Caratwise Names Former Signet Exec CEO, Launches Custom Bridal Jewelry Platform

Caratwise named David Berdugo chief executive officer and launched an intelligent custom-jewelry platform built exclusively for independent jewelers, the New York company announced March 12. Berdugo spent more than a decade at Signet, ultimately serving as chief operating officer of Blue Nile and James Allen, the digital-first brands that reshaped online bridal retail and intensified competitive pressure on independent stores along the way.

The appointment carries an unmistakable irony that the company itself leans into: the executive who helped scale the platforms that challenged independent jewelers is now leading infrastructure designed specifically to strengthen them.

Caratwise's platform connects design, real-time pricing, manufacturing, and delivery into a single workflow, allowing a jeweler to configure a custom engagement ring, quote a price, and confirm a delivery date before the customer leaves the counter. The company calls this capability a "Same-Day Yes." Real-time pricing adjustments account for metal costs, diamond selection, and production variables, removing what the company describes as the guesswork that has long complicated the custom process for smaller retailers.

"Independent jewelers don't need another tool," Berdugo said. "They need certainty. Caratwise gives them control over pricing, production, and delivery in one seamless workflow. When a jeweler can confirm a custom order with confidence at the counter, it transforms the sales experience."

The platform was developed in collaboration with experienced retailers and manufacturing partners, with the stated goal of ensuring the technology enhances rather than replaces the jeweler's expertise. That distinction matters in a market where independent stores are navigating margin compression, supply volatility, and consumer expectations for both personalization and speed, all pressures that favor the scale advantages of the large digital players Berdugo previously served.

Caratwise is currently onboarding select independent retailers across the United States. The company plans to exhibit at JCK, the industry's flagship trade event, with broader national expansion scheduled for later in 2026. No pricing model, subscription fees, or named retail partners have been disclosed at this stage.