Caratwise Launches AI Jewelry Platform, Taps Former Signet Exec as CEO

The executive who spent more than a decade building the digital-first platforms that upended independent jewelers has switched sides. David Berdugo, formerly chief operating officer of Blue Nile and James Allen at Signet, was named CEO of Caratwise as the newly launched custom jewelry platform made its official debut earlier this month.

Caratwise, owned by Indian diamond giant Hari Krishna according to JCK, is designed specifically for independent retailers struggling against the margin pressure, supply volatility, and rising consumer demand that platforms like Blue Nile helped intensify. The system combines in-store 3D design visualization, automated pricing logic, and what the company describes as coordinated vertically integrated manufacturing through its own operational engine. The result, per the company's positioning, is what it calls a "same-day yes": a jeweler can design a piece, set a price, and confirm a delivery date within a single customer conversation.

"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 also extends beyond the showroom floor. Customers can initiate custom designs directly from a jeweler's website, addressing a scenario Berdugo described as a persistent pain point for independents. "Many independent jewelers are familiar with customers coming with a screenshot from Brilliant Earth or Grown Brilliance and saying, 'Can you design this?'" he told JCK. "This lets customers do it from the jeweler's website, and gives jewelers access to size and choice like never before."

At launch, Caratwise is concentrated on bridal design, with plans to broaden its offerings over time. The platform is currently working with a select group of jewelers and intends to expand its retail partnerships later in 2026, JCK reported.

The framing around Berdugo's hire is pointed. During his decade at Signet, he helped lead the digital channels that reshaped online bridal and tightened competitive pressure on the independent sector. His move to Caratwise positions him as the architect of a counter-response, building infrastructure intended to give small retailers tools comparable to those once used against them.

Several claims in Caratwise's launch materials warrant scrutiny. The description of "vertically integrated manufacturing through its own operational engine" raises practical questions the company has not yet publicly answered: whether Caratwise owns production facilities, coordinates partner factories, or manages fulfillment through Hari Krishna's existing supply chain. The parent company's role in sourcing and manufacturing, and any traceability or certification framework for the diamonds flowing through the platform, remain unconfirmed. For independent jewelers evaluating whether to adopt the system, those details matter as much as the interface.