FORGE Jewelry Works

What FORGE Jewelry Works does

FORGE Jewelry Works is a privately-held custom jewelry manufacturer, designer, and retailer founded in 2014 and headquartered in Provo, Utah. The company designs, manufactures, and sells custom and semi-custom fine jewelry — primarily gold and diamond engagement rings, men's wedding bands, and other custom pieces (pendants, bracelets, earrings, fashion rings) — through a single physical retail location at 522 N Freedom Blvd in Provo and a direct-to-consumer e-commerce channel (forgejewelryworks.com) that ships nationwide within the USA and serves Canadian customers.

The company's core technology is its proprietary live custom 3D jewelry design process, branded CONNECT, which enables customers to co-design pieces in approximately one-hour sessions either in the Provo shop or remotely online. All custom pieces are manufactured in-house in the USA by the company's own goldsmiths, including master goldsmith Richard. The team brings over 150 years of combined experience in jewelry design and goldsmithing, supported by GIA certification. A self-described "low overhead model" is used to deliver 100% custom work at "non-custom prices."

FORGE's business model is direct-to-consumer and sales-led, with revenue generated almost entirely from one-time sales of custom and pre-designed jewelry — custom engagement rings, semi-custom rings, custom men's wedding bands, the Temple Rings line (LDS-temple-inspired rings starting at $299), and the FORGE Bridal Collection — plus ancillary revenue from jewelry-care accessories, repair and maintenance services, and The Works warranty program. Primary customer segments are engaged couples (core), with secondary segments including gift buyers, the Latter-day Saint community, and non-local customers served via CONNECT. 6- and 12-month interest-free financing and a "Give Love, Get Love" referral program support conversion and acquisition. The company operates with 11-50 employees and is co-owned by Shawn and Rischelle, with no disclosed institutional funding or parent company.

Name

FORGE Jewelry Works

Legal name

FORGE Jewelry Works

Website

https://forgejewelryworks.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

FORGE Jewelry Works is a privately-held, Provo, Utah-based custom jewelry designer, manufacturer, and retailer that builds 100% custom gold and diamond engagement rings and fine jewelry via in-store and online live 3D design sessions, primarily serving engaged couples nationwide through its CONNECT platform.

Ownership category

akta.pro rank

Product category

Custom Fine Jewelry

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310)

SIC

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

akta.pro primary industry

Custom Bridal & Engagement Design (CRAKAHAB)

akta.pro secondary industries

Custom/Bespoke Jewelry Retail Studios (CRAKAGAJ), Bridal & Engagement Jewelry Manufacturing (CRAKAIAC)

Keywords

• Custom engagement rings
• Fine jewelry manufacturing
• Custom wedding bands
• Live 3D jewelry design
• Handmade gold jewelry

Headquarters

HQ city

Provo

HQ country

United States

HQ region

North America

Offices1 record

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. Custom Engagement Rings: 100% custom engagement rings designed and manufactured to customer specifications. Design sessions are free; revenue generated from final product sale.
2. Custom Jewelry Pieces: Custom pendants, bracelets, earrings, and other jewelry pieces created through collaborative design process
3. Custom Men's Wedding Bands: Custom designed men's wedding bands with various metal options (gold, platinum, silver)
4. Semi-Custom / Pre-designed Rings: Pre-designed ring collections including Temple Rings (inspired by LDS temples worldwide) priced from $299, available in various metals and styles
5. Jewelry Care Products: Sale of jewelry cleaning products, cases, and care accessories including cleaning kits, polishing cloths, and foam cleaners
6. Services and Maintenance: Additional revenue from repair services, cleaning/inspection services, insurance referrals (Jewelers Mutual), and warranty/maintenance programs like THE WORKS

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

FORGE Jewelry Works designs, manufactures in-house in the USA, and sells custom gold and diamond fine jewelry, with a primary focus on 100% custom engagement rings, semi-custom engagement rings, custom men's wedding bands, and custom jewelry pieces (earrings, bracelets, necklaces, pendants). Customers collaborate with designers during free ~1-hour live 3D design sessions in their Provo, Utah shop or remotely via the proprietary CONNECT platform. They also offer pre-designed product lines (Temple Rings inspired by LDS temples, FORGE Bridal Collection), jewelry care accessories, and a comprehensive lifetime maintenance warranty program (The Works).

