Loading organizations...
Fenton & Co is a London-based digital-first fine jewellery brand that provides a direct-to-consumer platform for bespoke engagement rings and ethically sourced gemstone jewellery. The company operates a made-to-order concierge service that utilizes recycled metals and bypasses traditional retail intermediaries to offer transparent pricing on premium gemstones. Operating with a workforce of approximately 25 employees across offices in the United Kingdom, India, and Thailand, the business eliminates up to 15 middlemen in its standard production process. To support its ongoing brand expansion and technology development, Fenton & Co has raised over £1.7 million in early funding from a syndicate of notable angel investors. This investor group includes prominent industry figures such as StitchFix president Elizabeth Spaulding, Zoopla founder Alex Chesterman, and Camilla Dolan. The organization was officially founded in 2018 by chief executive officer Laura Lambert.
Fenton & Co has raised $3.0M across 2 funding rounds.
Fenton & Co has raised $3.0M in total across 2 funding rounds.
Fenton & Co has raised $3.0M across 2 funding rounds. Most recently, it raised $2.0M Seed in March 2020.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Mar 1, 2020 | $2M Seed | — | EKA Ventures | Announced |
| Nov 1, 2018 | $1M Seed | Mustard Seed | EKA Ventures, Akshata Murty, Camilla Dolan, London Co Investment Fund | Announced |
Fenton & Co has raised $3.0M in total across 2 funding rounds.
Fenton & Co's investors include Eka Ventures, Mustard Seed, Akshata Murty, Camilla Dolan, London Co-Investment Fund.
Fenton & Co is not primarily a technology company, but rather a direct-to-consumer fine jewellery brand that leverages technology to disrupt the traditional luxury engagement ring market[1][2].
Fenton & Co creates bespoke engagement and celebration rings using ethically sourced coloured gemstones, positioning itself as a modern alternative to traditional diamond rings[1]. The company serves informed, value-conscious consumers seeking luxury jewellery with transparent supply chains and personalised design options[2]. It solves the problem of high costs and lack of transparency in the fine jewellery industry—where a high-quality one-carat diamond typically costs upwards of £6,000—by offering made-to-order rings starting at £950[2].
The company has demonstrated strong growth momentum, expanding from three employees at launch to 20-49 employees by recent counts, with reported revenue of $5.3 million[3][5]. Since its February 2018 launch, Fenton & Co has raised over £1.7 million in funding across multiple rounds[1].
Laura Lambert, a serial entrepreneur, founded Fenton & Co in February 2018 with a vision to make the jewellery industry more affordable, accessible, and accountable[1][2]. The company's early traction was significant: it closed its first seed round of £850,000 in November 2018, led by Mustard Seed and supported by The London Co-Investment Fund and angel investors including Akshata Murty of Catamaran Ventures[2]. By February 2020, the company had secured an additional £1.7 million in total funding[1].
The founding team includes Jerome Brustlein, former General Manager of Europe at Away, who joined as Chief Operating Officer to lead brand expansion and long-term strategy[1]. The manufacturing expertise comes from Kathrin, who heads the manufacturing team and brings first-hand experience from leading high jewellery houses[2].
While Fenton & Co uses technology as an enabler rather than its core product, it operates at the intersection of several powerful market trends. The online jewellery channel is expected to grow at 9-12% compound annual growth rate through 2025, and sustainability considerations are projected to influence 20-30% of global fine jewellery sales by 2025[4]. The company exemplifies how technology can bring transparency and accountability to traditionally opaque luxury industries—a model increasingly valued by younger, digitally-native consumers who prioritise ethical sourcing and personalisation over brand heritage alone.
Fenton & Co represents a successful application of direct-to-consumer and sustainability principles to an entrenched luxury market. The company's trajectory suggests continued expansion as consumer preferences shift toward ethical sourcing and customisation. Future growth will likely depend on scaling manufacturing capacity to meet demand, expanding the Solar Diamonds product line, and potentially entering adjacent jewellery categories beyond engagement rings. The broader significance lies in demonstrating that technology-enabled transparency and sustainability can disrupt even the most tradition-bound luxury sectors.
