Celebrities Fund New Custom-Jewelry Platform

RAPAPORT… New York-based startup Pietra believes it has found the answer to personalizing the online jewelry-buying experience.

The company, which is backed by celebrated investor Marc Andreessen along with funds connected to Robert Downey Jr and Will Smith, last week launched Pietra Studio, an online fine-jewelry
platform that directly connects consumers with leading designers to create custom
pieces.



“Right now, the experience of buying jewelry online is
antiquated and intimidating,” Pietra’s CEO, Ronak Trivedi, said. When
you’re buying one of life’s most meaningful purchases, whether it’s for an
engagement [or] anniversary…you want that process to be meaningful. You want a
connection with the designer and to understand the story behind the piece.”


Customers have access to more than 100 global jewelry
designers, ranging from small mom-and-pop shops to well-known jewelers who
create pieces for popular celebrities. Prices on the site for custom jewelry
range from $250 up to $15,000 to $30,000 for designers such as Stephen Webster
and Nicole Wegman, of Ring Concierge.


Buyers can either pick a designer they like from those
available or be assisted by a concierge who uses a survey to connect customers
to the most appropriate designers. Consumers then work one-on-one with the designers
to create their piece. Pietra also offers a ready-to-wear marketplace where
buyers can purchase existing jewelry.


The company just completed its seed round of funding in March, in which it raised an undisclosed amount. The round was led by Andreessen Horowitz, with other participants including high-profile investors The Dreamers Fund, a venture-capital business started
by talent manager and record executive Scooter Braun, model Joan Smalls and
actor Will Smith. Actor Robert Downey Jr.’s Downey Ventures has also
contributed capital. 


Image: A ring created by one of Pietra’s custom designers. (Pietra)