Ella Stein

What Ella Stein does

Ella Stein is a Providence, US-based direct-to-consumer jewelry brand founded in 2017 that designs, manufactures, and sells real diamond jewelry at accessible price points starting at $89. The company produces waterproof, tarnish-free pieces using stainless steel with gold- or silver-plated finishes, set with ethically sourced conflict-free natural diamonds and, more recently, lab-grown diamonds. Its product portfolio spans four core categories — necklaces, bracelets, earrings, and rings — supplemented by themed sub-collections (Tennis, Birthstones, Meaningfuls, Manifest, Everyday Classics) and a Custom Charm Necklace personalization product. All manufacturing is handcrafted in a state-of-the-art facility in Mumbai, India, where approximately 70% of the workforce is female; the company offers a 1-year craftsmanship warranty and free 30-day returns on all pieces.

Ella Stein operates a hybrid go-to-market combining a self-serve Shopify-powered e-commerce storefront (ellastein.com) with a wholesale and retail distribution network of more than 300 retail partners across North America and global markets. The pricing model is one-time unit-based transactions across entry-level ($89), mid-tier ($99-$299), and premium ($299-$499+) tiers, with an emphasis on everyday wearability rather than fine-jewelry occasion buying. Primary customer segments are individual consumers (women and men) seeking affordable real diamond jewelry for daily use, gifting, and self-purchase, with a secondary B2B segment of independent retail boutiques purchasing at wholesale.

The brand drives demand through organic social (Instagram, Pinterest, Facebook), email marketing with a 10%-off newsletter incentive, a points-based rewards program, digital gift cards, and earned media coverage in Forbes. Scale milestones cited include 100,000+ happy customers and 300+ retail partners. The company is privately held with no disclosed institutional ownership, venture funding, or management team beyond founder Aditya Choksi.

Name

Ella Stein

Legal name

Ella Stein

Website

https://ellastein.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

Ella Stein is a waterproof diamond jewelry brand selling real, ethically sourced conflict-free natural and lab-grown diamond necklaces, bracelets, earrings, and rings at $89-$499+. It serves individual consumers through DTC e-commerce and a network of 300+ retail partners.

Ownership category

akta.pro rank

Product category

Fine Jewelry

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

Jewelry, Precious Metal (3911), Retail-Jewelry Stores (5944), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Diamond Jewelry (CRAKAAAA)

akta.pro secondary industries

Ethical/Sustainable Fine Jewelry (Responsible Sourcing/Traceability) (CRAKAAAM), Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA)

Keywords

• Waterproof diamond jewelry
• Lab-grown diamonds
• Ethical fine jewelry
• Direct-to-consumer jewelry
• Tarnish-free jewelry

Headquarters

HQ city

Providence

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, Infrastructure

Revenue model

1. Direct Jewelry Sales: One-time transaction sales of diamond jewelry products including necklaces, bracelets, earrings, and rings. Products offered in various price points from entry-level ($89) to premium ($499+). Revenue generated through direct consumer purchases via e-commerce and retail partner channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Ella Stein designs, manufactures, and sells waterproof, tarnish-free diamond jewelry including necklaces, bracelets, earrings, and rings, using ethically sourced conflict-free natural and lab-grown diamonds set in gold- or silver-plated stainless steel. The brand operates direct-to-consumer e-commerce on ellastein.com and distributes through 300+ retail partners and a wholesale program, with all pieces handcrafted at the company's manufacturing facility in Mumbai, India.

Product overview

Ella Stein is a waterproof diamond jewelry company offering real, ethically sourced conflict-free diamonds starting at $89. The product portfolio spans two main diamond types (natural and lab-grown) across four core jewelry categories: necklaces, bracelets, earrings, and rings. Key sub-brands include Everyday Classics (core waterproof collection with 64 products), Tennis Collection (signature tennis necklaces and bracelets), Birthstones Collection (12 birthstone options), Meaningfuls (beaded bracelets with symbolic designs), and Manifest (faith-inspired pieces). The company also offers customization through its Custom Charm Necklace builder. Products are primarily made with waterproof stainless steel with gold or silver plating options. Ella Stein operates on a direct-to-consumer e-commerce model powered by Shopify, with manufacturing in Mumbai, India.

