The company’s latest digital overhaul marks its most significant growth since entering the market in 2025. By incorporating natural emeralds, sapphires, and rubies alongside its existing diamond inventory, the retailer aims to eliminate traditional industry markups for colored stones. This expansion is supported by a backend infrastructure upgrade, designed to facilitate faster search and comparison across its massive catalog of over two million individual gemstones.

Beyond loose stones, the brand is scaling its Manhattan manufacturing capabilities. The new collection now features wedding bands, pendants, and necklaces produced on-site, alongside a dedicated bespoke design service that allows clients to collaborate directly with staff jewelers. The most distinct addition is the AI Gemologist, a tool integrated into every listing that provides real-time data on cut, clarity, and carat. This feature attempts to replicate the technical guidance of an in-person consultation for online shoppers, with the full site interface live as of September 18, 2026.