Workshop Underground

What Workshop Underground does

Workshop Underground is a Philadelphia-based, privately held artisan fine jewelry brand founded in 2015 by Ruben Luna, a Columbia University alumnus who transitioned from finance and consulting at KPMG to pursue jewelry design. The company designs, produces, and sells handcrafted fine jewelry from its Philadelphia studio and showroom at 1544 South Street, using ethically sourced gemstones, responsibly-sourced certified diamonds, cultivated (lab-grown) diamonds, estate diamonds, and 100% certified recycled precious metals. Its catalog spans roughly 15 product lines covering earrings, bracelets, necklaces, charms, rings, birthstone jewelry, men's beaded bracelets, and a signature Van Luna sub-brand of 14K Akoya pearl pieces, with prices ranging from $35 entry-level charms to $8,398+ diamond engagement rings and $978–$2,628 wedding bands.

The business operates a direct-to-consumer model through an owned e-commerce storefront and a single physical retail location, with complimentary bespoke design appointments for engagement rings, wedding bands, and special-occasion pieces supported by a curated diamond inventory exceeding 112,400 stones. Distribution is domestic-only, with nationwide shipping and free shipping on orders over $100. The marketing mix is organic-social-led (Instagram, Facebook, Pinterest) supplemented by email newsletters; there are no disclosed wholesale accounts, no app presence, and no third-party retailer relationships despite the founder's earlier placement at Bloomingdales, Urban Outfitters, and Nordstrom. Revenue is generated entirely through one-time purchases of finished pieces and custom commissions, with no recurring or subscription model. The leadership team is founder-led: Ruben Luna serves as Creative Director and Founder, and Bopa Van serves as Design Director after joining as a partner in 2016.

Name

Workshop Underground

Legal name

Workshop Underground

Website

https://workshopunderground.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Fine Jewelry

NAICS

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

SIC

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

akta.pro primary industry

Custom/Bespoke Jewelry Retail Studios (CRAKAGAJ)

akta.pro secondary industries

Custom Bridal & Engagement Design (CRAKAHAB), Wedding Bands (Bridal Rings) (CRAKACAB)

Keywords

• Artisan fine jewelry
• Custom engagement rings
• Handcrafted bridal jewelry
• Birthstone gemstone jewelry
• Recycled precious metals

Headquarters

HQ city

Philadelphia

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Fine Jewelry Retail: One-time purchase of handcrafted fine jewelry including earrings, bracelets, necklaces, charms, rings, and custom engagement/wedding pieces. Products range from $35 accessories to $8,398+ engagement rings. No recurring revenue model.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Workshop Underground designs, handcrafts, and sells artisan fine jewelry — including earrings, bracelets, necklaces, charms, rings, custom engagement rings, and wedding bands — through its own e-commerce storefront and a single Philadelphia showroom. Pieces are made in-house using ethically sourced gemstones, certified recycled precious metals, and responsibly-sourced or lab-grown diamonds, with a complimentary bespoke custom design service offered for bridal and special-occasion clients.

Product overview

Workshop Underground is a Philadelphia-based artisan fine jewelry brand founded in 2015 by Ruben Luna, offering handcrafted jewelry through a single unified e-commerce platform. The portfolio centers on four main product lines: (1) Diamond jewelry including engagement rings and wedding bands featuring 14K gold and platinum settings with various cuts and settings; (2) Birthstone and gemstone jewelry including the Halo Birthstone Collection, Customized Birthstone Necklaces, and Natural Gemstone Jewelry featuring aquamarine, emerald, ruby, sapphire, and other precious stones; (3) The signature Van Luna Collection of 14K Akoya pearl jewelry; and (4) Fashion-forward collections including the Artisan Collection (hand-hammered metal earrings), Neo-Geo (geometric designs), and Chains of Love. The company provides custom jewelry design services for bespoke pieces and operates a brick-and-mortar studio in Philadelphia. All pieces are handmade in their Philadelphia studio using ethically sourced gemstones, responsibly-sourced certified diamonds, and 100% certified recycled precious metals.

Differentiator

Problem solved

Functional benefit

Brands

• Van Luna: An eponymous jewelry collection featuring handcrafted gemstone jewelry styles, including 14K Akoya pearls.

