About us

Diamonds are hard. Buying them shouldn't be.™

Rare Carat is one of the leading diamond jewelry retailers in the United States. Known as a search engine ("Kayak for diamonds") until 2021, Rare Carat since operates on a managed marketplace business model, combining the wide selection and competitive pricing of marketplaces with the quality assurance of traditional retailers. TrustPilot has ranked Rare Carat as America’s #1 rated jeweler.

Our Model

Rare Carat combines the best of both traditional jewelers and marketplaces. 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.

Each diamond undergoes rigorous inspection 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.

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."

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. 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 - Rated #1 jeweler in the United States by Trustpilot, in the jewelry category.

Rare Carat is a managed marketplace online store. In this photo, they are showcasing an engagement ring they sold.

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.

50,000+ couples have made us
America’s #1 diamond marketplace

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