Suna Bros

What Suna Bros does

Suna Bros is a family-owned fine jewelry designer and manufacturer founded in 1933 by Polish immigrant and Warsaw-trained bench jeweler Kenneth Suna, headquartered and producing entirely in New York City. The company designs and crafts pieces in platinum and 18-karat yellow, white, and pink gold (plus 20-karat pink gold for select pieces), featuring hand-selected diamonds and a broad palette of colored gemstones including sapphire, ruby, emerald, aquamarine, tourmaline, tanzanite, zircon, morganite, spinel, and moonstone. Production follows traditional in-house techniques - wax carving, metalwork, stone setting, and final polishing - executed by master jewelers at the NYC workshop. Every piece carries the SUNA brand mark, karat stamp, and a unique serial number for authentication. Leadership transitioned from founder Kenneth Suna (d. 1975) to second-generation co-leaders Aron Suna (President) and Jonathan Suna (Co-Owner), both with GIA and AGS gemology credentials.

Suna operates an exclusively wholesale go-to-market model with no direct-to-consumer sales. Three revenue streams feed the business: standard wholesale distribution of catalog and gemstone-organized collections (Starry Night, Classics, Essentials, Pavé, Sapphire, Ruby, Emerald, Aquamarine, Tourmaline, Tanzanite, Zircon, Morganite, and others); private label manufacturing developed for major 5th Avenue jewelry retailers since the 1960s; and bespoke one-of-a-kind pieces introduced in 2013 for retail partners. Individual piece price points span roughly $1,780 to over $95,500. The company co-owns Shreve & Co. of San Francisco (since 1992) and maintains long-standing wholesale relationships with major 5th Avenue jewelers as well as regional luxury houses such as Shreve, Crump & Low of Boston. The company operates a tight 11-50 employee footprint with no external institutional investment.

The business is supported by trade-organization memberships (AGS, AGTA, MJSA, JVC, 24 Karat Club of NYC), trade-show presence (JCK Las Vegas since 1993, Couture Collection since 1995), digital channels (Instagram, email, virtual atelier LookBook on website), and editorial content marketing via 'Suna In Print' magazine articles. Suna has accumulated more than 15 national and international design awards across decades, including the 1999 DeBeers Diamond International Awards (Paris) for a Maria Canale-designed diamond cuff, multiple AGTA Spectrum Awards (2014, 2021), and the JVC Stanley Schechter Award (2012).

Name

Suna Bros

Legal name

Suna Bros.

Website

https://sunabros.com

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

11–50 employees

Short description

Suna Bros is a NYC-based, family-owned fine jewelry designer crafting diamond and colored gemstone pieces in platinum and 18K gold. Operating wholesale-only through authorized luxury retailers, particularly 5th Avenue stores, it serves affluent consumers seeking heirloom-quality American-made jewelry.

Ownership category

akta.pro rank

Product category

Fine Jewelry

NAICS

Jewelry and Silverware Manufacturing (33991), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)

SIC

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

akta.pro primary industry

Fine Jewelry Manufacturing (Precious Metals & Gem-Set) (CRAKAIAA)

akta.pro secondary industries

Colored Gemstone Jewelry (CRAKAAAB), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD), Made-to-Order Gemstone Sourcing & Custom Cutting Coordination (CRAKAHAF)

Keywords

• Fine jewelry manufacturing
• Wholesale diamond jewelry
• Colored gemstone jewelry
• Platinum gold jewelry
• Private label jewelry

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Fine jewelry wholesale: Suna Bros generates revenue through wholesale distribution of their fine jewelry collections to authorized retail partners. Products range from diamond earrings and gold bracelets to sapphire rings and gemstone necklaces, with price points ranging from approximately $1,780 to over $95,000 for individual pieces.
2. Private label manufacturing: The company develops private label pieces for jewelry retailers, building a burgeoning business of custom manufacturing for major retail accounts.
3. Bespoke one-of-a-kind pieces: Since 2013, Suna has expanded to create bespoke one-of-a-kind pieces for retail partners, each uniquely designed and crafted to blend artistry, craftsmanship, and quality.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Suna Bros designs and manufactures fine diamond and colored gemstone jewelry in platinum and 18-karat gold, producing six thematic collections (Starry Night, Gemstones, Classics, Essentials, Constellations and Stars, Pavé) and nine gemstone-specific collections, all crafted in-house at its New York City workshop. The company sells its jewelry exclusively on a wholesale basis to authorized luxury retailers and offers private label and bespoke one-of-a-kind manufacturing for its retail partners.

