Nivoda expands into finished lab-grown diamond jewellery for retailers

Nivoda has pushed beyond loose stones and into finished lab-grown diamond jewellery, a move that recasts tennis bracelets, stud earrings and pendants as fast-turn stock rather than made-to-order specialities. The B2B platform’s new category launches with more than 200 SKUs, all available to order immediately and delivered within weeks.

That shift matters because it brings Nivoda’s inventory-light sourcing model into ready-to-wear fine jewellery. Retailers using the platform can now add finished goods without tying up more capital in stock, a practical advantage in a lab-grown market still wrestling with price erosion and the risk of overbuying. The first wave is tightly focused on the pieces that sell as modern basics: lab-grown diamond tennis bracelets, stud earrings and pendants.

The company is not starting from zero. Nivoda says it already works with more than 10,000 jewellers worldwide and gives them access to millions of natural, lab-grown and melee diamonds, plus coloured gemstones. Its platform has been built around express delivery, flexible credit terms, risk-free returns and managed quality control, logistics, shipping and invoicing, so the move into finished jewellery feels less like a detour than a logical extension of the same operating model.

Georg Leifheit, Nivoda’s VP jewellery supply, said the company had already won retailers over as a simpler way to source diamonds and gemstones, and that finished jewellery brings the same speed, transparency and reliability while helping stores expand without increasing inventory risk. That is the real commercial argument here. If the sourcing is fast and the stock is already made, a retailer can test more styles, reorder more quickly and commit more aggressively to the categories that move, especially if the pieces are uniform, repeatable and easier to merchandise than bespoke one-offs.

More categories are already planned, including hoops, tennis necklaces and expanded tennis bracelet and stud collections. The range suggests Nivoda is building a platform for the diamond staples that sit closest to everyday sell-through, not just occasional special-occasion pieces. For retailers, that could mean a shorter buying cycle and a cleaner path to margin in the lab-grown segment.

The expansion also fits Nivoda’s larger strategy. Founded in 2017 by David Sutton and Andre Woons, the company raised $51 million in November 2024, bringing total capital raised to $96 million, to widen its marketplace beyond diamonds and gemstones into all jewellery. Nivoda has said it has surpassed $1 billion in diamond sales. With finished goods now on the platform, that scale starts to look like infrastructure for a different kind of diamond business, one where inventory moves faster and the strongest sellers are the simplest forms.