Capsul

Tech-enabled jewelry

Capsul

Tech-enabled jewelry

El Segundo, CA
E-Commerce
Capsul turns premium, stylish, and eco-friendly customized jewelry into an unique time capsule of your favorite memories , using innovative Computer Vision and 3D-printing technology.

$40,661

raised
66
Investors
$8.48M
Valuation
$1.57
Price per Share
$249.63
Min. Investment
Common
Shares Offered
Equity
Offering Type
$1.07M
Offering Max
Reg CF
Offering

$40,661

raised
66
Investors
$8.48M
Valuation
$1.57
Price per Share
$249.63
Min. Investment
Common
Shares Offered
Equity
Offering Type
$1.07M
Offering Max
Reg CF
Offering

Bonus Rewards

Get rewarded for investing more into Capsul

$249+
Investment
StartEngine Owner’s Bonus
This offering is eligible for the StartEngine Owner’s 10% Bonus program. For details on this program, please see the Offering Summary section below.
$500+
Investment
Tier 1 perk
($500 + $50 credit toward any purchase)
$1,000+
Investment
Tier 2 perk
($1000 + $100 credit toward any purchase )
$5,000+
Investment
Tier 3 perk
($5,000+ $500 credit toward any purchase + 5% bonus shares)
$10,000+
Investment
Tier 4 perk
($10,000+ $1000 credit toward any purchase + 5% bonus shares + Phone call with Founder)
$25,000+
Investment
Tier 5 perk
($25,000+ $1000 credit toward any purchase + 10% bonus shares + Phone Call with Founder + Evergreen 30% discount code + Exclusive Investor Events and Holiday Gifts.)
$50,000+
Investment
Tier 6 perk
($50,000+ $2000 credit toward any purchase +15% bonus shares+ Phone Call with Founder + Evergreen 30% discount code + Exclusive Investor Events, Holiday and Birthday Gifts.)

Reasons to Invest

5X gross revenue growth from 2018 to 2019, with 80% profit margins and 92% 5-star reviews from our customers!
Capsul has been covered as a top jewelry and gift brand by numerous major press outlets, including CBS, People Magazine, Harper’s Bazaar, BuzzFeed, Who What Wear, Refinery 29, and Life & Style and more.
Venture-backed by notable investors including Wavemaker, a leading Venture Capital fund, and Silicon Valley Super Angel Jason Calacanis

“Premium custom jewelry made uniquely for you”

video

Overview


Premium tech-enabled custom jewelry

Capsul is an innovative, female-founded global jewelry brand that seeks to lead the customized jewelry industry with cutting-edge technology. Using the latest 3D-printing technology, our jewelry is uniquely CAD-designed, cast, and customized using your own handwriting, the sound wave of a voice, or a special name, date, or place. Our new patent-pending Computer Vision mobile app enables you to scan your jewelry and playback a joyous moment, making each piece into a truly unique “Time Capsul”.  We aim to deliver the highest-quality custom jewelry at an accessible price. Every piece of jewelry is made by our artisans with love in Los Angeles, adhering to the highest environmental standards.

The Problem


Customization is the ultimate luxury, but customized jewelry is often overpriced or lacking in quality 

Jewelry is more than just a fashion statement. The modern consumers want to be able to express their individuality and tell their stories through customized jewelry. Unfortunately, customizing jewelry traditionally only existed in fine jewelry, and is both costly and requires a long lead time.  On the low-end side, most personalized jewelry is cut or stamped from thin, flimsy metal plates that are flat and low-quality. Most are also unaware of the fact that the jewelry industry is highly pollutive and often uses materials that are toxic and harmful to not only the human body, but also the environment.

The Solution


Stylish, superior quality, custom-made jewelry at an accessible price

Capsul has created an innovative supply chain solution to mass customize jewelry at scale, using materials and processes that are eco-friendly and non-toxic to both the human body and the environment.

 

Through formulaic CAD design, 3D-printed wax mold, and batched casting, we were able to combine technology and craftsmanship to deliver superior customized jewelry at an accessible price.

Our Traction


Featured by CBS, People Magazine, Harper’s Bazaar, and more, Capsul has seen 5X year-over-year growth

We are excited to launch possibly the world’s first “Scannable Memory" jewelry that turns each piece into a unique “Time Capsul” you will treasure forever. Simply scan your jewelry imprinted with a secret identifier with our patent-pending Computer Vision mobile app to relive those precious moments.

