What Worthy does

Worthy, Inc. is a US-based online auction marketplace, founded in 2011 and headquartered in New York, that enables individuals to sell pre-owned diamonds, diamond jewelry, luxury watches, and designer pieces (Tiffany & Co., Cartier, Van Cleef & Arpels, etc.) to a curated network of more than 1,000 professional buyers. The platform is product-led: sellers submit an item online, receive a prepaid FedEx shipping label with Lloyd's of London insurance, after which Worthy handles cleaning, photography, and complimentary third-party grading through GIA and IGI (plus CentralWatch authentication for timepieces), lists the item in a 48-72 hour auction, and pays the seller via ACH, PayPal, or check within roughly 14-18 business days of arrival.

The business operates three interconnected revenue surfaces. The core consumer marketplace runs on a success-based tiered commission (18% up to $5,000, 14% to $15,000, 12% to $30,000, 10% above $30,000; a flat 18% for Jewelry Box bundles of 3+ items). The Worthy Jeweler Network is a B2B channel that lets retail jewelers sell trade-in inventory at wholesale and source authenticated pre-owned diamond jewelry, with a 3-day advance payment feature to eliminate negative working-capital exposure. A newer partner channel through Vanilla (estate-planning platform, announced March 2026) extends Worthy into financial-advisor workflows for estate, trust, and divorce-driven liquidations. Operations are supported by US offices (New York HQ, Salt Lake City) and international offices in Tel Aviv (data science), Manila, and Kyiv.

Worthy monetizes only on successful sales, meaning revenue is directly tied to auction throughput and average hammer price. The company reports $20.5B+ in cumulative items traded on the platform, 4.39M items reviewed, and 12,328 active buyers online, but does not disclose annual revenue. It is privately held, was combined with CIRCA Jewels in October 2023, and has raised approximately $74.9M across multiple rounds, most recently a $30.4M Series 3 in September 2020 led by Viola Ventures.

Name

Worthy

Legal name

Worthy, Inc.

Website

https://worthy.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Worthy is an online auction marketplace where individual sellers list pre-owned diamonds, jewelry, and watches to a network of 1,000+ professional buyers, with complimentary GIA/IGI grading and insured shipping; it also serves B2B jewelers via the Worthy Jeweler Network.

Ownership category

akta.pro rank

Product category

Online Pre-owned Jewelry and Watch Auction Marketplace

NAICS

Jewelry Retailers (45831), Used Merchandise Retailers (459510), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Auction Houses (Luxury Watches & Jewelry) (CRAKAKAF)

akta.pro secondary industries

Pre-owned Fine Jewelry Dealers (CRAKAKAC), Pre-owned Watch Dealers & Exchanges (CRAKAKAB), Estate Jewelry & Collection Liquidation Services (CRAKAKAJ)

Keywords

• Online jewelry auctions
• Pre-owned luxury marketplace
• Diamond grading services
• Jeweler trade-in network
• Luxury watch resale

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Auction Commission Fees: Worthy charges a percentage-based commission fee on successful sales only. The fee decreases as the sale price increases: 18% for items up to $5,000, 14% for $5,001-$15,000, 12% for $15,001-$30,000, and 10% for items above $30,001. For Jewelry Box (3+ items), a flat 18% fee applies. Worthy only earns revenue when a sale is completed.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Worthy operates an online auction marketplace where private individuals sell pre-owned diamond jewelry, loose diamonds, and luxury watches to a curated network of over 1,000 vetted professional buyers through competitive bidding. The company manages the end-to-end process, including prepaid insured FedEx shipping, complimentary GIA/IGI diamond grading and CentralWatch watch authentication, professional photography, live auction hosting (48–72 hours), and payment via ACH bank transfer, PayPal, or check within 9–14 business days after sale. Worthy also runs a B2B Worthy Jeweler Network that enables jewelry retailers to liquidate trade-in inventory and purchase authenticated pre-owned jewelry at wholesale prices with a 3-day advance-payment option.

Product overview

Worthy operates as an online luxury auction marketplace consisting of multiple interconnected product offerings. The core platform enables private individuals to sell diamonds, diamond jewelry, and luxury watches through competitive online auctions to a network of over 1,000 professional buyers. Key selling products include dedicated services for diamond rings, engagement rings, wedding rings, general jewelry, loose diamonds, watches, and designer pieces—each leveraging complimentary professional grading (via GIA and IGI), insurance coverage (Lloyd's of London), and prepaid FedEx shipping. Worthy also maintains a B2B arm called the Worthy Jeweler Network for jewelers to buy and sell pre-owned inventory, and a Pre-Owned Jewelry Buying platform for buyers. The company recently combined with CIRCA Jewels in 2023 to expand its position as a trusted destination for pre-owned jewelry and watch transactions.

Differentiator

Problem solved

Functional benefit

Brands

• The Worthy Buyer Network: A network of hundreds of trusted, professional buyers from around the world who compete for items on the Worthy auction platform.

