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§ Private Profile · 90 Sherman Street Cambridge, MA 02140 United States
Online jeweler specializing in custom engagement rings and fine jewelry, designing personalized pieces for special occasions.
CustomMade is an online jeweler based in Cambridge, Massachusetts, that specializes in the design and direct sale of custom engagement rings and fine jewelry. The company operates a digital platform that allows individuals to select specific gemstones and settings to create personalized pieces for weddings and special occasions. Prior to pivoting its business model exclusively to jewelry in 2015, the platform operated as a broader artisan marketplace that attracted over 1.5 million visitors and processed more than $2 million in project requests. CustomMade has raised approximately $25.7 million in total venture funding from prominent investors including First Round Capital and Google Ventures, before ultimately being acquired by Wayfair. The enterprise was originally established in 1996 and was subsequently acquired and refounded as a modern platform in 2009 by Mike Salguero and Seth Rosen, alongside founder Ty Wilson.
CustomMade has raised $25.1M across 4 funding rounds.
CustomMade has raised $25.1M in total across 4 funding rounds.
CustomMade has raised $25.1M across 4 funding rounds. Most recently, it raised $18.0M Series B in June 2013.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jun 1, 2013 | $18M Series B | Fred Destin, Rich Miner | The Finger Group, The General Partnership, Josh Abramowitz, Anna Bateson, Brendan Marry, Christian Oestlien, MAX Alexander, OBI Felten, Rahul Bafna, Sebastian Tonkin, Steve Olechowski, First Round Capital, Launch Capital, NextView Ventures, Schooner Capital | Announced |
| Apr 1, 2012 | $4M Series B | Rich Miner, Schooner Capital | The Finger Group, The General Partnership, Josh Abramowitz, Andrew McCollum, First Round Capital, Launch Capital, NextView Ventures | Announced |
| Nov 1, 2011 | $2M Series A | Phin Barnes, Rich Miner | The Finger Group, The General Partnership, Josh Abramowitz, Andrew McCollum, David Tisch, Founder Collective, Launch Capital, NextView Ventures | Announced |
| Jun 9, 2010 | $1.1M Venture Round | — | — | Announced |
CustomMade has raised $25.1M in total across 4 funding rounds.
CustomMade's investors include Fred Destin, Rich Miner, The Finger Group, The General Partnership, Josh Abramowitz, Anna Bateson, Brendan Marry, Christian Oestlien, Max Alexander, Obi Felten, Rahul Bafna, Sebastian Tonkin.
CustomMade is an online custom jeweler based in Cambridge, Massachusetts, specializing in bespoke jewelry like engagement rings, wedding bands, necklaces, and bracelets.[1][3][4] It builds a fully personalized jewelry creation platform where customers consult with design experts, select or supply gems, and collaborate on unique pieces using high-quality materials and techniques such as 3D rendering and conflict-free diamonds.[1][3] The service solves the problem of mass-produced jewelry by offering tailored designs for personal milestones, serving individuals seeking fine, customized pieces for engagements, weddings, and celebrations, with options like jewelry financing.[1][3] Originally a broader marketplace for custom goods, it pivoted exclusively to jewelry in 2017 after Wayfair's 2015 acquisition, raising $25.7M total funding and showing early growth like 50% monthly transaction increases pre-pivot.[2][3][4]
CustomMade began in 1996 as a small site run by a woodworker, generating modest subscription revenue from about 350 makers.[2][4] In 2009, Boston University undergraduates Michael Salguero and Seth Rosen, interested in custom apparel, bought the domain for $140,000 and relaunched it as an online marketplace connecting customers with artisans for personalized furniture, jewelry, home décor, and more.[2][4] Early traction was slow, but a Google Ventures-backed redesign boosted paying projects 200% in a week, tripling visitors to 1.5M by 2010 and hitting $350K revenue.[4] A pivotal $4M Series A in 2012 from Google Ventures, Schooner Capital, and others fueled tech expansion, growing to 3,000+ artisans, $500K weekly project requests, and $1,000 average orders.[2] Acquired by Wayfair in 2015 for an undisclosed sum after $25.65M total funding, it shifted to jewelry-only in 2017.[3][4]
CustomMade rides the personalization and e-commerce boom in luxury goods, where consumers demand unique, story-driven items amid rising online jewelry sales and lab-grown/alternative gems.[1][3] Timing aligns with post-2010s shifts from marketplaces to vertical specialists, amplified by Wayfair's acquisition enabling jewelry focus during e-commerce's explosion.[4] Market forces like digital design tools (3D rendering, AI), direct-to-consumer trends, and millennial/gen-Z preferences for ethical, custom pieces favor it, influencing the ecosystem by elevating artisan platforms into polished tech-driven retail.[1][2] It bridges traditional craftsmanship with software (consumer internet, enterprise tools), competing with players like CaratFlare while proving custom luxury scales online.[3]
CustomMade's jewelry pivot positions it for sustained growth in a $300B+ global fine jewelry market, potentially expanding via AI-enhanced design, lab-grown gems, and global e-commerce.[1][3] Trends like sustainable sourcing, AR try-ons, and subscription personalization will shape it, especially under Wayfair's umbrella for logistics scale. Its influence may evolve toward dominating custom engagement rings, inspiring hybrid artisan-tech models—reinforcing that true differentiation lies in blending human expertise with seamless digital experiences, much like its origin from a simple domain flip to bespoke leader.[2][4]