Celebrities Fund New Custom-Jewelry Platform

RAPAPORT... New York-based startup Pietra believes it has found the answer to personalizing the online jewelry-buying experience. The company, which is backed by celebrated investor Marc Andreessen along with funds connected to Robert Downey Jr and Will Smith, last week launched Pietra Studio, an online fine-jewelryplatform that directly connects consumers with leading designers to create custompieces. "Right now, the experience of buying jewelry online isantiquated and intimidating," Pietra's CEO, Ronak Trivedi, said. Whenyou're buying one of life's most meaningful purchases, whether it's for anengagement [or] anniversary...you want that process to be meaningful. You want aconnection with the designer and to understand the story behind the piece." Customers have access to more than 100 global jewelrydesigners, ranging from small mom-and-pop shops to well-known jewelers whocreate pieces for popular celebrities. Prices on the site for custom jewelryrange from $250 up to $15,000 to $30,000 for designers such as Stephen Websterand Nicole Wegman, of Ring Concierge. Buyers can either pick a designer they like from thoseavailable or be assisted by a concierge who uses a survey to connect customersto the most appropriate designers. Consumers then work one-on-one with the designersto create their piece. Pietra also offers a ready-to-wear marketplace wherebuyers can purchase existing jewelry. The company just completed its seed round of funding in March, in which it raised an undisclosed amount. The round was led by Andreessen Horowitz, with other participants including high-profile investors The Dreamers Fund, a venture-capital business startedby talent manager and record executive Scooter Braun, model Joan Smalls andactor Will Smith. Actor Robert Downey Jr.'s Downey Ventures has alsocontributed capital.  Image: A ring created by one of Pietra's custom designers. (Pietra)