Digital wholesaler Joor has now added a new dedicated jewellery platform to its offering selling over 60 brands.

The Accessory Collective is specialising in fine, demi-fine and modern jewellery, and includes brands such as Satya Jewelry, Carden Avenue, and Larkspur and Hawk.

Other brands, meanwhile, include the likes of Ellie Vail, Ottoman Hands London, and With Love Darling.


Joor describes its Joor Passport platform, which is home to The Accessory Collective, as an ongoing, 365-day-a-year digital trade event and marketplace through which retailers can purchase products and brands can generate more connections.

Kristin Savilia, CEO of Joor, told Professional Jeweller of the extensive experience the company has with providing this sort of service across other industries, saying: “Joor is the world’s leading digital wholesale platform, connecting over 12,500 brands and more than 325,000 retailers and enabling them to seamlessly collaborate and conduct business.

“Last year, we launched Joor Passport, a centralised destination where, with a single log-in, buyers from around the world can explore and shop the industry’s leading fashion weeks and global trade show events.”

Describing the new The Accessory Collective platform, she went on: “We have so many great jewellery and accessories brands on Joor and have seen great momentum in this category. We recognised the need for an event dedicated to the accessories and jewellery category.

“In 2021, the number of orders for jewellery and accessories on Joor is up 56% YoY and the number of units sold is up 68% YoY. The Accessory Collective was created to highlight this category and provide a destination where buyers could come to discover new brands, connect with partners and shop for the best new product.

We have so many great jewellery and accessories brands on Joor and have seen great momentum in this category”

“Our target audience are buyers from around the world. We currently support retailers in 144 different countries and from a wide range of retailer types – including department stores, specialty stores, independent boutiques and e-commerce pure plays.

“Joor also has exclusive partnerships with over 30 leading global retailers including Harrod’s, Neiman Marcus, Harvey Nichols, Liberty London, Dover Street Market and Samaritaine.”

Savilia concluded: “Discerning jewellery buyers have adopted digital as a way of doing business and are looking for ways to discover new product. Joor Passport addresses this need by helping to connect brands and buyers and by providing the tools necessary to collaborate whether physically in a showroom together or shopping virtually from anywhere in the world.

“By incorporating engaging video and 360° product imagery with zoom capabilities, brand showrooms on Joor provide buyers with the rich content experience they are seeking to successfully place orders with confidence.”

Joor has also just announced that it has raised $46 million (£32.6 million) in series D funding led by Macquarie Capital Principal Finance.