Niru

What Niru does

Niru is a family-owned, vertically integrated B2B manufacturer serving European luxury watch and jewellery maisons. Founded in 1979 in Israel by Ranjeet Barmecha and now led by second-generation President Rakesh Barmecha, the company has evolved from a single diamond-polishing shop into a full-service platform spanning precision diamond cutting, colored stone manufacturing, CNC metal components, jewellery assembly, laser engraving, polishing, watchmaking, and restoration. Operations are distributed across Switzerland (Plan-les-Ouates HQ and watchmaking hub), Sri Lanka (flagship diamond manufacturing with ~1,700 workers expanding to 2,600 by end-2025), Thailand (colored stone factory with 250 polishers), plus sales offices in Paris, New York, Hong Kong, and Tel Aviv.

The core technology stack combines proprietary laser cutting techniques developed since 1982, CAD/CAM design, CNC machining of gold, platinum, titanium, and steel components, precision diamond cutting to +/-0.01mm tolerance on baguettes and laser engraving precision to 50 microns, and full watchmaking and restoration capabilities. The acquisition of PI-Cube in 2023 brought polishing, watchmaking, and restoration in-house, while the 2019 merger with EZ Diamonds and Voegeli & Wirz added small round diamond expertise and a Swiss heritage brand dating to 1915. NIRU holds De Beers Sightholder status (since 2011) and is a member of the Responsible Jewellery Council, World Diamond Council, and Watch Jewellery Initiative 2030, securing preferential rough diamond supply and ethical sourcing certifications demanded by luxury clients.

The business model is direct enterprise B2B sales to tier-1 luxury watch and jewellery brands through dedicated regional sales teams in Europe, USA, Israel, and Asia. Pricing is bespoke and quote-based per client specification with multi-year contracts; revenue is not publicly disclosed. The company markets through industry trade shows (Carat+ Antwerp), ESG/sustainability reports, and a corporate website rather than consumer channels. No public ownership, venture capital, or institutional investment is disclosed; ownership remains concentrated within the founding Barmecha family and the Aharon/Benjo families.

Name

Niru

Legal name

Niru NY Ltd

Website

https://nirugroup.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Niru is a family-owned, vertically integrated B2B manufacturer founded in 1979 that produces precision-cut diamonds, colored stones, CNC metal components, jewellery, and watchmaking services for European luxury watch and jewellery maisons across operations in Switzerland, Sri Lanka, Thailand, and sales offices in four other countries.

Ownership category

akta.pro rank

Product category

Luxury Watch & Jewellery Manufacturing

SIC

Jewelry, Precious Metal (3911)

akta.pro primary industry

Fine Jewelry Manufacturing & Atelier Production (CRAKAAAK)

akta.pro secondary industries

Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA), Jewelry Findings, Components & Settings Manufacturing (CRAKAIAD)

Keywords

• Precision diamond cutting
• Luxury jewelry manufacturing
• Watch component manufacturing
• Colored stone polishing
• CNC metal machining

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Diamond Manufacturing & Sales: NIRU manufactures precision-cut diamonds (round, baguette, fancy) in its Sri Lankan facilities and sells them directly to luxury watch and jewellery brands. As a De Beers Sightholder, it has access to high-quality rough diamond supply.
2. Colored Stone Manufacturing & Sales: Factory in Bangkok with 250 polishers produces precision-cut colored stones (sapphire, ruby, and semi-precious stones) sold to luxury brands.
3. Jewellery Manufacturing: Full-service jewellery and high-jewellery manufacturing from gouaché designs to finished product, including intricate hand-crafted clasps and high jewellery watches. Expanded via PI-Cube acquisition in 2023.
4. Watch Components & Assembly: CNC-manufactured metal components and watchmaking services including waterproof assembly, movement casing, hand-setting, movement servicing, and restoration for luxury watch brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Niru is a vertically integrated B2B solution provider for luxury watch and jewellery maisons, manufacturing precision-cut diamonds, colored stones, and metal components, and delivering complete watchmaking, jewellery, and restoration services from 3D design through finished piece. Operations span state-of-the-art facilities in Switzerland (Geneva), Sri Lanka, and Thailand, with direct sales offices across Europe, North America, and Asia-Pacific serving tier-1 luxury brands.

Product overview

NIRU is a solution provider for luxury watch and jewellery brands offering vertically integrated manufacturing services. The company operates as a unified platform combining multiple specialized divisions: diamond cutting (Sri Lanka), colored stone manufacturing (Thailand), CNC machining (Geneva), 3D design, stone setting, jewellery manufacturing, laser engraving, polishing, watchmaking, and restoration services. The product portfolio includes precision-cut diamonds (round, baguette, fancy cuts), colored stones (precious and semi-precious), and complete watch and jewellery manufacturing. NIRU manages all operations in-house, providing complete traceability from initial design concept to the finished masterpiece.

