Minneapolis-based Chamilia has slashed its Minnesota workforce after being quietly sold in late April to Swarovski, an Austrian-based luxury retailer.
Fast-growing Chamilia, with sales of more than $200 million and 200 globe-spanning employees in 2012, took off during the recession when jewelers started selling its bright-colored beads and charm bracelets as an alternative to more expensive silver and gold.
The parties declined to discuss the terms of the sale. Doug Brown, a Swarovski North America executive in Rhode Island who oversees Chamilia, said the Minneapolis workforce has been reduced from a peak of 130 to about 40 sales and other "customer-facing" positions as a result of the merger that consolidated other functions.
Chamilia was founded in a New York apartment by designer Killian Rieder and her husband, Jeff Julkowski. The Minnesota-bred couple moved the business to the Minneapolis Warehouse District in 2007 for business and family reasons.
They hired professional management and took a private equity investor in 2010 to raise capital and manage rapid growth.
Swarovski invested in Chamilia in 2011, started collaborating on bead-and-crystal products, and opened Chamilia to hundreds of its stores throughout Europe and North America.
Rieder, 40, and Julkowski, 44, now wealthy, say they are working on a new business, but it won't be jewelry. Rieder previously was a clothing designer and Julkowski a Wall Street stock analyst.
"I didn't really envision a sale when we started [Chamilia]," Rieder said several days ago. "I was just having fun and trying to design beautiful things. It's bittersweet because I miss the people."