What StoneAlgo does

StoneAlgo operates a consumer-facing diamond marketplace that aggregates over 2 million diamonds from more than 10 vetted online jewelers (Adiamor, Daniel William, DreamStone, Friendly Diamonds, Whiteflash, With Clarity), positioning itself as a price-discovery and comparison layer analogous to Zillow's role in real estate. The platform's core technology consists of proprietary algorithms — Cut Score (a 10-point cut quality scale), Visual Carat (perceived-size metric), Fair Price Estimate (daily-refreshed algorithmic valuation), and Diamond Check (red-flag detection) — supported by a historical dataset of over 1 billion diamond prices and 20+ price index categories with 3+ years of pricing history. The product surface extends beyond search to include a Diamond Price Calculator for natural and lab-grown stones, a side-by-side Comparison Tool, a Diamond Check Tool, a Vault for saved stones, an AI-powered Search Assistant questionnaire, an AI-powered 3D Ring Builder for custom engagement ring design, a Local Jewelers Directory, and a dedicated Lab Grown Diamonds vertical across 10 diamond shapes.

The business model is a free-to-consumer marketplace monetized via commissions or referral fees from partner jewelers when transactions are routed through the platform. StoneAlgo generates zero direct consumer revenue and instead relies on a two-sided marketplace dynamic where SEO-driven content marketing (price-index pages, carat- and shape-targeted landing pages, educational guides) is the primary acquisition channel. The platform claims 1.5M+ happy shoppers, 10M+ diamond checks, and a 4.9★ TrustPilot rating, but no revenue, funding, or GMV figures are publicly disclosed. The company was founded in 2017, is headquartered in New York, operates with 1-10 employees, and is led by co-founder and CEO Devin Jones — a profile consistent with a bootstrapped, content- and data-led marketplace rather than a venture-backed scale-up.

Name

StoneAlgo

Legal name

StoneAlgo, Inc.

Website

https://stonealgo.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

StoneAlgo is a New York-based diamond marketplace founded in 2017 that aggregates 2M+ diamonds from vetted jewelers and offers proprietary price- and quality-scoring tools to consumers shopping for engagement rings, monetizing via retailer referral fees.

Ownership category

akta.pro rank

Product category

Online Diamond Marketplace

SIC

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

akta.pro primary industry

Diamond & Gemstone B2B Exchanges/Marketplaces (CRAKAJAJ)

Keywords

• Diamond marketplace
• Diamond price tracking
• Diamond comparison tools
• Engagement ring design
• Jewelry price indexes

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Marketplace Transaction Fees: StoneAlgo earns revenue by driving diamond sales to partner retailers through their marketplace platform. The company aggregates diamond inventory from multiple jewelers and earns a commission or referral fee when customers purchase through the platform.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

StoneAlgo operates a free consumer-facing diamond marketplace that aggregates over 2 million diamonds from 10+ vetted online jewelers. The platform provides proprietary search, comparison, pricing (Fair Price Estimate), and quality scoring tools (Cut Score, Visual Carat) to help consumers identify high-quality, fairly priced diamonds, and routes purchase transactions to partner retailers in exchange for marketplace commissions.

Product overview

StoneAlgo is a diamond marketplace platform that aggregates diamond inventory from multiple online jewelers. The core platform consists of a Diamond Search Engine with over 2 million diamonds, paired with analytical tools including the Diamond Comparison Tool (side-by-side expert analysis of up to 4 diamonds), Diamond Check Tool (red flag detection), and Diamond Price Calculator (for natural and lab-grown diamonds). Additional products include a 3D Ring Builder for custom engagement ring design, Diamond Price Indexes with 3+ years of historical pricing data across 20+ index categories, a Vault for saving preferred diamonds, a Search Assistant questionnaire, and a Local Jewelers Directory. The platform supports both natural and lab-grown diamond searches across 10 diamond shapes (Round, Oval, Princess, Emerald, Cushion, Pear, Radiant, Asscher, Marquise, Heart).

