Lazaro Soho

What Lazaro Soho does

Lazaro Soho is a privately held, founder-owned men's luxury jewelry and curated apparel retailer operating from a flagship store at 325 B West Broadway in SoHo, New York City. Founded in 1981 by Cuban-born designer Lazaro Diaz, the company handcrafts jewelry in its SoHo studio using sterling silver, 18k gold, platinum, and precious/semi-precious stones, offering bracelets, rings, necklaces, pendants, cufflinks, earrings, and pins priced from $160 to $14,840. Its products have been featured in Vogue, Harper's Bazaar, Elle, Rolling Stone, Guitar Aficionado, and worn by Jay-Z, Jimmy Page, Steven Tyler, Ronnie Wood, and other high-profile celebrities over four decades.

The business model is direct-to-consumer via two channels: a SoHo retail showroom offering personalized consultations and an e-commerce storefront at lazarosoho.com (built on Shift4Shop) with global shipping via USPS. Revenue is generated primarily through one-time unit sales of proprietary jewelry and a curated assortment of international designer apparel from Japan (KMRii), Italy (Avant Toi, La Haine), and France (Keeling, ISSI Avant-Garde), complemented by custom design services (2-week fulfillment), non-refundable 6-month gift cards, and a 7% commission affiliate program. The company also distributes through a minor gifting channel partnership with 4Gifters.

Lazaro Soho targets affluent male consumers seeking distinctive, non-mass-produced jewelry and designer clothing, with secondary demand from gift buyers via the registry program. The company operates without external institutional investment, subsidiaries, or publicly disclosed financial metrics, and is led solely by founder Lazaro Diaz. No AI, API, or platform technology beyond standard e-commerce tooling is in evidence; competitive advantage rests on handcrafted NYC manufacturing, 40+ years of brand heritage, and a documented celebrity endorsement library.

Name

Lazaro Soho

Legal name

Lazaro Soho

Website

https://lazarosoho.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Lazaro Soho is a founder-owned, SoHo NYC-based retailer that handcrafts men's luxury jewelry and curates international designer apparel, serving affluent male consumers globally via its flagship store and DTC e-commerce since 1981.

Ownership category

akta.pro rank

Product category

Luxury Men's Handcrafted Jewelry and Designer Apparel

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

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

akta.pro primary industry

Children’s & Men’s Jewelry Manufacturing (CRAKAIAN)

akta.pro secondary industries

Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Bespoke Men’s Jewelry (Signet Rings, Cufflinks, Tie Bars) (CRAKAHAD), Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC), Fine Jewelry Components (Chains, Settings, Findings) (CRAKAAAJ)

Keywords

• Handcrafted mens jewelry
• Sterling silver jewelry
• Designer mens apparel
• Custom jewelry design
• Luxury mens accessories

Headquarters

HQ city

New York

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, Infrastructure

Revenue model

1. Jewelry Sales: One-time sale of handcrafted men's jewelry including rings, bracelets, necklaces, pendants, cufflinks, and earrings. Products range from $160 to $9,550+ for luxury pieces.
2. Designer Apparel & Accessories Sales: Sale of curated men's clothing including shirts, pants, coats, jackets, scarves, hats, wallets, belts, bags, and accessories. Includes both proprietary Lazaro Soho clothing and third-party designer brands.
3. Custom Design Services: Custom jewelry orders taking approximately 2 weeks to fulfill. Custom orders cannot be returned but damaged items can be repaired.
4. Gift Cards: Gift cards valid for six months from purchase date, applicable to any jewelry, apparel, or accessories in-store or online. Non-refundable and non-transferable.
5. Affiliate Program: 7% commission program for affiliates promoting Lazaro Soho products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels10 records

Core offering

Lazaro Soho designs, handcrafts, and sells men's jewelry (bracelets, rings, necklaces, pendants, cufflinks, earrings, pins) in sterling silver, 18k gold, platinum, and precious/semi-precious stones from its SoHo, NYC studio, alongside a curated collection of men's designer clothing and accessories sourced from brands in Japan, Italy, and France. The brand also offers custom/bespoke jewelry design services and personalized in-store shopping consultations. Products are sold direct-to-consumer via the lazarosoho.com e-commerce site and the flagship SoHo retail showroom.

Product overview

Lazaro Soho is a handcrafted men's jewelry and designer apparel retailer based in SoHo, NYC. Founded in 1981 by Lazaro Diaz, the company offers a unified product portfolio combining proprietary handcrafted jewelry with curated third-party clothing brands. The core offerings include men's handcrafted jewelry (bracelets, rings, necklaces, pendants, cufflinks, earrings, pins) made in SoHo using sterling silver, 18k gold, platinum, and precious/semi-precious stones, alongside men's clothing (shirts, pants, coats, jackets) and accessories (wallets, belts, bags). The brand features sub-brands including a Rock 'n' Roll Collection and Gothic Jewelry, and carries international designer labels such as KMRii (Japan), La Haine, Keeling, Avant Toi, and ISSI. Additional services include personalized shopping consultations, gift cards, and an affiliate program. The company has over 40 years of experience and serves a celebrity clientele including Jay-Z, Jimmy Page, and Steven Tyler.

