British jewellery brand Missoma gets investment from Capital Generation Partners

today Feb 1, 2019
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Missoma, a London-based jewellery brand founded in 2008, has secured an investment boost from private equity firm Capital Generation Partners following strong growth in the UK and abroad.


The online brand, whose celebrity fans include the Duchess of Sussex, Kaia Gerber and Margot Robbie, has seen sales rocket 148% a year over the last three years to £6m in 2018.

Over the past few years, it has been at the centre of the demi-fine jewellery revolution, selling high-quality items for less than £150.

The investment comes as the brand prepares to test its success in the lifestyle category with the launch of products such as travel purses, candles and headscarves, and hire a new chief executive officer, according a report from Forbes.

“Missoma is at the beginning of a significant growth phase,” Marisa Hordern, creative director told the business magazine.

Indeed, the brand was included as one of Britain’s fastest-growing private companies in the Sunday Times’ Fast Track 100 last year.

And with 46% of its sales coming from abroad (the US accounts for 20% of sales), Missoma is looking to expand more internationally, particularly Stateside. There, it is currently stocked in Nordstrom’s online website, joining further UK stockists such as Selfridges, Harvey Nichols, John Lewis and Fenwick.

Missoma’s website also offers free shipping anywhere in the world.

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