From 2018 to 2019, we experienced gross revenue growth from $96.1k to $385.4k. That’s 5X, or 400% growth in just a year! 92% of our reviewers gave us a 5-star rating and our unit economics are highly favorable, with 80% gross margins and only 3% return rate.

Capsul has been covered as a top jewelry and gift brand by numerous major press outlets, including CBS The Talk Show, KTLA Morning Show, People Magazine, Harper’s Bazaar, BuzzFeed, Who What Wear, Refinery 29, and Life & Style among many others. 

The Market


A massive, multi-billion dollar global market, with customized jewelry taking a strong preference

In 2019, the total global jewelry market was valued at approximately 301 billion U.S. dollars and forecasted to reach a value of 480.5 billion U.S. dollars by 2025  (Source). Recently, there has been a major shift of preference for customization over mass market jewelry (Source, Source).

What We Do


Unique jewelry that encapsulates life’s precious and joyous moments

At Capsul, we take the time to review each order that our customers place and reach out with any questions we might have about their unique customization. Next, our designers create a 3D CAD drawing, and a one-time use,  biodegradable mold is 3D printed, including any engraving-- this allows us to mass-customize jewelry at scale, thereby bringing down the overall pricing. 

video

Then, the jewelry is cast and, if plated, using an environmentally-friendly, nickel-free process. Each order is then hand-polished to perfection. Lastly the jewelry is carefully inspected, packaged, and shipped directly to the customer in our stunning Capsul gift box.

The Business Model


Massive profit margins achieved primarily through D2C sales

 The majority of our sales are direct to consumer through our online store. We also plan on generating revenue through wholesale, international and retail sales. Our gross product margin is 80%, with our average order value being $150. With a growing loyal customer base, we have an almost

 13% repurchase rate and a 3% return rate. 

How We Are Different


At Capsul, we don’t just sell jewelry, we sell memories

Our jewelry was designed to celebrate life's most joyous moments, encapsulating treasured memories into modern, timeless jewelry that our customers will want to wear each and every day. Unlike other jewelry brands that are style and trend-driven, each Capsul piece is inspired and made unique with your personal stories, and will never go out of style. Whether it's the perfect customized piece for yourself, or a thoughtful gift for a loved one, Capsul jewelry serves as a joyful keepsake for many years to come.


Capsul is not only unique for its reputation of being a high-quality, eco-friendly brand in the custom jewelry industry, but most importantly the use of innovative and cutting-edge technology. We have developed what we believe to be the world’s first proprietary computer-vision mobile app equipped with machine-learning, that enables customers to play back a photo, audio, or video memory by scanning their Capsul jewelry. We also just launched an AI-powered Gift Concierge Chat Bot, and plan on launching a 3D configurator in Q4 2020 that generates a real-time 3D rendering of your customized jewelry, as well as a 3D-print ready CAD file in the backend to further reduce cost and lead time. 

video

The Vision


The #1 global brand for custom-made jewelry

Capsul seeks to be the #1 global leader for personalized jewelry. Capsul has an omni-channel strategy to expand into wholesale in both online and offline channels, as well as retail to include concept stores, kiosks at airports, and pop-ups. We also have a robust plan to expand internationally through exclusive distributorships. Capsul plans to expand product offerings to mens, pets, accessories, and other lifestyle products.

OUR LEADERSHIP


Lead by a female-founder with a track record of success in the customized jewelry and startup space

Founder and CEO, Tina Cheng, is a 6X serial entrepreneur and startup executive with 20+ years of experience in the consumer industry. Frustrated with low quality and limited options in personalizing jewelry, she leveraged her engineering background and industry expertise to create an innovative supply chain solution for mass-customizing quality jewelry at scale. Prior to founding Capsul, Cheng was the COO at another customized jewelry company and CEO at an e-commerce startup which she led from $0 to a $65M exit in just 2 years. 


Together, the team at Capsul has domain expertise in e-commerce, brand, and jewelry. Our team of directors, managers and advisors has experience working in the high ranks of brands such as Coach, Toms, The Giving Keys, Stitch Fix, and JigoCity.

