What Is a Private Jeweller? What They Do and How It Works
By Clint Casmiro, Co-Founder, Smiro Studio · Updated October 22, 2026
Short answer: A private jeweller is a jeweller you work with one to one. Instead of choosing from a case, you tell them what you want, and they design it around your stone and budget and make it for you. Ours works over video: a free 20 minute call, a 3D render you approve, your diamond on video, then the ring at your door.
People also say personal jeweler, bespoke jeweller or independent jeweller. The words change from city to city. What they describe is the same: one person or one small team taking your piece from an idea to the finished thing.
What does a private jeweller actually do?
- Takes the brief. Who the ring is for, the date, the budget, and the one thing it has to get right.
- Designs it. With us that is a CAD file you mark up, then a 360 render you spin and approve. Most rings take two or three rounds.
- Finds the stone. Karina sends two diamonds, each with a 360 video and its IGI certificate at 1 carat and up, and you pick.
- Makes it. Casting, setting, any hand engraving and polish, overseen by our dad Kenny, who has more than 40 years at the bench.
- Stays your jeweller. Every ring has a one year warranty against production defects, and a resize is $200 CAD shipped.
How is a private jeweller different from a jewellery store?
| Private jeweller (how we work) | Buying from a store case | |
|---|---|---|
| Who you talk to | The people who design and make the ring | Whoever is on the floor that day |
| Starting point | Your idea, a photo or a budget | The rings already in the case |
| The diamond | Two options on video, you choose | Already set in the ring |
| Before it is made | You approve a 3D render | It is already made |
| Time | 10 to 12 weeks for custom | You can take it home that day |
Our column as of October 2026. A store can be the faster choice; a private jeweller is the one that starts from your idea.
Do private jewellers only make engagement rings?
No. Engagement rings are most of what we make, but the same one to one process covers wedding bands designed around the ring they sit next to, earrings, bracelets and necklaces, and hand engraving in 56 styles. For something that is not a ring, write to us with what you have in mind.
Do I have to meet a private jeweller face to face?
Not with us. We are virtual first, so there are no walk-ins or studio visits. Our studios are at 27 Queen St E in Toronto and 580 Fifth Avenue in New York, and you can message either one; a real person replies, usually within one business day.
In place of a visit you see more than a counter would show you: the CAD file with every measurement, the 360 render, your actual diamond on video, and a close-up video of the finished ring before you pay the balance.
When is a private jeweller the right choice?
When you have a specific idea, an unusual stone, or a detail that matters to you, like initials inside the band or a hidden gem. It is the wrong choice if you need a ring this week: a custom ring takes 10 to 12 weeks from deposit to your door, and a made to order design about 8. If one of our existing designs is close, see custom vs ready made.
Want to see what working with a private jeweller is like?
A free 20 minute video call with our team. Bring a photo, a budget, or nothing at all.
Book a free callGet a free estimateFrom our collection
Questions we get about this
What is a private jeweler?
A jeweller you work with one to one, who designs the piece around your idea, stone and budget and makes it for you, instead of selling from a case.
What does a private jeweler do?
Takes your brief, designs the ring, sources the stone, makes it, and looks after it afterwards. With us you approve a 3D render and your actual diamond on video before anything is made.
Is a personal jeweler the same as a private jeweler?
Yes. People use both, along with bespoke jeweller and independent jeweller, for a small studio you work with directly.
Do I need to visit a private jeweller?
Not with us. We are virtual first, so there are no walk-ins or studio visits. Everything happens on video and by message, and the ring ships free and insured by FedEx.
How long does a private jeweller take to make a ring?
Ours take 10 to 12 weeks from deposit to your door for a custom ring, and about 8 weeks for a made to order design.
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