Novita Diamonds

What Novita Diamonds does

Novita Diamonds is an Australian, privately held, women-owned retailer of lab-grown diamond jewellery. Founded in 2017 by Iris Arnold and headquartered in Sydney, the company designs, manufactures, and sells lab-grown diamond engagement rings, wedding bands, and fine jewellery (earrings, bracelets, necklaces, pendants, dress rings), alongside lab-grown sapphire, ruby, emerald, moissanite, and alexandrite pieces. The core technology is CVD (Chemical Vapor Deposition) and HPHT (High Pressure High Temperature) diamond production yielding stones chemically, physically, and optically identical to mined diamonds, combined with CAD-based custom ring design and master-craftsman hand finishing. A proprietary "Guaranteed Diamonds" curation process — in which three in-house gemmologists inspect each stone and accept only 10-15% of candidates — is positioned as a quality differentiator.

Name

Novita Diamonds

Legal name

Nova Diamonds Pty Ltd

Website

https://novitadiamonds.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Novita Diamonds is an Australian, women-owned retailer that designs, manufactures, and sells lab-grown diamond engagement rings, wedding bands, and fine jewellery through 16 showrooms across 8 countries and a direct-to-consumer e-commerce site.

Ownership category

akta.pro rank

Product category

Lab-grown diamond jewellery

NAICS

Jewelry Retailers (458310), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (423940)

SIC

Jewelry, Precious Metal (3911), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Synthetic/Lab-Grown Diamonds & Gemstones (Manufacturing & Trading) (CRAKAJAM)

akta.pro secondary industries

Lab-Grown Diamond Bridal Jewelry (CRAKACAF), Diamond Jewelry (CRAKAAAA), Bridal & Engagement Jewelry Manufacturing (CRAKAIAC)

Keywords

• Lab grown diamonds
• Engagement rings
• Wedding bands
• Diamond jewellery
• Custom jewellery design

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices16 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Lab Grown Diamond Jewellery Sales: One-time purchase model for lab grown diamond engagement rings, wedding bands, and fine jewellery. Customers can purchase loose diamonds or completed jewelry pieces. Prices range from approximately $1,067 for a 1.00CT D VS1 lab grown diamond. Standard manufacturing time is 4-5 weeks with express service available.
2. 20% Deposit Payment Plan: Customers can pay 20% deposit to secure their order with up to 90 days to pay the remaining balance. Manufacturing begins immediately after deposit. No set amount required weekly; customers pay any amount at any time via bank transfer or credit card.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Novita Diamonds designs, manufactures, and retails lab-grown diamond engagement rings, wedding bands, and fine jewellery. Diamonds are produced via CVD and HPHT methods, are chemically/physically/ optically identical to mined diamonds, and are sold at up to 80% less cost. The company operates 16 showrooms across 8 countries and an e-commerce site offering access to 450,000+ diamonds globally, supported by custom CAD design and a three-gemmologist quality control process.

Product overview

Novita Diamonds operates as a vertically integrated lab-grown diamond jewellery specialist offering a comprehensive portfolio of products centred on ethically-sourced, certified lab-grown diamonds. The core offering consists of engagement rings, wedding bands, and diamond jewellery, all customizable through a build-your-own-ring configurator. The product range spans multiple metals (Platinum, 18ct White/Yellow/Rose Gold) and diamond shapes (Round, Oval, Pear, Emerald, Cushion, Princess, Radiant, Asscher, Marquise). A custom design service enables bespoke creations, while a ready-to-ship collection addresses urgent purchase needs. The company stocks over 2,400 guaranteed lab-grown diamonds across six Australian showrooms, with access to 450,000+ diamonds globally, all certified by IGI, GCAL, or GIA. Ancillary products include gemstone rings (sapphire, ruby, emerald, moissanite, alexandrite), a jewellery cleaning brush, and e-gift cards.

