Editor’s Note
This story of a Hinge match evolving into a multimillion-dollar Australian jewellery brand, Lox and Chain, is a compelling reminder of how personal connections can spark unexpected and successful ventures.
What began as a chance online date has fast turned into a multimillion-dollar business. When Frei and Zak matched on Hinge in 2018, they probably didn’t expect to go on and build a multimillion-dollar jewellery brand together, but that’s exactly what happened. Fast forward to 2025, and Lox and Chain has become one of Australia’s fastest-growing names in men’s jewellery, known for its clean, hand-carved signets, tattoo-style pendants and bold silver pieces that blend personal symbolism with punk-inspired edge.
The couple, who became inseparable after that, spent the next few years flying back and forth between hemispheres. They then settled permanently in Australia in early 2020.
Both lost their jobs due to Covid shutdowns, and while they’d once flirted with the idea of starting a vegan cheese business, it was the search for a single men’s earring that changed everything.
What started with earrings and a couple of chain designs has quickly grown into a full-fledged label, offering everything from lockets and signets to bracelets and chains, with a customer base that spans surfers in Byron Bay, fashion kids in LA, and first-time ring-wearers across suburban Australia.
And the growth has been anything but slow. Lox and Chain is now a multimillion-dollar global jewellery business, with 55 per cent of its sales coming from the US and a cult following built on strong word-of-mouth, influencer collaborations, and an unapologetically bold brand identity. Its most popular pieces include the Breakable Heart Necklace, the Till Death Ring, and the cult-favourite Ghost Bracelet.
So how did a couple in their early 20s turn a side hustle into a full-time gig? Frei says a lot of it came down to taking some risks, and embracing “cowboy energy”.
It’s actually quite fitting that one of their most-loved pieces is quite literally called The Cowboy, a best-selling ring that’s become a kind of entry-point for Aussie men looking to invest in jewellery pieces that will last.
It also helps that Lox and Chain makes it easy to buy online, offering free ring sizers, easy exchanges, and even custom engraving.
In the early days, Frei and Zak were doing absolutely everything themselves including designing, carving wax moulds, melting silver, packaging orders, managing customer service, and even learning to reseize pieces at their home in Byron Bay. At one point, they were living off $350 a week in government payments and filling orders from a bedroom covered in silver dust, before eventually moving their manufacturing to a small studio in Denpasar, Bali. There, a team of highly-skilled silversmiths now hand-craft each Lox and Chain piece under sustainable conditions and with fair wages.
That global growth, it turns out, wasn’t even intentional at first, with Lox and Chain blowing up in the United States.
Another major turning point has come in the form of collaborations with content creators and influencers, including a significant partnership with US-based influencer Garrett Casto, which coincided with a major launch event in Los Angeles.