What Ada Diamonds does

Ada Diamonds is a bespoke lab-grown diamond jewelry retailer specializing in CVD (Chemical Vapor Deposition) lab-grown diamonds for engagement rings, wedding bands, fashion jewelry, and fully custom designs. Founded in 2015 by Jason Payne and Lindsay Reinsmith, the company operates a high-touch concierge sales model delivered through flagship showroom consultations and video appointments, serving individual luxury consumers who seek ethically-sourced, high-quality diamonds with expert curation. Settings are catalog-priced from $1,250 to $3,250, with engagement ring orders carrying a $4,000 minimum, wedding bands and fashion jewelry at a $2,000 minimum, and a $1,000 non-refundable deposit required to begin custom design work. Diamonds are independently certified by IGI, GIA, AGS, or GCAL, and every order carries a lifetime diamond guarantee, two-year jewelry warranty, complimentary re-sizing within 12 months, and (since March 2025) a 100% lifetime trade-in credit program.

On April 23, 2025, Sasha Primak (Alexander Primak Jewelry, Inc.), a New York-based luxury jewelry manufacturer founded in 1978, acquired the Ada Diamonds brand following the medical retirement of its co-founders. The brand was relocated into Sasha Primak's flagship facility at 529 5th Avenue in Manhattan, with previous Austin and San Francisco showrooms closed. Ada Diamonds now operates as a core subsidiary of Alexander Primak Jewelry, Inc., shipping insured worldwide to 40+ countries while maintaining a single domestic showroom, with revenue derived exclusively from one-time bespoke and catalog purchases rather than subscriptions or recurring contracts.

Name

Ada Diamonds

Legal name

Alexander Primak Jewelry, Inc.

Website

https://adadiamonds.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Ada Diamonds is a bespoke lab-grown diamond jewelry retailer specializing in CVD diamond engagement rings, wedding bands, and custom jewelry sold via concierge consultation. Founded in 2015, the brand is now owned by Sasha Primak and operates from a Manhattan flagship serving individual luxury consumers globally.

Ownership category

akta.pro rank

Product category

Fine Jewelry (Lab-Grown Diamond Jewelry)

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310)

SIC

Jewelry, Precious Metal (3911), Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Lab-Grown Diamond Bridal Jewelry (CRAKACAF)

akta.pro secondary industries

Synthetic/Lab-Grown Diamonds & Gemstones (Manufacturing & Trading) (CRAKAJAM), Bridal & Engagement Jewelry Manufacturing (CRAKAIAC), Diamond Jewelry (CRAKAAAA)

Keywords

• Lab grown diamonds
• Engagement rings
• Wedding bands
• Fine jewelry
• Custom jewelry

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Bespoke Engagement Rings: Custom-designed lab diamond engagement rings sold through concierge consultation process. Requires $1,000 non-refundable deposit to begin. Minimum order value of $4,000 for engagement rings.
2. Wedding Bands: Lab diamond wedding bands with minimum order value of $2,000. Complimentary design offered for returning clients to pair with engagement ring.
3. Fashion Jewelry: Lab diamond fashion jewelry including earrings, bracelets, necklaces, and rings. Minimum order value of $2,000 for custom pieces.
4. Loose Diamonds: Independently certified loose lab diamonds of 1.0ct or greater in size sold directly. Ready to ship in 1-3 business days.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Ada Diamonds designs and sells lab-grown diamond jewelry, principally bespoke engagement rings, wedding bands, fashion jewelry (earrings, bracelets, necklaces, rings), and certified loose diamonds of 1.0ct and above. Production uses CVD (Chemical Vapor Deposition) lab-grown diamonds selected through expert in-person curation and set in-house. Sales run through a high-touch concierge model combining an NYC flagship showroom, virtual consultations, and an e-commerce site.