Why Invest


With a loyal customer base and massive YOY growth, Capsul is on track to succeed

The numbers are in and the people have spoken; with 5X gross revenue growth in just one year of business and 80% profit margins, Capsul is well on its way to succeed. Our customer satisfaction speaks for itself, with 92% 5 star reviews from buyers, an almost 13% repurchase rate and less than 3% in returns.

We believe we have created something truly special, a brand that delivers style and quality, using jewelry as a means of encapsulating precious memories in a way that has never been done before. And now, we are so excited for you to join us on our journey to becoming the world’s leading brand in custom-made jewelry!

Offering Summary


Company

:

Capsul Inc.

Corporate Address

:

840 Apollo St , El Segundo, CA 90275

Offering Minimum

:

$9,999.33

Offering Maximum

:

$1,069,998.96

Minimum Investment Amount

(per investor)

:

$249.63











Terms


Offering Type

:

Equity

Security Name

:

Common Stock

Minimum Number of Shares Offered

:

6,369

Maximum Number of Shares Offered

:

681,528

Price per Share

:

$1.57

Pre-Money Valuation

:

$8,478,000.00











*Maximum Number of Shares Offered subject to adjustment for bonus shares. See Bonus info below.

Voting Rights of Securities Sold in this Offering

Voting Proxy. Each Subscriber shall appoint the Chief Executive Officer of the Company (the “CEO”), or his or her successor, as the Subscriber’s true and lawful proxy and attorney, with the power to act alone and with full power of substitution, to, consistent with this instrument and on behalf of the Subscriber, (i) vote all Securities, (ii) give and receive notices and communications, (iii) execute any instrument or document that the CEO determines is necessary or appropriate in the exercise of its authority under this instrument, and (iv) take all actions necessary or appropriate in the judgment of the CEO for the accomplishment of the foregoing. The proxy and power granted by the Subscriber pursuant to this Section are coupled with an interest. Such proxy and power will be irrevocable. The proxy and power, so long as the Subscriber is an individual, will survive the death, incompetency and disability of the Subscriber and, so long as the Subscriber is an entity, will survive the merger or reorganization of the Subscriber or any other entity holding the Securities. However, the Proxy will terminate upon the closing of a firm-commitment underwritten public offering pursuant to an effective registration statement under the Securities Act of 1933 covering the offer and sale of Common Stock or the effectiveness of a registration statement under the Securities Exchange Act of 1934 covering the Common Stock.

COVID Relief

This offering is being conducted on an expedited basis due to circumstances relating to COVID-19 and pursuant to the SEC’s temporary COVID-19 regulatory relief set out in Regulation Crowdfunding §227.201(z).

Expedited closing sooner than 21 days.

Further, in reliance on Regulation Crowdfunding §227.303(g)(2) A funding portal that is an intermediary in a transaction involving the offer or sale of securities initiated between May 4, 2020, and February 28, 2021, in reliance on section 4(a)(6) of the Securities Act (15 U.S.C. 77d(a)(6)) by an issuer that is conducting an offering on an expedited basis due to circumstances relating to COVID-19 shall not be required to comply with the requirement in paragraph (e)(3)(i) of this section that a funding portal not direct a transmission of funds earlier than 21 days after the date on which the intermediary makes publicly available on its platform the information required to be provided by the issuer under §§227.201 and 227.203(a).

Investment Incentives and Bonuses*

  • All Investor Owners Club - Early access to product launches, exclusive webinars, events, and special sales. Evergreen 20% discount code 

Early Bird Bonuses

  • Early Bird Friends and Family - First 72 hours | 15% bonus shares 
  • Super Early Bird - Next 72 hours | 10% bonus 
  • Early Bird Bonus - Next 7 days | 5% bonus shares 

Volume

  • Tier 1 perk - ($500 + $50 credit toward any purchase) 
  • Tier 2 perk - ($1000 + $100 credit toward any purchase ) 
  • Tier 3 perk - ($5,000+ $500 credit toward any purchase + 5% bonus shares) 
  • Tier 4 perk - ($10,000+ $1000 credit toward any purchase + 5% bonus shares + Phone call with Founder)
  • Tier 5 perk - ($25,000+ $1000 credit toward any purchase + 10% bonus shares + Phone Call with Founder + Evergreen 30% discount code + Exclusive Investor Events and Holiday Gifts.)
  • Tier 6 perk - ($50,000+ $2000 credit toward any purchase +15% bonus shares+ Phone Call with Founder + Evergreen 30% discount code + Exclusive Investor Events, Holiday and Birthday Gifts.) 

