Friendly Diamonds
Friendly Diamonds is a direct-to-consumer e-commerce retailer selling IGI, GIA, and GCAL certified lab-grown diamond engagement rings, wedding bands, fine jewelry, and high-jewelry collections to U.S. and global consumers, via a global storefront, NYC showroom, and virtual appointments.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Friendly Diamonds does
Friendly Diamonds is a direct-to-consumer e-commerce jewelry retailer specializing in lab-grown diamond engagement rings and fine jewelry, incorporated in New York as Friendly Diamonds Inc. The company sells certified lab-grown diamonds manufactured via CVD and HPHT processes and graded by IGI, GIA, and GCAL, priced 40-70% below mined diamond equivalents. It serves primarily U.S. consumers (with global e-commerce shipping) shopping for engagement rings, wedding bands, colored diamond jewelry, and fashion pieces, with secondary customer segments including fashion jewelry enthusiasts and men's jewelry buyers. The product portfolio spans roughly 250 designs and 20,000+ certified diamonds across engagement, wedding, fine jewelry, and high jewelry categories organized under sub-brands (Hues, Soiree, Roses and Portraits, Crest, The Gentlemen's Edit, Celebrity Inspired Rings).
The company's core technology is a Create Your Own ring configurator that allows customers to combine settings, metals (10K, 14K, 18K gold, platinum), and certified diamonds across cuts, colors, and carat weights, supported by an interactive Friendly Confidence Index (FCI) quiz for style-based recommendations. Distribution operates through a global e-commerce storefront, a New York City showroom for in-person consultations, virtual appointments, and direct sales via phone, email, and live chat. Marketing is content-led through SEO, an educational blog (diamond guides, 4Cs education, ring setting types), email newsletters, virtual events, and earned media coverage in Forbes, The Knot, OK! USA, Hollywood Life, and other outlets. The company holds BBB Accredited Business status.
Revenue is generated entirely through one-time product sales with unit pricing ranging from approximately $425 to $33,400. Promotional pricing is aggressive, with up to 60% off select items, additional promo codes, and free lab diamond jewelry included on orders over $1,000. Customer-perceived benefits include free shipping, 30-day returns, lifetime warranty, free resizing, third-party certification, and bespoke design services. Friendly Diamonds is privately held with no disclosed institutional investors, funding rounds, or parent company, operating as an independently owned DTC retailer in the lab-grown diamond category.
Friendly Diamonds firmographics
Firmographics- Name
- Friendly Diamonds
- Legal name
- Friendly Diamonds Inc.
- Website
- https://friendlydiamonds.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Friendly Diamonds is a direct-to-consumer e-commerce retailer selling IGI, GIA, and GCAL certified lab-grown diamond engagement rings, wedding bands, fine jewelry, and high-jewelry collections to U.S. and global consumers, via a global storefront, NYC showroom, and virtual appointments.
- Ownership category
- akta.pro rank
Friendly Diamonds industry classification
Industry- Product category
- Fine Jewelry (Lab-Grown Diamond Engagement Rings & Wedding Bands)
- NAICS
- Jewelry Retailers (45831), Jewelry and Silverware Manufacturing (33991)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)
- akta.pro primary industry
- Lab-Grown Diamond Bridal Jewelry (CRAKACAF)
- akta.pro secondary industries
- Synthetic/Lab-Grown Diamonds & Gemstones (Manufacturing & Trading) (CRAKAJAM), Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets) (CRAKACAD)
Keywords
Where Friendly Diamonds is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Friendly Diamonds business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Diamond Jewelry Sales: One-time product sales of lab-grown diamond jewelry including engagement rings, wedding bands, earrings, necklaces, bracelets. Customers can purchase pre-designed pieces or create custom jewelry. Revenue is transaction-based with no recurring component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Ready-to-Ship Engagement Rings - Under $5,000 |
| Unit Pricing | Pay-as-you-go | Diamond Rings (Eternity, Anniversary, Fashion) - $425 - $33,400 |
| Unit Pricing | Pay-as-you-go | Diamond Earrings (Stud, Hoop, Fashion) - $1,269 - $1,938 |
| Unit Pricing | Pay-as-you-go | Diamond Necklaces and Bracelets - $1,449 - $3,689 |
| Unit Pricing | Pay-as-you-go | Fancy Colored Diamond Jewelry - Premium Pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Friendly Diamonds product offering
Product offeringCore offering
Friendly Diamonds designs, manufactures, and sells lab-grown diamond jewelry, including customizable and pre-designed engagement rings, wedding bands, loose certified diamonds, fine jewelry (earrings, necklaces, bracelets, pendants), and high-jewelry collections, sold through its own e-commerce site and a NYC showroom. Products are made using CVD and HPHT lab-diamond processes, certified by IGI, GIA, and GCAL, and offered at prices 40–70% below mined-diamond equivalents.
