Gemma by WP Diamonds.

WP Diamonds has entered the direct-to-consumer world through Gemma by WP Diamonds.

WP Diamonds purchases diamond jewelry, designer jewelry, fine watches and loose diamonds directly from the public through and retailers nationwide. The business was established in 2012 and is the consumer division of White Pine Trading, a recycled- and fine-jewelry firm. Based in New York, the business also has offices in Birmingham in the U.K. and in Hong Kong.

The theory behind the new direct-to-consumer model is to provide consumers access to deals that were once exclusive to the industry and trade. Pieces offered at Gemma are up to 80 percent-off retail, with new and pre-owned pieces ranging from sterling silver to diamonds, and include brands such as Rolex, Cartier, Tiffany & Co. and David Yurman, among others. The items are pre-authenticated and there’s free shipping within the U.S.

In addition to the launch of the e-commerce site at, a pop-up will open on Nov. 27 at 485 Madison Avenue. The pop-up will be open during the holiday season. Customers can shop in person, speak with experts and schedule appointments to sell or trade-in old pieces with WPD. In lieu of cash, customers who plan to buy through Gemma can receive an additional 10 percent toward the purchase.

“We believe that luxury need not come at such a high price, and that consumers should feel educated and empowered with every purchase,” said Andrew Brown, president of WP Diamonds.

Brown added that Gemma also provides customers with a team of experts that can offer a “differentiated experience” through its concierge service for “custom engagement rights and those hard-to-find unique pieces.”

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