Extraordinary engagement rings and fine jewellery for a new generation of couples
Business overview
| Location | London, United Kingdom |
|---|---|
| Social media | |
| Website | taylorandhart.com |
| Sectors | Clothing & Accessories Digital Mixed B2B/B2C |
| Company number | 07592365 |
| Incorporation date | 5 Apr 2011 |
Investment summary
Business highlights
- 10,000+ bespoke proposal and wedding stories crafted
- £10M+ revenue last 12 months*
- 80+ NPS and 4.9/5 on Trustpilot and Google Reviews
- Almost profitable in '22 with a LTM 49% improvement*
Key features
Idea
Introduction
We founded Taylor & Hart because we believe jewellery should tell our stories. We craft high quality, personalised engagement rings, wedding rings and jewellery that have been sustainably sourced.
Demand in this £300BN category is shifting from price-driven, commoditised rings, to unique or branded designer jewellery. Online demand in the industry continues to grow at 15% CAGR.
Our business is built around what matters to the digitally-native generation; a meaningful product created with a trusted brand.
- Bespoke: 1 in 2 customise their engagement ring (and growing).
- Ethical: 73% of Millennials pay more for sustainable products.
- Experience: 95% research online but expect an omni-channel service
- Quality: A product designed and crafted to stand the test of time.
Our vision is to deliver the best jewellery shopping experience in the world. We are building a user experience that delights customers, and a trusted, desirable brand that builds advocacy and loyalty.
Substantial accomplishments to date
Since launching in 2013 we've delivered over 10,000 rings and a Net Promoter Score consistently above 80.
A large number of customers purchase additional products and refer us to their friends and family - currently 17% of new customers are referrals.
Other notable achievements:
- £10M in turnover in the last 12 months*
- 36% improvement to gross margin in the last 12 months*
- 49% EBITDA improvement in the last 12 months (October 20 - September 21 vs October 21- September 22)*
- over 1,000 five-star reviews
- less than a 2% product return rate
- offer customers over 500,000 ethically sourced diamonds and gemstones
- winner of Jewellery Team of the Year 2022 from Professional Jeweller Magazine
*based on unaudited management accounts
Monetisation strategy
It all starts with the engagement ring. With a £3,200 average order value, we begin a journey through some of the most memorable moments in our customers' lives: getting engaged, their wedding day and then celebrating anniversaries, birthdays and special milestones in the years that follow.*
For every 100 engagement rings we sell, we go on to provide a further 70 wedding rings to those customers.
As of October, we launched our lab-grown diamond jewellery collection with the initial goal of engaging existing customers with designs that match their engagement ring.
Expanding the range in 2023, jewellery will become an asset to support our social media, PR and influencer campaigns, as well as benefiting our referral program.
Finally, we will actively promote our jewellery as a new entry-point into the brand, so that people who are not (yet) in the market for engagement rings will become happy customers.
*based on unaudited management accounts.
Use of proceeds
Our team, unit economics, sales process and supply chain are ready to profitably scale
We’re raising capital to:
- Increase brand awareness with a clear market differentiation strategy and expand physical spaces
- Profitably drive new customer growth via organic and performance channels in the UK, USA and EU
- Accelerate the technical development of our core offering
- Aim to reduce delivery times and increase margins via in-house manufacturing
- Drive referrals and non-engagement ring jewellery sales to further increase customer lifetime value
Why invest in Taylor and Hart, and why now?
- The jewellery market is large, fragmented and in the midst of structural change
- Taylor & Hart’s offering is distinctive and industry-leading
- An ethical, personalised, high-quality product, delivered through customer experience that builds loyalty and advocacy
- The team and supply chain are set up to scale
- We have an exciting growth plan and highly profitable unit economics
Key Information
Share Classes
The company has four share classes, Ordinary, A shares, B shares, and C Preference shares.
In this round, Seedrs investors will be receiving B shares which are EIS eligible. Lead investor Active Partners will be receiving C Preference shares, as they are not eligible to claim EIS.
C Preference Shares rank above other share classes in the event of a sale, refinancing or liquidation of the business. There are two waterfalls depending on whether the exit is a liquidation or otherwise and they are as follows:
1. On any return of capital (other than liquidation):
First step – C Preference Shareholders will receive a return equal to their investment.
Second step - A Ordinary and B Ordinary Shareholders will then receive a return equal to their investment.
Third step – a return of up to £8 million (reduced by the amount distributed to C Preference, A Ordinary and B Ordinary Shareholders in steps one and two above) will then be distributed to holders of Ordinary Shares.
Fourth step - all preference and ordinary shares (excluding shares issued to management under the company’s long-term incentive programme) receive their pro rata share of the remaining proceeds for distribution up to a 4x return and 30% IRR for the company's lead institutional shareholder.
Fifth step - a catch up for management equity equivalent to 5% of the fully diluted equity. The proceeds distributed are such that the management shares receive proceeds the pro-rata equivalent to the existing ordinary shares.
Final step - all preference and ordinary shares, including all management equity, receive their pro rata share of the remaining proceeds for distribution.
2. On Liquidation:
The above waterfall is modified such that B Ordinary Shareholders are not included in the second step and will not receive a preference return equal to their investment. Instead, they will rank pari passu with holders of Ordinary Shares.
Please note that holding non-eis eligible shares could impact your ability to claim S/EIS relief on future investments in this business.
Material Debt
The company has the following outstanding loans:
1. £510k CBILS with FSE. Capital monthly repayment of £32K + 9% interest. Repaid fully by November 2023.
2. £348k unsecured revenue-based facility with Wayflyer. Daily repayments of £3.5K over 3 month period 2.5% fixed fee.
3. £100k Huber Eze loan. Unsecured Interest Only Term Loan - 3 Years to Jan 2024 at 10% interest pa paid monthly.
4. Director Loan 1 - Unsecured - Principal £83,029, 15% interest paid monthly, no fixed end term.
5. Director Loan 2 - Unsecured - Principal £36,197, no interest, no fixed end term.
None of the funds raised will be used to repay these loans.
Investor Perks
Please note that any discounts, rewards and/or offers listed by a company in its campaign are subject to the terms and conditions applied by that company. It is the company’s responsibility to honour such discounts, rewards and/or offers and Seedrs does not take any responsibility for them.
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