Product overview

FORGE Jewelry Works is a custom jewelry retailer based in Provo, Utah, founded in 2014, offering personalized jewelry design services with over 150 years of combined team experience. The company's core offering is the CONNECT live custom 3D jewelry design process, which allows customers to design engagement rings, wedding bands, and custom jewelry pieces either in-shop or online in approximately one hour sessions. Their product portfolio includes fully Custom Engagement Rings and Semi-Custom Engagement Rings, Custom Men's Wedding Bands, and Custom Jewelry Pieces (earrings, bracelets, necklaces, pendants, fashion rings). They also offer a distinctive Temple Rings collection inspired by Latter-day Saint temples worldwide (starting at $299), a FORGE Bridal Collection of pre-designed pieces, and jewelry care accessories including cleaning kits, polishing cloths, and jewelry cases. The company manufactures all custom pieces in the USA and backs purchases with The Works warranty program, offering maintenance, repairs, insurance coordination, and financing options.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Engagement Rings Fully custom-designed engagement rings created through live 3D design sessions either in the Provo shop or online via the CONNECT process. Customers collaborate with designers to create unique, one-of-a-kind rings tailored to their specifications, style preferences, and budget, with center stones including natural diamonds, lab-grown diamonds, moissanite, and colored gemstones.
• Semi-Custom Engagement Rings Pre-designed engagement ring styles that can be customized with different metals, stones, and finishes, offering a faster turnaround than fully custom rings while still allowing personalization.
• Custom Men's Wedding Bands Personalized men's wedding bands designed to customer specifications, available in various metals including gold (10k, 14k, 18k in white, yellow, and rose), platinum, sterling silver, and alternative metals.
• Custom Jewelry Pieces Custom-designed jewelry including earrings, bracelets, necklaces, pendants, fashion rings, and wedding bands, created through a collaborative 5-step design process using 3D rendering software with in-shop or online design sessions lasting approximately one hour.
• Temple Rings Handmade rings inspired by Latter-day Saint temples around the world. Crafted in the customer's ring size to last a lifetime, available in 14k and 10k white, yellow, or rose gold and sterling silver, starting at $299. Cannot be resized due to the continuous pattern design.
• FORGE Bridal Collection Pre-designed bridal jewelry collection featuring rings and wedding accessories sold at promotional prices through the company's sale storefront.
• Sterling Silver Polishing Cloth Sunshine polishing cloth designed to remove tarnish from sterling silver jewelry. Sale price $19.99 (original $30.00).
• Jewelry Cleaning Kit Complete cleaning kit including jewelry tray, deep clean brush, and solution. Container holds 8 fl oz when water is added. Sale price $24.99 (original $35.00).
• Foam Jewelry Cleaner Easy-to-use foam jewelry cleaner gentle enough for all jewelry types with an easy pump mechanism for quick and simple cleaning. Sale price $15.00 (original $29.00).
• Jewelry Case Sturdy jewelry box for keeping jewelry safe at home or on the go. Includes spots for rings, necklaces, bracelets, and earrings, and comes in a protective outer box for easy gift wrapping. Dimensions approximately 5 3/4" x 3 3/4" x 1 3/4". Sale price $50.00 (original $79.00).
• "HE IS RISEN" Double Circle Sterling Silver Easter Pendant Sterling silver pendant with two circles representing Christ's open tomb — left circle symbolizes the stone rolled from the tomb, right circle symbolizes the empty tomb. Hand engraved on the back with 'Matt. 28:6'. Hung from an 18" cable-style link chain with lobster claw clasp. Sale price $139.00 (original $199.00).
• Lightsaber Oil Vial Keychain Custom handmade sterling silver lightsaber-themed oil vial keychain, with each piece unique and handmade. Sale price $89.00 (original $129.00).
• The Works Warranty Program FORGE's comprehensive maintenance and service program for jewelry that includes annual inspection, cleaning, repairs, insurance coordination through Jewelers Mutual, and financing options. Free resizing within 30 days of delivery, with annual inspection required to maintain warranty validity.

