IF & Co.

What IF & Co. does

IF & Co. is a privately held luxury custom jewelry house founded in Los Angeles in the early 2000s, operating under the legal entity IF AND CO., INC. The company designs, crafts, and finishes fine jewelry in 18K and 14K gold, platinum, and diamonds at its Los Angeles headquarters, selling through a Shopify-powered e-commerce site (ifandco.com), a physical showroom at Beverly Center, and a custom-commission inquiry process. Its product portfolio spans diamond tennis necklaces, Cuban link chains, pendants (including the signature Micro Jesus Piece), engagement rings, bracelets, earrings, rings, and grills, with prices ranging from $800 for entry earrings to over $55,000 for oversized diamond Cuban link bracelets, plus limited-edition collaborations such as the PAMP x IF & Co. 1oz gold bar.

The business serves two intertwined customer bases: affluent direct-to-consumer luxury buyers and a roster of celebrity, athlete, and high-profile individual clients (Drake, Kanye West, Justin Bieber, Tom Cruise, Floyd Mayweather, among others) who commission bespoke pieces. A second enterprise stream consists of brand collaborations and licensed partnership work with global brands including LIV Golf (official championship rings), NFL, Adidas, EA Sports, KAWS, Takashi Murakami, A Bathing Ape, and beverage brands such as Captain Morgan and Chivas Regal. Revenue is generated primarily through one-time jewelry sales and custom commissions, with non-refundable deposits once custom production begins and financing facilitated through Affirm and Shop Pay Installments.

The company employs a hybrid direct-to-consumer and event-driven go-to-market model: e-commerce and showroom sales anchor core volume, while celebrity placements, red-carpet visibility, and brand partnerships drive awareness and credibility. All signature pieces are made in Los Angeles by a team of jewelers with decades of craftsmanship experience. The company is founder-led (associated with jeweler Ben Baller), has served over 75,000 cumulative shoppers, operates internationally via worldwide shipping, and accepts a broad set of payment methods including crypto via BitPay — though it has raised no disclosed external funding and remains privately held with no published revenue or headcount figures.

Name

IF & Co.

Legal name

IF AND CO., INC.

Website

https://ifandco.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

IF & Co. is a privately held Los Angeles-based luxury custom jewelry house founded in the early 2000s, designing and crafting 18K gold, platinum, and diamond fine jewelry for affluent consumers, celebrities, athletes, and global brand partners via e-commerce, a Beverly Center showroom, and bespoke commissions.

Ownership category

akta.pro rank

Product category

Luxury Fine Jewelry

NAICS

Jewelry Retailers (458310)

SIC

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

akta.pro primary industry

Fine Jewelry Retail (Precious Metals & Gemstones) (CRAKAGAA)

akta.pro secondary industry

Custom Religious, Cultural & Ceremonial Jewelry (CRAKAHAK)

Keywords

• Custom fine jewelry
• Diamond tennis necklaces
• Luxury gold jewelry
• Bespoke jewelry design
• Engagement and bridal rings

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and 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 of fine jewelry products including pendants, chains, bracelets, rings, earrings, and grills. Products range from $800 to $55,000+. Includes signature collections and limited edition pieces.
2. Custom Jewelry Commissions: Bespoke custom jewelry design services creating personalized pieces. Deposits are non-refundable once production begins. Custom orders are final sale.
3. Limited Edition Gold Products: Premium limited edition collaborations like PAMP x IF & Co. 1oz gold bars priced at $6,500 each, limited to 500 individually numbered pieces.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

IF & Co. designs, handcrafts, and sells luxury custom jewelry in 18K/14K gold, platinum, and diamonds, operating a Shopify-powered e-commerce store (ifandco.com) and a Beverly Center showroom in Los Angeles. The catalog spans diamond tennis necklaces, Cuban link chains, pendants (including the signature Micro Jesus Piece), engagement rings, bracelets, earrings, rings, and grillz, alongside a bespoke custom jewelry commissioning service for high-net-worth consumers, celebrities, and brand collaborations. Pricing ranges from $800 entry pieces to $55,000+ luxury items, with limited-edition collectibles such as the PAMP x IF & Co. 1oz pure gold bar.

Product overview

IF & Co. is a luxury custom jewelry company operating as a single unified brand offering high-end fine jewelry and bespoke commissions. The product portfolio centers on premium gold and diamond jewelry including diamond tennis necklaces (Vincent and Enzo collections), Cuban link chains, pendants (especially the iconic Micro Jesus Piece), engagement rings (Elle collection), bracelets, earrings, rings, grillz, and custom commissions. The company also offers limited-edition collaboration pieces like the PAMP x IF & Co. gold bar, plus jewelry care accessories. All signature pieces are designed, crafted, and finished at their Los Angeles headquarters. Custom jewelry services allow clients to commission bespoke pieces across pendants, necklaces, bracelets, engagement rings, wedding bands, grills, and luxury watches.

Differentiator

Problem solved

Functional benefit

Products and services

• Diamond Tennis Necklaces (Vincent and Enzo collections)
• Cuban Link Chains
• Pendants
• Engagement Rings (Elle collection)
• Diamond Bracelets
• Grillz
• Custom Jewelry Commissions
• Rings
• Earrings
• Chains
• PAMP x IF & Co. Limited 1oz Pure Gold Bar

Quantifiable outcome

• Over 75,000 satisfied shoppers served over the years

Named customers35 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

Integration9 records

Feature3 records

Partnerships

21 partnerships are on record, tiered core, flagship and minor.

