Nivoda: The Digital backbone of the Fine Jewelry industry in the Balkans

Interview with Flavia Marin, Business Development Manager for Nivoda – South Eastern Europe

Q. Flavia, how is Nivoda transforming the jewelry business in the Balkans?

 A. A region defined by emerging creativity, heritage craftsmanship, and increasing digital openness, the Balkans are now witnessing a major shift. Nivoda is at the heart of this transformation.
We’re not just changing how diamonds are sourced. We’re changing how business is done. In countries like Croatia, Montenegro, or Serbia, Nivoda allows jewelers to operate at global standards without the burden of holding stock, chasing suppliers, or facing cash-flow issues.

Q. Can you tell us a bit about your own story – what led you to Nivoda?

A. After over a decade in international jewelry retail – from luxury cruise ships across the U.S., Australia, and Europe – I had the opportunity to work hands-on with exceptional diamonds and fine jewelry, in client-focused environments. I wasn’t just selling jewelry – I was curating experiences, designing bespoke pieces, and educating clients about the deeper value and symbolism behind each stone.

Throughout this journey, I deepened my expertise by completing the Diamond Grading program with IGI, as well as earning the Applied Jewelry Professional (AJP) and Jewelry Design certifications with GIA. I am currently pursuing the IGI Gemologist diploma, a certification that reflects my ongoing commitment to technical excellence and industry expertise. While working across global markets, I noticed that although each region had its own charm, the jewelry industry as a whole lacked the digital infrastructure and connectivity needed to truly scale. That insight became a turning point.

When I discovered Nivoda, I immediately recognized the potential. It wasn’t just a tool – it was a smart, scalable solution that finally bridged global sourcing with flexibility and modern commerce. It aligned with everything I had long believed the industry needed: access, transparency, and growth without compromise.

I joined Nivoda to be part of something transformative. Today, I work with jewelers across the Balkans to digitize inventory, streamline procurement, and unlock growth through technology – while preserving quality.

That global, real-time retail experience fuels everything I do today. It taught me how to educate clearly. I now bring that same mindset to the B2B world helping jewelers find the right stones, tell their story, and build their brand. I support them in training their teams, using tools like the Nivoda Showroom, and growing both online and in-store. I do this with heart, passion, and the belief that real success in jewelry comes from clarity, creativity, and connection.

Q. What’s the story behind Nivoda’s founding and evolution?

A. Nivoda was founded in 2017 in London by David Sutton and Andree Woons (CTO), with a clear vision: to build a platform that gives jewelers access to the best-priced diamonds, without the limitations of traditional sourcing. Early on, it became evident that offering competitive prices required access to a global network of suppliers – something that was nearly impossible to manage manually at scale.

What followed was the creation of an end-to-end solution for the jewelry industry: a single platform where businesses can operate with zero inventory, improve cash flow, and scale efficiently – with no import taxes in Europe, and full access to millions of certified diamonds and gemstones worldwide. Since its launch, Nivoda has raised $96 million from a range of leading firms, incuding Northzone and Avenir Growth Capital, opened 16 global offices, partnered with over 3,500 suppliers, and now serves jewelers in more than 60 countries.

Today, Nivoda continues to lead in jewel-tech by providing tools like the Digital Showroom, Shopify integration, e-commerce APIs, and 360° diamond visuals – helping jewelers sell smarter, scale faster, and adapt to a new digital-first era.

Q. What makes Nivoda different from other sourcing models?

A.What sets Nivoda apart is its ability to offer complete flexibility and control to the jeweler. You’re not bound by stock or volume commitments. Instead, you have access to over 2.1 million certified diamonds and 35,000+ colored gemstones, updated in real time. Whether lab-grown or natural, you can filter by every detail – cut, clarity, certification, fluorescence, or BGM.

Most importantly, you can cherry-pick each stone individually at the best discount available globally. Unlike bulk buying, where
the average price is applied across a lot of mixed-quality stones, here every decision is intentional. And because no two diamonds are ever truly alike, this approach maximizes both profit and customer satisfaction.

Add to that the fact that our B2B model is designed exclusively for jewelers and designers, and jewelry retailers never to the customer end. Nivoda simplifies international logistics with 16 offices worldwide, including key hubs in London (HQ), New York,
India, Dubai, Belgium, the Netherlands, Hong Kong, Melbourne and Johannesburg.

Offers VAT-exempt invoicing for EU buyers for example, we offer intra-EU invoicing from Belgium, which helps avoid upfront
VAT payments for European buyers. For those outside the EU, while VAT and import duties apply, the real benefit lies in smarter logistics, smaller parcel values, and reduced customs friction.
Shipping is always fixed and insured at just €14.99 – no matter the stone, the supplier, or the country the volume. There are no subscriptions or hidden fees. Just transparency, smart sourcing, and full control.

One of the most valued services by my clients in the Balkans is Nivoda’s strict quality control. In a global diamond market where discrepancies can arise, they rely on us because every stone is verified to the highest standards by in-house gemologists, using both advanced technology and expert eyes. And best of all, both the platform and our diamond verification service are offered at no additional cost – seamlessly included in your Nivoda experience.

Q. What does the typical omni-channel customer journey look like for jewelers using Nivoda?

A. True omni-channel success means offering clients a seamless experience at every touchpoint – from the showroom to the website and beyond. It’s about how the jeweler connects, not just where.

The journey starts when the end customer discovers inspiration online – often through social media or the jeweler’s website. From there, they book a consultation – either in-store or virtually. This is where Nivoda comes in: our digital showroom gives the jeweler instant access to compare stones side by side, show HD videos, apply advanced filters, and present options as if they were part of their own inventory.

