The 2017 founding date and New York origin are derived from FANCIME’s own “Our Story” statement. Separately, US trademark records show that the FANCIME mark was registered in 2019 and identify Wuhan Fanqi Jewellery Accessory Co., Ltd. as the owner.3

According to the official brand story, FANCIME began in New York in 2017. The stated purpose was to use jewellery to help people express affection, strengthen relationships and commemorate meaningful moments. Rather than presenting jewellery purely as a luxury or fashion commodity, FANCIME positions it as a medium for emotional communication.4

The company’s trademark history provides additional context. The FANCIME trademark was filed in the United States on 7 June 2018 and registered on 26 March 2019 under Registration No. 5,708,149. The registration covers a broad range of jewellery products, including bracelets, earrings, gemstone jewellery, precious stones, women’s jewellery and watches. The listed owner is Wuhan Fanqi Jewellery Accessory Co., Ltd.56

Trademark documentation also records the first commercial use of FANCIME as 15 September 2015, which predates the brand’s publicly stated 2017 New York founding. Consequently, the historical timeline presents two distinct narratives: the current brand story cites 2017, while US trademark records indicate an earlier first-use date.

Timeline

• 2015: US trademark documentation records first use of the FANCIME mark in commerce.7
• 2017: FANCIME states it began operations in New York.89
• 2018: FANCIME trademark application filed in the United States.
• 2019: US FANCIME trademark registered.
• 2020s: The brand expanded its online assortment and international e-commerce presence, introducing collections covering fine jewellery, couples’ jewellery, men’s jewellery and birthstone jewellery.1011

FANCIME’s central concept is “jewellery as a representation of connection”. Its official mission describes jewellery as being intended for people who value meaningful relationships and wish to express their individual “love language”. The company states its goal is to inspire and strengthen relationships by creating lasting moments of love and closeness.12

The brand places considerable emphasis on:

• Love and romance
• Family and friendship
• Couples and relationships
• Self-expression
• Milestones and memories
• Gift-giving
• Personal symbolism

This positioning is particularly visible in its matching jewellery collections, where two pieces are designed to represent a connection between two people. Current brand language summarises this positioning as “Crafted Connections, Made With Love”.

FANCIME maintains a broad jewellery portfolio rather than specialising in a single category.

Necklaces

Necklaces are a major category, ranging from simple sterling silver designs to elaborate gold, gemstone and diamond pieces. Examples include pendant necklaces, heart necklaces, cross necklaces, birthstone necklaces, gold necklaces, couples’ necklaces, pearl designs and gemstone designs. The catalogue includes pieces in both sterling silver and solid gold.

Rings

FANCIME sells fashion rings, promise rings, couples’ rings, gemstone rings, sterling silver rings and gold rings. The Trinity collection, for example, uses a three-part geometric concept that the brand associates with enduring love and stability.

Earrings

The range includes studs, gemstone earrings, gold earrings and decorative fashion-oriented designs. The catalogue features 14K rose gold diamond earrings alongside sterling silver and gemstone options.

Bracelets

FANCIME offers both conventional jewellery bracelets and relationship-oriented designs, including sterling silver bracelets, gold bracelets, tennis-style bracelets, birthstone bracelets, men’s bracelets, couples’ bracelets and leather-and-silver bracelets.

A distinguishing characteristic of FANCIME is that its catalogue spans the space between fashion jewellery and fine jewellery. The brand states that it uses materials including:

• 925 sterling silver
• 10K gold
• 14K gold
• 18K gold
• Diamonds
• Coloured gemstones
• Pearls
• Synthetic/created stones

Its website specifically describes 925 sterling silver and 10K/14K solid gold as important materials, while newer collections include 18K gold, diamonds and various gemstones.13 This results in a broad price spectrum; the online catalogue includes sterling silver pieces at comparatively accessible prices alongside 14K and 18K gold pieces priced at several hundred dollars.14

FANCIME’s design philosophy combines traditional jewellery motifs with contemporary, accessible designs. Recurring visual themes include:

Hearts and infinity symbols

These motifs reinforce the brand’s emphasis on romantic relationships and enduring connection.

Stars and celestial imagery

Collections such as Starlit Melody use stars and night-sky imagery for couples’ and promise jewellery.

Flowers and nature

The catalogue includes floral, butterfly, bee and botanical-inspired pieces.

Birthstones

Birthstone jewellery is positioned around personal identity, birthdays, symbolism and gifting.

Geometric symbolism

The Trinity Collection exemplifies the brand’s use of geometric forms as symbolic representations of permanence and connection.

Pop-culture collaborations

FANCIME has produced officially marketed Harry Potter x FANCIME jewellery, including Golden Snitch and Deathly Hallows pieces.

