Ritani

About Ritani

Ritani operates as a high-end jewelry company, primarily focusing on the online retail of diamond engagement rings and other fine jewelry. Founded in 1999 by Harout Ritani, the company initially distinguished itself through the early adoption of computer-assisted design (CAD) in its jewelry creation process. The business was conceptualized with backing from the Julius Klein Group, a significant DeBeers sightholder. In 2012, the brand pivoted to a direct-to-consumer e-commerce model after Cantor Fitzgerald became the chief investor, injecting $15 million into the company. Joel Klein, whose family has deep roots in the diamond wholesale business through the Julius Klein Group, has been the CEO of Ritani.com since 2009. His firsthand experience watching friends navigate the often confusing diamond buying process inspired the shift towards a more transparent and customer-empowering online experience.

The company's business model, described as "clicks and bricks," integrates online shopping with a network of physical jewelry stores. This allows customers to design or select their jewelry online and then preview the item at a local partner jeweler before committing to a purchase. This approach was recognized by Forbes in 2014, which named Ritani one of America's Most Promising Companies. Revenue is generated from direct online sales of a vast inventory of loose diamonds, both natural and lab-grown, and custom-made jewelry. The company also offers a variety of other jewelry, including wedding bands, earrings, necklaces, and bracelets. All jewelry is handcrafted to order at its factory in White Plains, New York. Ritani provides transparent pricing and detailed information to educate consumers, aiming to build trust by showing minimal markups.

Ritani serves a broad consumer market, particularly targeting millennials who research extensively online before making significant purchases. The core offering is the ability to customize engagement rings, selecting from thousands of settings and an inventory of over 90,000 diamonds. Customers are supported by certified gemologists through online chat, phone, or one-on-one consultations. A key feature is the free in-store preview service, available through a network of over 180 independent jewelers across the US and Canada, which allows a no-obligation inspection of the created ring. The company emphasizes its commitment to ethically sourced diamonds, adhering to the Kimberley Process, and works to ensure fair treatment in its supply chain, partly through its historical partnership with the Julius Klein Group.