Differentiator

Problem solved

Functional benefit

Products and services

• Lab Diamond Engagement Rings Custom and catalog lab-grown diamond engagement rings in solitaire, three-stone, halo, pavé, bezel, cathedral, and toi-et-moi settings, sold through concierge consultation with a $1,000 non-refundable deposit and a $4,000 minimum order.
• Wedding Bands Lab-grown diamond wedding bands (including anniversary and eternity bands) with a $2,000 minimum order, designed to complement Ada Diamonds engagement rings.
• Fashion Jewelry Lab-grown diamond fashion jewelry including earrings, bracelets, necklaces, and rings, with custom pieces available at a $2,000 minimum order.
• Loose Lab-Grown Diamonds IGI, GIA, AGS, or GCAL certified loose lab-grown diamonds of 1.0ct and above, ready to ship in 1-3 business days and eligible for the lifetime trade-in program.
• Custom / Bespoke Design Service One-on-one bespoke jewelry design service in which customers collaborate with expert jewelers to create custom engagement rings and jewelry, beginning with a $1,000 non-refundable deposit.

Quantifiable outcome

• Lab-grown diamonds now comprise approximately 50% of engagement ring center stones sold in the United States
• +1 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Sasha PrimakcoreStrategic or Co-development Partner · 23 April 2025Sasha Primak, a New York-based luxury jewelry manufacturer founded in 1978, acquired the Ada Diamonds brand following the medical retirement of co-founders Jason Payne and Lindsay Reinsmith. The acquisition positions Sasha Primak at the forefront of the rapidly growing lab-grown diamond market. Ada Diamonds operations were relocated to Sasha Primak's flagship facility at 529 5th Avenue in Manhattan.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Grown Brilliance: Grown Brilliance is a lab-grown diamond jewelry retailer offering engagement rings, wedding bands, and fine jewelry at competitive price points. Similar bridal-first DTC model to Ada, with broader entry-level price tier.
• Clean Origin: Clean Origin is a DTC lab-grown diamond jewelry retailer focused on bridal and fine jewelry. Directly comparable to Ada on product offering, customer base, and channel mix (e-commerce + showroom).
• Brilliant Earth: Brilliant Earth is a publicly traded DTC jewelry retailer specializing in ethical fine jewelry, including a significant lab-grown diamond bridal offering. Similar customer segment (eco-conscious bridal buyers) and concierge-style sales model make it a close direct peer.
• Diamond Foundry: Diamond Foundry produces CVD-grown lab diamonds and operates a DTC jewelry brand (VRAI) plus wholesale supply. Comparable to Ada on the lab-grown bridal focus and premium positioning.
• Ritani: Ritani is an online jewelry retailer with lab-grown and natural diamond bridal offerings, combining DTC e-commerce with a network of local jewelers for in-store viewing. Comparable bridal customer and hybrid distribution model.
• VRAI: VRAI is a vertically integrated lab-grown diamond jewelry brand operating direct-to-consumer, with bridal as its core segment. It competes head-to-head with Ada on lab-grown engagement rings, fashion jewelry, and loose diamonds, and is the most direct comparable peer.
• MiaDonna: MiaDonna is a lab-grown diamond and moissanite retailer emphasizing ethical sourcing and bridal jewelry. Comparable on the lab-grown, ethical-positioning axis and DTC bridal focus.

Broad incumbents

• Lightbox Jewelry: Lightbox is De Beers' lab-grown diamond jewelry brand, offering fashion-focused and entry-level bridal pieces at lower price points. Operates at much greater scale and serves as a broad incumbent competitor to Ada's premium positioning.
• Tiffany & Co. Tiffany & Co. (owned by LVMH) is a global luxury jewelry leader with a bridal-focused heritage. While traditionally natural-diamond-focused, it represents the high-end bridal benchmark Ada positions itself against and has begun expanding lab-grown offerings.
• Blue Nile: Blue Nile (owned by Signet Jewelers) is a major online diamond and bridal jewelry retailer that has expanded into lab-grown diamonds. Comparable bridal customer base but at vastly larger scale and broader assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/adadiamonds
• Facebookfacebook.com/adadiamonds
• LinkedInlinkedin.com/company/ada-diamonds

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

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 Ada Diamonds