Quantifiable outcome

• Custom ring delivery in approximately 4 weeks from design approval
• +3 more outcomes

Named customers6 records

Segments4 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

Partnerships

Six partnerships are on record, tiered core and minor.

• Jewelers Mutual GroupcoreStrategic or Co-development PartnerJewelers Mutual Group provides jewelry insurance options for FORGE customers. FORGE refers customers to Jewelers Mutual for ring insurance coverage and receives a quote/referral arrangement. This partnership provides a valuable post-sale service helping customers protect their purchases.
• FedExcoreOthersFedEx is the shipping carrier used for order delivery. All deliveries are outsourced to FedEx with customer name and address used solely for order delivery purposes.
• Thanksgiving HeroesminorOthersCharitable partner supported by FORGE. One of several local non-profit organizations supported through cash and goods donations totaling over $500K.
• Scera Center for the ArtsminorOthersLocal arts organization charitable partner. FORGE supports through donations as part of their community giving initiative.
• Saprea FoundationminorOthersNon-profit foundation charitable partner supported by FORGE through donations and community engagement.
• RJO MembersminorChannel Partner/ Reseller/ DistributorRJO (Retail Jewelers Organization) is a jewelry industry buying/marketing group. FORGE is a member, potentially providing access to group buying power and industry resources.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• VRAI: Lab-grown diamond jewelry brand offering custom engagement rings and fine jewelry DTC. Comparable to FORGE on custom bridal focus and digitally enabled design process.
• James Allen: Digital-first diamond and engagement ring retailer with 3D visualization and custom ring builder. Closely matches FORGE's emphasis on visualization-driven custom design and bridal customer base.
• Blue Nile: Online diamond and fine jewelry retailer with custom engagement ring configuration. Comparable to FORGE in bridal focus and DTC custom ring model.
• Shane Co. US-based family-owned jewelry retailer with in-house manufacturing and custom engagement rings. Comparable to FORGE on vertically integrated model and bridal focus.
• Brilliant Earth: Online-first custom engagement ring and fine jewelry retailer offering bespoke design with lab-grown and natural diamonds. Directly comparable to FORGE on custom engagement ring focus and remote design experience.
• Mejuri: DTC fine jewelry brand offering everyday and engagement pieces with strong digital experience. Comparable to FORGE on DTC fine jewelry, though positioned more toward everyday fine jewelry than purely bridal.
• Robbins Brothers: US engagement ring specialist retailer with showrooms and custom design services. Comparable to FORGE on bridal specialization and in-store custom design experience.

Broad incumbents

• Etsy: Online marketplace aggregating independent custom jewelers and handmade jewelry sellers. Comparable to FORGE on custom-made jewelry offerings and DTC online discovery, though operating as a platform rather than a single retailer.
• Kay Jewelers: Mass-market jewelry retailer (Signet Jewelers) with broad bridal and fine jewelry assortment. Comparable to FORGE on bridal and fine jewelry retail but at a much larger, mass-market scale.
• Tiffany & Co. Global luxury jewelry brand with extensive bridal and custom offerings at the high end of the market. Comparable to FORGE on bridal focus but operates at much larger scale and price points.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/forgejw
• Instagraminstagram.com/forgejewelryworks
• Pinterestpinterest.com/forgejw
• LinkedInlinkedin.com/company/forge-jewelry-works

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 FORGE Jewelry Works