MajorsDec 27, 2024
Buccellati to Expand Workforce by 500 Employees Over Next Three YearsThe Richemont-owned company is investing in its jewelry production and watchmaking workshops.
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
SourcingDec 27, 2024
IDCA Announces 2025 Board MembersManoj Bhandari, a principal of RMC Gems Inc., is the new president of the Indian Diamond & Colorstone Association.
Events & AwardsDec 27, 2024
18 Designers Graduate from WJA’s Jewelry Loupe ProjectThe designers participated in a six-month business development and mentorship program to develop and launch their jewelry collections.
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday CampaignA Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
MajorsDec 24, 2024
Nordstrom Family, Partner to Take Retailer Private in $6B DealMembers of the founding family have partnered with Mexican retail company El Puerto de Liverpool to acquire Nordstrom.
Weekly QuizDec 27, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsDec 24, 2024
Boucheron Bets on Las VegasThe brand has opened its second U.S. location in the Fontainebleau resort and casino.
EditorsDec 24, 2024
The Spectrum Jewels I Want to Find Under the Tree Associate Editor Lauren McLemore highlights pieces from the AGTA Spectrum & Cutting Edge Awards she’d be thrilled to unwrap on Christmas.
Brought to you by
De Beers Group Launches Holiday Campaign for Natural Diamonds‘Forever Present’ campaign revives the iconic A Diamond is Forever tagline and celebrates the diamond dream.
SourcingDec 24, 2024
Gemfields to Temporarily Suspend Emerald MiningThe move is one of several cost-cutting measures outlined by the company as it faces a weaker luxury market and other challenges.
IndependentsDec 23, 2024
Philadelphia 76ers’ Tyrese Maxey Stars in The 1916 Company’s New CampaignThe retailer’s “On the Clock” campaign celebrates how time, precision, and purpose come together.
EditorsDec 23, 2024
My Favorite Piece of the Week Jewels of 2024Associate Editor Natalie Francisco chose her 12 favorite Piece of the Week picks from the year gone by.
GradingDec 23, 2024
GIA Adds Filler Identification to Emerald ReportsLab clients have the option to request this addition on their emerald reports.
Events & AwardsDec 20, 2024
Two Participants Complete Inaugural Ella Klein InternshipJamie Dunton and Gabriella Botelho are the first graduates of the program, created by the WJA Foundation and Julius Klein Diamonds.
CollectionsDec 20, 2024
Piece of the Week: Retrouvaí’s Ring for CharityIn the spirit of giving, Retrouvaí will donate $4,000 from the sale of this ring to the Los Angeles Regional Food Bank.
IndependentsDec 19, 2024
Michigan’s DeVries Jewelers Unveils New Location in Time for the HolidaysCo-owner Dan DeVries shared what it’s like moving into a space triple the size of its old store and how it feels to be a “real jeweler” now.
CollectionsDec 19, 2024
State Property Transforms Spain’s Generalife Gardens into JewelryAlong with the latest “Gardens” collection, the brand has released limited-edition designs offering more indulgent pieces.
CrimeDec 19, 2024
Alleged Jewelry Thieves Attempt Rowboat EscapeThe man and woman are accused of stealing jewelry from a shipping container then trying to flee by paddling a small boat out into a bay.
SourcingDec 19, 2024
The Second-Largest Diamond Ever Found Now Has a Name The 2,488-carat diamond recovered from a mine in Botswana has been dubbed “Motswedi” while its 1,094-carat sibling is “Seriti.”
SourcingDec 19, 2024
Gemfields Reports Record Ruby Auction Results Despite Challenges at SourceThe average price per carat hit a record high for the miner, which said it remains unaffected by the conflict in Mozambique.
AuctionsDec 18, 2024
Alexandrite Ring Sells for Record-Setting $1.9M at Sotheby’sThe nearly 17-carat stone made history for the color-change gem that, according to the auction house, is experiencing a “notable surge” in the market.
WatchesDec 18, 2024
Historic Titanic Pocket Watch Winds Its Way Back to Tiffany & Co. More than a century after survivors gifted a Tiffany timepiece to the captain of the ship that rescued them, the jeweler has reclaimed it.
IndependentsDec 18, 2024
Industry Veteran Steve Feldman Set to RetireFeldman reflected on 45 years in the jewelry industry and clarified that it’s not a total retirement.
Events & AwardsDec 17, 2024
Chanel to Receive Gem Award for High Jewelry ExcellenceThe luxury brand is being honored for excellence in high jewelry design in its “Haute Joaillerie Sport” collection.
SourcingDec 17, 2024
Frank Circelli, Founder of Gem Shopping Network, Dies at 75Circelli was a pioneer in the world of TV shopping who is remembered for his passion for gemstones and his big personality.
AuctionsDec 17, 2024
Blue Diamond Fetches $8.8M at Christie’sThe nearly 6-carat stone headlined the recent jewelry auction, which also featured Mica Ertegun’s jewelry.
CrimeDec 17, 2024
‘Black Bin Crew’ Robbers Get 14-16 Years in Prison The three men, who got their nickname because they’d toss the jewelry they stole into black plastic bins, were arrested back in August.
TrendsDec 16, 2024
Marion Fasel’s New Book Delves Into the History of Engagement Rings“The History of Diamond Engagement Rings: A True Romance” is a 128-page small-format book containing more than 165 images.
