BEJEWEL

About BEJEWEL

Bejewel Inc., a jewelry-tech startup founded in February 2017 by CEO Heo Se-il, is focused on the digital transformation of the jewelry market. Heo's background in cloud computing and data at companies like KT and IBM informed his data-driven approach to creating a specialized jewelry shopping platform.

The company operates two primary business lines: 'Amondz,' a mobile e-commerce platform, and its own private-label contemporary jewelry brands. Amondz launched in 2018 and serves as a marketplace connecting over 3,000 designer brands with a customer base of approximately 1.2 million members, primarily targeting Millennial and Gen Z shoppers. The platform provides an end-to-end solution for sellers, including product planning, OEM/ODM manufacturing support, logistics fulfillment, and AI-powered customer recommendations. Amondz generates revenue through commissions on platform transactions. The company also runs 'Amondz Lab,' a physical flagship store in Seoul that hosts pop-up events for its partner brands.

In addition to the marketplace, Bejewel develops and sells its own private brands, including the contemporary brand 'MAMA CASAR' (launched in 2018), 'weamondz', and 'a14'. This direct-to-consumer approach provides another revenue stream through direct sales. The MAMA CASAR brand, for instance, has leveraged AI-generated virtual models in its marketing to reduce campaign costs and improve advertising efficiency.

Bejewel has secured significant funding to fuel its growth. In 2019, the company raised 4.3 billion KRW in a Series A round from investors including IMM Investment. This was followed by a Series B round in 2021, which raised approximately 9 billion KRW from investors like SoftBank Ventures and IMM Investment, and a subsequent Series B-2 round in 2022 with strategic investments from Rakuten and CJ ENM. With this financial backing, Bejewel is pursuing global expansion, with a particular focus on the Japanese and North American markets.