Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
TechnologyAug 30, 2019
E-Tailer Focused on Custom Jewelry Launches Website
The site connects customers with local jewelers and designers, including Stephen Webster and Brent Neale, to create custom jewelry.
New jewelry e-tailer Pietra launched Aug. 21. The website sells ready-to-wear jewelry and gives customers the option to work with a designer on a custom piece.
New York—There’s a new fine jewelry platform online.
A New York-based company called Pietra launched its website, PietraStudio.com, Aug. 21. The site sells ready-to-wear jewelry as well as custom designs.
Consumers looking to create their own pieces of jewelry will have access to a network of more than 100 jewelry designers via Pietra, from local jewelers to larger companies, like Stephen Webster, and independent designers, such as Brent Neale.
Pietra connects customers with the creative teams at jewelry brands who oversee custom design.
In a statement announcing the site’s launch, CEO and co-founder Ronak Trivedi, a former Uber product manager, said he started Pietra because he wants everyone to “know a guy” when making a jewelry purchase.
“You want a connection with the designer and to understand the story behind the piece,” he said.
“Pietra was created for those of us who don’t ‘know a guy’ but still want the authentic, artisan and deeply personal experience of collaborating with a jeweler.”
In his blog, Trivedi pinpointed shifts in the luxury market, noting what the next generation of luxury shoppers is looking for when making a purchase.
“People want personalized experiences and to feel a part of the creative process. Mass produced off-the-shelf items just aren’t that appealing anymore,” he wrote.
Trivedi said the next generation will expect online experiences to be better than in-person experiences.
“From discovering a new brand on Instagram, to connecting with personal shoppers on WhatsApp, the new luxury consumer expects technology to enhance and not just enable,” he wrote.
Pietra’s custom-design portal caters to customers who know exactly what they want, as well as those who need a little inspiration, the company said in its statement.
Customers with an idea in mind can look through a catalog of designers and reach out directly.
Those who need some assistance can work with a Pietra concierge, who uses a survey to connect customers to a designer whose aesthetic fits matches theirs.
Customers can choose the style and materials, set a budget, and upload photos of designs they like. Material options include natural and lab-grown diamonds plus other gemstones such as rubies, pearls and garnets.
Customers can speak to multiple jewelers at once to talk about collaborating on the design and the pricing.
Those placing custom orders will pay the full amount to Pietra at the time of purchase. The jeweler will receive 35 percent to begin work on the piece and the remainder once it’s delivered to the customer.
Pietra
charges designers 30 percent commission on the sale of ready-to-wear pieces and takes a 10 percent commission on custom pieces. There is no listing fee.
Jewelers and designers interested in listing on the site can submit an application via Pietra’s website, but there is a waiting list, the company said.
The company said it vets applicants, setting up in-person interviews to determine if the jeweler or designer is a good fit for the site. If the company is unable to meet with an international designer, which Pietra says is “rare,” a phone interview is conducted.
Pietra looks at several determining factors, including a jeweler’s experience, which it considers “the most important factor,” according to its website.
The company also looks through reviews across online platforms, checking a jeweler’s star ratings and comments left by customers, and contacts past customers to get feedback on their experience.
Jewelers who want to list their services on Pietra will be asked to provide two professional references, such as fellow jewelers, designers, bench workers or other business associates.
Lastly, the company consults with its advisory board, comprised of “jewelry industry experts” involved in manufacturing, stone sourcing, jewelry, retail buying and gemology.
CEO Trivedi is a former Uber product manager behind UberPool, the service that allows customers to share rides, while Chief Technology Officer Pan Pan served as a senior engineering manager at Uber.
COO Jaden Levitt founded Wells Levitt, a startup services firm that worked with Glossier.
Chief Brand Officer Ashley Bryan is the former chief marketing officer at Moda Operandi.
The company also has notable backers, including venture capital firm Andreessen Horowitz (which also put money into the clothing rental subscription service that’s trying to buy Lord & Taylor); Greenbay Ventures, which has backed Lyft and Dropbox; Third Kind Venture Capital; and Abstract Ventures.
There are some famous backers in the mix as well including Will Smith through The Dreamers Fund, Robert Downey Jr. through Downey Ventures, music producer Scooter Braun, model Joan Smalls, and entrepreneur Michael Ovitz.
Jewelers and designers interested in listing on the site can submit an application via Pietra’s website, but there is a waiting list, the company said.
The company said it vets applicants, setting up in-person interviews to determine if the jeweler or designer is a good fit for the site. If the company is unable to meet with an international designer, which Pietra says is “rare,” a phone interview is conducted.
Pietra looks at several determining factors, including a jeweler’s experience, which it considers “the most important factor,” according to its website.
The company also looks through reviews across online platforms, checking a jeweler’s star ratings and comments left by customers, and contacts past customers to get feedback on their experience.
Jewelers who want to list their services on Pietra will be asked to provide two professional references, such as fellow jewelers, designers, bench workers or other business associates.
Lastly, the company consults with its advisory board, comprised of “jewelry industry experts” involved in manufacturing, stone sourcing, jewelry, retail buying and gemology.
CEO Trivedi is a former Uber product manager behind UberPool, the service that allows customers to share rides, while Chief Technology Officer Pan Pan served as a senior engineering manager at Uber.
COO Jaden Levitt founded Wells Levitt, a startup services firm that worked with Glossier.
Chief Brand Officer Ashley Bryan is the former chief marketing officer at Moda Operandi.
The company also has notable backers, including venture capital firm Andreessen Horowitz (which also put money into the clothing rental subscription service that’s trying to buy Lord & Taylor); Greenbay Ventures, which has backed Lyft and Dropbox; Third Kind Venture Capital; and Abstract Ventures.
There are some famous backers in the mix as well including Will Smith through The Dreamers Fund, Robert Downey Jr. through Downey Ventures, music producer Scooter Braun, model Joan Smalls, and entrepreneur Michael Ovitz.
More on Technology
The Latest
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
Weekly QuizMay 21, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
CollectionsMay 19, 2026
Chris Ploof’s New Collection Makes an Ancient Metal ModernWith gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.
IndependentsMay 19, 2026
Ellen and Michael Fruchtman Retire, Sell Marketing Agency Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.
ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
CollectionsMay 18, 2026
Foundrae’s New Collection Taps Into JoyThe “Limitless Expansion of Joy and Hope” collection evokes summer through colored gemstones and motifs of butterflies and florals.
CollectionsMay 18, 2026
Hancocks London Acquires Historic ‘Inchiquin’ EmeraldThe jewel, circa 1890, is from the late Victorian era and was owned by descendants of the last high king of Ireland.
Events & AwardsMay 18, 2026
Here Are the 2026 JCK Industry Fund Grant Recipients This is what the nine recipients plan to do with the funds.
AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
SourcingMay 15, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsMay 14, 2026
White Diamonds Lead Sotheby’s Auction, Blue Diamond Does Not SellA matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal ReinvigoratedSponsored by A Diamond Is Forever
