How Yearly Co. turned its custom-sized gold bangles into an $11.5 million business

When Ann Williams first started making gold bangles in her garage in 2016, she said jewelry industry veterans advised her to “keep it simple.”

But she had other ideas. The founder of Nashville-based fine jewelry brand Yearly Co. wanted customers to be able to wear the brand’s 14-karat gold bangles all the time, which meant the fit had to be just right. The brand that initially started with six sizes today offers 11.

“Especially older men in the industry were like, ‘You can’t do that, it’s a pain, inventory is a problem; just make two [or] three sizes,’” Williams told Retail Brew. “But I noticed with a range of women’s bodies and hands and wrists that if you were going to truly be able to wear them all the time, we needed custom sizes.”

Size matters: That kind of strategy doesn’t come without operational challenges. Holding inventory, for instance, across 11 sizes is “quite a bit more expensive,” Williams said, although years of sales data now help Yearly Co. determine which sizes and styles it should keep in stock. Most of its jewelry is produced in-house in Nashville, which means it can manufacture less common sizes quickly.

For online shoppers, Yearly Co. also offers at-home sizing kits, an idea Williams initially DIY-ed by making brass versions of each size in her garage.

In 2025, Yearly Co. generated $11.5 million in revenue, according to the company, and Williams said bangles now account for roughly 80% of its revenue.

“I think our sizing strategy has really driven a lot of our growth,” she said. “A lot of women will say, ‘I can’t do bangles because they never fit me,’ and then they try on ours and they realize, ‘Wow, a custom-fit bangle is a totally different experience.’”

Going for gold: But another number has complicated Yearly Co.’s growth: the price of gold. Its bestselling original bangle, which Williams said remained in the $300 range for years, now costs $640. To tackle the $$ jump, Yearly Co. has introduced thinner bangles at lower price points, while some loyal shoppers have continued spending despite higher prices.

“We’ve been able to grow the business in revenue while our volume has decreased a bit because we’re selling at a higher price point,” Williams said. “We’ve certainly lost some customers with the price of gold, which is always disappointing on both ends.”

But Williams is not letting that factor deter the retailer’s progress. Although she initially resisted because of the overhead, physical retail is becoming a bigger piece of the puzzle as Yearly Co. opened its Nashville brick-and-mortar location in 2020. While it originally operated primarily as an appointment-based showroom, the store accounted for roughly 30% of the company’s total revenue as of this May.

The fully self-funded brand is also holding trunk shows across the country to gauge demand and awareness of its products. And a second store is on Williams’s radar. “I’m just always very financially conservative,” Williams said. “[I] want to make sure that we’re growing in a healthy way, not overextending ourselves.”