Product overview

Suna Bros is a family-owned fine jewelry company offering a comprehensive portfolio of gemstone jewelry collections. The product line includes six main collections (Starry Night, Gemstones, Classics, Essentials, Constellations and Stars, and Pavé) organized around both design themes and gemstone types. Gemstone collections feature sapphires, rubies, emeralds, aquamarines, tourmalines, tanzanites, zircons, morganites, and other exotic gems like rubellites and moonstones. All pieces are crafted in platinum, 18-karat yellow, white, and pink gold, and 20-karat pink gold, with diamonds as accent stones. The company manufactures exclusively in New York City, producing heirloom-quality jewelry designed to be cherished for generations.

Differentiator

Problem solved

Functional benefit

Products and services

• Starry Night Collection Fine jewelry collection featuring pieces inspired by celestial themes, including starfish motifs and platinum designs, designed for luxury retail partners.
• Gemstones Collection Curated fine jewelry collection showcasing colored gemstones including sapphire, ruby, emerald, aquamarine, tourmaline, tanzanite, zircon, and morganite, designed for luxury retail partners.
• Classics Collection Timeless fine jewelry pieces representing understated sophistication and enduring quality, designed for luxury retail partners and consumers seeking everyday classic jewelry.
• Essentials Collection Foundational fine jewelry pieces including diamond earrings, everyday gold bracelets, and simple necklaces, designed for luxury retail partners.
• Constellations and Stars Collection Celestial-inspired fine jewelry collection featuring star and constellation motifs, designed for luxury retail partners.
• Pavé Collection Diamond-encrusted fine jewelry featuring pavé settings in platinum, 18K yellow gold, and white gold, including huggie earrings, pendants, rings, bracelets, and bangles, designed for luxury retail partners.
• Sapphire Collection Fine jewelry featuring sapphires in various colors (blue, pink, orange, yellow, green, lavender star, and color-change) set in platinum and 18K gold with diamond accents, designed for luxury retail partners.
• Ruby Collection Premium ruby jewelry featuring rubies in various cuts (pear, emerald-cut, cabochon) complemented by marquise, pear, and round diamonds in platinum and 18K gold settings, designed for luxury retail partners.
• Emerald Collection Vibrant green emerald jewelry featuring emerald-cut, oval, and pear-shaped emeralds with diamond halos and baguettes in platinum and 18K gold, designed for luxury retail partners.
• Aquamarine Collection Sea-inspired aquamarine jewelry featuring emerald-cut, pear-shaped, and cabochon aquamarines with diamond accents in platinum and 18K white gold, designed for luxury retail partners.
• Tourmaline Collection Versatile colored gemstone jewelry featuring paraiba, green, cinnamon, indicolite, magenta, and African paraiba tourmalines in platinum and 18K gold with diamond settings, designed for luxury retail partners.
• Tanzanite Collection Rare tanzanite jewelry featuring trichroic gemstones in cabochon and faceted cuts with diamond halos in platinum and 18K white gold, designed for luxury retail partners.
• Zircon Collection Brilliant zircon jewelry featuring blue and golden zircons with exceptional dispersion, accented with sapphires and diamonds in platinum and 18K white gold, designed for luxury retail partners.
• Morganite Collection Feminine pink beryl jewelry featuring morganites alongside green beryls and aquamarines with diamond baguettes in platinum, designed for luxury retail partners.
• Other Gemstones Collection Exotic gemstone jewelry featuring rubellites, moonstones, and spinels with diamonds in platinum, 18K gold, and 20K pink gold settings, designed for luxury retail partners.
• Private Label Manufacturing Custom private label jewelry manufacturing service in which Suna designs and produces private label pieces for jewelry retailers, leveraging in-house craftsmanship, hand-selected gemstones, and bespoke design capabilities.
• Bespoke One-of-a-Kind Pieces Bespoke one-of-a-kind jewelry design and manufacturing service, in which Suna creates uniquely designed pieces for retail partners that blend artistry, craftsmanship, and quality.

