elumeo SE, through its subsidiaries, engages in the production and distribution of gemstone jewelry. It designs, procures, and distributes jewelry, jewelry goods, precious stones, and related products under the Juwelo, AMAYANI, Rocks & Co., and New York Gemstones brands. elumeo SE sells its products through electronic distribution channels, such as TV, Internet, smart TV, and smartphone app, as well as home shopping television (TV) stations and web shops in Germany, Italy, France, the Netherlands, Spain, Belgium, and the United Kingdom. The company was formerly known as Atrium 66. Europäische VV SE and changed its name to elumeo SE in July 2014. elumeo SE was founded in 2008 and is headquartered in Berlin, Germany.