What Rara does

Rara Jewelry, Inc. is a privately held, family-owned direct-to-consumer jewelry brand operating under the legal entity RARA JEWELRY, INC., incorporated in Delaware, with headquarters at 33 Irving Place, New York, NY 10003 and a privacy-compliance office at 135 Madison Ave, New York, NY 10016. The company designs, commissions, and sells handcrafted gemstone rings across five named collections (Flowers, Celestra, Rough, Liana, and Exclusive), plus limited editions such as the Órbita collection launched at the Hamptons Jewelry Show in October 2025. Production is executed by four master jewelers in the New York atelier together with artisan craftsmen in Bangkok, drawing on over 100 years of combined family gemstone-sourcing experience across Asia and Africa (Jaipur, Nigeria, Sri Lanka, Madagascar). All pieces are made-to-order using untreated natural gemstones, oxidized finishes, and sculptural forms shaped by hand without molds.

Rara operates exclusively through its Shopify-powered e-commerce storefront at rara.jewelry, with no physical retail or wholesale distribution. The technology stack pairs Shopify with Stripe payment processing, Google Analytics, Yotpo for verified reviews, and Facebook/Bing advertising for retargeting, supported by a Parsons School of Design collaboration on ceramic-and-wood sustainable packaging. A US-only Try Before You Buy program allows customers to evaluate pieces for 5 days before purchase, addressing luxury-buying hesitation. Pricing spans $430 (Rough entry pieces) to $9,800 (Exclusive statement pieces), with all transactions structured as one-time purchases; production lead times are 2-3 weeks, and the company offers lifetime warranty, free resizing, and free repairs with no time limit.

The customer base consists of individual luxury jewelry collectors, discerning occasion gift buyers, and art-jewelry appreciators worldwide, served through content marketing on gemstone education pages, journal storytelling about sourcing journeys, an Instagram presence, and an email newsletter with first-order discounts. The business is bootstrapped with no external investors, no funding rounds, and no M&A activity disclosed, and functions as a private atelier rather than a venture-backed enterprise.

Name

Rara

Legal name

RARA JEWELRY, INC.

Website

https://rara.jewelry

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Rara Jewelry is a privately held, family-owned direct-to-consumer brand that designs and sells handcrafted, made-to-order gemstone rings across five collections (Flowers, Celestra, Rough, Liana, Exclusive), serving individual luxury collectors, gift buyers, and art-jewelry appreciators worldwide through its Shopify e-commerce site.

Ownership category

akta.pro rank

NAICS

Jewelry Retailers (458310), Jewelry Retailers (45831)

SIC

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

akta.pro primary industry

Artisan/Hand-Fabricated One-of-a-Kind Jewelry (CRAKAHAI)

akta.pro secondary industries

Colored Gemstone Jewelry (CRAKAAAB), High Jewelry & Haute Joaillerie (CRAKAAAE)

Keywords

• Handcrafted gemstone jewelry
• Luxury fine jewelry
• Artisan gemstone rings
• Natural gemstone jewelry
• Made-to-order jewelry

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Jewelry Sales: One-time purchase model where customers buy individual handcrafted gemstone rings and other jewelry pieces directly from the e-commerce store. No subscription or recurring revenue. Products are made-to-order with 2-3 week production time and ship worldwide within 3 weeks of order confirmation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Rara designs, crafts, and sells handcrafted gemstone jewelry—primarily rings—organized into five collections (Rough, Flowers, Celestra, Liana, Exclusive). Each piece is individually commissioned and made-to-order by master jewelers using untreated natural gemstones sourced from Asia and Africa, with no molds used. The brand sells directly to consumers worldwide through its Shopify-powered e-commerce site, with a Try Before You Buy program, lifetime warranty, and free resizing.

