Diamanti & Carati

What Diamanti & Carati does

Diamanti & Carati S.R.L. is an Italian family-owned jewelry retailer and precious-metals operator, headquartered in Brunico (Trentino-Alto Adige) and founded in 2004 by the Garcia family. The company operates a hybrid physical-and-online retail model across 13 storefronts: six in northern Italy (Bolzano, Bressanone, Brunico, Trento, and others in the Trentino-Alto Adige region) and seven in northern Spain, complemented by an Italian e-commerce site and a German-language storefront shipping insured orders across Europe. Its product portfolio spans new and certified pre-owned gold jewelry (rings, bracelets, necklaces, pendants, earrings), authenticated pre-owned luxury watches from brands including Rolex, Omega, Tudor, Audemars Piguet, Breitling, and Longines, and investment-grade gold bars (999.9 purity) with Argor-Heraeus KINEBAR anti-counterfeiting technology alongside IGI-certified investment diamonds.

The business generates revenue through one-time retail transactions in jewelry and watches, unit-priced VAT-exempt investment gold bars, transaction-fee purchasing of customer gold, silver, and platinum (the company holds Banca d'Italia professional gold operator authorization Code 5009014 and OAM compliance), luxury watch buying services, diamond valuation, and an in-house goldsmith laboratory for custom creation and repair. Pricing is publicly disclosed on the website, ranging from roughly €130 for basic gold pendants to €29,000 for high-end Rolex timepieces, with 12-26% discounts regularly applied to certified pre-owned items and a 14-day money-back guarantee. Payment infrastructure integrates PayPal, Stripe, and Scalapay installments, and order fulfillment runs through DHL, UPS, TNT, and FedEx with insurance.

Go-to-market targets four primary customer segments: individual consumers purchasing jewelry for personal use or gifting (engagements, baptisms, graduations, weddings), precious-metals and diamond investors, luxury watch buyers and sellers, and gold-selling individuals (compro oro customers). Marketing mixes an e-commerce platform with organic Instagram and Facebook presence, an email newsletter with a €15 discount hook, and Trustpilot reviews for social proof. The current CEO is Manuel Garcia, who assumed leadership from his father Alfonso Garcia Giusti in 2014 and rebranded the business to reposition the traditional compro oro concept as a more sober, elegant retail proposition.

Name

Diamanti & Carati

Legal name

Diamanti & Carati S.R.L.

Website

https://diamantiecarati.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Diamanti & Carati is a family-owned Italian jewelry retailer and precious-metals operator selling new and certified pre-owned gold jewelry, authenticated luxury watches, and VAT-exempt KINEBAR-secured investment gold bars across 13 stores in northern Italy and northern Spain, with cross-border e-commerce serving individual consumers, investors, and luxury watch buyers and sellers.

Ownership category

akta.pro rank

Product category

Jewelry and Precious Metals Retail

NAICS

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

SIC

Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)

akta.pro primary industry

Fine Jewelry Wholesale & Trading (CRAKAAAL)

akta.pro secondary industries

Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA), Fine Jewelry & Precious Metal Repair (CRAKALAA), Diamond Jewelry (CRAKAAAA)

Keywords

• Gold jewelry retail
• Luxury watch sales
• Gold purchasing services
• Investment gold bars
• Precious metals trading

Headquarters

HQ city

Brunico (Bruneck)

