COMPANY

Name: Made in Earth US

Legal Name: Chaupai LLC

Location: Venice Beach, CA

Founded: 2011

Founder(s): Bunny Bedi (real name: Gurpreet Singh Bedi)

Website: https://madeinearthus.com/

Social Media Following: 7,006 Likes on Facebook, 196 Followers on Twitter, 4,636 Followers on Instagram

Reviews: 5 stars on Yelp (36 reviews)

INDUSTRY – Gems and jewelry  

Size: Revenues for 2018 in the jewelry segment stand at $18.6Bn (Source: Statista)

Projections: $443Bn by 2022 (Global Gems & Jewelry Market, 2012-2022)

Introduction

Made in Earth US is a jewelry brand that sells its products via its website and its two physical stores in Del Mar and Venice Beach, CA. It claims to offer a selection of high-quality stones, ranging from the extremely rare to well-known favorites. It sources these stones from countries like Brazil, India, Australia, and Madagascar, which are among the global hot spots for gemstones.

The Product

Made in Earth US creates and sells handcrafted sterling silver jewelry designed to highlight natural gemstones, which are their centerpieces. It sells pendants, rings, earrings, necklaces, and bracelets, as well as men’s jewelry. These are organized in collections for special occasions, as well as pieces meant to be worn for their special properties.

Through its offline galleries, Made in Earth US allows customers to touch and feel every piece of jewelry. Each gallery claims to showcase 200+ gemstones, crystals, meteorites, and fossils, put together in multiple designs, some of which are unique. In an interview, the founder claimed to have stylists at these galleries who assist the clientele with their requirements. In addition, the stylists also work closely with the clients to create bespoke pieces of jewelry.

Origin and Founding Team

Bunny Bedi was a successful chef in Australia for about 10 years, and his foray into entrepreneurship was happenstance. One day, Bunny chanced upon a piece of malachite and was immediately drawn to it. After spending a considerable time understanding natural gemstones, he established Made in Earth Australia in 1999. In 2011, he founded Made in Earth US and opened a flagship store at Venice Beach, California. In addition to having founded Made in Earth US, Bunny Bedi is also the Head Designer and Creative Director at the company.

Performance and Trends

Within a few years of launching its flagship store in Venice Beach, Made in Earth US opened its second store in Del Mar.

In the United States, the revenue in the jewelry segment amounted to $18.6Bn in 2019 so far. The market is estimated to grow annually by 0.9% (CAGR) between 2019 and 2023. The global gems & jewelry market is projected to cross $443Bn by 2022 largely due to the rising online availability of gems & jewelry around the world. Globally, the demand for gems & jewelry is dominated by Asia-Pacific and North America.