A New York-based jewelry company has built a global customer base across 150 countries by eliminating traditional retail markups and connecting consumers directly with diamond cutters and gemstone suppliers worldwide.
SuperJeweler.com operates on a vertically integrated model that bypasses conventional jewelry distribution channels. By designing, sourcing, and manufacturing its products directly, the company reports price reductions of up to 90% compared to traditional jewelry retailers while maintaining quality standards and ethical sourcing practices.
The approach represents a significant shift in how fine jewelry reaches consumers. Traditional jewelry retail typically involves multiple intermediaries between manufacturers and customers, with each step adding substantial markups. By controlling the entire supply chain from design to delivery, the company has positioned itself as an alternative to conventional jewelry shopping.
Founded in 1999, the online retailer has expanded its reach through appearances on major television platforms including The Today Show, The View, and The Ellen DeGeneres Show. These media appearances have introduced the brand’s direct-to-consumer model to millions of viewers, contributing to its international growth.
The company’s leadership brings extensive industry experience to the operation. Founder and CEO Andrew Fox has spent over 35 years in jewelry, finance, and consumer products industries. His parent company, Hansa USA LLC, holds exclusive licensing rights for Martha Stewart and Bruno Magli branded jewelry in the United States, adding established brand partnerships to the business portfolio.
Vice President Scott Berkebile oversees operations and retail functions, bringing experience from previous leadership positions at Fred Meyer Jewelers, a division of Kroger, and various wholesale jewelry companies. His role encompasses logistics, fulfillment, customer service, and vendor relations management.
The direct-to-consumer jewelry retailer offers both natural and lab-grown diamonds, addressing growing consumer interest in sustainable and ethically sourced materials. All products include lifetime guarantees and global free shipping, features that have become increasingly important to online shoppers seeking assurance when purchasing jewelry without in-person examination.
The business model reflects broader changes in retail commerce, where traditional markup structures face pressure from companies that leverage technology and direct relationships with suppliers. In the jewelry sector specifically, this shift challenges long-established pricing practices that have historically made fine jewelry inaccessible to many consumers.
Product offerings range from items priced at $39 to engagement rings valued at $20,000, demonstrating the company’s strategy of serving diverse market segments. This pricing spectrum allows the online jewelry platform to compete across multiple categories traditionally dominated by different types of retailers, from department stores to high-end boutiques.
The company’s growth trajectory illustrates changing consumer preferences in jewelry purchasing. Online jewelry sales have expanded significantly as buyers become more comfortable making substantial purchases through digital channels, particularly when backed by guarantees and transparent pricing models.
As traditional jewelry retailers adapt to evolving market conditions, direct-to-consumer models continue gaining market share by offering transparency in pricing and sourcing. The success of companies operating outside conventional retail structures suggests ongoing transformation in how consumers discover and purchase fine jewelry.