What Tenas Jewelry does

Tenas Jewelry (legal/operating name Tena's Fine Diamonds and Jewelry) is a privately held, family-owned fine jewelry retailer founded in 1965 in Washington, Georgia and currently operating three retail showrooms in Washington, Elberton, and Hartwell, following the August 30, 2024 closure of its Athens location. The company's core offering centers on bridal jewelry — engagement rings, wedding and anniversary bands, and loose diamonds (natural and lab-grown) — supported by fashion rings, earrings, necklaces, bracelets, cultured pearls, watches (including Citizen Eco-Drive), children's jewelry, and an estate/vintage sub-brand spanning Georgian through Cocktail-period pieces. Branded designer lines include Vahan, Gabriel & Co, Fana, and Colore | SG. The business also provides a full stack of adjacent services: in-house custom design, laser welding and other jewelry repair, restoration, pearl restringing, prong repair, jewelry engraving, certified appraisals (two CGA-certified staff), gold and diamond buying, and financing.

Revenue is generated predominantly through one-time direct-to-consumer sales — both in-store via relationship-based selling with appointments and custom consultations, and via tenas.com e-commerce — with unit-pricing tiers ranging from under $250 to over $5,000, complemented by professional-services revenue from repairs, appraisals, and custom design. Sourcing is differentiated through Independent Jewelers Organization membership, which enables twice-yearly trips to Antwerp, Belgium to purchase diamonds directly from cutters, bypassing importers and distributors. The company markets through a mix of educational website content, blog, email newsletter, social media (primarily Facebook), community and university-affiliated events (e.g., Sigma Alpha/UGA Sparkles & Sprinkles), and the national 'Pray for Rain' wedding guarantee that offers up to $5,000 in-store credit if rainfall exceeds one inch on the couple's wedding day.

Ownership is concentrated within the founding family across two generations: the company was founded by Tena and Gene Corry in 1965, acquired by Amy Howard in February 1977, and is currently operated by Howard's three daughters — Debbie R. Jackson, Sandra R. Brown, and Jeana R. Worley — who assumed full control following Howard's passing in 1995. There is no evidence of outside investment, private equity, or venture capital backing. The company explicitly identifies its mission as being 'Northeast Georgia's premier retailer of fine jewelry and gifts through relationship-based business practices,' and its stated competitive advantages center on brand heritage, certified gemological talent, direct Antwerp sourcing, in-house laser repair capability, and the 'Pray for Rain' promotional differentiator.

Name

Tenas Jewelry

Legal name

Tena's Fine Diamonds and Jewelry

Website

https://tenas.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

11–50 employees

Short description

Tenas Jewelry (Tena's Fine Diamonds and Jewelry) is a family-owned, three-store fine jewelry retailer founded in 1965 in Northeast Georgia, serving engaged couples, fashion jewelry buyers, and estate collectors with bridal jewelry, loose diamonds, designer collections, and in-house repair and appraisal services.

Ownership category

akta.pro rank

Product category

Fine Jewelry Retail

NAICS

Jewelry Retailers (458310), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394), 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 Retail (Precious Metals & Gemstones) (CRAKAGAA)

akta.pro secondary industries

Diamond Jewelry (CRAKAAAA), Fine Jewelry & Precious Metal Repair (CRAKALAA), Bespoke Fine Jewelry (Precious Metals & Gemstones) (CRAKAHAA), Pre-owned Fine Jewelry Dealers (CRAKAKAC), Colored Gemstone Jewelry (CRAKAAAB)

Keywords

• Fine jewelry retail
• Diamond engagement rings
• Custom jewelry design
• Jewelry repair services
• Loose diamond sales

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Jewelry Sales: One-time sales of fine jewelry including engagement rings, wedding bands, diamond fashion rings, earrings, necklaces, bracelets, watches, and estate/vintage jewelry. Both natural and lab-grown diamond options available. Also includes branded collections from Vahan, Gabriel & Co, Fana, and others.
2. Loose Diamonds Sales: Sale of loose diamonds in various shapes (round, princess, emerald, asscher, radiant, oval, marquise, pear, cushion, heart) and origins (natural and lab-grown).
3. Gold & Diamond Buying: Purchase of broken or unwanted gold jewelry from customers. The company examines, separates, weighs pieces while customers wait and provides instant payment based on gold market prices.
4. Jewelry Appraisals: Certified appraisal services for insurance purposes and documentation of jewelry pieces. Completed in-house by certified appraisers.
5. Custom Design Services: Custom engagement rings and jewelry design services including re-imagining heirloom jewelry and remounting gemstones.
6. Jewelry Repair Services: Repair services including jewelry restoration, laser welding, pearl & bead restringing, tip & prong repair, watch repairs, and jewelry engraving.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Tena's Fine Diamonds and Jewelry is a family-owned fine jewelry retailer operating three Georgia showrooms (Elberton, Hartwell, Washington) and the e-commerce site tenas.com, selling engagement rings, wedding and anniversary bands, loose natural and lab-grown diamonds, fashion jewelry, watches, and estate jewelry, alongside custom design, certified appraisals, jewelry repair (including laser welding), and gold and diamond buying services. The portfolio spans its own collections plus designer brands such as Vahan, Gabriel & Co, Fana, Colore | SG, and Citizen, supported by a "Pray for Rain" wedding guarantee program.

