Studio 51 | Fashion Brand


Quick Information

  • Name of Startup: Studio 51
  • Year Founded: 2023
  • Website:
  • Type of company: Fashion brand
  • HQ Location: Providence RI

Startup Founders:

Oliver Bootmann 

Startup one-liner:

Artisans of Good Luck & Good Looks

Problem the startup solves:

We are Studio 51, a small team of passionate cyclists named after the lucky dossard number 51, designing unique cycling-inspired fashion jewelry. All our items are handcrafted with watts & passion in Rhode Island USA using only recycled materials and are intended to be worn on and off the bike.

There are an estimated 1 billion bicycles on the roads worldwide. Millions of people commute to work on bikes every day. Cycling is booming as a sport on professional, amateur, and hobby levels. More and more women are discovering the sport, and joining clubs and teams. eBikes will get even more people on bikes and on the roads and trails. Fashion has entered cycling with many cool brands joining the ride. The global cycling fashion apparel market is worth over $5 billion.
There is no dedicated cycling-centric fashion jewelry today that caters to that market and captures the spirit of this lifestyle. Bicycles have no walls: cyclists, commuters, and kids on bikes are exposed to dangers out there every day.
Jewelry has the power to capture meaningful moments and protect from dangers.
Charms and pendants are the oldest forms of visual expression of belonging to specific tribes and as talismans for good luck.

Progress and Current Status:

Kickstarter campaign going live 5/1 (with a lot more background information and images on the site): Webshop going live 6/1:

What is an Inspiring Story about the Startup?:

Oliver Bootmann, a native of Bavaria/Germany, spent over 15 years as a creative marketing executive in the jewelry and accessories industry in Europe and USA, before working as a freelance brand consultant based out of Rhode Island USA. A passionate amateur road cyclist himself, he was playing with the idea of a cycling-inspired jewelry line for a while, looking at riders wearing necklaces that had nothing to do with the sport and lifestyle they love so much. After his last consulting gig in Copenhagen and inspired by the Danish cycling culture and his long rides on the weekends around Copenhagen, he decided to start Studio 51 back in his home Rhode Island with the help of a few fellow riders and creative minds.

In his own words: “With Studio 51 we bring together cycling, fashion & jewelry in a truly unique way not seen anywhere before. It’s the world’s first cycling-inspired jewelry for fashionable cyclists and active fashionistas, seeking a meaningful talisman, lucky charm, or just a cool new must-have item. Cycling is more than just a hobby or a sport: it’s a lifestyle. Our mission is to help people express their love and passion for cycling in a meaningful way, on and off the bike. And you don’t need to be a cyclist to appreciate good craftsmanship, design and a lot of good luck melted into our pieces”.

What is a Company the Startup Looks Up to, and Why?:

Pas Normal Studios, is a young cycling fashion apparel brand from Denmark that succeeded over the past years to grow and capture global awareness and market share with a modern innovative design approach and top quality at premium pricing, aiming at the younger, more stylish, and fashionable cyclists, and powered by a strong riding community and influencers.

The Company in Four Years Will Be…

A well-known brand in the global cycling fashion market that has grown to become an essential part of every cyclist’s outfit, on and off the bike, with a kick-ass own web boutique as well as distribution in top-class cycling culture retail shops worldwide, and well-known pop-up stores and events run in major cities. A brand with a full assortment of jewelry including bracelets, earrings, and other accessories, plus selective other items such as eyewear, hats, and sweatshirts. Though other brands and manufacturers will follow, Studio 51 will be the market leader and synonym for authentic, modern, and cool fashion jewelry that makes you look good and gives you luck. A highly profitable brand that will be offered a buyout or stake by a major player in the cycling or fashion industry.