Editor’s Note
This article details the rebranding of Visual to Amondz Lab, signaling a strategic expansion for the company behind the AI-driven jewelry platform Amondz. The change reflects its evolution from a focused e-commerce operator to a broader, innovation-oriented enterprise.
Published August 28, 2025
Reporter Park Hae-young, [email protected]
[Apparel News Reporter Park Hae-young] Visual (CEO Heo Se-il), which operates the jewelry vertical commerce platform ‘Amondz’, is changing its corporate name to Amondz Lab and expanding its business comprehensively.
Founded in 2017, the company launched ‘Amondz’, a jewelry platform based on an AI recommendation system and subscription service in 2018, and currently sells over 3,000 jewelry items, including its own brands such as ‘Mama Cassar’. Strategic investors including SBVA, F&F, and Dunamu Partners have participated, with cumulative investment reaching 26 billion won.
The company recently succeeded in attracting additional investment from the MCP Japan Evolution Fund group. To usher in a second heyday, it is changing its name and completely overhauling its business model.
The new name, Amondz Lab, combines the existing brand name ‘Amondz’ with ‘Lab’, meaning laboratory. This holds complex meanings. First, it aims to help partner jewelry brands maintain their unique identities while completing their optimal growth formula with the company’s multi-dimensional support. Simultaneously, it emphasizes that the company is a technology-based solution specialist leveraging AI, a core competency since its inception.
Amondz Lab is launching a ‘Brand Growth Program (BGP)’ this season to actively foster next-generation K-Jewelry. It has previously incubated about 20 jewelry brands, including the high-sensitivity contemporary jewelry brand ‘Another Cell’, and is now seeing significant results. The company plans to foster over 100 brands with annual sales of 5 billion won within three years and debut them in major markets.
Previously, it was a jewelry-specialized platform that proposed customized jewelry to customers through data analysis. Now, it is evolving further into a model that grows together with partner brands. By establishing hardware and software foundations, it plans to actively discover and nurture competitive domestic and international brands from among the 23,000 retail jewelry items distributed in Korea.
Amondz Lab supports strategic partner companies in marketing, manufacturing, DX (Digital Transformation), and domestic/international sales, allowing them to focus solely on design and product development to concentrate on their business.
To this end, it will first focus on its role as a jewelry sourcing provider. Utilizing its own manufacturing networks built in Korea, Indonesia, Vietnam, etc., it supports OEM and ODM. Simultaneously, it has completed the establishment of domestic and international fulfillment services, also providing logistics and delivery.
The jewelry platform Amondz is utilized as a key channel for sales and branding. This year’s marketing strategy involves collaborating with influencers optimized for the 2030s target demographic and jewelry items to create and sell curated products.
Global expansion is also being pursued in earnest. Starting with the Japanese market, which it entered a year ago and has now stabilized, it plans to achieve visible results. It will actively utilize online and offline sales channels such as Amondz Japan and Rakuten to maximize sales. Simultaneously, it will strengthen its role as a cross-border facilitator for Korean and Japanese sellers, utilizing the platform for K-Jewelry’s market entry.