Product overview

Tena's Fine Diamonds and Jewelry is a family-owned fine jewelry retailer offering a comprehensive portfolio of products and services across three physical locations in Georgia (Elberton, Hartwell, and Washington). The core product offering centers on diamond and gemstone jewelry including engagement rings, wedding bands, loose diamonds (both natural and lab-grown), fashion rings, earrings, necklaces, bracelets, and watches. The company also offers estate/vintage jewelry, branded designer collections (Vahan, Gabriel & Co, Fana, Colore | SG), and Citizen watches. A significant differentiator is the custom jewelry design service allowing customers to create bespoke pieces. Supporting services include jewelry repair (cleaning, laser welding, prong repair, restoration), appraisals, gold/diamond buying, direct diamond importing from Antwerp, financing options, and insurance. The company operates a promotional 'Pray for Rain' wedding guarantee program and provides extensive jewelry education resources.

Differentiator

Problem solved

Functional benefit

Brands

• Pray for Rain: National campaign that reimburses engaged couples with in-store credit if it rains one inch or more on their wedding day, up to $5,000.
• Amy’s Gems

Products and services

• Engagement Rings Diamond and gemstone engagement rings sold to engaged couples, including designer collections, exclusive in-house pieces, custom designs, and settings in styles such as halo, solitaire, and pavé, in both natural and lab-grown diamond options.
• Wedding and Anniversary Bands Men's and women's wedding bands, anniversary bands, and ring guards/enhancers sold to couples and individuals marking relationship milestones.
• Loose Diamonds Natural and lab-grown loose diamonds in ten shapes (round, princess, emerald, asscher, radiant, oval, marquise, pear, cushion, heart) available for purchase as standalone stones or for custom settings.
• Lab Grown Diamonds Lab-created diamonds chemically, physically, and optically identical to natural diamonds, offered at 20-40% lower cost and available in all shapes and jewelry types including engagement rings, earrings, necklaces, pendants, and bracelets.
• Diamond Jewelry Fashion-oriented diamond jewelry including diamond fashion rings, diamond studs, and other diamond jewelry pieces for everyday wear or gifting.
• Fashion Rings Non-engagement rings including sapphire rings, ruby rings, and other colored stone fashion rings for personal wear and gifting.
• Earrings Diamond earrings, colored stone earrings, and lab-grown diamond earrings in various styles including studs and drops.
• Necklaces and Pendants Diamond necklaces, pendants, and lab-grown diamond necklaces and pendants in various styles for everyday wear and gifting.
• Bracelets Diamond bracelets and lab-grown diamond bracelets in various styles.
• Cultured Pearl Jewelry Cultured pearl jewelry including necklaces, earrings, and strands in various pearl types.
• Watches Men's and women's watches including the Citizen brand with Eco-Drive light-powered technology, available at various price points.
• Gents Jewelry Men's jewelry including rings, bracelets, and accessories designed for men.
• Children's Jewelry Jewelry designed for children in various styles and price points, suitable for gifts and milestones.
• Estate Jewelry Vintage and antique jewelry including engagement rings, wedding bands, necklaces, earrings, bracelets, and brooches from Georgian, Victorian, Edwardian, Art Deco, Retro, and Cocktail periods.
• Charms and Pins Charm bracelets and pins in various styles and designs.
• Vahan Designer Collection Designer jewelry collection featuring iconic bracelets and statement necklaces from Vahan, one of the industry's top designers.
• Gabriel & Co Bridal Fine bridal engagement and wedding rings from Gabriel & Co, handcrafted with exceptional attention to detail and individually examined by expert gemologists.
• Fana Designer Collection Luxurious feminine designer jewelry featuring fine diamonds and precious stones, designed to evoke delight and confidence when worn.
• Colore | SG Designer Collection Colored gemstone jewelry featuring fine examples from around the world, set in sterling silver and sterling silver & 18k gold designs.
• Custom Jewelry Design Bespoke jewelry design service allowing customers to create custom engagement rings, start from scratch, re-imagine heirloom pieces, remount gemstones, and add custom engraving.
• Jewelry Appraisals Certified appraisal services for insurance documentation and detailing type, quality, and replacement value of jewelry pieces, completed in-house by certified appraisers (including CGA-credentialed staff).
• Gold and Diamond Buying Service purchasing customers' broken or unwanted gold jewelry; pieces are examined, separated, and weighed while customers wait, with instant payment based on current gold market prices.
• Laser Welding Repair State-of-the-art laser welding repair service using amplified light rather than torch heat for safer, cleaner, and more cost-effective jewelry repairs.
• Cleaning and Inspection Professional jewelry cleaning and inspection service using hot pressure steam and ultrasonic cleaners to remove tough grime and maintain fine jewelry condition.
• Jewelry Restoration Restoration service for antique, heirloom, and estate jewelry, returning pieces to original condition with attention to period-specific details.
• Tip and Prong Repair Re-tipping, rebuilding, or replacement of prongs that hold gemstones in place to prevent chipping and stone loss.
• Pearl and Bead Restringing Professional restringing of pearls and gemstone beads using silk or nylon thread with individual knotting for safety.
• Jewelry Engraving Custom engraving service for monograms, important dates, company logos, or inscriptions on jewelry and gift items.
• Direct Diamond Importing (Personal Diamond Brokerage) Personal diamond brokering service with twice-yearly trips to Antwerp, Belgium to hand-select diamonds directly from leading cutters, passing savings to customers and bypassing importers and distributors.
• Financing Options Payment plans and financing options available to make jewelry purchases more accessible for higher-value items.
• Jewelry Insurance Insurance options to protect valuable jewelry investments against loss, theft, or damage, coordinated with in-house appraisal documentation.
• Citizen Watches (Brand Line) Citizen watches featuring Eco-Drive technology that harnesses natural or artificial light to power the watch, eliminating battery disposal needs.

