Digital Fuel Capital Makes Investment in JAXXON, an Industry-Leading, Disruptive Men’s Jewelry and Accessories Brand

Boston, MA., May 2023 — Digital Fuel Capital (“Digital Fuel”), a private equity firm focused on leaders in e-commerce, announced its investment in JAXXON, an industry-leading, social first, men’s jewelry brand.

“We started JAXXON in 2018 from my garage and it quickly become one of the fastest growing, direct-to-consumer, men’s brands with thousands of new consumers each month and tens of millions in revenue” said Josh Deemer, Founder of JAXXON. “Digital Fuel’s deep experience in building direct-to-consumer businesses was an ideal fit to support JAXXON in its ambition of building the leading men’s accessories brand.”

"We are thrilled to partner with Josh and the JAXXON management team to support the company in its next chapter of growth,” said Carson Biederman, President of Digital Fuel. “JAXXON’s product quality, exceptional consumer experience and differentiated earned media strategy featuring a team of celebrity partners position the company for continued success in a market with high growth potential.”

Timex Group, the leading global watchmaker, participated in the JAXXON investment alongside Digital Fuel. JAXXON was advised by The Sage Group, LLC and K&L Gates. Lowenstein Sandler served as legal advisors to Digital Fuel.

About Digital Fuel Capital
Digital Fuel Capital is among the most active private equity investors in e-commerce, with more than fourteen investments spanning a variety of sectors including home improvement and décor, apparel, photo products, and event ticketing. Digital Fuel supports its portfolio companies in implementing direct-to-consumer best practices with internal operating resources across performance marketing, e-commerce, technology, data science and analytics. For more information, please visit