Ammrada Goes All In on Building a Luxury Jewelry Legacy From Day 1

By Karen Dybis | June 13, 2023

Ron Arbusman changed his life when the coronavirus shut down the world—he had been a diamond dealer and distributor for more than a decade when he decided he wanted to come out from behind the scenes and start his own jewelry brand.

Arbusman founded Ammrada as a high-end jewelry company in October 2022, debuted its website in March of this year, and began spreading the word about the brand in April. As its creative director, Arbusman says he is looking forward to seeing how far he can take Ammrada in terms of building a jewelry name and story from scratch.

“Ammrada came from my admiration of legacy brands—admiration of their creativity and their contribution to the industry,” Arbusman says. “After working in jewelry for so long, I understand how they work. I knew I could be a stone dealer for the rest of my life, or I could create a beautiful product. I wanted it to be something original, something unique, and something people would appreciate.”

What’s interesting about Arbusman’s approach are his choices early on in this process. Ammrada may have price points as high as $250,000, but Arbusman says he and the brand’s designers want to create everyday jewelry that’s as wearable with Lululemon as it is a gala gown.

In other words, Ammrada would appeal to the way people want to wear jewelry in a world permanently altered by the coronavirus pandemic, Arbusman says.

“The world has changed. No one is looking for a necklace you wear once a year and then rush it back into the vault,” Arbusman says. “Today, everything is about confidence. You can mix anything and it’s acceptable. The point of mixing high and low is to wear your jewelry and really enjoy it. It’s buying and wearing things together that make you feel your best.”

Ammrada earrings — *Founder Ron Arbusman hopes Ammrada’s jewelry pieces, like these yellow gold and diamond drop earrings ($11,950), are at once luxe and wearable every day.*

Confidence has played a key part in Arbusman’s journey, he says, but he also had to learn a lot of lessons to get to this point. He notes that he is happy with his initial collections and sees a bright future ahead for the company.

“There’s just so much to do when you’re launching a new brand. And at some point, you just have to start selling,” Arbusman says. “Where do I fit in? How do I represent myself? What message am I sending? You try to craft an image from the product to the photography to the advertisements. You want to put out the right image from the start. If you go too fast, it might ruin the story we’re trying to tell.”

Like many of the iconic brands he admires—and hopes to someday earn a spot among—Ammrada tells a story with its logo, three hearts around a circle.

“One heart is you, the person. One is where you came from. One symbolizes what you hope to leave behind—your legacy, your impact,” Arbusman explains. “It will be different for each individual. But in my case, one represents the love of my parents, and one represents my children. The heart in the middle is my wife and myself.”

Top: The new jewelry brand Ammrada is the brainchild of Ron Arbusman, a longtime diamond dealer and distributor. (Photos courtesy of Ammrada)

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