Quantifiable outcome

• Pray for Rain program reimburses couples with in-store credit up to $5,000 if rainfall reaches one inch or more on wedding day

Named customers5 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

Integration4 records

Feature3 records

Partnerships

One partnership is on record.

• Independent Jewelers OrganizationcoreStrategic or Co-development PartnerTena's Fine Diamonds is a member of the Independent Jewelers Organization, which enables them to travel to Antwerp, Belgium twice yearly to purchase diamonds directly from leading diamond cutters. This partnership allows the company to bypass importers and distributors, offering customers better pricing and access to a wider selection of the world's most beautifully cut diamonds.

Scale indicators4 records

Recent moves12 records

Expansion highlights4 records

Direct peers

• Fink's Jewelers: Regional family-owned fine jewelry chain operating company-owned stores across the Mid-Atlantic/Southeast with bridal focus and in-store services. Closest comparable on store count, family ownership structure, and bridal/wedding-band emphasis.
• Brilliant Earth: DTC fine jewelry retailer with strong lab-grown and ethical-sourcing positioning plus a growing showroom footprint. Directly comparable on bridal assortment, natural + lab-grown dual offering, and DTC/omnichannel model.
• Diamonds Direct: Multi-store specialty diamond retailer focused on bridal with in-house selection and value positioning. Direct competitor for engagement-ring shoppers in regional metros overlapping Tena's bridal customer base.
• Ben Bridge Jeweler: Family-owned multi-store fine jeweler (since 1912) with strong bridal assortment, designer brand partnerships, and certified in-store services. Comparable on heritage, multi-store retail model, and bridal-led assortment.
• Blue Nile: Largest online diamond and fine jewelry retailer; now part of Signet. Competes for the same bridal and loose-diamond demand Tena's serves, but via a pure-play e-commerce model with much broader assortment and scale.
• James Allen: Online diamond and engagement-ring retailer (Signet-owned) emphasizing custom settings and loose-diamond selection. Competes head-on for the custom engagement ring and loose diamond use cases Tena's serves.
• Shane Co. Privately held, family-influenced fine jewelry chain with company-owned stores and direct diamond sourcing. Most structurally similar to Tena's: multi-store regional retailer emphasizing bridal, custom design, and direct-from-cutter diamond procurement.

Broad incumbents

• Kay Jewelers: Largest US specialty jewelry chain (Signet), competing across bridal and fashion at lower price points. Comparable assortment category but national mall-based distribution and far larger marketing budget.
• Helzberg Diamonds: National fine jewelry chain owned by Berkshire Hathaway carrying bridal, fashion, and watches across hundreds of stores. Overlaps with Tena's assortment but with vastly broader scale and a mall-based footprint.

Emerging players

• Charles & Colvard: DTC moissanite and lab-grown jewelry company. Emerging alternative-diamond competitor that pressures natural and lab-grown diamond engagement-ring economics, increasingly relevant for Tena's bridal category.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/tenas-jewelry

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Tenas Jewelry