• PAMP SAcoreOEM/ Whitelabel/ Licensing PartnerSwiss precious metals refinery producing limited edition 1oz pure gold bars (999.9 fine) under collaboration. Bars are individually numbered out of 500, feature IF & Co. hallmark diamond logo, and include official certification card. First edition collaboration item with limited quantity produced.
• LIV GolfflagshipStrategic or Co-development PartnerOfficial partnership creating LIV Golf championship rings and promotional coins for top finishers. Crafted solid gold pieces for 2026 LIV Golf Promotions winners. Ongoing collaboration on official championship rings since at least 2023.
• NFLcoreStrategic or Co-development PartnerTrusted brand partnership with NFL for custom jewelry collaborations.
• Diamond Supply Co.coreStrategic or Co-development PartnerCollaborative Bearbrick pendant design uniting icons in gold. Created as a personal piece for Nicky Diamonds with Diamond Supply Co.
• AdidascoreStrategic or Co-development PartnerBrand partnership collaborations with Adidas for custom jewelry and accessory designs.
• EA SportsminorStrategic or Co-development PartnerBrand partnership collaborations with EA Sports for gaming and sports-related jewelry.
• RobinhoodminorStrategic or Co-development PartnerBrand partnership collaboration listed among special clients and partners.
• Captain MorganminorStrategic or Co-development PartnerBrand partnership collaborations with Captain Morgan spirits brand.
• SnickersminorStrategic or Co-development PartnerBrand partnership collaboration with Snickers/Mars Inc. Featured in content with Ben Baller and SNICKERS logo.
• KAWScoreStrategic or Co-development PartnerIcon partnership with artist KAWS for custom jewelry designs and collaborations.
• Takashi MurakamicoreStrategic or Co-development PartnerIcon partnership with renowned artist Takashi Murakami for jewelry collaborations.
• Roc NationcoreStrategic or Co-development PartnerPartnership with Roc Nation entertainment company for artist jewelry collaborations.
• A Bathing ApecoreStrategic or Co-development PartnerBrand partnership with A Bathing Ape (BAPE) streetwear brand for collaborative jewelry.
• General MillsminorStrategic or Co-development PartnerBrand partnership with General Mills for cross-brand collaborations.
• Constellation BrandsminorStrategic or Co-development PartnerBrand partnership with Constellation Brands for beverage industry collaborations.
• Chivas RegalminorStrategic or Co-development PartnerBrand partnership with Chivas Regal whiskey brand.
• EmpireminorStrategic or Co-development PartnerPartnership with Empire record label for music industry collaborations.
• MTVminorStrategic or Co-development PartnerMedia partnership and recognition with MTV.
• AffirmcoreTechnology or IntegrationFinancing partner providing flexible payment options. Rates from 0%-36% APR. Payment terms and disclosure available at affirm.com/disclosures.
• ShopifycoreTechnology or IntegrationE-commerce platform hosting the online store. Provides ad services such as Shopify Audiences for personalized advertising. Powers checkout and payment processing.
• Shop Pay InstallmentscoreTechnology or IntegrationFinancing option through Shop Pay providing installment payments. Rates from 0%-36% APR. Provided by lending partners including affirm.com/lenders.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Blue Nile: Large online fine-jewelry retailer specializing in engagement rings and diamond jewelry. Broad incumbent: same DTC fine-jewelry channel, but at mass-luxury price points rather than celebrity-grade bespoke.
• Mejuri: Direct-to-consumer fine jewelry brand offering gold and diamond pieces at accessible luxury price points via e-commerce. Broad incumbent: shares DTC fine-jewelry channel but operates at lower ticket sizes and a much broader customer base.
• Tiffany & Co. Iconic global luxury jeweler with broad fine jewelry assortment, owned by LVMH. Broad incumbent: same precious-metal/diamond fine-jewelry category but vastly larger scale, brand recognition, and distribution.

Direct peers

• XIV Karats: Los Angeles-based custom jeweler known for celebrity commissions and high-end diamond pieces. Direct peer: same LA production base, same celebrity clientele (e.g., Drake), and similar price band.
• Aurum Brothers: Custom fine jeweler focused on bespoke diamond jewelry for entertainers and athletes. Direct peer: overlapping celebrity-driven custom model, comparable materials (gold, VS diamonds) and ticket sizes.
• Eliantte: Atlanta/NYC custom fine jeweler serving music-industry clients with bespoke diamond and gold pieces. Direct peer: comparable bespoke custom model, music-celebrity clientele, and high-ticket price points.
• Angel City Jewelers: Los Angeles custom jeweler serving music and entertainment clients with bespoke gold and diamond pieces. Direct peer: same LA geography, same celebrity client base, comparable product mix including chains, pendants, and grills.
• Avianne & Co. NYC-based custom jeweler focused on hip-hop and celebrity clients, offering bespoke diamond and gold jewelry. Direct peer: comparable custom-commission model, music-industry clientele, and iced-out aesthetic.
• Jason of Beverly Hills: Beverly Hills custom jeweler producing high-end diamond and platinum pieces for celebrities, athletes, and entertainment events (e.g., championship rings). Direct peer: same luxury custom niche, championship-ring work, and LA/Beverly Hills production base.
• Greg Yuna (CIA Jeweler): NYC-based custom fine jeweler specializing in iced-out hip-hop jewelry for celebrities and athletes. Direct peer: same celebrity-driven custom model, same cultural positioning, comparable ticket sizes and client mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/ifandco
• Xx.com/ifandco
• Facebookfacebook.com/ifandcojewelers
• LinkedInlinkedin.com/company/if-co

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 IF & Co.