What GemsNY does

GemsNY Corp. is a direct-to-consumer online jewelry retailer founded in 1988 and headquartered in Fort Lee, New Jersey. The company sells certified natural and lab-grown diamonds, colored gemstones, and finished fine jewelry to individual consumers, sourcing inventory described as 50,000+ certified gemstones supplemented by 122,650+ lab-grown diamonds. Pricing spans from sub-$100 stones to ring settings priced above $8,600, supporting a broad entry-to-mid-ticket SKU mix.

The technical stack centers on a DTC e-commerce platform with structured search and filter interfaces, 3D product visualization for online inspection, and an order-management workflow that pairs customer configuration input with NYC-based master jewelers for made-to-order pieces via the 'Make Your Own' service. Gemstones are graded by external credentialing bodies (GIA, IGI, AGL, GUBELIN) rather than by an internal AI or proprietary pipeline, and the CEO, Vishnu Batwara, is a Senior GIA Gemologist overseeing gemological decisions.

The business model is pure-play e-commerce with no disclosed physical retail footprint. Revenue is generated through unit sales of individual gemstones and finished jewelry, complemented by customization, a lifetime warranty, a lifetime diamond trade-up program, and international shipping via FedEx. Marketing reach is amplified by features in 30+ publications including BRIDES, RAPAPORT, and the New York Post. The company is privately held, has not disclosed external funding, and operates with a lean 11-50 person team.

Name

GemsNY

Legal name

GemsNY Corp.

Website

https://gemsny.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

GemsNY is a privately held, direct-to-consumer online retailer founded in 1988 that sells certified natural and lab-grown diamonds, colored gemstones, and custom-made fine jewelry to individual consumers worldwide via an e-commerce platform supported by FedEx international shipping.

Ownership category

akta.pro rank

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

Revenue model

1. Direct Jewelry Sales: GemsNY generates revenue primarily through direct online sales of loose gemstones, diamonds, and finished jewelry pieces including engagement rings, wedding bands, earrings, pendants, and bracelets. Products are sold as one-time purchases with optional customization.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

GemsNY is an online direct-to-consumer jewelry retailer that sells over 50,000 certified loose natural and lab-created gemstones and natural/lab-grown diamonds, alongside finished and bespoke fine jewelry including engagement rings, wedding bands, rings, earrings, pendants, and bracelets. All pieces are handcrafted to order in NYC by master jewelers using 14K/18K gold or platinum, with a Make Your Own customization service, gemologist consultations, lifetime warranty, and a Best Price Guarantee.

Product overview

GemsNY operates as a direct-to-consumer online jewelry retailer specializing in loose gemstones and finished jewelry. The company offers over 50,000 certified natural and lab-created gemstones (sapphires, emeralds, rubies, alexandrites, tanzanites, and more) alongside natural and lab-grown diamonds in white and fancy colors. The product portfolio includes engagement rings, wedding bands, rings, earrings, pendants, and bracelets available as preset pieces or through a 'Make Your Own' customization service where customers select gemstones, metals, and settings for bespoke NYC-crafted jewelry. Metal options span 14K/18K yellow gold, white gold, rose gold, and platinum, with certifications from GIA, IGI, AGL, and GUBELIN.