Product overview
Friendly Diamonds is an e-commerce jewelry retailer specializing in lab-grown diamond engagement rings and fine jewelry. The product portfolio consists of a core platform featuring customizable and pre-designed engagement rings (Create Your Own Ring, Pre-Designed Rings), loose lab diamonds (certified by IGI/GIA/GCAL), wedding bands, and fine jewelry across multiple categories (earrings, bracelets, necklaces). High jewelry collections include Hues (colored diamonds), Soiree (cocktail jewelry), and Roses & Portraits. Additional offerings include custom Bespoke Jewelry design services, a Friendly Confidence Index quiz for ring recommendations, and Virtual Appointments with jewelry experts. Products are available in multiple metals (White Gold, Rose Gold, Yellow Gold, Platinum) and various carat sizes.
Differentiator
Problem solved
Functional benefit
Brands
- Hues: High jewelry collection featuring colored diamond rings
- Soiree
- Roses And Portraits
- Crest
- The Gentlemen's Edit
- Celebrity Inspired Rings
Products and services
- Engagement Rings Lab-grown diamond engagement rings available in multiple styles including Solitaire, Three Stone, Side Stone, Halo, Vintage, Hidden Halo, Crest, and Bezel settings; targeted at couples and individuals shopping for proposal jewelry.
- Pre-Designed Engagement Rings Ready-to-ship lab-grown diamond engagement rings offered in multiple styles, diamond shapes, and carat sizes for fast delivery; targeted at customers seeking a quick-purchase, lower-priced ring.
- Create Your Own Ring Custom ring configurator enabling customers to choose their own lab-grown diamond and setting combination, with options to start with a setting or a diamond; targeted at customers wanting a bespoke engagement ring.
- Loose Lab Diamonds IGI/GIA/GCAL-certified loose lab-grown diamonds sold individually across multiple shapes; targeted at customers who want to set their own stone or pair with custom jewelry.
- Fancy Colored Lab Diamonds Premium lab-grown colored diamonds available in Pink, Blue, Yellow, Green, Red, and other fancy colors; targeted at customers seeking distinctive, premium colored stones.
- Wedding Rings Lab-grown diamond wedding bands spanning women's wedding rings, couple rings, eternity rings, and anniversary rings; targeted at brides, grooms, and couples seeking matching sets.
- Fine Jewelry Lab-grown diamond fine jewelry line covering stud/hoop earrings, tennis/fashion/bangle bracelets, tennis/fashion/solitaire/initial necklaces, and Toi Et Moi rings; targeted at consumers seeking everyday elegance, gifting, or self-purchase.
- Hues Collection High-jewelry sub-brand 'Hues' offering premium colored diamond rings with vivid pink, blue, yellow, green, and other fancy color stones; targeted at customers seeking premium colored diamond statement jewelry.
- Soiree Collection High-jewelry sub-brand 'Soiree' offering cocktail jewelry pieces with elaborate designs using colored diamonds; targeted at customers purchasing jewelry for special occasions.
- Roses and Portraits Collection High-jewelry sub-brand 'Roses and Portraits' featuring rose and portrait-inspired diamond jewelry designs; targeted at customers seeking themed artistic pieces.
- The Gentlemen's Edit Men's diamond jewelry line 'The Gentlemen's Edit' featuring rings and accessories; targeted at male consumers seeking fine diamond jewelry.
- Celebrity Inspired Rings Lab-grown diamond engagement rings designed in styles inspired by celebrity rings; targeted at customers who want celebrity-style looks at lab-diamond price points.
- Create Your Own Pendant Custom pendant configurator enabling customers to select their own lab-grown diamond and pendant setting; targeted at customers wanting a personalized pendant.
- Create Your Own Earrings Custom earring configurator enabling customers to choose their own lab-grown diamond and earring setting; targeted at customers wanting personalized diamond earrings.
- Bespoke Jewelry Service Bespoke jewelry design service where customers share ideas to have fully custom lab-grown diamond pieces created; targeted at customers seeking one-of-a-kind designs beyond the configurator options.