Differentiator

Problem solved

Functional benefit

Products and services

• Men's Handcrafted Jewelry Handcrafted men's jewelry collection including bracelets, rings, necklaces, pendants, cufflinks, earrings, and pins made in SoHo NYC using sterling silver, 18k gold, platinum, and precious/semi-precious stones, with prices ranging from $160 for entry leather bracelets to $9,550+ for premium pieces.
• Men's Designer Clothing Designer men's clothing line including shirts, pants, coats, jackets, scarves, and hats curated from brands such as KMRii, La Haine, Keeling, ISSI Avant-Garde, Avant Toi, and Massimo Sabbadin, with prices ranging from $200 to $4,500.
• Men's Accessories Men's accessories assortment including wallets, cases, belts, buckles, wallet chains, keychains, and bags (including Japanese-made Bishop & Bishop leather goods), complementing the jewelry and clothing lines.
• Men's Rock 'n' Roll Jewelry Collection Sub-collection of bold, masculine rock 'n' roll and gothic jewelry including raven skull pendants, dragon rings, and gothic pieces, worn by rock legends including Ron Wood and Steven Tyler.
• Custom Jewelry Design Services Bespoke and custom jewelry design service producing client-specific one-of-a-kind pieces (including high-profile collaborations such as the Jimmy Page 18K gold and diamond ring) with fulfillment taking approximately two weeks; custom orders are non-returnable but damaged items can be repaired.
• Lazaro Soho Gift Cards Gift cards valid for six months from purchase date and redeemable for any jewelry, apparel, or accessories in-store or online; non-refundable and non-transferable per Lazaro Soho policies.
• Personalized Shopping Consultation One-on-one in-store shopping consultation with Lazaro Soho's expert team providing personalized jewelry and clothing recommendations, lasting 30 minutes to 1 hour and bookable via Setmore.
• KMRii Designer Clothing Curated KMRii (Japanese-inspired) designer clothing line carried at Lazaro Soho, featuring contemporary pieces including hoodies, wool blend drape riders jackets, and accessories.
• La Haine Designer Clothing Curated La Haine avant-garde designer clothing line including unique pieces such as mesh hooded vests, available through Lazaro Soho.
• Keeling Designer Clothing Curated Keeling designer clothing line including linen blazers, textured stripe blazers, French terry overshirts, and similar contemporary pieces available through Lazaro Soho.
• Avant Toi Knitwear Curated Avant Toi Italian-made luxury knitwear line including reversible cashmere-merino knit caps and other contemporary pieces available through Lazaro Soho.

Quantifiable outcome

• Featured in hundreds of publications including Vogue, Harper's Bazaar, Elle, Rolling Stone, Guitar Aficionado
• +2 more outcomes

Named customers16 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• 4GiftersminorChannel Partner/ Reseller/ Distributor · 12 June 2015Lazaro SoHo jewelry products are available through 4Gifters platform, enabling customers to purchase Lazaro jewelry as gifts through this gifting service provider.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Miansai: Direct-to-consumer men's jewelry brand offering handcrafted bracelets, rings, and necklaces in sterling silver and gold with a contemporary edge — overlapping target customer and price band.
• Billy Reid: American menswear designer offering curated clothing with leather goods and accessories overlap. Similar SoHo/Southern heritage positioning, premium DTC + small retail footprint model.
• Tateossian: London-based men's designer jewelry and cufflinks brand with precious metals and gemstones, distributed through luxury retailers. Similar premium men's accessories positioning and price band.
• William Henry: Men's artisan jewelry brand producing handcrafted sterling silver, gold, and gemstone pieces often with mythological/masculine motifs. Directly comparable handmade-in-America positioning and male customer focus.
• Chrome Hearts: Luxury men's jewelry and accessories brand famous for rock-and-roll aesthetic, celebrity clientele, and handcrafted silver/gold pieces. Closest direct competitor to Lazaro Soho's gothic/rock sub-brand positioning.

Broad incumbents

• John Hardy: Established artisan jewelry brand with men's collections using sterling silver and gold. Comparable handcraft heritage and Bali-based craftsmanship ethos, but operates at significantly larger scale.
• David Yurman: Established American luxury jewelry house with a strong men's collection (silver, gold, gemstones) sold through wholesale and DTC. Overlaps in product category and price point but at a much larger scale.
• Stephen Webster: British luxury jeweler known for men's statement pieces with a rock/gothic edge. Comparable design vocabulary and celebrity-driven positioning, though broader brand portfolio.

Emerging players

• AllSaints: British contemporary fashion brand with strong men's leather goods, jewelry, and rock-influenced aesthetic. Overlaps with Lazaro Soho's rock-and-roll sub-brand and men's accessory positioning at slightly lower price points.
• Gorjana: California-based jewelry brand offering men's bracelets and necklaces in sterling silver and gold with a DTC-led model. Comparable direct-to-consumer men's jewelry category but at a more accessible price band.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/lazarosoho
• YouTubeyoutube.com/channel/UCpbeG2EhZm4wlcEzwWQwhaw
• Facebookfacebook.com/LazaroSOHOJewelry
• Instagraminstagram.com/lazarosoho
• Pinterestpinterest.com/coolmensjewelry

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 Lazaro Soho