Products and services

• 14K Diamond Engagement Rings 14K diamond engagement rings featuring various cuts (round, oval, emerald, marquise, pear, princess) and settings (bezel, halo, pave, solitaire) in 14K gold and platinum, priced $1,998–$8,398, for couples seeking engagement rings.
• 14K Diamond Wedding Bands Diamond wedding and anniversary bands in 14K gold featuring twisted, marquise, geometric, bezel, pave, contour, and Art Deco inspired designs, priced $978–$2,628, for couples and individuals shopping for wedding and anniversary bands.
• 14K Solid Gold Necklaces Solid 14K gold necklaces featuring paperclip, figaro, box chain, disco chain, pretzel heart, and heart lock chain styles for personal collectors building everyday fine jewelry wardrobes.
• 14K Diamond Essentials Diamond jewelry essentials featuring huggies, bar necklaces, station necklaces, and stud earrings set with diamonds in 14K gold, priced $298–$898, for personal collectors and gift buyers.
• Van Luna Collection (14K Akoya Pearl Jewelry) Signature collection of 14K Akoya pearl jewelry including graduated pearl necklaces, lariat Y-necklaces, bracelets, and earrings featuring gold bars and various chain designs, for bridal and personal-collection buyers.
• Birthstone Jewelry Birthstone jewelry collection featuring month-specific gemstones (garnet, amethyst, aquamarine, rock crystal, emerald, moonstone, ruby, peridot, sapphire, tourmaline, citrine, blue topaz) in charms, necklaces, bracelets, and earrings for gift buyers and personal collectors.
• Halo Birthstone Collection Halo-style birthstone jewelry including shimmer link bracelets, earrings, chain drop earrings, marquise link bracelets, necklaces, and Y-necklaces with birthstone center stones surrounded by halo settings, for gift buyers seeking elevated personalized pieces.
• Customized Birthstone Necklaces Customizable birthstone necklaces allowing personalization with 12 different birthstone options (January–December) in coin, baguette, and triplet bar charm styles, for gift buyers creating family or personalized necklaces.
• New Classics — Natural Pearl Jewelry Natural freshwater pearl jewelry including threader earrings, graduated necklaces, chandelier earrings, bar bracelets, swing earrings, and lariat Y-necklaces for bridal and personal-collection buyers.
• Artisan Collection

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Ruben Luna (Founder)coreOthers · 1 January 2015Ruben Luna, Creative Director and Founder, established Workshop in 2015. A Columbia University alum, he transitioned from finance and consulting at KPMG to pursue design. His early designs were featured at major retailers including Bloomingdales, Urban Outfitters, and Nordstrom.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Catbird: Brooklyn-based artisan fine jewelry brand operating DTC e-commerce plus a flagship studio, with a strong custom engagement and wedding ring service — closely comparable to Workshop's custom bridal and studio model.
• Brilliant Earth: Public DTC fine jeweler specializing in ethical, responsibly sourced, and lab-grown diamond engagement rings and wedding bands — a direct competitor in Workshop's bridal and ethical-sourcing positioning.
• Vrai: Lab-grown diamond fine jewelry brand with strong bridal focus and direct-to-consumer model, directly overlapping Workshop's engagement ring, wedding band, and ethical diamond offerings.
• AUrate: NYC-based DTC fine jewelry brand selling 14K gold essentials, gemstone, and pearl jewelry at similar price points; competes for the same everyday fine jewelry and gifting customer as Workshop.
• Gorjana: California-based DTC fine and fashion jewelry brand with brick-and-mortar showrooms and a similar everyday jewelry assortment layered with gold essentials — overlapping with Workshop's mid-range everyday and gift categories.

Broad incumbents

• Mejuri: Larger DTC fine jewelry brand offering everyday gold and diamond pieces across a similar price ladder; competes for the same gift and self-purchase customer, though less specialized in custom bridal than Workshop.
• Kendra Scott: Large omnichannel fine and fashion jewelry retailer with stores, customizable birthstone and gemstone offerings, and a strong gifting business — overlapping with Workshop's birthstone and gemstone gift assortment.

Emerging players

• Local Eclectic: Online marketplace and emerging brand featuring independent and artisan fine jewelry designers — a comparable discovery channel for handcrafted, designer-driven fine jewelry at similar price points.
• Maison Miru: NYC DTC fine jewelry brand focused on modern, everyday essentials and ear curation at a similar accessible price point, comparable to Workshop's Neo-Geo and everyday fine jewelry lines.
• Stone and Strand: NYC-based online fine jewelry retailer curating designer and contemporary brands in gold and diamonds — a comparable DTC channel for premium, design-led fine jewelry in similar price bands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/workshopunderground
• Instagraminstagram.com/workshopunderground
• Pinterestpinterest.com/workshopjewelry

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 Workshop Underground