Sasha Primak

What Sasha Primak does

Sasha Primak is a New York-based, privately held luxury jewelry manufacturer founded in 1978, headquartered at 529 5th Avenue in Manhattan. The company produces its full product line — engagement rings, wedding and eternity bands, diamond earrings, necklaces, bracelets, pendants, and men's jewelry — exclusively in-house at its NYC design studio, integrating product development, CAD/CAM design, casting, diamond sourcing, and finishing under one roof. The firm combines old-world Russian and Italian craftsmanship traditions with modern manufacturing technology, and employs an in-house certified gemologist (Alex Novikov) to support professional appraisal services including insurance replacement, fair market value, and immediate sale evaluations, as well as heirloom redesign.

The company monetizes through three primary streams: (1) direct retail of luxury diamond jewelry across a price spectrum from approximately $1,320 to over $252,000, with most pieces between $5,000 and $50,000; (2) professional services including custom bespoke design commissions and certified gemological appraisals starting at $150 per item; and (3) jewelry buying and brokering, where Sasha Primak purchases fine jewelry and signed pieces from customers. Distribution is direct-to-consumer via the sashaprimak.com e-commerce storefront (shipping globally), the Manhattan flagship showroom open Monday–Friday 9am–5pm, and an authorized retailer network covering all 50 US states. Customer segments span affluent consumers purchasing for engagements, weddings, anniversaries, and milestone gifts, plus clients seeking appraisal, redesign, or liquidation services.

In April 2025, Sasha Primak acquired Ada Diamonds — a pioneer in bespoke lab-grown diamond jewelry — and consolidated its operations into the Manhattan flagship. The move positions the company in the fast-growing sustainable lab-grown diamond segment, projected to reach $20B globally by 2027. The firm remains family-owned with no disclosed institutional investment, operates with 101–250 employees, and maintains a multi-channel marketing presence across Facebook, Instagram, LinkedIn, Pinterest, and Twitter/X.

Name

Sasha Primak

Legal name

Sasha Primak

Website

https://sashaprimak.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

101–250 employees

Short description

Sasha Primak is a New York-based luxury jewelry manufacturer founded in 1978, producing engagement rings, wedding bands, and fine diamond jewelry entirely in-house at its 5th Avenue flagship. It serves affluent consumers globally via DTC e-commerce, its Manhattan showroom, and a 50-state authorized retailer network.

Ownership category

akta.pro rank

Product category

Fine Jewelry

NAICS

Jewelry Retailers (45831), Jewelry Retailers (458310)

SIC

Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)

akta.pro primary industry

Diamond Jewelry (CRAKAAAA)

akta.pro secondary industries

Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets) (CRAKACAD), Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA), Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA), Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

Keywords

• Fine jewelry manufacturing
• Luxury diamond jewelry
• Custom jewelry design
• Engagement rings bridal
• Gemological appraisal services

Headquarters

HQ city

New York

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, Infrastructure

Revenue model

1. Luxury Diamond Jewelry Sales: Direct sales of high-end diamond jewelry including engagement rings, wedding bands, eternity bands, earrings, necklaces, bracelets, and pendants. Products range from $1,320 to over $252,000, with most pieces priced between $5,000 and $50,000. The company operates on a one-time purchase model with no subscription component.
2. Appraisal Services: Professional gemological appraisal services generating revenue through Insurance Replacement Reports, Fair Market Value Appraisals, and Immediate Sale evaluations. Appraisal rates start at $150 per item. Additional revenue from facilitating fair sales of customer jewelry following appraisals.
3. Custom Design Services: Bespoke custom jewelry creation services allowing customers to commission unique pieces incorporating specific diamonds, gemstones, and design elements. Portfolio includes dozens of completed custom pieces showcasing capabilities.
4. Jewelry Buying and Selling: Purchase of fine jewelry from customers, including signed and branded pieces, precious stones, diamonds, rubies, emeralds, sapphires, gold, and platinum. The company facilitates fair sale transactions at competitive rates.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Sasha Primak is a New York-based luxury jewelry manufacturer that designs, produces, and sells handcrafted diamond jewelry — including signature collections, bridal pieces, fine jewelry, and bespoke custom designs — entirely from its in-house NYC facility. The company also provides certified gemological appraisal services and engages in jewelry buy/sell transactions, serving affluent individual consumers through e-commerce, a flagship Manhattan showroom, and an authorized U.S. retailer network.

Product overview

Sasha Primak is a New York-based luxury jewelry manufacturer founded in 1978, producing all jewelry exclusively in their NYC design studio. The company operates as a full-service jewelry manufacturer offering a complete array of services including product development, CAD/CAM, casting, diamond department, and jewelry finishing. Their product portfolio includes Signature Collections (diamond jewelry), Bridal Collection (engagement rings and wedding bands), Fine Jewelry (rings, bracelets, earrings, necklaces), Custom Jewelry Design services, Vault (ready inventory), and Jewelry Appraisal Services. In April 2025, Sasha Primak acquired Ada Diamonds, a pioneer in lab-grown diamond jewelry, expanding into the sustainable luxury segment. The company combines old-world Russian and Italian craftsmanship with cutting-edge technological innovations.