HQ country

Italy

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Jewelry Retail Sales: Sale of new and certified pre-owned jewelry including rings, bracelets, necklaces, pendants, and earrings in gold (yellow, white, rose) and various precious stones (diamonds, rubies, sapphires, emeralds, pearls, cubic zirconia). Revenue generated from one-time product transactions at competitive prices.
2. Luxury Watch Sales: Sale of pre-owned luxury watches from brands including Rolex, Omega, Tudor, Audemars Piguet, Breitling, Longines, Vacheron Constantin, Piaget, Bulgari, Zenith, and others. Revenue from one-time transactions of authenticated luxury timepieces.
3. Precious Metals Investment Products: Sale of investment-grade gold and precious metal bars and coins. Gold bars feature KINEBAR anti-counterfeiting technology. Sales exclude VAT per Italian tax law (Art. 10, comma 1, n. 11 DPR 633/1972). Revenue from one-time investment product purchases.
4. Gold and Precious Metals Purchasing (Compro Oro): Purchase of gold, silver, and platinum from customers at competitive market rates. Professional evaluation and valuation services provided. The company is authorized as a professional gold operator by the Bank of Italy (Code 5009014).
5. Luxury Watch Purchasing: Purchase of prestigious luxury watches from customers, with professional authentication and valuation.
6. Diamond Evaluation and Certification: Professional diamond evaluation and certification services, including IGI certification for customer diamonds.
7. Goldsmith Laboratory Services: Custom jewelry creation, repairs, and restoration services through the company's in-house goldsmith workshop.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Diamanti & Carati is a jewelry and precious metals retailer selling new and refurbished gold jewelry (rings, bracelets, necklaces, pendants, earrings), pre-owned luxury watches (Rolex, Omega, Tudor, Audemars Piguet, Breitling, Longines, etc.), investment-grade gold bars (KINEBAR anti-counterfeiting technology), and IGI-certified diamonds through 13 retail showrooms across northern Italy and northern Spain plus an e-commerce platform. The company also purchases gold, silver, platinum, and luxury watches from customers (Compro Oro) and offers custom jewelry creation and repair services through an in-house goldsmith laboratory.

Product overview

Diamanti & Carati is a jewelry retailer specializing in both new/refurbished jewelry and precious metal investment products. The core product portfolio includes gold jewelry (rings, bracelets, necklaces, pendants, earrings) and pre-owned luxury watches (Rolex, Omega, Tudor, Audemars Piguet, Breitling, Longines). The company also offers investment products including gold bars with KINEBAR anti-counterfeiting technology and certified diamonds. Services include gold/silver purchasing, diamond valuation, luxury watch buying, and a goldsmith laboratory for custom creations and repairs. The company operates 6 retail locations in northern Italy and 7 in northern Spain.

Differentiator

Problem solved

Functional benefit

Products and services

• Gold Rings (Anelli) Gold rings for men and women including solitaires, trilogy designs, verette wedding bands, eternity bands, diamond rings, men's rings, and women's pinky rings, available in yellow, white, and rose gold.
• Gold Bracelets (Bracciali) Gold bracelets for men, women, and children including tennis bracelets and various link styles in different gold types.
• Gold Necklaces (Collane) Gold necklaces for men and women including point-of-light necklaces and pearl necklaces in various gold colors.
• Gold Pendants (Ciondoli) Gold pendants for men and women including heart designs, animal motifs, and other decorative styles in various gold types.
• Gold Earrings (Orecchini) Gold earrings for women including hoop earrings, pearl earrings, and point-of-light styles in various gold types.
• Pre-owned Luxury Watches (Orologi) Pre-owned and authenticated luxury watches from prestigious brands including Rolex, Omega, Tudor, Audemars Piguet, Breitling, Longines, Vacheron Constantin, Piaget, Bulgari, and Zenith. Prices range from approximately €600 to €29,000+.
• Occasion Jewelry (Momenti) Jewelry curated for special life moments including engagement rings, heart rings, baptism jewelry, and graduation jewelry.
• Investment Gold Bars (Lingotti in Oro) Investment-grade gold bars by Argor-Heraeus with KINEBAR anti-counterfeiting technology, purity 999.9 per thousand, sold VAT-exempt under Italian tax law (Art. 10, comma 1, n. 11 DPR 633/1972).
• Investment Diamonds (Diamanti) Certified diamonds for investment purposes, authenticated by IGI (International Gemological Institute) and graded against the 4Cs (carat, cut, color, clarity).
• Gold Purchasing Service (Compro Oro) Professional gold, silver, and platinum purchasing service offered at competitive market rates across 13 retail locations. The company is authorized by Banca d'Italia as a professional gold operator (Code 5009014).
• Diamond Valuation Service Professional diamond evaluation and certification service, including IGI certification for customer diamonds.
• Luxury Watch Buying Service Purchase service for prestigious luxury watches from customers, with professional authentication and valuation at competitive market rates.
• Goldsmith Laboratory (Laboratorio Orafo) In-house goldsmith workshop offering custom jewelry creation, repairs, restoration, and modern rendering capabilities for individual customers.