Products and services

• Worthy Online Auction Marketplace
• Diamond Appraisal Service
• Worthy Jeweler Network
• Pre-Owned Jewelry Buying Platform

Quantifiable outcome

• Sellers can earn 2-3x more compared to pawn shops or local jewelers
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• VanillaminorGTM or Marketing Partner · 10 March 2026Vanilla, a modern estate-planning platform for financial advisors, has partnered with Worthy to integrate tax planning capabilities with estate planning workflows. The integration enables advisors to analyze how trust structures affect tax positions and evaluate Roth conversion strategies. Worthy will be offered to Vanilla customers at special pricing.
• CIRCA JewelscoreStrategic or Co-development Partner · 26 October 2023Worthy and CIRCA Jewels combined to create a more trusted destination for buying and selling pre-owned jewelry and watches, enhancing the platform's capabilities and market position.
• GIA (Gemological Institute of America)coreTechnology or IntegrationGIA is the industry's first choice for diamond grading and created the 4Cs diamond grading system. Worthy partners with GIA for grading reports that increase buyer confidence and command higher prices.
• IGI (International Gemological Institute)coreTechnology or IntegrationIGI carries out grading for diamond jewelry on Worthy's platform. They follow strict grading standards using cutting-edge technology and provide detailed reports that increase buyer confidence.
• Lloyd's of LondoncoreTechnology or IntegrationLloyd's of London provides full insurance coverage for all shipments through brokers, protecting valuables from the moment they leave sellers until they arrive at Worthy's offices and until sold.
• CentralWatchcoreTechnology or IntegrationCentralWatch authenticates watches auctioned on Worthy. Established in 1952, they are widely recognized as NYC's premier watch destination and provide detailed descriptions buyers can trust.
• FedExcoreOthersFedEx handles shipping logistics for Worthy, providing prepaid shipping labels and pickup/drop-off options for sellers shipping jewelry to Worthy's offices.
• Jewelers for ChildrenminorOthersWorthy is a proud donor to Jewelers for Children, a charity founded in 1999 by the U.S. jewelry industry to help children affected by illness, abuse, or neglect. JFC has donated more than $45 million to partners including St. Jude Children's Research Hospital and Make-A-Wish Foundation.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The RealReal: The RealReal is the leading online consignment marketplace for pre-owned luxury goods including jewelry, watches, and designer accessories. It is the closest direct competitor to Worthy, offering individual sellers a digital liquidation channel with authentication and tiered commission economics very similar to Worthy's model.
• Vestiaire Collective: Vestiaire Collective is a global peer-to-peer marketplace for pre-owned luxury fashion, jewelry, and accessories with strong authentication processes. It competes directly with Worthy in the pre-owned jewelry category and operates in geographies (Europe) where Worthy does not serve customers.
• WP Diamonds: WP Diamonds is a dedicated online buyer of pre-owned diamond jewelry, watches, and luxury jewelry, offering direct cash quotes and auction-style bidding. It competes directly with Worthy for individual sellers of diamond rings, engagement rings, and luxury watches via a similar online submission and insured-shipping flow.
• 1stDibs: 1stDibs is an online marketplace for luxury items including fine jewelry, watches, and designer accessories from vetted dealers. It competes with Worthy on the buyer side for pre-owned luxury jewelry demand and overlaps in serving sellers moving high-value pieces through digital channels.

Broad incumbents

• Sotheby's: Sotheby's is one of the world's largest traditional auction houses for fine jewelry, watches, diamonds, and luxury collectibles. While it operates at the high end and serves institutional consignors more than individuals, it is a broad incumbent in the luxury jewelry and watch auction category where Worthy competes for individual sellers.
• Christie's: Christie's is a global auction house offering fine jewelry, watches, and luxury accessories through live and online auctions. As a broad incumbent, it competes for estate and high-value jewelry consignments that overlap with Worthy's higher price tiers ($30K+) where the 10% commission applies.
• Bonhams: Bonhams is an international auction house with active fine jewelry and watch departments, conducting both live and online auctions. As a broad incumbent, it competes with Worthy for estate and high-value jewelry sellers and uses a similar auction-mechanism model.

Emerging players

• Bob's Watches: Bob's Watches is one of the largest pre-owned Rolex and luxury watch dealers, operating an online marketplace for buying and selling authenticated timepieces. It overlaps with Worthy's watch-selling service for individual sellers looking to liquidate luxury watches.
• Crown & Caliber: Crown & Caliber is an online platform specializing in buying and selling pre-owned luxury watches with authentication and grading services. It is an emerging specialist player with a comparable online submission flow and watch authentication focus to Worthy's sell-watches service.
• I Do Now I Don't: I Do Now I Don't is an online auction marketplace dedicated specifically to selling engagement rings and wedding rings. It is an emerging niche player with a category-specialist angle overlapping Worthy's sell-engagement-ring and sell-wedding-ring services for individual sellers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WorthyInc
• YouTubeyoutube.com/channel/UC2FXgX7PzZedlrl11VxqSgQ
• Facebookfacebook.com/worthyInc
• LinkedInlinkedin.com/company/worthy-com
• Instagraminstagram.com/wearesoworthy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds7 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Worthy