Mauve Jewelry Co. is an accessories brand headquartered in Draper, Utah. It was founded in 2021.
The best-selling design at Mauve Jewelry Co. is a pair of huggie hoops painted like a teacup, with pink tulips on white enamel. A blue floral version exists for anyone who prefers the other set of good china. The company is run from the south end of the Salt Lake Valley, with an office in Draper.
It started with one necklace. Founder and CEO Holly launched the company in about 2021 with a single mustard seed charm necklace, according to a 2024 company release published by Utah Business. The Mustard Seed Faith Necklace is still in the shop, 18k gold plated, with a choice of chain lengths.
By May 2024, that release said, Mauve was sold in more than 300 stores across the country. The shop now lists nearly 170 pieces, and 98 of them are earrings. Boutiques can order through a wholesale account or add the line to their own Shopify stores through Shopify Collective.
The materials change from piece to piece, so the product page is worth reading. The tea cup hoops come in gold vermeil over a hypoallergenic sterling silver base, or in plain sterling. The flat back studs are implant-grade titanium, which the company says is waterproof and fine to wear around the clock.
Exchanges are issued as store credit, and anyone who skips the re:do add-on at checkout pays the return shipping. The FAQ also links to instructions for a huggie hoop that will not clasp, which may be the most honest page on any jewelry site.
For summer 2024 the company added a Southern Charm collection with cowboy boot hoops, pitched at Utah's summer events. The cowboy boot, it turns out, fits on an earlobe.
Mauve's Flower Mini Hoops measure 8mm across, a size the company says works for kids or for a second or third piercing.
