rings (solitaire, three stone, halo, toi et moi, bezel, and east-west settings) and wedding bands for men and women, supplemented by fine jewellery categories including rings, earrings, bracelets, chains, and pendants. The company specializes in lab-grown diamonds, moissanite, and lab-grown sapphires as gemstone options, offering extensive custom design services for engagement rings. Products are handcrafted to order in their Melbourne, Australia workshop and complemented by a ready-to-ship collection for customers with time constraints. Additional services include lifetime manufacturing warranties, free resizing, worldwide express shipping, carbon-neutral gemstones, and trees-planted initiatives. Showrooms operate in Australian cities (Melbourne, Sydney, Brisbane, Adelaide, Perth), Auckland New Zealand, and US locations (San Francisco, Houston, Los Angeles, Austin, with San Diego forthcoming).

Differentiator

Problem solved

Functional benefit

Products and services

• Lab-Grown Diamond Engagement Rings Custom and ready-made engagement rings featuring lab-grown (cultivated) diamonds, designed for individuals and couples purchasing a proposal ring. Offered online and through showrooms with made-to-order and ready-to-ship options.
• Women's Wedding Rings Wedding bands for women, designed to coordinate with engagement rings, available in multiple metals and finishes as part of the bridal jewellery offering.
• Men's Wedding Rings Wedding bands for men, designed for daily wear, available in multiple metals and finishes to coordinate with the women's bridal range.
• Fine Jewellery Collection Fine jewellery pieces such as earrings, necklaces, and bracelets featuring lab-grown diamonds, sold as ready-to-ship items for gifting or self-purchase through the online store and showrooms.
• Ready to Ship Collection A curated selection of pre-made jewellery pieces available for immediate purchase and dispatch, complementing the made-to-order custom range.
• Bespoke Jewellery Design Service Custom design service allowing individual buyers to specify metals, settings, and stone characteristics for a one-off jewellery piece, delivered as a made-to-order engagement ring or other fine jewellery item.

Quantifiable outcome

• Carbon-neutral lab-grown diamonds with verified net-zero carbon emissions
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature2 records

Partnerships

14 partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the Cullen Jewellery online store. Handles payment processing integration, product catalog management, and checkout functionality.
• KlaviyocoreTechnology or IntegrationEmail marketing service provider used for newsletters, promotional materials, and customer communication. Handles email campaign management and automation.
• Google AnalyticscoreTechnology or IntegrationWeb analytics service for tracking and reporting website traffic, user behaviour, and marketing campaign performance.
• Google Ads (AdWords)coreGTM or Marketing PartnerPaid search advertising platform for customer acquisition and driving traffic to the e-commerce website.
• FacebookcoreGTM or Marketing PartnerSocial media and remarketing partner for targeted advertising and brand awareness campaigns. Includes Facebook and Instagram advertising.
• PinterestminorGTM or Marketing PartnerVisual discovery platform and remarketing partner for interest-based advertising and brand visibility.
• PayPalcoreTechnology or IntegrationPayment processor providing alternative payment method for customers at checkout.
• VisacoreTechnology or IntegrationCredit card payment processor for processing card transactions.
• MastercardcoreTechnology or IntegrationCredit card payment processor for processing card transactions.
• American ExpresscoreTechnology or IntegrationCredit card payment processor for processing American Express card transactions.
• Google PaycoreTechnology or IntegrationDigital wallet payment option for customer convenience at checkout.
• Apple PaycoreTechnology or IntegrationMobile payment option for Apple device users at checkout.
• Trees For The FuturecoreStrategic or Co-development PartnerEnvironmental partnership supporting global reforestation. One tree is planted for every ring sold through the Cullen Initiatives programme, supporting sustainable and eco-friendly jewellery practices.
• Design Institute of AustraliaminorOthersPeak professional body for design in Australia providing industry endorsement of Cullen's design quality and craftsmanship standards.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Vrai: Vertically integrated lab-grown diamond jewellery brand (owned by Diamond Foundry) selling engagement rings and fine jewellery direct-to-consumer online. Comparable on lab-grown diamond positioning, custom design, and DTC-first go-to-market.
• Clean Origin: Online-first lab-grown diamond engagement ring and fine jewellery retailer offering customisable rings with lifetime warranty. Direct comparable on lab-grown diamond specialisation and e-commerce-led custom engagement ring sales.
• With Clarity: Online engagement ring and fine jewellery brand offering customisable lab-grown and natural diamond rings with home try-on and bespoke design service. Comparable on custom-configurable engagement rings targeting digitally native couples.
• Brilliant Earth: US-based direct-to-consumer lab-grown and ethically sourced diamond engagement ring retailer with showrooms and online configurator. Closest direct competitor given overlapping lab-grown focus, custom design service, and omnichannel showroom-plus-DTC model.

Peers

• Ritani:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@cullenjewellery
• Facebookfacebook.com/cullenjewellery
• Instagraminstagram.com/cullenjewellery
• TikToktiktok.com/@cullenjewellery
• Pinterestpinterest.com/cullenjewellery
• LinkedInlinkedin.com/company/cullen-moissanite

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 cullen jewellery