TrendsOct 31, 2025
Piece of the Week: A Spinner Fit for ‘Frankenstein’This “Mother Father” spinner necklace from Heavenly Vices Fine Jewelry draws inspiration from Victorian Era jewelry.
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
CrimeOct 31, 2025
5 More Arrested in Louvre Heist, Jewelry Still Missing The suspects were rounded up in Paris and its suburbs on Wednesday night, but none of the stolen jewels were recovered with them.
Recorded WebinarsOct 31, 2025
Watch: How to Master Google Reviews for Your BusinessExperts share top tips on how to encourage positive reviews and handle negative feedback.
Supplier BulletinOct 30, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
Weekly QuizOct 30, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.
Lab-GrownOct 30, 2025
Alison Lou’s New Collection Uses Lab-Grown Diamonds and ResinThe “Lumière Fine” collection was born from designer Alison Chemla’s interest in the transformative power of light.
Brought to you by
DESERT DIAMONDS: The Newest Trend in Natural Diamond JewelryFrom sunlit whites to smoky whiskeys, introduce your clients to extraordinary diamonds in colors as unique as their love.
TrendsOct 30, 2025
Amanda’s Style File: A Haunted HalloweenShow off your spooky side with these 12 festive jewels.
Events & AwardsOct 30, 2025
Jewelers Mutual to Host Jewelry Panel at Frazier History MuseumThe “Brilliant & Beyond” panel coincides with the “Love & Marriage” exhibition curated by Davis Jewelers in Louisville, Kentucky.
Events & AwardsOct 29, 2025
October Brings Little Change to Consumer Confidence Consumers are feeling more optimistic about their present situation while the short-term future remains a little scary.
Events & AwardsOct 29, 2025
Couture Partners With Time to WatchesThe company, which organizes a watch show in Geneva every spring, will bring a selection of watch brands to the 2026 Couture show in Vegas.
TrendsOct 29, 2025
Beth Bernstein Releases Vintage Jewelry Guide“The Modern Guide to Vintage Jewellery” follows the evolution of jewelry design from the ‘30s to the ‘80s with buying and styling advice.
EditorsOct 29, 2025
Why Creepy, Crawly Bugs Inspire Beautiful JewelryFor her annual Halloween story, Senior Editor Lenore Fedow explores the symbolism behind spiders, beetles, and other eerie insects.
Events & AwardsOct 28, 2025
Meet the 2026 Gem Award NomineesNotable jewelry designers, members of the press, and retailers are up for an award at next year’s gala.
Recorded WebinarsOct 28, 2025
Watch: The State of the Jewelry Industry Leaders from Jewelers of America and National Jeweler discuss the gold price, tariffs, and more in this one-hour webinar.
CollectionsOct 28, 2025
Eriness Reflects on Life in ‘One of One’ CollectionAfter experiencing motherhood, growth, and loss, founder and designer Erin Sachse has created 10 irreplaceable jewels.
AuctionsOct 27, 2025
Napoleon Left This Brooch Behind, And Now It’s Up For AuctionIt is part of Sotheby’s “Royal & Noble Jewels” sale along with an ornate hair ornament and an old mine-cut light pink diamond ring.
CrimeOct 27, 2025
Arrests Made in Louvre Jewel Heist One of the individuals was apprehended at the airport as he was trying to flee the country.
MajorsOct 27, 2025
Target to Cut 1,800 Corporate JobsThe retailer, which has faced struggling sales in recent quarters, is looking to streamline its operations.
Events & AwardsOct 27, 2025
Hill Management Group Hired to Help Atlanta Jewelry ShowHill Management Group will oversee, market, and produce next year’s spring show.
AuctionsOct 24, 2025
Bonhams Under New Ownership, Top Executives ReplacedLondon-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.
GradingOct 24, 2025
DMIA to Hold Diamond Testing Instrument DemoThe workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.
CrimeOct 24, 2025
Video Emerges of Louvre Jewelry Robbers Fleeing the Scene The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.
CollectionsOct 24, 2025
Piece of the Week: Wyld Box Jewelry’s ‘Ray of Light’ EarringsFounder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.
FinancialsOct 23, 2025
Jewelry Sales Resilient Despite Struggles at LVMH, KeringThe luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.
SourcingOct 23, 2025
Petra Diamonds Turns to Shareholders to Raise Capital The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.