Product overview

Rara is a handcrafted gemstone jewelry brand offering artisan-made rings featuring rare and untreated natural gemstones sourced from Asia and Africa, crafted by master jewelers in New York. The product portfolio consists of five main collections: Flowers (floral-inspired designs with black rhodium finishes), Celestra (celestial-themed limited pieces in yellow gold), Rough (raw, untreated stone designs for stacking), Liana (nature-inspired vine motifs), and Exclusive (ultra-rare museum-quality pieces). Additional services include a Try Before You Buy program, Bestsellers selection, and New Arrivals. All pieces are crafted to order in solid gold, silver, and vermeil with oxidized finishes, sculpted forms, and hand-shaped surfaces. Production takes 2-3 weeks with lifetime warranty and free shipping/returns.

Differentiator

Problem solved

Functional benefit

Brands

• Rara: Primary brand name for rare gemstone jewelry handcrafted by artisans. The brand encompasses all collections including Flowers, Celestra, Rough, Liana, and Exclusive.

Quantifiable outcome

• 30-day return window with no restocking fees
• +3 more outcomes

Named customers2 records

Segments3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationShopify powers Rara's e-commerce platform rara.jewelry. Handles online store functionality, order processing, payment integration, and transaction security. Essential infrastructure partner for the direct-to-consumer business model.
• StripecoreTechnology or IntegrationStripe processes secure credit card payments (Visa, MasterCard, American Express, Discover, PayPal) through Shopify Pay. Handles payment security and encryption for all transactions.
• Facebook (Meta)minorGTM or Marketing PartnerFacebook and Instagram advertising platform used for targeted advertising and retargeting based on customer browsing behavior and engagement.
• Parsons School of DesignminorStrategic or Co-development PartnerPackaging design collaboration with Parsons School of Design. Creates ceramic and wood packaging that combines artisanal craftsmanship with sustainable materials for a luxurious, eco-friendly unboxing experience.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wwake: Brooklyn-based fine jewelry brand focused on handcrafted pieces featuring unusual, ethically sourced colored gemstones set in delicate designs. Most comparable to Rara in combining colored-gemstone focus, small-scale artisan production, and one-of-a-kind positioning.
• Mejuri: Direct-to-consumer fine jewelry brand with a strong digital content engine and globally sourced production. Comparable to Rara as a DTC-native fine jewelry competitor, though it operates at much larger scale and a lower average price point.
• Catbird: Independent NYC jewelry brand offering small-batch, handcrafted pieces with a strong in-house atelier and ethical-materials story. Comparable to Rara for its artisan production model, NYC roots, and loyal collector base, though it operates brick-and-mortar stores as well.
• AUrate: NYC-based DTC fine jewelry brand offering responsibly sourced gold and diamond pieces. Comparable to Rara as a digitally native fine jewelry brand competing for the same affluent, design-conscious customer, though AUrate is broader in assortment.
• Vrai: DTC fine jewelry brand selling conflict-free diamond and gold jewelry with vertically integrated production. Comparable to Rara in its DTC-only luxury positioning, vertically controlled supply chain, and emphasis on stone provenance storytelling.
• Irene Neuwirth: Los Angeles-based designer known for one-of-a-kind, opal- and colored-gemstone-driven fine jewelry. Comparable to Rara in its emphasis on rare, unusual stones and genuinely unique pieces rather than seasonal collections of similar items.
• Fernando Jorge: Brazilian-born, London-based designer producing sculptural, hand-finished fine jewelry with bold gemstone use. Comparable to Rara for sculptural forms, oxidized finishes, and a single-designer atelier ethos at luxury price points.
• Sarah & Sebastian: Australian fine jewelry brand known for handcrafted pearl and gemstone pieces with a coastal-narrative aesthetic. Comparable to Rara for handcrafted fine jewelry with an artisan, story-led brand voice and a premium price architecture.

Emerging players

• Maya Brenne Designs: Independent designer creating one-of-a-kind, hand-fabricated gemstone jewelry with a focus on natural, untreated stones. Comparable to Rara as a small-scale artisan jeweler working in colored gemstones and made-to-order production, though with lower brand awareness.

Broad incumbents

• Alexis Bittar: Established American jewelry designer known for handcrafted sculptural pieces mixing fine and fashion materials. Comparable to Rara as a wider-reach artisan jewelry brand with a sculptural, oxidized-finish aesthetic, though at a more accessible price tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/rarajewelry
• Xx.com/rarajewelry

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

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 Rara