Differentiator

Problem solved

Functional benefit

Products and services

• Lab Grown Diamond Engagement Rings Customisable engagement rings featuring lab-grown diamonds, available in multiple styles and shapes, hand-finished by master jewellers. Targeted at couples planning engagements.
• Lab Grown Diamond Wedding Bands Men's and women's wedding rings crafted with lab-grown diamonds, available in platinum and 18ct gold (white, yellow, rose). Targeted at couples preparing for weddings.
• Lab Grown Diamond Jewellery Collection of diamond jewellery including earrings (studs, hoops), bracelets (tennis, bangles), necklaces (pendants, initials, tennis), dress rings, and bridal sets. Targeted at consumers seeking everyday and occasion fine jewellery.
• Loose Lab Grown Diamonds Loose certified lab-grown diamonds available for individual purchase — 2,400+ stones in stock in Australia, with access to 450,000+ diamonds worldwide. Each guaranteed diamond is vetted by three gemmologists and certified by IGI, GCAL, or GIA. Targeted at buyers wanting to source a stone separately from a setting.
• Custom Engagement Rings Bespoke custom ring design service where customers submit photos and specifications for unique or personalised engagement rings crafted to order. Targeted at buyers wanting a one-of-a-kind ring.
• Ready-to-Ship Engagement Rings Pre-made engagement rings available for immediate purchase and shipping within 1–14 days, for customers with urgent requirements. Targeted at time-sensitive buyers (e.g., surprise proposals).
• Lab Grown Gemstone Rings Custom gemstone rings featuring lab-grown sapphire, ruby, emerald, moissanite, and alexandrite in various colours and shapes. Targeted at consumers wanting coloured-stone alternatives to diamond.
• Sparkling Brush Jewellery cleaning brush with delicate cleansing gel for maintaining diamond brilliance between professional cleanings. Priced at US $19 + GST and complimentary with engagement ring or jewellery purchase. Targeted at existing diamond jewellery owners.
• E-Gift Cards Electronic gift cards available for purchase with online balance checking. Targeted at gift buyers who want to let the recipient choose their own jewellery.

Quantifiable outcome

• Cost savings of up to 80% compared to mined diamonds of equivalent quality
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

One partnership is on record.

• Dress for SuccesscoreOthers · 26 November 2021Novita Diamonds partners with Dress for Success, a not-for-profit organization helping women who have fallen into financial difficulty find work and achieve financial independence. 25% of total sales from specified stud and pendant designs (0.75ct Lab Grown Diamond Martini Studs and 0.5ct Total Lab Grown Diamond Pendant) are donated to the charity. The partnership aligns with Novita's women-owned and led business values, supporting economic equality and progress for Australian women.

Scale indicators8 records

Recent moves9 records

Expansion highlights5 records

Emerging players

• Kimai: UK-based lab-grown fine jewelry brand focused on everyday pieces (earrings, necklaces). Comparable as a digitally native lab-grown jewelry brand operating in the same UK/European markets where Novita has built showrooms.
• MiaDonna: US-based lab-grown diamond and moissanite fine jewelry retailer with strong ethical-sourcing positioning. Comparable as a small-scale DTC lab-grown jewelry specialist competing for similar conscious-consumer bridal customers.

Direct peers

• Brilliant Earth: US-based online retailer of ethical engagement rings and fine jewelry, including both lab-grown and natural diamonds. Direct competitor in lab-grown bridal jewelry with omni-channel showroom + e-commerce model across multiple countries.
• Diamond Foundry: Vertically integrated lab-grown diamond producer (CVD method) that also sells finished jewelry directly to consumers. Comparable because it controls lab-grown diamond production and retail, similar to Novita's value proposition around ethically sourced stones.
• Clean Origin: Pure-play online retailer of exclusively lab-grown diamonds and engagement rings founded by a former Zales executive. Direct competitor in the lab-grown bridal jewelry e-commerce category that Novita also serves.
• Ritani: Online engagement ring retailer offering both natural and lab-grown diamonds with a network of partner jewelers for in-person viewing. Comparable omni-channel showroom-plus-e-commerce approach with comparable price points.
• James Allen: Online diamond retailer (owned by Signet Jewelers) offering natural and lab-grown diamonds with extensive customization. Comparable e-commerce-driven engagement ring retailer with similar build-your-own-ring configurator model.

Broad incumbents

• Lightbox (De Beers Group): De Beers' lab-grown diamond jewelry brand launched in 2018. As a Broad Incumbent, it leverages De Beers' massive scale to push lab-grown prices down, directly pressuring margins for retailers like Novita in the lab-grown category.
• Blue Nile: One of the largest online diamond and engagement ring retailers (acquired by Signet Jewelers). Comparable as a high-volume engagement ring e-commerce operator serving similar bridal customers with both lab-grown and natural options.
• Pandora: Global jewelry retailer that announced a major pivot to lab-grown diamonds across its massive store network. While not focused on bridal, its lab-grown pivot at scale directly pressures mid-market price points and consumer perception in lab-grown jewelry.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/novita.diamonds
• Facebookfacebook.com/Novita.diamonds
• LinkedInlinkedin.com/company/novita-diamonds

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 Novita Diamonds