Digital Fuel Capital backs men's jewelry brand JAXXON, with Timex joining in

What's the deal? Digital Fuel CapitalDealroom has a profile for this one. Try Dealroom → has made a growth equity investment in JAXXONDealroom has a profile for this one. Try Dealroom →, a direct-to-consumer men's jewelry and accessories brand. Timex GroupDealroom has a profile for this one. Try Dealroom →, the global watchmaker, participated alongside the lead investor. The deal was announced in May 2023.

What does JAXXON do? Founded in 2018 by Josh Deemer, the brand sells men's jewelry directly to consumers and markets heavily through social media and celebrity partnerships. Deemer says the company started "from my garage" and now reaches thousands of new customers each month with "tens of millions in revenue."

Who's backing it? Digital Fuel Capital is a private equity firm focused on e-commerce leaders. Its portfolio includes RugsUSADealroom has a profile for this one. Try Dealroom →, National Tree CompanyDealroom has a profile for this one. Try Dealroom →, and Seattle Coffee GearDealroom has a profile for this one. Try Dealroom →. JAXXON was advised by The Sage GroupDealroom has a profile for this one. Try Dealroom →.

What's the endgame? The capital supports JAXXON's push to become the leading men's accessories brand. Digital Fuel president Carson Biederman said the firm was "thrilled to partner" with the team to support "its next chapter of growth."

Why the fit? Deemer said Digital Fuel's "deep experience in building direct-to-consumer businesses" made it "an ideal fit." Biederman pointed to JAXXON's product quality and "differentiated earned media strategy featuring a team of celebrity partners" as reasons for its position in a high-growth market.

The signal: The deal shows private equity's continued appetite for defensible direct-to-consumer niches, with an established watchmaker in Timex betting on the fast-growing men's accessories category.

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