Dan Raz didn’t plan on a career in diamonds — he says diamonds chose him.
Raz, the founder of Raz & Company New York, launched his jewelry brand in late 2024. The business includes a showroom in Midtown Manhattan and a direct-to-consumer website.
Raz’s journey into the industry began through a personal connection. “I had a good friend whose uncle owned Diamonds International in the Caribbean, and that’s where I got my first job,” he said. Since then, Raz has grown a client base through word-of-mouth referrals, creating custom pieces for many people over the years.
That organic growth led to the official launch of his brand. “This felt like the right time to put all the efforts that were made in baby steps into an actual brand,” he explained.
Raz chose to enter the market with bridal jewelry and engagement rings — a strategic decision. “I strongly believe that once a person trusts you with an engagement ring, they usually come back to you for other special occasions,” he said. His initial focus was on engagement rings and wedding bands. Now, he’s expanding into fashion jewelry.
According to the Raz & Company website, engagement rings range in price from about $1,200 to $8,200. Customers can customize each piece by choosing the metal, stone, and shape. While the current designs lean toward classic styles, Raz is preparing to introduce more creative options.
“We have a bunch of hoops and necklaces coming out,” he said. “We’re launching things that are a bit more eccentric and risky.” One upcoming project is the Ampersand Campaign, a collection inspired by the symbol “&” to represent togetherness in relationships. Some pieces will feature the ampersand symbol, including pendants and stamped designs.
The campaign reflects the brand’s philosophy that jewelry is often given as a symbol of connection. “It’s about being together with someone else,” Raz said.
Raz is also exploring new distribution opportunities. His Midtown showroom has been revamped to serve as a flagship location. While it accepts walk-ins, it maintains a private, boutique-style atmosphere.
Drawing from his experience in wholesale and manufacturing, Raz is working on expanding his reach through authorized retail partners rather than opening physical stores nationwide. He already distributes in Barbados and Pennsylvania, with more partners likely to follow.
Despite economic uncertainty affecting other sectors, Raz remains optimistic about the jewelry industry. “No matter what economic crisis is happening, jewelry is very much here to stay,” he said. “You could buy someone an apartment, but somehow, that’s not the same as buying someone a 10-carat flawless diamond.”
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