The 10% Bonus for StartEngine Shareholders

Capsul Inc. will offer 10% additional bonus shares for all investments that are committed by investors that are eligible for the StartEngine Crowdfunding Inc. OWNer's bonus.

This means eligible StartEngine shareholders will receive a 10% bonus for any shares they purchase in this offering. For example, if you buy 100 shares of Common Stock at $1.57/ share, you will receive 110 shares of Common Stock, meaning you'll own 110 shares for $157. Fractional shares will not be distributed and share bonuses will be determined by rounding down to the nearest whole share.

This 10% Bonus is only valid during the investors eligibility period. Investors eligible for this bonus will also have priority if they are on a waitlist to invest and the company surpasses its maximum funding goal. They will have the first opportunity to invest should room in the offering become available if prior investments are cancelled or fail.

Investors will only receive a single bonus, which will be the highest bonus rate they are eligible for.

*All perks occur when the offering is completed.

Irregular Use of Proceeds

The Company might incur Irregular Use of Proceeds that may include but are not limited to the following over $10,000: Vendor payments. Salary payments made to one’s self, a friend or relative. Inter company debt or back payments.

Show More
Most recent fiscal year-end:
Prior fiscal year-end:
Total Assets
$335,453.00 USD
$133,536.00 USD
Cash And Cash Equivalents
$189,704.00 USD
$39,536.00 USD
Accounts Receivable
$2,049.00 USD
$2,049.00 USD
Short Term Debt
$264,704.00 USD
$86,402.00 USD
Long Term Debt
$1,192,500.00 USD
$666,497.00 USD
Revenues And Sales
$385,446.00 USD
$96,105.00 USD
Costs Of Goods Sold
$140,442.00 USD
$32,252.00 USD
Taxes Paid
$1,600.00 USD
$2,276.00 USD
Net Income
-$502,877.00 USD
-$169,986.00 USD

Risks

A crowdfunding investment involves risk. You should not invest any funds in this offering unless you can afford to lose your entire investment. In making an investment decision, investors must rely on their own examination of the issuer and the terms of the offering, including the merits and risks involved. These securities have not been recommended or approved by any federal or state securities commission or regulatory authority. Furthermore, these authorities have not passed upon the accuracy or adequacy of this document. The U.S. Securities and Exchange Commission does not pass upon the merits of any securities offered or the terms of the offering, nor does it pass upon the accuracy or completeness of any offering document or literature. These securities are offered under an exemption from registration; however, the U.S. Securities and Exchange Commission has not made an independent determination that these securities are exempt from registration.


Updates

Happy Cyber Monday! 30% off Sitewide + Free Priority shipping code inside! 🎁

4 hours ago

Hope you've had a restful Thanksgiving weekend! This year, we're extra grateful for all of you who have supported our journey thus far and having a business that's not only surviving but thriving under the current climate. We have so far already exceeded last year's BFCM holiday sales with just 40% of the marketing spend! 

As travel is still restricted, send the thoughtful gift everyone wants this holiday to let them know how special they are. Take 30% off Sitewide + Free Priority Shipping during our biggest Cyber Sale of the year with code: CM2020. Ends Wednesday 12/2. 

Notice of Material Change in Offering

6 days ago

[The following is an automated notice from the StartEngine team].

Hello! Recently, a change was made to the Capsul offering. Here's an excerpt describing the specifics of the change:


Capsul Inc extended the length of their campaign.


When live offerings undergo changes like these on StartEngine, the SEC requires that certain investments be reconfirmed. If your investment requires reconfirmation, you will be contacted by StartEngine via email with further instructions.

Capsul featured as "The Best Personalized Gift that Will Make Them Cry"! 🎁💫

12 days ago

Take a break from election burnout and make your loved ones cry for good reasons! We're excited to be featured as the "Top 15 Personalized Gifts that Will Make Them Cry" by Motherly. 