Differentiator

Problem solved

Functional benefit

Products and services

• Diamond Manufacturing Services

Quantifiable outcome

• Precision-cut baguette diamonds within tolerance of +/- 0.01mm
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• PI-CubecoreStrategic or Co-development Partner · 1 January 2023NIRU acquired PI-Cube in 2023 — a young company founded in 2018 with expertise in polishing, watchmaking, and restoration. This acquisition integrated the final stages of luxury piece production, completing NIRU's end-to-end in-house offering.
• EZ DiamondscoreStrategic or Co-development Partner · 1 January 2019NIRU merged with EZ Diamonds in 2019. EZ Diamonds was a renowned global supplier with over 40 years of expertise in small round diamonds, and owner of Voegeli & Wirz (a prestigious Swiss diamond supplier since 1915). This merger significantly expanded NIRU's product portfolio and global reach.
• De Beers GroupcoreOthersNIRU holds De Beers Sightholder status (awarded 2011 and maintained), giving it preferential access to De Beers' rough diamond supply. Sightholder status is a mark of trust and operational excellence in the diamond industry, and is critical to NIRU's supply chain for premium rough diamonds.
• Responsible Jewellery Council (RJC)coreStrategic or Co-development PartnerNIRU is an active member of the Responsible Jewellery Council, adhering to its standards for ethical, social, and environmental practices throughout its jewellery and diamond supply chain.
• World Diamond CouncilcoreStrategic or Co-development PartnerNIRU is a member of the World Diamond Council, supporting the Kimberley Process and industry-wide efforts for responsible diamond trading and traceability.
• Watch Jewellery Initiative 2030coreStrategic or Co-development PartnerNIRU is a signatory to the Watch Jewellery Initiative 2030, committing to its sustainability roadmap and ESG targets across the jewellery and watchmaking supply chain.
• The Ocean CleanupminorStrategic or Co-development PartnerNIRU supports The Ocean Cleanup as part of its environmental stewardship commitments under its ESG 'Caring for Nature' pillar.
• Voegeli & WirzcoreStrategic or Co-development PartnerPrestigious Swiss diamond supplier since 1915, owned by EZ Diamonds and merged into NIRU Group in 2019. Brought heritage expertise in small round diamonds to NIRU's portfolio.

Scale indicators4 records

Recent moves11 records

Expansion highlights5 records

Broad incumbents

• Stuller: Stuller is a large-scale US-based B2B jewellery manufacturer and component supplier offering precious-metal findings, settings, and finished jewellery production. Overlaps with NIRU on the precious-metal findings and component side but skews toward volume rather than haute horlogerie.
• Swatch Group: Swatch Group is a vertically integrated Swiss watchmaking conglomerate with in-house movement, component, and case manufacturing across brands like Omega and Longines. Overlaps with NIRU on Swiss-based precision watch component manufacturing and serves a related set of luxury/horological customers.
• LVMH (Bulgari, TAG Heuer, Chaumet): LVMH operates in-house jewellery and watchmaking manufacturing across Bulgari, Chaumet, TAG Heuer, and other brands, with comparable precision stone-setting and watch assembly capabilities. A major luxury group customer and broad incumbent comparable to NIRU's manufacturing scope.
• Swarovski (Swarovski Gemstones / Create): Swarovski operates precision-cut crystal and synthetic gemstone manufacturing supplying jewellery and watch brands globally. Comparable precision cutting and component model to NIRU's Bangkok colored stone operations, though broader into synthetic/crystal and consumer markets.
• Richemont Group: Richemont owns Cartier, Van Cleef & Arpels, Piaget, and other maisons with significant in-house jewellery and watchmaking manufacturing. A major NIRU customer and broad incumbent in luxury jewellery manufacturing with comparable precious-metal and stone-setting capabilities across a much larger portfolio.

Direct peers

• Kiran Gems: Kiran Gems is one of the world's largest diamond manufacturing groups, with sightholder status and broad melee, baguette, and fancy-cut capabilities serving global luxury brands. Comparable scale and vertical model to NIRU, though more diversified across price points.
• Dalumi Diamonds: Dalumi is an Israel-headquartered precision diamond cutter and manufacturer specializing in melee, baguettes, and calibrated diamonds for the watch and jewellery industries, with De Beers sightholder credentials. Closely overlaps with NIRU on baguette and fancy-cut capabilities and tier-1 maison customer base.
• Rosy Blue: Rosy Blue is a global sightholder-ranked diamond manufacturer and supplier serving luxury jewellery and watch brands with melee, baguette, and fancy-cut capabilities. Directly comparable on sightholder sourcing, manufacturing breadth, and tier-1 luxury customer model.
• Uni-Design: Uni-Design is a precision diamond and gemstone manufacturer serving global luxury watch and jewellery brands, with comparable capabilities in baguette and fancy cuts, CNC machining, and vertical integration across India manufacturing hubs. Directly comparable as a B2B precision gem supplier to the same European maisons NIRU serves.
• MVI (Marketing & Vertrieb International): MVI is a precision-cut diamond manufacturer with operations across Asia, supplying calibrated diamonds, baguettes, and fancy cuts to luxury watch and jewellery brands. Direct peer in the precision-cutting B2B segment with similar sightholder-tier supply relationships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries5 records

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 Niru