Collections currently associated with FANCIME include:

• Trinity Collection: A geometric collection built around the symbolism of three interconnected elements and lasting love, comprising necklaces, earrings, rings and bracelets.
• Wisteria Collection: A romantic collection positioned around wedding-season jewellery and floral aesthetics.
• Ethereal Wings: A collection using wing and butterfly-inspired imagery.
• Sugar Bow: A feminine, decorative collection emphasising bow motifs.
• Sun & Star: A celestial-inspired collection.
• Matching Jewellery: A core part of FANCIME’s identity, consisting of paired jewellery designed for couples or people sharing a meaningful relationship.
• Birthstone Jewellery: Personalised jewellery built around monthly birthstones and their associated symbolism.
• Men’s Jewellery: A dedicated category containing necklaces, bracelets and other designs aimed at men.

Sustainability is a stated component of FANCIME’s brand positioning. The company aims to use conflict-free and ethically sourced materials, describing sustainability, transparency and charitable giving as key differentiators.15 FANCIME has stated that natural stones are sourced from conflict-free suppliers, materials are selected with ethical sourcing in mind, and it works directly with jewellery manufacturers and artisans. The brand also seeks to reduce unnecessary distribution and brand-premium costs and has supported charitable organisations.16

The company previously stated a goal of becoming carbon neutral by 2025. As this target year has passed, this should be treated as a historical commitment rather than confirmed achievement, absent clear current documentation verifying the outcome.17

FANCIME presents craftsmanship as part of its value proposition, stating that it works with skilled jewellers and selects stones according to standards for cutting and polishing. Collaboration between designers and manufacturers is described as part of the product development process.18

The business model combines design, jewellery manufacturing and direct online sales. The brand states that its e-commerce origins allow it to move from design to manufacturer and then directly to the customer, aiming to reduce traditional retail distribution and brand-premium costs.

FANCIME is strongly associated with direct-to-consumer e-commerce. Its website functions as an online jewellery store, while third-party retail and wholesale platforms also carry the brand. Faire, for example, lists Fanci Me Jewelry as a New York-based wholesale brand offering necklaces, earrings, bracelets, rings and jewellery sets.19

This model informs FANCIME’s market positioning. It does not compete primarily as a traditional high-jewellery house such as Cartier, Tiffany & Co. or Van Cleef & Arpels. Instead, it occupies a more accessible segment where customers can purchase gold, gemstones and other fine jewellery materials without entering the traditional luxury price bracket.

FANCIME’s catalogue suggests a mid-market to accessible fine jewellery positioning. The current catalogue includes:

• Sterling silver products around the tens of dollars
• Gemstone and elaborate silver jewellery around roughly $70–$150
• 14K/18K gold pieces generally reaching several hundred dollars
• Diamond and precious metal pieces also reaching several hundred dollars20

FANCIME is not positioned as an ultra-luxury jewellery house. Its proposition combines fine jewellery materials, contemporary design, emotional symbolism and comparatively accessible pricing.

FANCIME’s product range addresses several customer groups:

Couples

This is a distinctive target segment, with an extensive matching jewellery offering including matching rings, necklaces and bracelets.

Gift buyers

The emotional positioning makes the brand suitable for birthdays, anniversaries, Valentine’s Day, weddings, engagements and other relationship milestones.

Women seeking everyday fine jewellery

The brand offers accessible sterling silver and gold pieces intended for regular wear.

Men

A dedicated men’s collection includes cross necklaces and leather/sterling silver bracelets.

Personalised jewellery customers

Birthstones and symbolic motifs allow customers to associate a piece with a particular person, date or relationship.

A distinction exists between FANCIME’s consumer-facing story and legal information in trademark databases. The US trademark registration identifies Wuhan Fanqi Jewellery Accessory Co., Ltd. as the owner of the FANCIME trademark. The original registration dates to 2019, with later US trademark records continuing to associate the company with FANCIME and related marks.21

A 2024 US trademark application for FANCIME likewise identifies Wuhan Fanqi Jewellery Accessory Co., Ltd. and covers jewellery categories including rings, earrings, necklaces, bracelets, diamonds, pearls, gemstones and watches.22 These records provide independent legal evidence regarding the FANCIME name, distinct from marketing statements such as “founded in New York in 2017”.

FANCIME operates a multilingual international web presence with products available through various online retail channels. Its official store presents international collections including sterling silver, solid gold, birthstone, men’s and matching jewellery.23

The brand has appeared on specialist retail platforms such as Wolf & Badger, whose profile describes FanciMe as a US-based jewellery brand founded in New York in 2017.24 International presence is based primarily on online commerce and distribution partnerships rather than a network of physical boutiques.

FANCIME’s primary differentiator is the combination of emotional storytelling and accessible fine jewellery products. While many traditional jewellery companies focus on luxury, status, rarity, craftsmanship or heritage, FANCIME emphasises relationships, personal meaning, gifting, couples, memories and symbolic designs.

