FENTON & CO. RAISES OVER £1.7 MILLION TO PROPEL DIGITAL FIRST FINE JEWELLERY BUSINESS
London, UK – February 2020 – Digital-first, direct-to-consumer fine jewellery brand Fenton & Co. announces the closure of its most recent funding round bringing total funding to over £1.7 million, to propel the business, which focuses on ethically mined coloured gemstones.
The recent funding round has been led by a group of experienced angel investors such as Elizabeth Spaulding, President of StitchFix, Alex Chesterman, founder of Zoopla and Camilla Dolan whose previous investments include global businesses Gousto, Bloom&Wild and Heist, and who will bring a wealth of experience in luxury, digital and direct-to-consumer retail.
Fenton & Co. Founder and CEO Laura Lambert’s vision isn’t just on the business, it’s the jewellery industry itself, making it more affordable, accessible and accountable. Rebelling against the traditional methods by which engagement rings and modern heirlooms are shopped for, the company offers coloured gemstone engagement and celebration rings that are made to order with a personalised, bespoke experience, placing the art of creation in the customers’ hands.
A digitally native brand with technology at its core, the investment will bring new technology to allow customers to better explore, create and share their designs. The financing will also be used to amplify the marketing efforts, expand the growing product line and fuel brand expansion.
Since launching in February 2018, Fenton & Co. has already grown from three to 13 employees globally, with offices in London and Mumbai. The team also includes recently appointed Chief Operating Officer, Jerome Brustlein, former GM of Europe at Away to ensure best-in-class customer experience, lead the brand expansion and ensure long term strategy and revenue growth. Evolving from a jewellery start-up to a competitive fine jewellery brand, Fenton & Co. has set the bar for ethically mined coloured gemstones to be the modern alternative to diamonds and to symbolise modern love.
Fenton & Co. Founder and CEO Laura Lambert, comments, “This round of investment reflects the interest in the opportunity to change the way a very traditional industry has worked for many years. Our mission is to reinvent the way we shop for engagement rings and how we celebrate the sentiment of love through jewellery by removing the stress and barriers and making it fun and joyful again. In Western society, we’ve been seeded with the idea that we‘re obliged to spend a huge amount of money on engagement rings and that only a diamond will do. Fenton & Co. is here to change that, by creating rings from conflict-free gemstones and recycled metals at a fair price to allow people more choice and more personalised ways to express themselves than ever before. This investment will bolster our technology and customer experience innovation, as well as our marketing efforts, which in turn will propel the brand grow even further.”
Camilla Dolan, Founding Partner at Eka Ventures, comments, “Fenton & Co. has emerged into an exciting new player in the jewellery market, combining a traditionally offline purchase with an engaging online experience. The company’s personalisation and connection with its customers allow it to better understand and interact with its community – establishing a long-term relationship rather than simply a transaction.”
To find out more about Fenton & Co. and to shop the collection, go to www.fentonand.co and follow the latest brand news on social channels using @fentonandco.
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For all press information, interviews, quotes, images and samples, please contact: [email protected] / 07739660430
Notes to editors
Fenton & Co. has raised over £1.7 million to date, since February 2018
The team has grown from three to 13 employees globally Funding to focus on scaling brand awareness, fuel expansion, technology and marketing in 2020
Key investors include:
- Elizabeth Spaulding; recently appointed President of online personal styling platform StitchFix and former Global Head and founder of Bain & Company’s Digital practice
- Alexander Chesterman OBE; Chesterman is a British internet entrepreneur who co-founded LoveFilm (before selling it to Amazon), as well as founding the property website Zoopla, in 2007
- Camilla Dolan; Founding Partner at Eka Ventures and angel investor at London DTC bodywear brand, Heist
- Gloria Monfrini; Early stage investor, Monfrini was previously at Uber helping transform the UK business into one of Uber’s first large scale success stories outside of the US
- Dominic Perks; A serial entrepreneur, Dominic is also the Co-Founder and Chief Executive of Hambro Perks, a London-based startup incubator and investment firm investing in British technology companies
About Fenton & Co.
Fenton & Co. is a direct-to-consumer, fine jewellery brand Fenton & Co. creating modern heirlooms at a fair price with a clean conscience. Specialising in ethically mined gemstones and recycled metals with a radically transparent approach, Fenton & Co. offers an alternative to the diamond as a celebration of modern love.
Founded in 2018, Fenton & Co. aims to make the jewellery industry more affordable, accessible and accountable. The collection of colourful engagement and celebration rings includes five designs – The Vintage, The Trilogy, The
Garland, The Halo and The Solitaire – which can be adapted by the customer to create over 5,000 bespoke styles that are made to order in three to five weeks. Rings selected from the Treasure Box collection can be ordered and delivered in 24 hours.
Working with only countries, dealers and miners that share the highest ethical standards in the industry, the creation of a Fenton & Co. ring is supervised by an expert team that has spent over 30 years in luxury jewellery manufacturing.