CustomMade
CustomMade is a Cambridge, MA-based DTC custom jewelry company operating since 1996 that guides individual buyers — primarily engaged couples — through a human-led collaborative design process for handcrafted engagement rings, wedding bands, and personalized fine jewelry, monetizing via quote-based one-time purchases through its own e-commerce site.
- Company typePrivate
- Founded1996
- HeadquartersCambridge, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What CustomMade does
CustomMade is a Cambridge, Massachusetts-based direct-to-consumer custom jewelry company that has operated since 1996 and is incorporated as CustomMade, Inc. in Delaware. The company guides individual buyers — primarily engaged couples and fine jewelry enthusiasts — through a collaborative, human-led design process in which expert jewelers and designers create hand-drawn sketches, 3D CAD renderings, and iterative prototypes before hand-finishing the final piece in the U.S. Its product portfolio centers on custom engagement rings (diamond and non-diamond gemstone varieties), with adjacent lines including wedding bands, signet rings, necklaces, earrings, cufflinks, lapel pins, brooches, class rings, and men's rings. The business monetizes on a quote-based, one-time-purchase model with deposits required before 3D design work begins, supplemental design services bundled into each order, and optional consumer financing; pricing is driven by materials (precious metals, diamonds from a network giving access to 2 million+ stones, colored gemstones) and design complexity.
The company operates as a pure-play DTC e-commerce business via custommade.com, with no third-party retail or marketplace presence, and ships to 25+ countries internationally with full insurance. Its go-to-market relies on organic search and an extensive in-house "Jewelry 101" education library as a top-of-funnel trust-building engine, complemented by customer reviews and testimonials. Customer support, lifetime warranties, a 30-day change window, and free 365-day resizing are explicit service differentiators. CustomMade has raised approximately $25.9M across seven disclosed funding events (2009–2025), with the largest being an $18M Series A led by Atlas Venture in 2013 and the most recent being a $3M SEC Form D exempt offering in December 2025 with ~$2.2M sold. Founder Seth Rosen serves as CEO alongside co-founder Sasha Shusteff. No institutional investors, parent companies, or M&A activity are disclosed, and the company has no public patents, certifications, or awards on record in the input data.
CustomMade firmographics
Firmographics- Name
- CustomMade
- Legal name
- CustomMade, Inc.
- Website
- https://custommade.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CustomMade is a Cambridge, MA-based DTC custom jewelry company operating since 1996 that guides individual buyers — primarily engaged couples — through a human-led collaborative design process for handcrafted engagement rings, wedding bands, and personalized fine jewelry, monetizing via quote-based one-time purchases through its own e-commerce site.
- Ownership category
- akta.pro rank
CustomMade industry classification
Industry- Product category
- Custom Fine Jewelry Manufacturing
- NAICS
- Jewelry and Silverware Manufacturing (33991), Jewelry and Silverware Manufacturing (339910)
- SIC
- Jewelry, Precious Metal (3911)
- akta.pro primary industry
- Custom Bridal & Engagement Design (CRAKAHAB)
- akta.pro secondary industries
- Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI), Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA)
Keywords
Where CustomMade is headquartered
LocationHeadquarters
- HQ city
- Cambridge
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
CustomMade business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Custom Jewelry Sales: One-time custom jewelry purchases including engagement rings, wedding bands, and fine jewelry. Customers pay a deposit for design and production, with final payment before shipping.
- Custom Design Services: Design consultation and creation services included as part of the custom jewelry purchase, featuring hand-drawn sketches and 3D renderings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Custom jewelry with pricing based on materials and design complexity |
| Other | Monthly | Financing available for purchases |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
CustomMade product offering
Product offeringCore offering
CustomMade designs and manufactures custom fine jewelry, with engagement rings and wedding bands as flagship offerings, alongside necklaces, earrings, cufflinks, lapel pins, and class rings. Each piece is handcrafted in the United States by in-house expert jewelers through a collaborative design process with the customer, supported by CAD rendering and access to a large diamond and gemstone inventory.
Product overview
CustomMade is a custom jewelry design and manufacturing company offering a platform of personalized fine jewelry products centered around custom engagement rings, complemented by wedding bands, signet rings, necklaces, earrings, cufflinks, lapel pins, and other personalized accessories. The core offering is a collaborative custom design process where customers work directly with expert jewelers and designers to create one-of-a-kind pieces. The company provides access to over 2 million diamonds and a variety of gemstones, with handcrafted manufacturing in the U.S. Key product lines include custom engagement rings (diamond and gemstone varieties), custom wedding bands, signet rings, necklaces/pendants, earrings, cufflinks, lapel pins/brooches, class rings, and men's rings. The product portfolio also includes educational resources covering diamonds, gemstones, metals, and jewelry care.
