A New York City-based jewelry company has carved out a unique position in the fine jewelry market by eliminating traditional retail markups and offering luxury pieces at prices up to 90% below conventional stores. SuperJeweler.com, which has been operating since 1999, serves customers in over 150 countries through its vertically integrated business model.
The company’s approach centers on controlling every aspect of the jewelry creation process, from design and sourcing to manufacturing. By working directly with diamond cutters and gemstone suppliers worldwide, the online jewelry retailer bypasses the multiple intermediaries that typically drive up costs in the traditional jewelry supply chain.
This direct-to-consumer model has attracted significant attention from major media outlets. The brand’s jewelry has been featured on national television programs including The Today Show, The View, Rachael Ray, Ellen, and The Price Is Right, exposing millions of viewers to the company’s value proposition.
Andrew Fox, who founded the company and serves as its CEO, brings over 35 years of experience in the jewelry, finance, and consumer products industries. Fox also leads Hansa USA LLC, SuperJeweler’s parent company, which holds exclusive licensing rights for Martha Stewart and Bruno Magli branded jewelry in the United States.
The operational infrastructure supporting this global enterprise is managed by Scott Berkebile, Vice President and Head of Operations and Retail. Berkebile’s background includes leadership positions at Fred Meyer Jewelers, a division of Kroger, as well as Kings of Newcastle and various national and international wholesale jewelry companies. His role encompasses logistics, fulfillment, customer service, vendor relations, and ensuring efficient delivery systems.
The company’s commitment to ethical practices extends beyond pricing transparency. All diamonds offered through the platform are certified as conflict-free, and the fine jewelry specialist provides both natural and lab-grown diamond options. Materials are ethically sourced, and sustainable practices are integrated throughout the supply chain.
Customer accessibility remains central to the business model. The company offers global free shipping and backs all products with a lifetime guarantee, whether customers purchase a $39 pair of earrings or a $20,000 engagement ring. This democratization of luxury jewelry aligns with the founder’s original vision of closing the gap between wholesale diamond pricing and retail costs.
The vertically integrated approach allows the company to maintain quality control while offering competitive prices. By designing, sourcing, and manufacturing jewelry directly, SuperJeweler eliminates the traditional retail markup structure that often makes fine jewelry inaccessible to average consumers.
As the jewelry industry continues to evolve with changing consumer preferences and shopping habits, this direct-to-consumer model represents a significant shift in how fine jewelry reaches the market. The company’s growth to serve customers in over 150 countries demonstrates the global appeal of accessible luxury combined with ethical business practices and quality guarantees.