Differentiator

Problem solved

Functional benefit

Products and services

• Natural Diamonds Collection Jewelry featuring ethically sourced conflict-free natural diamonds, available across necklaces, bracelets, earrings, and rings at price points starting at $99. Designed for individual consumers seeking real, ethically sourced diamond jewelry for everyday and special occasion wear.
• Lab-Grown Diamonds Collection Jewelry featuring lab-grown diamonds as a more affordable alternative with comparable quality to natural diamonds, available in necklaces, earrings, rings, and bracelets. Targeted at price-sensitive individual consumers wanting real diamond jewelry at lower price points.
• Necklaces Pendant necklaces, chain necklaces, tennis necklaces, and custom charm necklaces in natural and lab-grown diamonds, priced from $89 to $499. Offered to individual consumers for self-purchase and gifting.
• Bracelets Cuff, chain, bolo, beaded bracelets, and flexi cuffs featuring natural and lab-grown diamonds, priced from $99 to $460. Marketed to individual consumers seeking waterproof, everyday-wear diamond bracelets.
• Earrings Huggie, hoop, stud, and drop earrings in natural and lab-grown diamonds, priced from $109 to $480. Sold to individual consumers for everyday and special occasion wear, with sterling silver options at premium price points.
• Rings Statement rings, stackable rings, ring sets, and eternity bands in natural and lab-grown diamonds, priced from $99 to $460. Sold to individual consumers for everyday wear, stacking, and gifting.
• Everyday Classics Collection Core sub-brand of 64 waterproof diamond jewelry pieces designed for everyday wear, featuring natural diamonds set in stainless steel with gold or silver plating. Includes best sellers such as the Diamond Essential Tennis Necklace, targeted at individual consumers.
• Tennis Collection Signature diamond tennis necklaces and bracelets with continuous lines of diamonds, among Ella Stein's best-selling pieces. Marketed to individual consumers seeking classic diamond line jewelry.
• Birthstones Collection Jewelry featuring 12 different birthstone options in natural and lab-grown variants, offered as necklaces and bracelets at $109. Targeted at individual consumers seeking personalized, gifting-oriented diamond jewelry.
• Meaningfuls Collection Waterproof beaded bracelets featuring natural diamonds with symbolic designs and meaningful sentiments, comprising 14 products priced at $99. Sold to individual consumers seeking sentimental everyday diamond jewelry.
• Manifest Collection Faith-inspired pendant necklaces featuring natural diamonds in stainless steel with gold plating, comprising 12 products priced at $149 each. Sold to individual consumers seeking faith-themed diamond jewelry.
• Custom Charm Necklace Personalized necklace builder allowing customers to customize with alphabet letters, numbers, and various charm options in sterling silver with gold or silver plating, starting at $140. Sold to individual consumers seeking personalized gifting and self-purchase items.
• Rewards Program Customer loyalty program allowing members to earn reward points on every purchase. Available to individual consumers shopping via ellastein.com, supporting repeat engagement and customer retention.
• Digital Gift Card Digital gift cards providing flexible gifting options for Ella Stein purchases. Sold to individual consumers and gift-givers seeking flexible present options at ellastein.com.

Quantifiable outcome

• 100,000+ happy customers
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators3 records

Direct peers

• Mejuri: Canadian DTC fine jewelry brand selling accessible everyday pieces (gold, diamonds, gemstones) directly to consumers with a strong ethical-sourcing narrative. Highly comparable to Ella Stein in target customer, price ladder, and direct-to-consumer model.
• Pavoi: US-based affordable fashion/ fine jewelry brand selling gold- and silver-plated pieces at sub-$100 price points through DTC and retail. Comparable to Ella Stein on accessible price ladder, plated-metal construction, and mass-market positioning.
• Brilliant Earth: Online jewelry retailer specializing in ethically sourced natural and lab-grown diamonds across engagement and fine jewelry categories. Comparable on responsible-sourcing positioning and diamond-led assortment.
• Astrid & Miyu: UK-based DTC fine jewelry brand selling everyday gold and diamond pieces with a strong omnichannel retail presence. Comparable on everyday-wear positioning, price ladder, and retail/wholesale channel mix.
• Gorjana: California-based accessible fine jewelry brand selling gold- and silver-plated pieces across DTC and a large retail/wholesale footprint. Comparable on plated construction, accessible price points, and broad retail distribution.
• VRAI: Vertically integrated lab-grown diamond jewelry brand sold DTC, competing in the same affordable diamond segment with vertically produced diamonds. Highly comparable on price ladder and lab-grown focus.
• Dorsey Fine Jewelry: DTC lab-grown diamond jewelry brand offering everyday fine jewelry at accessible price points with a similar ethical/affordable narrative. Direct overlap with Ella Stein's lab-grown line and customer base.
• Catbird: Independent NYC-based fine jewelry brand offering everyday gold and diamond pieces through DTC and a flagship store. Comparable on curated everyday-wear positioning and design-led brand identity.

Broad incumbents

• Blue Nile: Large online diamond and fine jewelry retailer (now part of Signet) covering engagement, wedding, and everyday diamond jewelry. Adjacent competitor with broader assortment and significantly larger scale than Ella Stein.
• Pandora: Global mass-market jewelry brand with extensive retail and DTC channels, offering affordable gold- and silver-toned everyday pieces. Competes for the same accessible everyday-wear occasion but at significantly larger scale and price points.

Market position

Strengths5 records

Weaknesses4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ellasteinus
• Instagraminstagram.com/ellastein.us?igsh=cmdlY3JlczY1bHQ4
• Pinterestpinterest.com/ellastein_us

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 Ella Stein