Differentiator

Problem solved

Functional benefit

Products and services

• Sasha Primak Signature Collections Luxury diamond jewelry collections produced in-house by Sasha Primak, encompassing signature designs across rings, earrings, necklaces, bracelets, and pendants. Targeted at affluent consumers seeking high-end, handcrafted diamond jewelry.
• Bridal Collection Engagement rings, wedding bands, and eternity bands featuring classic and modern designs including solitaire, halo, pave, and trellis settings. Targeted at couples shopping for bridal jewelry.
• Fine Jewelry Fine diamond and colored gemstone jewelry including rings, bracelets, earrings, necklaces, and men's jewelry featuring diamonds, rubies, emeralds, and sapphires. Targeted at luxury consumers.
• Custom Jewelry Design Bespoke custom jewelry design services allowing customers to commission unique pieces incorporating specific diamonds, gemstones, and design elements, executed in-house by Sasha Primak. Targeted at customers seeking one-of-a-kind, personalized jewelry.
• Vault (Ready Inventory) Pre-made jewelry inventory available for immediate purchase, including tennis bracelets, earrings, and pendants. Targeted at customers seeking ready-to-ship luxury pieces without custom wait times.
• Jewelry Appraisal Services Certified gemologist appraisals including Insurance Replacement Reports, Fair Market Value Reports, and Immediate Sale evaluations, as well as redesign and renovation services for heirloom jewelry. Rates start at $150 per item. Targeted at jewelry owners needing insurance documentation, estate valuation, or heirloom redesign.
• Ada Diamonds (Acquired Brand) Lab-grown diamond jewelry brand acquired by Sasha Primak in April 2025, specializing in sustainable, high-quality lab-grown diamond jewelry. Targeted at luxury consumers seeking eco-friendly, ethically sourced diamond alternatives.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Ada DiamondscoreStrategic or Co-development Partner · 23 April 2025Sasha Primak acquired the Ada Diamonds brand on April 23, 2025. Ada Diamonds was a pioneer in lab-grown diamond jewelry, founded by Jason Payne and Lindsay Reinsmith who retired due to medical reasons. The acquisition positions Sasha Primak at the forefront of the rapidly growing lab-grown diamond market, projected to reach $20 billion globally by 2027. Ada Diamonds operations were relocated to Sasha Primak's flagship facility at 529 5th Avenue in Manhattan, with previous showrooms in Austin and San Francisco closed as part of the transition. This strategic acquisition expands Sasha Primak's portfolio with sustainable, high-quality lab-grown diamond offerings.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cartier: Global luxury house with broad jewelry portfolio including bridal, high jewelry, and watches. Comparable in bridal and luxury positioning but operates at much larger scale across multiple categories.
• De Beers Jewellers: Global diamond mining and jewelry house with branded retail stores focused on bridal and high jewelry. Comparable in diamond bridal positioning and bespoke service.

Direct peers

• Tiffany & Co. Iconic luxury jeweler with deep bridal and diamond heritage, multi-city flagships, and comparable price points. Direct peer in the natural diamond bridal and high-jewelry segment that Sasha Primak competes in.
• Brilliant Earth: Digitally native fine jewelry brand specializing in engagement rings with strong lab-grown and ethical sourcing positioning. Direct comparable for bridal DTC customer acquisition and lab-grown offering.
• David Yurman: American luxury jewelry brand with signature designs, multi-channel retail, and bridal offerings. Comparable in price band, US heritage, and DTC-plus-wholesale distribution.
• Blue Nile: Online-first diamond jeweler with strong bridal and customization offering, owned by Signet Jewelers. Comparable in DTC bridal, customization, and broad price-band coverage.
• VRAI: Lab-grown diamond jewelry brand with vertically integrated production and DTC focus. Direct comparable to the Ada Diamonds business Sasha Primak just acquired.
• Harry Winston: High-jewelry and bridal specialist known for exceptional diamonds and bespoke service. Direct comparable in upper-tier diamond bridal and custom design.
• Hearts on Fire: Boutique diamond brand specializing in branded cut diamonds, bridal jewelry, and authorized retailer distribution. Comparable in diamond specialization, bridal focus, and wholesale model.
• Graff: London-based high jeweler focused on exceptional diamonds, bridal, and bespoke pieces at the top of the price band. Comparable in craftsmanship, custom capability, and high ASP.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sasha-primak-108562731014
• LinkedInlinkedin.com/company/sasha-primak
• Instagraminstagram.com/sashaprimak
• Pinterestpinterest.com/sashaprimak

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about Sasha Primak