Gemvara, online retailer of customizable fine jewelry, announced the closing of a $25 million oversubscribed round of Series D funding.

Northwest Venture Partners led the transaction, which involved participation from existing investors including Highland Capital Partners, Canaan Partners, and Balderton Capital. Gemvara plans on using the capital to enhance customer experience.

“We are redefining the rules of commerce and we’ve proven that people will buy meaningful jewelry online,” Matt Lauzon, CEO and Founder of Gemvara, said in a statement. “This investment accelerates our mission of having more loyal customers than any other jeweler.”

JCK