Differentiator

Problem solved

Functional benefit

Products and services

• Diamond Search

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• AdiamorcoreChannel Partner/ Reseller/ DistributorLos Angeles based online jeweler with a physical storefront in L.A.'s historic diamond district. One of StoneAlgo's vetted partner retailers.
• Daniel WilliamcoreChannel Partner/ Reseller/ DistributorPremier diamond destination focusing on ethically-sourced, certified GIA diamonds and high quality loose diamonds.
• DreamStonecoreChannel Partner/ Reseller/ DistributorFamily-owned jeweler spanning three generations with locations in New York and Florida.
• Friendly DiamondscoreChannel Partner/ Reseller/ DistributorOnline jeweler using state-of-the-art technology with brilliant designs at affordable price points without compromising quality and conscience.
• WhiteflashcoreChannel Partner/ Reseller/ DistributorOnline jewelry retailer founded in 2000, based in Houston, Texas.
• With ClaritycoreChannel Partner/ Reseller/ DistributorOnline jewelry retailer founded in 2015, based in New York, New York.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Ritani: Ritani is an online diamond and engagement-ring retailer that connects shoppers with a network of partner jewelers for fulfillment. Its hybrid retailer-marketplace model closely parallels StoneAlgo's structure and serves a similar self-serve, comparison-driven buyer.
• Brilliant Earth: Brilliant Earth is a publicly-traced online jewelry retailer focused on ethical and lab-grown diamonds with a strong e-commerce comparison and design experience. It is comparable in category (consumer diamond buying) and increasingly in lab-grown coverage, which StoneAlgo also tracks.
• Blue Nile: Blue Nile (owned by Signet Jewelers) is the largest online diamond retailer in the U.S. and operates its own search, comparison, and price-transparency tools. While it does not run a multi-retailer marketplace, it is a comparable destination for the same self-serve diamond buyer and a likely acquirer or competitor to StoneAlgo's partners.
• James Allen: James Allen (also under Signet Jewelers) is a leading online diamond and engagement-ring retailer with sophisticated in-house search and visualization. Like Blue Nile, it competes for the same end consumer and has the resources to develop parallel comparison and quality-scoring features.

Direct peers

• With Clarity: With Clarity is a New York-based online engagement-ring and fine-jewelry retailer that is also one of StoneAlgo's named partner jewelers. It is comparable because it both competes for the same self-serve engagement buyer and represents the type of partner whose participation StoneAlgo's marketplace economics depend on.
• Rare Carat: Rare Carat is a direct competitor - an AI-powered diamond search engine that aggregates loose diamonds from multiple retailers, offers comparable price-transparency and quality-evaluation tools, and targets the same engagement-ring buyer. The two are the closest head-to-head comparison-and-referral marketplaces in the U.S. diamond category.
• The Diamond Pro: The Diamond Pro is an education- and affiliate-driven diamond buying site with proprietary evaluation frameworks and referral relationships with online jewelers. It competes for the same organic SEO traffic and partner-retailer economics, making it a near-direct StoneAlgo analog.

Emerging players

• Worthy: Worthy operates an auction-style diamond and jewelry selling platform, also building proprietary pricing data and an intermediary model between consumers and the trade. It overlaps with StoneAlgo on price-transparency data and a tech-enabled diamond intermediary role, though its primary use case is selling rather than buying.
• Pricescope: Pricescope is a long-standing diamond-pricing community and consumer-education site with diamond-search and discussion tools. It serves an overlapping SEO-driven, self-educating diamond buyer and historically influenced consumer price-discovery behavior in the same category.

Others

• 1stDibs: 1stDibs is an online luxury marketplace aggregating high-end jewelry, watches, and art from vetted dealers. While broader in scope, it represents a comparable premium-goods online marketplace model with vetting, price discovery, and partner-retailer commissions - a structural analog to StoneAlgo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/stonealgo
• Facebookfacebook.com/StoneAlgo
• Instagraminstagram.com/stonealgo_diamonds

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 StoneAlgo