Chupi

Accessories · Jewelry

Chupi sells heirloom-quality jewelry centered on engagement and wedding rings, plus necklaces, earrings and bracelets cast in recycled 18 k gold and sterling silver; most pieces are set with natural diamonds or ethically sourced sapphires, opals and pearls. Price points run from €89 for a tiny gold stud to €18,000 for a two-carat solitaire, placing the brand in the premium bracket. Sales are 90 % direct-to-consumer through chupi.com with global shipping; the remaining share comes from a flagship store in Dublin and periodic pop-ups in London and New York. The company positions itself as “the world’s first carbon-negative jeweler,” offsetting 200 % of emissions and publishing third-party audits. Signature collections such as the “Feather” ring—cast from a real goose quill—have gone viral on Instagram, while the “Gathering” stackable rings let buyers weave family gold into new pieces. Every item is made in Ireland, carries a lifetime warranty and is shipped in plastic-free, FSC-certified packaging. Core customers are 25-40-year-old women buying for themselves or guiding partners; 70 % of engagement-ring buyers are couples shopping together. They value sustainability, traceability and female-founded storytelling over traditional luxury house names. The brand speaks to millennials who want milestone jewelry that aligns with climate-aware, gender-equal lifestyles. Chupi competes with heritage fine-jewelers and venture-backed e-commerce ring start-ups alike. It differentiates through carbon-negative certification, Irish provenance, and a design language that mixes botanical realism with delicate stacking—offering heirloom durability without the conventional markup of legacy maisons or the mass-customized sameness of online disruptors.

Jewelry made in Ireland that grows with your story, not the planet's carbon footprint

• Sustainable
• Recycled
• Ethical