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|Выводить_на_вторых_en=No |Нет_английской=No |Только_английская=No |Не_отправлять=No |Город=Moscow |Сайт2=ssvet.su |География=Russia^^ Central Federal District of the Russian Federation |ИНН_1=7731316845 |ОГРН_1=1167746485940 |тип_валюты=Ths. rub |Стандарт_отчетности=IFRS |Совокупная_выручка_2024=113 000 000 |Совокупная_выручка_2023=78 000 000 |Токен_в_URL=No |ИТ-Директору=No }}
ONIX Jewelry Company (SUNLIGHT trademark), was founded in 1995. brand - sophisticated jewelry with diamonds at affordable prices.
As of May 2022, the jewelry chain includes 460 stores throughout Russia.
Performance indicators
2024: Revenue growth of 45% to ₽113 billion
Jewelry chain Sunlight in 2025 showed a 45% increase in total sales to ₽113 billion, including VAT. The key drivers of the financial recovery were the expansion of the retail network, an increase in the average check and the development of online sales, which allowed the company to significantly increase its presence in the Russian jewelry market. The company announced this on August 13, 2025.
During the reporting period, the number of purchases increased by 17% and reached 13.2 million due to the expansion of the number of stores of the retail chain. According to the company's own data, as of December 31, 2024, it was represented in eight federal districts of Russia and operated 869 stores in 290 cities of the country.
In 2024, Sunlight opened 168 new stores in 37 cities not previously listed on the company's network. Among the new outlets, 100 were points of issue of orders, which indicates the development of the retailer's omnichannel strategy and the integration of online and offline sales channels.
The average check of buyers for the year increased by 24% and amounted to ₽8,5 thousand, including VAT. The increase in the average check was provided by the loyalty program and the expansion of the range of products offered, which allowed the company to increase the monetization of each client.
The digital segment demonstrated a particularly high dynamics of development. Online sales in 2024 grew 71% to ₽43 billion, increasing their share in total sales to 38%. This growth rate of online commerce reflects a change in consumer preferences and a successful digital transformation of the business.
Offline sales also showed significant growth of 33% and reached ₽70 billion. This indicates the balanced development of all sales channels and the company's ability to effectively serve customers both in physical stores and through digital platforms.[1]
2023: Revenue growth by 49% to RUB 78 billion
According to the results of 2023, the Sunlight jewelry chain recorded total sales at 78 billion rubles, which is 49% more than a year earlier. The company published such data in mid-February 2024.
According to TASS, citing Sunlight material, the main factors in the retailer's revenue growth were:
- an increase in the number of purchases in 2023 by 22%, to 11.4 million;
- expansion of the retail network;
- an increase in the average check by 22%, to 6822 rubles;
- development of the loyalty program;
- improved assortment.
During 2023, the Sunlight chain opened 186 new stores in 43 new cities of Russia. By the end of 2023, the company operated 701 stores in 253 Russian cities. Infoline, cited by Sunlight, estimates that the chain ranks first in terms of revenue in the jewelry market. The share of the company's total sales in the jewelry market in Russia increased by 5 percentage points. up to 22% in 2023 compared to a 17% share in 2022.
According to Sunlight's own data, in 2023, offline sales grew by 56% compared to 2022 and reached 53 billion rubles. Online sales grew by 37% to 25 billion rubles, about 75% of purchases were made online on the Sunlight website or application.
Comparable sales of the group in 2023 increased by 35% compared to a year ago and amounted to 66 billion rubles. The comparable average check increased by 22% to 6855 rubles.. The comparable number of purchases increased by 11% to 9.6 million units.
About 19% of Sunlight sales in 2023 fell on Moscow, 12% - on the Moscow region, 8% - on St. Petersburg. Thus, the share of the remaining regions was 61%. The company emphasized that Sunlight has focused its development in the most economically developed regions of Russia.[2]
2022: Registration of orders for more than 42 thousand jewelry in one day
On July 8, 2022, SUNLIGHT announced that it had broken its own December record for online orders issued. Revenue from issued orders on July 6, 2022 increased by 30% compared to December 24, 2021 (the last record). On July 6, shoppers ordered more than 42,000 jewelry. More than 75% of orders were issued through a mobile application. Customers prefer to receive orders in chain stores (80% of the total), and 20% of orders are delivered by their own courier service in Moscow and by logistics partners.
It is noteworthy that this was achieved in July, traditionally a low season for the jewelry market. This was made possible by SUNLIGHT not closing, and from July 6 launched a sale of the entire range at prices below the market at the level of 2015. So, for example, SUNLIGHT recorded the lowest gold prices of 585 samples: only 3,290 rubles per gram. Buyers were quick to respond to such price changes, with sales of the Gold Chains and Bracelets category up 50% from a typical day.
Prices are so low that some buyers have placed orders for hundreds of thousands of rubles, and the largest online order in a day was issued in Podolsk in the amount of over 500 thousand rubles.
History
2023
TAdviser interview with Maria Kasalinskaya, Director of Corporate Culture and Organizational Development
Jewelry retailer Sunlight completely switched to personnel electronic document management (K E-DOCUMENT FLOW). The choice of the solution for implementation fell on the personnel service - EDO HRLink a partner product from the portfolio that BFT-Holding fully meets Sunlight's needs in the field of personnel workflow. In December 2023, the Maria Kasalinskaya Director for Corporate Culture and Organizational Development of Sunlight told about the inconvenience of the paper document flow, how the KEDO system was implemented and what results have already been achieved. Read more here [1]
Appointment of Igor Danilov as CEO, and Olga Trotsenko as Director of Strategic Marketing
Sunlight on March 17, 2023 informed TAdviser about changes in the composition of the top management. So, Igor Danilov was again appointed to the post of CEO, who returned to the company after a five-year break. Read more here. Olga Trotsenko joined the team as director of strategic marketing. More on this is here.
2021: Bank Account Blocking
In early October 2021, it became known about the blocking of bank accounts of the Sunlight jewelry chain, which could indicate serious difficulties for the company.
According to the Octagon publication Federal Tax Service (FTS) , it blocked two settlement accounts of Solnechny Svet LLC (a legal entity of the Sunlight brand) in, Sberbank four in the Corporate PJSC branch and Sovcombank two Moscow Credit Bank each in the bank. " The reason is Tinkoff arrears in fees, taxes, as well as penalties and fines.
The Federal Tax Service has the right to block the accounts of legal entities and individual entrepreneurs in case of non-payment of taxes, as well as penalties and fines. Moreover, the suspension of financial transactions can occur even with meager debts - starting from the amount of 3 thousand rubles, explains Topline managing partner Natalya Nenasheva. This situation often happens in small businesses due to the lack of full-time accountants, unlike large companies, so the case with LLC "Sunlight" is atypical.
Managing partner of AVG Legal Alexei Gavrishev, in a conversation with the publication, suggested that the reason for the blocking could be untimely reporting.
In January-October 2021, 28 lawsuits were opened against Sunlight related to lease agreements and improper provision of services. In addition, the company is a defendant in the case of violation of trademark rights - the case was initiated by the representative office. Chanel At the same time, Sunlight often appears as an offender in cases of unreliable advertising.
Jewelry chain Sunlight is known for frequent reports of the upcoming bankruptcies of its stores or the entire company at once. For example, in, Perm Chita To Ufa and Sunlight announced store closures three times in a couple of years, calculated "," Businessman which continued to work at the end of the sale.[3]
2018
Notes
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