As global economic uncertainty continues to reshape the luxury market, Los Angeles’ independent fine jewelry designers are adjusting to new challenges. Despite rising gold prices and international tariffs, many are finding ways to stay resilient and meet customer demand.
These small-scale jewelers are gaining loyal clients thanks to their craftsmanship, personalized service, and direct access through social media—especially Instagram.
“Social media has been great at connecting customers and artisans everywhere,” said jewelry designer Maggi Simpkins. Originally from Portland, Oregon, Simpkins has lived in Los Angeles for 18 years and has spent the last 10 building her fine jewelry brand. At first, her business grew through word of mouth. Then Instagram helped it expand further. “It absolutely has unticked,” she said.
Simpkins makes all her jewelry in downtown L.A., focusing on designs that tell personal stories. Many of her pieces include hidden details and symbols that are meaningful to each client. “A lot of people didn’t even know that custom jewelry was an option for them,” she added.
Engagement rings are still a big part of her business. Most clients now spend between $10,000 and $30,000, she said. Many prefer champagne-colored or warm-toned diamonds. “Buyers want their diamonds to look natural and real,” Simpkins said. Unique and vintage cuts are also in demand for the same reason.
At the same time, customers who choose lab-grown diamonds tend to go for much larger stones. “I’m seeing a lot of really big lab diamonds,” she noted.
But one of the biggest hurdles for Simpkins right now is the price of gold. “It’s absolutely and utterly insane,” she said. “It’s over $3,000 an ounce. A year ago, it was $2,000.”
Faith Oftadeh, founder of the L.A.-based brand Yara Sophia, shares that concern. “The cost of gold is out of control,” she said. Her jewelry features raw, organic shapes and asymmetric designs.
To keep her pieces affordable, Oftadeh is making adjustments. She may raise her prices slightly, but she’s also working closely with clients to modify designs and materials to fit their budgets. Some customers are bringing in their own stones—often family heirlooms—which she reworks into new pieces. “I’m seeing a lot of that,” she said. “A lot of people are coming to me with existing pieces.”
High-end gem dealer and artist Anup Jogani, based in Silver Lake, is known for sourcing rare, untreated stones—some worth millions of dollars. For him, demand from wealthy clients remains strong. “I’ve only seen an acceleration to the top,” he said. “People want untreated, unheated gems. They want proper old diamonds.”
But tariffs are forcing Jogani to change his business model. “If I import a million dollars’ worth of stones and have to pay $100,000 in tariffs, that cuts into my margins,” he explained. Now, he often sells gems internationally without ever bringing them into the U.S. “Whatever’s in the U.S. will sell here. If I buy something abroad, I’ll sell it abroad.”
Jogani sees the rise of independent jewelers as a reaction against mass-produced luxury. “It’s part of the same mindset as searching for antiques or vintage clothes,” he said. “On Instagram, the most popular posts show how things are handmade or how stones are cut.”
He believes this trend is also about transparency and value. “If I go into a big jewelry store, most of what I’m paying for is their overhead. Not the piece itself,” he said. “Now, social media lets jewelers show their work in a way that builds trust and spreads through word of mouth.”
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