Motherly featured one of our bestsellers, The Capsul Locket Necklace:
"Through advanced 3D printing technology, each piece of jewelry is personalized with unique handwriting or drawing, the sound wave pattern of a voice, or engraving of numerals of a name, special date or place. We really love the locket for storing mini photos of your loved ones close to your heart."

Read the full article here:

Mother.ly: Top 15 Personalized Gifts that Will Make Them Cry

We've hit a milestone target of $50k! With holiday gifting season coming up, it's the perfect time to own a piece of Capsul! Become an investor today!

Notice of Material Change in Offering

about 1 month ago

[The following is an automated notice from the StartEngine team].

Hello! Recently, a change was made to the Capsul offering. Here's an excerpt describing the specifics of the change:


Capsul updated their campaign with reviewed financial statements.


When live offerings undergo changes like these on StartEngine, the SEC requires that certain investments be reconfirmed. If your investment requires reconfirmation, you will be contacted by StartEngine via email with further instructions.

Capsul featured as "Top Ten Must-Haves" for your fall wardrobe by The Daily Connoisseur!

about 1 month ago

We're excited to share that Capsul was featured on "The Daily Connoisseur", the popular blog of New York Times bestselling author, Jennifer L. Scott. as one of her "Ten-Item Wardrobe" for Fall 2020!  

Jennifer featured Capsul's Custom Block Bracelet customized with the initials of her children, and loved how dainty and delicate it is. 

Read the full article here:

The Daily Connoisseur: Ten-Item Wardrobe for Fall 2020

We're in a mad dash to reach $45k so we can be featured on Startengine's front page to gain more visibility. Don't wait! Become an investor today! 

Our Founder, Tina Cheng, a 6X serial entrepreneur, featured in "Women of Wearables" ⚡️

2 months ago

Meet our Founder, Tina Cheng,  a 6X serial entrepreneur and C-level startup executive in the consumer internet space. Prior to founding Capsul, Tina was the COO of another customized jewelry startup, and the CEO of an e-commerce company with 200+ employees and operations in six countries in Asia. She had led the company from startup to a $65 million exit in 18 months. 

In this feature on Women of Wearable, Tina talks about why she started Capsul, what the #WomenInTech movement means to her, and her view on the key trends in the fashion tech and 3D industry in the next 5 years. 

Read about it here: 

Women of Wearable: Tina Cheng, Founder and CEO of Capsul


Join the Next Big Thing in Fashion Tech and Wearables! Become a Capsul Investor today!


Capsul featured on Trend Hunter, the #1 Trend Community! 💫

3 months ago

Hi Capsul Supporters!

Excited to share that Capsul's innovative and patent-pending Scannable Memory collection was just featured on Trend Hunter! With 2.2 million followers on Facebook and 20,000,000 monthly views, TrendHunter.com is the world's largest, most popular trend community.

View the feature here:

Trend Hunter: Each Piece of the Capsul Jewelry Collection is a Unique Time Capsule

You can view a demo of our revolutionary Scannable Memory jewelry here!

Join our journey to become the global leader in tech-enabled jewelry and become an investor today!





$25k in less than 7 days! 🔥

3 months ago

Dear Capsul Supporters, 


Hope you've had a great Labor Day weekend! Thanks to you and our amazing community, we've reached our goal of $25k in less than a week of launch! Let's keep the momentum going to reach our next goal of $45k, which will earn us a feature on StartEngine's front page to gain more visibility. You can still receive an early bird share bonus until this Friday! Here's an sample template for you to share with your friends and family:


Capsul, an innovative fashion tech startup that I've invested in, has launched a crowdfunding campaign. Their patent-pending mobile app equipped with computer vision and machine learning technologies allows you to turn modern, timeless jewelry into a "Time Capsul" that plays back your precious memories. Join me in Capsul's mission to become the world's leading tech-enabled jewelry brand!  www.startengine.com/Capsul

165% funded in the first 72 hours! 🚀 Invest now to receive bonus rewards!

3 months ago

A BIG Thank You to all of our amazing supporters!!!  We exceeded 100% of our minimum funding goal in the first 12 hours and are now 165% funded! Our next goal is to reach $25k in the next 3 days. Please share our campaign with your friends and family and they will receive an early bird share bonus! 


With a grateful heart, 


Tina W. Cheng

Founder/CEO

www.capsuljewelry.com 

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