Thanks to This New Site, You Can Now Create Your Own Custom Fine Jewelry Online


The first of its kind, digital platform Pietra connects designers and customers around the world to create totally one-of-a-kind fine jewelry—and it’s garnered a roster of A-list investors including Robert Downey Jr., Will Smith, and Joan Smalls.

When you combine Silicon Valley innovation with fashion industry influence, you’re sure to spark a revolution. And that’s exactly what’s happening with Pietra, an online marketplace that’s rejuvenating the antiquated fine jewelry industry by injecting new thinking, technology, and experiences, per former Uber execs Ronak Trivedi (co-founder and CEO) and Ashley Bryan (co-founder who also hails from Moda Operandi). 

“What we offer is unprecedented access to the world's best jewelry designers,” explains Bryan, “No brick-and-mortar store can offer you the opportunity to directly connect with so much design talent in one place to shop existing jewelry and create custom pieces.” The lineup of designers range from up-and-coming talent (from Mexico City to Ottawa and beyond) to better-known names (like Stephen Webster, Spinelli Kilcollin, and CVC Stones). Pietra has a team dedicated to onboarding these jewelers as well as verifying product quality, offering pieces from hundreds of dollars to hundreds of thousands.

And the platform itself is extremely accessible. It’s not only convenient for customers, but also jewelers, by removing traditional obstacles of having to source capital to sell on consignment, allowing them space to focus design. It’s the sweet spot between ultimate creative freedom at massive scale, without having traditional brick-and-mortar concerns like restocking shelves. 

“We're focusing on building the best software and technology platform to disrupt the industry,” adds Trivedi. “There is so much opportunity for technology to meaningfully bring this industry online.”

Thus far, Pietra has proven to be a meaningful technology—particularly for the bridal market. One of Bryan and Trivedi’s favorite stories, for example, is how one of their clients used Pietra to create a custom engagement ring from a designer halfway across the country, far away from his native Colorado suburb with limited jewelry options. “We wanted to do something special and showcase the proposal on our website,” recounts Trivedi, “but he got the ring and called us the next day saying he was so excited that he actually proposed to his (now) wife after finishing a marathon that morning—totally impromptu.” And surely, there are more success stories where this one came from.