About us

Our Model

Rare Carat combines the best of both traditional jewelers and e-commerce. When you shop with us you purchase directly from Rare Carat, enjoying our superior service and security while enjoying America’s largest selection of jewelry and competitive pricing from our vetted supplier network. Rare Carat is always the merchant of record.

Rare Carat puts exceptional energy in customer service, end-to-end. All the customer support and services are provided in-house, from the initial diamond advice our gemologists provide to warranty and post-delivery support if anything goes wrong.

Each diamond undergoes rigorous inspection by Rare Carat’s own staff using professional detectors and GIA certificate verification. All jewelry is handcrafted in New York or New Jersey before shipping to your home, with full insurance coverage until delivery signature. All products are shipped in Rare Carat branded, high quality packaging.

Our GIA graduate gemologists provide unbiased guidance as consumer advocates, not commissioned salespeople. As CEO Ajay Anand explains, "Our gemologists are instructed to give advice as if they were helping a friend or family member. The Rare Carat brand is built around this principle."

This consumer-first approach, combined with our low overhead model, allows us to pass savings directly to customers while maintaining exceptional service quality and earning top ratings across review platforms.

Looking back at our journey

• 2016 - Ajay Anand founded Rare Carat as a diamond search engine across third-party jewelers. Forbes covered our launch.
• 2018 - Rare Carat introduced blockchain-based diamond provenance tracking to ensure ethical diamond sourcing. The New York Times called us "The Secret to Buying the Perfect Diamond".
• 2019 - BBC recognized our price comparison technology: "the platform tells customers how good a bargain it thinks a particular diamond is".
• 2021 - Pivoted to a retail business model during COVID-19 pandemic, to fully protect customers financially and ensure exceptional customer service.
• 2022 - Set a record with a $2.5M online diamond sale, covered by the New York Post.
• 2023 - Launched a financing partnership with TD Bank, expanding accessibility for customers.
• 2024 onwards - Rated #1 jeweler in the United States by Trustpilot, in the jewelry category.
• 2025 - Trustpilot featured Rare Carat in a special case study outlining how we put "exceptional energy in customer service, end-to-end". That study was also echoed by USA Today.

What’s next?

We're constantly working to make diamond buying even easier, more intuitive, and transparent for our customers. Every day we come to work to listen to you - our customers - who tell us how we can improve.

But honestly? What drives us most are the glowing reviews and those magical proposal photos you share with us. Every "yes!" makes all the hard work worth it.