Named customers4 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

Seven partnerships are on record, tiered minor and core.

• NYSIF (New York State Insurance Fund)minorOthers · 1 January 2022NYSIF presented Aron and Jonathan Suna with a plaque commemorating 75 years of business relationship in 2022.
• Shreve & Co. (San Francisco)coreStrategic or Co-development Partner · 1 January 1992In 1992, Aron & Jonathan Suna co-purchased Shreve & Co. of San Francisco with the Schiffman family, expanding their retail presence on the West Coast.
• American Gem Society (AGS)minorOthersSuna is a member of the American Gem Society, upholding the highest standards of ethics and integrity in the jewelry industry through active involvement with respected trade organizations.
• American Gem Trade Association (AGTA)minorOthersMember since 2013, promoting transparency, accountability, and excellence in the colored gemstone trade.
• MJSA (Manufacturing Jewelers and Suppliers Association)minorOthersSuna Bros joined MJSA in 1977, promoting industry ethics and standards.
• JVC (Jewelers Vigilance Committee)minorOthersJoined in 1977, working to promote legal compliance and integrity in the jewelry industry.
• 24 Karat Club of NYCminorOthersAron Suna was invited to join the 24 Karat Club of NYC in 1980 and was elected president of the organization in 2005.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Penny Preville: New York-based designer fine jewelry brand sold through high-end retailers. Comparable in scale, NYC base, designer-led fine jewelry positioning, and wholesale distribution approach.
• Kwiat: NYC-based family-owned fine diamond jewelry manufacturer and wholesaler, similar in scale and heritage. Operates wholesale-to-retailer model focused on American-made diamond jewelry, directly comparable to Suna's positioning.
• Suzanne Kalan: Fine jewelry designer specializing in colored gemstone settings (notably her signature 'Fireworks' setting), selling through luxury retailers. Comparable in colored gemstone focus and high-end wholesale model.
• Martin Katz: Beverly Hills-based fine jewelry designer specializing in colored gemstones and diamonds, selling primarily through high-end retailers. Comparable in scale, gemstone focus, and bespoke high-end pricing.
• Scott Kay: American fine jewelry manufacturer known for bridal and platinum work, distributing through authorized retailers. Comparable in artisanal craftsmanship focus and platinum specialization.

Broad incumbents

• Tiffany & Co. Iconic American luxury jeweler with global DTC retail network. Comparable as American fine jewelry heritage brand, but operates at massive scale with full DTC and international distribution.
• David Yurman: Iconic American fine jewelry brand with broad retail and DTC presence. Comparable in American-made craftsmanship positioning and precious metal/gemstone focus, but significantly larger with DTC and own-store distribution.
• Harry Winston: Legendary high-end diamond and gemstone jewelry house with global retail footprint. Comparable in fine jewelry craftsmanship and ultra-luxury positioning, but operates at vastly larger scale with DTC retail.
• Van Cleef & Arpels: French luxury fine jewelry maison owned by Richemont, famous for high-end colored gemstone and diamond pieces. Comparable in colored gemstone expertise and high jewelry craftsmanship, but vastly larger global brand.
• Bulgari: Italian luxury jewelry house known for colored gemstone expertise and high jewelry. Comparable in colored gemstone mastery and precious metal craftsmanship, but operates at global luxury conglomerate scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/sunabros
• Xx.com/SunaBros
• Facebookfacebook.com/SunaBros
• LinkedInlinkedin.com/company/suna-bros-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Suna Bros