Caratwise Launches, Taps Former Signet Exec David Berdugo as CEO

A new intelligent custom jewelry platform, Caratwise, has officially launched, announcing the appointment of David Berdugo, formerly of Signet Jewelers, as its Chief Executive Officer. The platform is designed to provide independent jewelers with a seamless workflow for custom ring design, pricing, and production, aiming to enhance their competitiveness against online retailers.

Empowering Independent Jewelers

Caratwise addresses key challenges faced by independent retailers, including margin compression, supply chain volatility, and increasing consumer demand for personalized pieces and speed. The platform allows jewelers to digitally design and quote custom engagement rings in real time while the customer is present. It generates realistic 3D images, offers on-model and close-up viewing options, and instantly adjusts pricing based on metal costs, diamond selection, and production variables. Crucially, it provides firm delivery dates on the spot, eliminating the need for jewelers to contact multiple suppliers and manufacturers before providing a quote.

The company emphasizes that the technology is built to enhance, not replace, the jeweler’s expertise. Berdugo stated, Independent jewelers don’t need another tool. They need certainty. Caratwise gives them control over pricing, production, and delivery in one seamless workflow. When a jeweler can confirm a custom order with confidence at the counter, it transforms the sales experience.

Leadership Transition and Strategic Shift

David Berdugo brings over a decade of experience from Signet Jewelers, where he most recently served as Chief Operating Officer for its prominent online brands, James Allen and Blue Nile. During his tenure, he helped lead these digital-first channels that significantly influenced the online bridal market and increased competitive pressure on independent jewelers. His appointment to lead Caratwise signifies a strategic shift, moving from scaling platforms that challenged local retailers to heading an initiative focused on strengthening them.

Platform Features and Future Plans

Caratwise is vertically integrated from the sales floor to the manufacturer. Its intelligent custom jewelry platform connects design, real-time pricing, manufacturing, and delivery into a unified experience. The platform provides what the company calls a Same-Day Yes by enabling jewelers to configure, price, and confirm a custom design during the same customer conversation, quoting price and delivery before the customer leaves the store.

The platform was developed in collaboration with experienced retailers and manufacturing partners. Caratwise is currently onboarding select independent retailers across the United States. The company plans to exhibit at JCK and anticipates a broader expansion later in 2026.