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.
“We met on an online app and then went on a date straight away,” Frei, Lox and Chain co-founder and CEO, told news.com.au checkout.
“I was just back in Australia on holiday from the UK, and Zak had just come back from a trip himself.”
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, just in time for the pandemic to hit.
The moment that ‘changed everything’
Both lost their jobs due to Covid shutdowns, and while they’d once flirted with the idea of starting a vegan cheese business (yes, really), it was the search for a single men’s earring that changed everything.
“We couldn’t find anything online that felt right. Jewellery felt super limited, overly feminine, or really tacky for men” Frei explains.
“Nothing was creative. So we decided to make our own.”
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, all of which feature its now-signature style of symbolism, sentiment, and a healthy dose of attitude.
Channelling ‘cowboy energy’
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”.
“We were very naive when we launched. No business plan, no spreadsheets. We just went for it. Very cowboy energy. We always say we’re cowboys,” Frei said.
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.
“I think Aussie guys are a lot more simple,” Frei says.
“They want clean chains and subtle detail. They’ll often start with something like The Cowboy or the Creed Ring, which are more conservative, and once they realise how wearable it is, they come back for something bolder.”
It also helps that Lox and Chain makes it easy to buy online, offering free ring sizers, easy exchanges, and even custom engraving.
Their Memento Locket Signet, for instance, can be personalised inside and out, and has become a go-to gift piece.
“Around half of our sales are from women, but often they’re buying for their boyfriends, brothers, partners,” Frei adds.
“Jewellery is such a great gift, and something like the Till Death ring, it’s dainty but masculine and really resonates in that space.”
From Byron Bay to the beaches of Bali
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.
“We spent months finding the right partners,” Frei said.
“The quality we get from them is unbelievable, and it means we can now focus on designing from here in Australia, while growing the business globally.”
That global growth, it turns out, wasn’t even intentional at first, with Lox and Chain blowing up in the United States.
“We just accidentally turned Facebook ads on in the US,” she says.
“And people over there just got it. They resonated with the style, the message, the aesthetic. Suddenly 55 per cent of our sales were from the States.”
California here we come
Another major turning point has come in the form of collaborations with content creators, their first being with LA influencer Garrett Casto, aka @gmcasto, who reached out early in his rise.
Lox and Chain were the first brand to ever send him jewellery samples, a move that paid off in spades when the L&C X GMCasto collection went completely viral.
“When Garrett blew up, we already had that relationship. We threw a party in LA with him, and it really solidified us having a face in the US. That changed everything,” Frei said.
Closer to home, the brand has also worked with Aussie surfer Jack Freestone on the Intermission Collection, a full-circle moment for Zak and Frei, who are both long-time fans.
“We were finishing rings in our bedroom, watching Jack surf the tour online,” she says.
“To then collaborate with him, it meant a lot. He’s the perfect Lox and Chain guy: stylish, grounded, and a bit alternative.”
Going completely ‘full circle’
Now based in Byron Bay, the couple has plans to take things even further, starting with a physical store in California, followed by one in Melbourne (where most of their Australian orders come from), and then Sydney.
But perhaps their most exciting project yet is just around the corner, with Lox and Chain launching a major new collaboration this August, inspired by the legendary tattoo artist Ed Hardy.
“So many of our pieces take inspiration from traditional tattoo art,” Frei says.
“To now be collaborating with Hardy’s estate and using his actual designs on rings, it’s surreal. It’s a full circle moment.
“We’re putting everything into making it perfect.”
And while it’s scaling rapidly, with a small team and operations split across continents, the original ethos of Lox and Chain – to make edgy and quality jewellery – hasn’t changed.
Their advice to would-be founders?
“Just start,” Frei says, almost without hesitation.
“Make it ugly if you have to. Some of our first pieces are still on the site and we love them. There are also others we hate but we had to make them to get here.
“Don’t let a good idea die because you’re trying to perfect it. Just do it and keep going. There’s no magic trick: consistency and hard work do pay off.”
LOX AND CHAIN JEWELLERY PIECES
From a handmade earring to a thriving global business, Lox and Chain is proof that good design, a clear vision and a little cowboy spirit can take you a long way.
Want to buy their most-loved pieces?
Start with the Breakable Heart Necklace, Till Death Ring, or Ghost Bracelet, or explore the full collection on their website.
Breakable Heart Necklace, $325
Still looking for jewellery inspo? Here are some more best-selling pieces below available from the current Lox and Chain range.
RINGS
- The Cowboy, $149
- Memento Locket Signet, $245
- Creed Signet Moss Agate, $225
- Good Luck Signet, $210
- Flaming Heart Signet, $215
BRACELETS
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NECKLACES
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Troy NankervisShopping Writer
Troy has worked widely in editorial and commercial roles across digital, social, radio, and TV, both in the UK and Australian newsrooms, including The Sunday Project, The Morning Show, Studio 10, ITV's Good Morning Britain, OK! Online andMetro.co.uk. He also brings more than a decade of retail experience toNews.com.au's checkout team, including stints at Bunnings, Jeans West, Big W and Masters Home Improvement.
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