Sasha Primak
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.
- Company typePrivate
- Founded1978
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
Sasha Primak firmographics
Firmographics- 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
Sasha Primak industry classification
Industry- 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
Where Sasha Primak is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Sasha Primak business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- 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.
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level jewelry pieces under $10,000 |
| Unit Pricing | Pay-as-you-go | Mid-range luxury jewelry $10,000 - $50,000 |
| Unit Pricing | Pay-as-you-go | High jewelry and statement pieces $50,000+ |
| Unit Pricing | Pay-as-you-go | Appraisal services |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Sasha Primak product offering
Product offeringCore 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.
Companies that use Sasha Primak
Customer profileSegments3 records
Ideal customer profiles3 records
Sasha Primak technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Sasha Primak partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ada DiamondscoreSasha 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
Sasha Primak competitors and assessment
Company assessmentBroad 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
Sasha Primak social profiles
Digital presenceSasha Primak financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sasha Primak leadership team
Management profileNumber of profiles
Profiles1 record
Sasha Primak subsidiaries and ownership
Company hierarchySubsidiaries1 record
Sasha Primak funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sasha Primak M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sasha Primak
What does Sasha Primak do?
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.
Is Sasha Primak a public or private company?
Sasha Primak is a private company. It is classified as family owned and is currently operating.
When was Sasha Primak founded?
Sasha Primak was founded in 1978. It employs 101 to 250 people.
Where is Sasha Primak based?
Sasha Primak is headquartered in New York, United States, in the North America region.
How does Sasha Primak make money?
Four revenue lines are on record. Luxury Diamond Jewelry Sales are the primary driver. The others are appraisal Services, custom Design Services and jewelry Buying and Selling.
Who are Sasha Primak's main competitors?
Broad incumbents on record are Cartier and De Beers Jewellers. Direct peers are Tiffany & Co., Brilliant Earth, David Yurman, Blue Nile, VRAI, Harry Winston, Hearts on Fire and Graff.
Does Sasha Primak have an API?
No public API is recorded for Sasha Primak.
What industry is Sasha Primak in?
Sasha Primak's product category is Fine Jewelry. Its primary akta.pro industry code is CRAKAAAA, Diamond Jewelry, with a secondary code of CRAKACAD, Bridal Diamond Jewelry (Earrings, Necklaces, Bracelets). Its NAICS code is 45831 and its SIC code is 5944.