Its matching jewellery business represents this approach, with paired designs explicitly described as representing two people connected by love and shared meaning.

Strengths

From a market perspective, FANCIME’s strengths include:

1. Broad assortment: Silver, gold, gemstones, pearls, diamonds, birthstones and multiple jewellery categories are available under one brand.
2. Emotional positioning: A clear narrative around love, connection and gifting.
3. Accessible price architecture: Real gold and sterling silver are offered without traditional luxury-house pricing.
4. Couples specialisation: Matching jewellery is a recognisable component of the brand.
5. E-commerce orientation: The direct-to-consumer model enables a broad catalogue and international reach.
6. Symbolic design language: Hearts, infinity symbols, stars, flowers, birthstones and geometric forms facilitate association with specific occasions.

Limitations

FANCIME does not possess the centuries-long heritage, global boutique network or high-luxury positioning of houses such as Cartier, Tiffany & Co., Bulgari or Van Cleef & Arpels.

Regarding ethical sourcing and sustainability claims, consumers should distinguish between brand statements and independently verified certifications. FANCIME’s website provides its own descriptions, but these are not equivalent to third-party certification.

Ambiguity also exists in the publicly available history; the brand states it began in New York in 2017, while trademark records report first commercial use in 2015 and identify a Chinese corporate trademark owner.

FANCIME is an e-commerce-oriented, accessible fine jewellery brand built around the idea of emotional connection. Its core proposition is that jewellery should represent a relationship, memory, feeling or personal story rather than functioning solely as decoration.

The company combines 925 sterling silver and precious metal jewellery, gemstones, pearls and diamonds with romantic and symbolic designs. Its most distinctive commercial territory is relationship-oriented jewellery, especially matching pieces and gifts for couples, although the catalogue has expanded into everyday jewellery, birthstones, men’s jewellery, wedding-oriented pieces and licensed pop-culture designs.25

In terms of market positioning, FANCIME sits between fashion jewellery and traditional fine jewellery, closer to accessible fine jewellery than to either inexpensive fashion jewellery or traditional high luxury.

1. OUR MISSION丨FANCIME PREMIUM JEWELRY – FANCI.ME Jewelry
2. FanciMe Official | Crafted Shining Sterling Silver and Gold Jewelry – FANCI.ME Jewelry
3. FANCIME Trademark of Wuhan Fanqi Jewellery Accessory Co.,Ltd. – Registration Number 5708149 – Serial Number 87951915 :: Justia Trademarks
4. FANCIME Trademark Application of Wuhan Fanqi Jewellery Accessory Co.,Ltd. – Serial Number 98480972 :: Justia Trademarks
5. FANCIME, 87951915 (Trademark)
6. FANCIME, 87951915, Registration Certificate (Trademark Pros. Hist. Mar. 26, 2019)
7. FanciMe Official | Crafted Shining Sterling Silver and Gold Jewelry – FANCI.ME Jewelry
8. FanciMe Official | Crafted Shining Sterling Silver and Gold Jewelry – FANCI.ME Jewelry
9. FanciMe Official | Crafted Shining Sterling Silver and Gold Jewelry – FANCI.ME Jewelry
10. Go Green and Conflict Free With Fancime – FANCI.ME Jewelry
11. FanciMe Official | Crafted Shining Sterling Silver and Gold Jewelry – FANCI.ME Jewelry
12. Fanci Me Jewelry wholesale products
13. USPTO TTABVUE. Trademark Trial and Appeal Board Inquiry System
14. Fancime Pink Heart Orb Sterling Silver White Pearl Strand Adjustable Necklace – Pink | FANCI ME | Wolf & Badger
15. USPTO TTABVUE. Trademark Trial and Appeal Board Inquiry System
16. USPTO TTABVUE. Trademark Trial and Appeal Board Inquiry System
17. USPTO TTABVUE. Trademark Trial and Appeal Board Inquiry System
18. FANCIME Direct Review 2026: Seller Profile, Analysis & Rating on Amazon – Cherry Picks
19. USPTO TTABVUE. Trademark Trial and Appeal Board Inquiry System
20. USPTO TTABVUE. Trademark Trial and Appeal Board Inquiry System
21. USPTO TTABVUE. Trademark Trial and Appeal Board Inquiry System
22. USPTO TTABVUE. Trademark Trial and Appeal Board Inquiry System
23. FANCIME Top 19 Products from Women’s Pendant Necklaces Brand – FindThisBest
24. FANCIME Top 20 Products from Women’s Jewellery Brand – FindThisBest (UK)
25. NOTRE MISSION丨FANCIME BIJOUX DE LUXE – FANCI.ME Jewelry