Differentiator

Problem solved

Functional benefit

Products and services

• Loose Gemstones Over 50,000 certified natural and lab-created loose gemstones including sapphires, rubies, emeralds, alexandrites, tanzanites, aquamarines, tsavorites, morganites, peridots, paraiba tourmalines, hessonite garnets, spinels, pink tourmalines, and cats eye stones in various colors, shapes, and cuts, sold to consumers for collecting, gifting, or setting into custom jewelry.
• Natural Diamonds Ethically sourced natural diamonds available as loose stones and in preset jewelry, including white and fancy color variants, certified by GIA/IGI.
• Lab Grown Diamonds CVD lab-created diamonds offering sustainable and affordable alternatives to natural diamonds, available in white and fancy colors including blue, yellow, pink, and green, sold loose or set in jewelry.
• Color Diamonds Natural and lab-created colored diamonds in shades of blue, green, pink, and yellow, available as loose stones or set in custom jewelry.
• Engagement Rings Preset and custom engagement rings featuring natural gemstones (sapphire, ruby, emerald, tanzanite, aquamarine, morganite, peridot, pink tourmaline) and lab-grown options in solitaire, three stone, side stone, halo, and vintage designs, crafted in NYC.
• Wedding Rings Wedding bands and eternity rings for men and women in diamond, sapphire, emerald, ruby, pink sapphire, and yellow sapphire varieties, in half, three-fourth, and full eternity styles.
• Rings Natural and lab-created gemstone rings in solitaire, three stone, side stone, halo, vintage, men's, and two stone styles with 14K/18K yellow gold, white gold, rose gold, and platinum options.
• Earrings Gemstone and diamond earrings available as preset pieces or custom-designed, in solitaire, side stone, halo, vintage, dangle, and hoop styles.
• Pendants Gemstone pendants including birthstone, solitaire, three stone, side stone, halo, vintage, two stone, astrological, and tennis necklace styles.
• Bracelets Gemstone and diamond bracelets including sapphire, emerald, ruby, tanzanite, tsavorite, and tennis bracelet styles in preset and custom configurations.
• Birthstone Jewelry Birthstone jewelry collection featuring monthly options including garnet (January), amethyst (February), aquamarine (March), diamond (April), emerald (May), alexandrite (June), ruby (July), peridot (August), sapphire (September), pink tourmaline (October), citrine (November), and tanzanite (December).
• Make Your Own Jewelry Custom jewelry design service allowing customers to select their gemstone, metal type, prong style, certification, and setting design to create bespoke pieces made to order in NYC by master jewelers.
• Men's Jewelry Men's jewelry including wedding bands, rings, and bracelets crafted in gold and platinum with gemstone options.

Quantifiable outcome

• 30-day money-back return policy with free domestic return shipping
• +2 more outcomes

Named customers5 records

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

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• James Allen: DTC diamond and engagement ring retailer known for 360° diamond viewing technology and customization — directly comparable to GemsNY's 3D viewing and Make Your Own configurator.
• Blue Nile: Largest DTC online diamond and fine jewelry retailer, offering loose diamonds, engagement rings, and preset jewelry with a similar customization and certification-driven value proposition as GemsNY.
• Brilliant Earth: Publicly traded DTC fine jewelry retailer specializing in ethically sourced and lab-grown diamonds and gemstones, competing head-to-head with GemsNY's conflict-free and lab-grown assortment.
• Ritani: DTC diamond engagement ring retailer with a customization platform and network of partner jewelers for in-store previews, directly comparable on configuration, loose diamond search, and bridal focus.
• With Clarity: DTC diamond and engagement jewelry retailer offering home try-on and certified diamonds, comparable to GemsNY in target customer, certification emphasis, and customization options.
• Angara: DTC colored gemstone and fine jewelry retailer offering sapphires, emeralalds, rubies, and bespoke designs — closely comparable to GemsNY's colored gemstone heritage and Make Your Own service.
• Leibish & Co: Specialist in fancy color diamonds and natural colored gemstones with GIA-certified stones, directly comparable to GemsNY on colored-stone focus, certification rigor, and bespoke offering.
• Aurate New York: DTC fine jewelry brand offering ethical gold and conflict-free diamonds with direct pricing, broadly comparable as a digitally-native jewelry retailer targeting similar bridal and gift occasions.

Broad incumbents

• Kay Jewelers (Signet): Largest US specialty jewelry retailer under Signet Jewelers, covering bridal and fashion jewelry across physical stores — adjacent as a broad incumbent that GemsNY competes with on engagement rings despite a different channel mix.
• Zales (Signet): National chain jewelry retailer owned by Signet, focused on bridal and fashion jewelry with significant diamond inventory, comparable as a broad incumbent in the same bridal and fine jewelry category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/gemsny
• Facebookfacebook.com/Gemsny
• LinkedInlinkedin.com/company/gemsny

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 GemsNY