- Ready to Ship / In-Stock Items Pre-made lab-grown diamond jewelry items (engagement rings, pendants, earrings, bracelets, necklaces) available for shipment within 3 days; targeted at customers who want fast delivery.
Quantifiable outcome
- Lab diamonds priced 40-70% less than mined diamonds
- +2 more outcomes
Companies that use Friendly Diamonds
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles2 records
Friendly Diamonds technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Friendly Diamonds partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights6 records
Friendly Diamonds competitors and assessment
Company assessmentDirect peers
- Clean Origin: Online-only retailer of lab-grown diamond engagement rings and fine jewelry. Closely comparable on product mix, lab-only positioning, and online configurator-driven purchase journey.
- With Clarity: Online-first engagement ring and fine jewelry retailer offering both lab-grown and natural diamonds with home try-on and virtual consultations. Comparable configurator-and-consultation buying experience.
- Vrai: DTC lab-grown diamond jewelry brand offering engagement rings, wedding bands, and fine jewelry with its own diamond foundry. Direct competitor in the same lab-grown bridal category with similar configurator and customization capabilities.
- Diamond Foundry: Vertically integrated lab-grown diamond producer and retailer offering loose diamonds and finished jewelry. Comparable on CVD manufacturing technology, branded jewelry, and DTC channels.
- Brilliant Earth: Online jewelry retailer with significant lab-grown diamond assortment, multiple physical showrooms, and strong ESG positioning. Closest large-scale peer that combines lab-grown with broader fine jewelry.
- Ritani: Online diamond and engagement ring marketplace with try-at-home and showroom network, increasingly offering lab-grown options. Comparable DTC-first configurator experience with physical viewing pathway.
- MiaDonna: Lab-grown diamond jewelry retailer focused on ethical and conflict-free diamonds with bridal and fine jewelry lines. Comparable on values-led positioning, lab-only inventory, and DTC model.
Broad incumbents
- Lightbox Jewelry: De Beers' lab-grown diamond jewelry brand offering fashion-focused and engagement pieces. Backed by the deepest balance sheet in the category and aggressively priced lab-grown supply, making it a primary competitive threat.
- James Allen: Major online diamond and engagement ring retailer (owned by Signet Jewelers) with growing lab-grown assortment and 360° visualization. Sets the bar for online diamond configurator UX and selection.
- Pandora: Global jewelry incumbent that has launched a lab-grown diamond line (Pandora Brilliance). Comparable on lab-grown diamond adoption and global retail scale, though primarily fashion-oriented rather than bridal.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Friendly Diamonds social profiles
Digital presenceFriendly Diamonds financial estimates
Financial estimateRevenue estimate
Valuation estimate
Friendly Diamonds leadership team
Management profileNumber of profiles
Friendly Diamonds funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Friendly Diamonds 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 Friendly Diamonds
What does Friendly Diamonds do?
Friendly Diamonds designs, manufactures, and sells lab-grown diamond jewelry, including customizable and pre-designed engagement rings, wedding bands, loose certified diamonds, fine jewelry (earrings, necklaces, bracelets, pendants), and high-jewelry collections, sold through its own e-commerce site and a NYC showroom. Products are made using CVD and HPHT lab-diamond processes, certified by IGI, GIA, and GCAL, and offered at prices 40–70% below mined-diamond equivalents.
Is Friendly Diamonds a public or private company?
Friendly Diamonds is a private company. It is classified as unknown and is currently operating.
When was Friendly Diamonds founded?
Friendly Diamonds was founded in 2019. It employs 1 to 10 people.
Where is Friendly Diamonds based?
Friendly Diamonds is headquartered in New York, United States, in the North America region.
How does Friendly Diamonds make money?
One revenue line is on record: diamond Jewelry Sales.
Who are Friendly Diamonds's main competitors?
Direct peers on record are Clean Origin, With Clarity, Vrai, Diamond Foundry, Brilliant Earth, Ritani and MiaDonna. Broad incumbents are Lightbox Jewelry, James Allen and Pandora.
Does Friendly Diamonds have an API?
No public API is recorded for Friendly Diamonds.
What industry is Friendly Diamonds in?
Friendly Diamonds's product category is Fine Jewelry (Lab-Grown Diamond Engagement Rings & Wedding Bands). Its primary akta.pro industry code is CRAKACAF, Lab-Grown Diamond Bridal Jewelry, with a secondary code of CRAKAJAM, Synthetic/Lab-Grown Diamonds & Gemstones (Manufacturing & Trading). Its NAICS code is 45831 and its SIC code is 5944.