Selia Richwood

Selia Richwood is a direct-to-consumer jewelry label that sells 14k–18k solid gold, vermeil and sterling-silver pieces set with natural diamonds and colored gemstones. The collection is built around everyday fine staples—huggies, signet rings, tennis bracelets, layered chains and solitaire studs—priced from USD 70 for silver to USD 2,800 for diamond-set 18k gold. Sales are online-only through seliarichwood.com, with global DHL shipping and monthly restock drops announced on Instagram. The brand positions itself as “quiet-luxury” fine jewelry: minimalist silhouettes cast from recycled metals, certified conflict-free stones and no visible logos. Its hero SKUs are the 3 mm “Everyday” diamond huggies (permanently in stock) and the interchangeable “Signature” bezel chain that converts between necklace and bracelet. Richwood releases micro-collections of 8–10 SKUs every six weeks, keeping inventory low and selling out most drops within 48 hours. Core customers are 22-38-year-old professional women who want wearable investment pieces without heritage-house mark-ups. They value sustainability credentials, understated design and the ability to build a stack gradually; 68 % of repeat buyers return within 90 days to add a matching piece. The brand’s Instagram community tags #MyRichwoodStack to show daily wear, reinforcing the “buy less, buy better” ethos. Selia Richwood competes in the crowded DTC fine-jewelry space against brands offering demi-fine or entry-luxury gold pieces. It differentiates by using only solid gold rather than plated, limiting SKUs to create scarcity, and pricing 30-40 % below traditional retailers by keeping production in a single Bangkok atelier and eschewing wholesale.