Quantifiable outcome

• 20 years of leadership in the Trentino jewelry sector
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Argor-HeraeuscoreTechnology or IntegrationGold bar supplier using KINEBAR anti-counterfeiting technology. Argor-Heraeus is a Swiss precious metals refinery that developed the KINEBAR system in collaboration with OVD Kinegram Corporation. All gold investment bars sold by Diamanti & Carati feature this anti-counterfeiting technology.
• OVD Kinegram CorporationcoreTechnology or IntegrationTechnology partner holding the patent for Kinegram anti-counterfeiting technology used in the KINEBAR system for gold investment bars. Developed the optical security device applied to gold bars to prevent counterfeiting.
• IGI (International Gemological Institute)coreTechnology or IntegrationDiamond certification partner. All diamonds sold by Diamanti & Carati are certified by IGI, providing authentication and quality assurance including the 4Cs (carat, cut, color, clarity).
• DHL / UPS / TNT / FEDEXminorOthersCourier partners for order fulfillment and delivery. All shipments are insured to protect customers and the company. Delivery times typically within 2 business days for order processing plus destination-specific shipping times.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Chrono24: Global online marketplace for luxury watches (Rolex, Omega, etc.) serving both buyers and sellers. Comparable to D&C's pre-owned luxury watch retail and watch-buying services, but Chrono24 operates as a marketplace rather than a vertical retailer.
• Gold Avenue: Online retailer of investment gold bars and coins operated by MKS PAMP GROUP. Direct competitor in VAT-exempt investment gold sales across Europe, with similar product (PAMP Suisse bars) and target customer (precious metals investors).
• Blue Diamonds Network: Italian jewelry retailer in northern Italy offering gold jewelry and engagement rings. Geographic and product overlap with Diamanti & Carati's jewelry retail segment, operating in the same regional market with similar gold jewelry and diamond offerings.
• Stroili Oro: Italy's largest jewelry chain with ~400 stores nationwide selling gold and silver jewelry at accessible price points. Direct competitor to Diamanti & Carati's gold jewelry retail business, though Stroili focuses on new mass-market jewelry while D&C emphasizes certified pre-owned and luxury.
• Compro Oro / Oro First: Italian gold purchasing/compro oro retail chains operating physical stores that buy gold, silver, and watches from consumers. Direct competitor in the gold trading and pre-owned luxury watch buying/selling segments across Italy.

Broad incumbents

• Pandora: Global jewelry brand with extensive retail and online presence. Competes in the branded fashion jewelry category but does not specialize in certified pre-owned jewelry, gold purchasing, or investment gold bars like D&C. Broader incumbent in the same jewelry retail category.
• Watchfinder & Co. Established pre-owned luxury watch retailer (owned by Richemont) buying and selling authenticated Rolex, Omega, and other premium watches. Comparable to D&C's luxury watch retail/buying service but operates at much larger scale across multiple geographies.

Others

• Argor-Heraeus: Swiss precious metals refinery and supplier of KINEBAR gold bars to D&C. An upstream supplier/partner rather than a competitor, but represents the core technology platform that differentiates D&C's investment gold offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/diamantiecarati
• Instagraminstagram.com/diamantiecarati
• LinkedInlinkedin.com/company/diamanti-&-carati

Compliance4 records

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 Diamanti & Carati