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Engagement Rings
Companies that use CustomMade
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
CustomMade technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
CustomMade partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
CustomMade competitors and assessment
Company assessmentDirect peers
- Brilliant Earth: Public DTC jeweler specializing in ethically sourced and lab-grown diamonds with strong customization and bespoke engagement ring offerings. Direct competitor to CustomMade in the online custom engagement ring category, with overlapping target customers and design-led value proposition.
- With Clarity: Online-first custom engagement ring and fine jewelry retailer offering personalized design consultations and 3D visualization. Closely comparable to CustomMade in operating model, target customer (engaged couples), and collaborative design experience.
- Blue Nile: Large online diamond and fine jewelry retailer (now owned by Signet) offering both ready-made and custom engagement ring configurations. Comparable to CustomMade as a direct-to-consumer diamond engagement ring platform, though with a less bespoke, more configurator-led model.
- James Allen: Online diamond retailer with strong custom engagement ring and wedding band offering, including 360° diamond visualization and design-your-own ring flows. Comparable to CustomMade in customer base and product, with a more technology-driven (rather than human-led) design experience.
- VRAI: Vertically integrated DTC jeweler selling lab-grown diamonds and custom engagement rings directly to consumers. Comparable to CustomMade in DTC custom engagement focus and ethically positioned supply chain, but differentiated by owned diamond production.
Emerging players
- Mejuri: Direct-to-consumer fine jewelry brand with strong digital content and lifestyle marketing, increasingly expanding into engagement and commitment jewelry. Adjacent to CustomMade in fine jewelry DTC, with broader everyday wear focus and a less bespoke engagement positioning.
- Clean Origin: DTC lab-grown diamond jeweler with customizable engagement rings and wedding bands. Comparable to CustomMade in online custom engagement ring offering, but narrower in material focus (exclusively lab-grown) and less service-intensive in design process.
Broad incumbents
- Tiffany & Co. Iconic luxury jewelry house owned by LVMH with strong bridal and bespoke offerings alongside broad fine jewelry. Comparable to CustomMade at the high end of custom bridal jewelry, with vastly greater scale, brand equity, and physical retail footprint.
- Kay Jewelers: Mass-market U.S. jewelry retailer (Signet) offering engagement rings and custom design services through a large physical store network. Comparable to CustomMade as a U.S. engagement-ring seller with customization, but operating at lower price points and a fundamentally different distribution model.
Others
- Etsy: Global online marketplace for handmade and custom goods, including custom jewelry, where many independent jewelers offer bespoke engagement and fine jewelry similar to CustomMade. Comparable as an alternate discovery and purchase channel for buyers seeking one-of-a-kind jewelry, though without CustomMade's curated design-consultant experience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
CustomMade social profiles
Digital presenceCustomMade financial estimates
Financial estimateRevenue estimate
Valuation estimate
CustomMade leadership team
Management profileNumber of profiles
Profiles2 records
CustomMade funding detail
Funding detailFunding overview
Funding rounds7 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CustomMade M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CustomMade
What does CustomMade do?
CustomMade designs and manufactures custom fine jewelry, with engagement rings and wedding bands as flagship offerings, alongside necklaces, earrings, cufflinks, lapel pins, and class rings. Each piece is handcrafted in the United States by in-house expert jewelers through a collaborative design process with the customer, supported by CAD rendering and access to a large diamond and gemstone inventory.
Is CustomMade a public or private company?
CustomMade is a private company. It is classified as venture growth investor backed and is currently operating.
When was CustomMade founded?
CustomMade was founded in 1996. It employs 11 to 50 people.
Where is CustomMade based?
CustomMade is headquartered in Cambridge, United States, in the North America region.
How does CustomMade make money?
Two revenue lines are on record. Custom Jewelry Sales are the primary driver. The others are custom Design Services.
Who are CustomMade's main competitors?
Direct peers on record are Brilliant Earth, With Clarity, Blue Nile, James Allen and VRAI. Emerging players are Mejuri and Clean Origin. Broad incumbents are Tiffany & Co. and Kay Jewelers. Etsy is listed as an others.
Does CustomMade have an API?
No public API is recorded for CustomMade.
What industry is CustomMade in?
CustomMade's product category is Custom Fine Jewelry Manufacturing. Its primary akta.pro industry code is CRAKAHAB, Custom Bridal & Engagement Design, with a secondary code of CRAKAHAI, Artisan/Hand-Fabricated One-of-a-Kind Jewelry. Its NAICS code is 33991 and its SIC code is 3911.