During the in-store visit, the jeweler can guide the experience on a tablet, creating a personalized and confident buying process – all without having to invest in holding stock. In short, Nivoda helps jewelers offer a fully connected, end-to-end journey to their own clients, tapping into every piece of the modern retail puzzle – online, offline, and everything in between.

Q. How does the Nivoda Showroom support luxury retail experiences?

A. Nivoda Showroom completely redefines how jewelers sell. Imagine a boutique in Montenegro – a client walks in with no clear idea of what they want. Within minutes, using a branded tablet in-store, we guide them through real-time videos, high-res imagery, and side-by-side comparisons of diamonds from across the world. We don’t just show what’s in stock – we show everything that’s possible.
The experience is immersive, curated, and data-driven. Clients explore options with filters for cut, clarity, color, fluorescence, BGM(NO brown green milky tinge) – everything that matters in a luxury decision. And when they’re ready, the jeweler orders exactly what was chosen – no overstock, no guesswork.

This is how we’re increasing conversion rates by up to 45%, because it’s not just a sale – it’s an experience. It’s technology supporting expertise, and allowing each jeweler to compete on a global level, right from their local store.

Q. What tools does Nivoda offer for digital and online growth?

A. Nivoda enables jewelers to operate like international retailers: + Nivoda Connect for Shopify – instantly add global diamond inventory to your e-shop. Let clients select stones and mounts with real-time pricing. Built-in ring builder, automated pairing and markup control. API Feeds – connect your custom website with live Nivoda inventory. Compatible with WooCommerce, Magento and more.
A jeweler in Tirana or Ljubljana can now match the online experience of luxury retailers in Paris – without inventory.

Q. Given Nivoda’s extensive inventory, how do you ensure consistent quality, particularly for high-end jewelry brands?

A. We emphasize rigorous in-house quality control with a dedicated team of gemologists. They meticulously review each stone to meet our high standards by default with no BGM brown green milky tinge and we intensify discrepancy if needed. They are making sure the stone is exactly as it should be and we disclose every little discrepancy of the case. This is crucial for all clients, but especially larger ones. They often deal with massive inventories and multiple tasks, so having us streamline quality assurance makes their operations more efficient and fast. It’s a significant support, even if they conduct their own diligence. Plus, by connecting with the Balkans’ rich jewelry heritage, we offer a blend of tradition and stringent quality that resonates with luxury brands.

We’re not just a platform where you select stones – we’re a trusted partner, working alongside you to ensure accuracy, consistency, and peace of mind.

Q Can you explain the benefits of cherry-picking over bulk buying?

A. Traditional bulk buying assumes scale = savings. But in diamonds, that logic fails:
Diamonds are not commodities. No two stones are alike. Each has its own price – and margin.
Through real-time access to a global marketplace, you have the ability to strategically cherry-pick the most competitive prices – without being limited to the inventory of a single supplier. This makes you more competitive by allowing you to select exactly the diamonds you want, under the conditions you need.
This approach even outperforms the volume discounts typically offered by long-term, traditional suppliers. We’ve tested this strategy in practice:
A US.-based company, already a client of one of the world’s largest diamond suppliers, saved over $100,000 using this algorithm – despite having pre-negotiated discounts and long-standing relationships with multiple vendors.

Q. What tax and logistics advantages does Nivoda offer in the EU and Balkans?

A. Buy per stone, not per batch. Avoid overstocking and liquidity risk. Enjoy VAT-exempt invoicing across the EU. Delivery from European hubs, even for Indian/US-sourced diamonds.
The ability to select per-piece while optimizing tax and logistics is a unique win for jewelers in South East Europe.
One of the key advantages Nivoda offers – especially for non-EU jewelers – is the ability to purchase diamonds per piece instead of in bulk.
Why does this matter? In countries where import taxes are calculated as a percentage of the shipment’s value, placing smaller, more frequent orders means lower duties each time. That means less upfront capital, better cash flow, and more control – something traditional bulk suppliers simply can’t offer. You’re not just buying smarter. You’re strategically optimizing your entire supply chain.

But it gets better:

We’re now working to offer consolidated shipments for all non-EU customers. So whether you choose the best-priced diamond from India, another from the U.S., and one from Belgium, you’ll receive them all together in a single shipment.
Global pricing, local delivery – streamlined, transparent, and built around your needs.

Q. Can you share some real-world examples of how Nivoda helped jewelers grow?

A. Nivoda’s impact is both measurable and meaningful – from cost savings to increased revenue and operational efficiency.
A US. retailer saved over $100,000 annually by switching to our cherry-pick model, sourcing stones individually rather than in bulk. Eastern European jewelers reported an average of 42% revenue growth within just six months of integrating Nivoda’s live inventory feed into their online stores. Clients using the Nivoda Showroom see up to 45% higher conversion rates, thanks to realtime visuals, better price transparency, and an elevated customer experience.
We used to show clients only what we had. Now, we show them the world.

One standout example is Melanie Casey, a leading U.S. brand specializing in handcrafted fine jewelry: 6,200+ hours saved annually, 2,800+ stones ordered via Nivoda. Nivoda frees up our senior leadership to be more creative and drive more revenue, while a purchasing or customer service agent can take control of those processes. That has been invaluable and scalable.
– Jonathan Casey, Treasurer | Melanie Casey Fine Jewelry

Q. What message would you share with jewelers in the Balkans looking to scale?

A. The Balkans are full of creative energy, but many jewelers still work under old rules: heavy inventory, little flexibility, fragmented suppliers. Nivoda changes that. You don’t need to guess what your client might like. With our platform, you show them every possible option, at the best price, in real time – while keeping your business lean and agile.

Nivoda – Digital. Transparent. Global.

The platform is built for professionals, backed by data, trusted by over 3,500 suppliers and loved by modern jewelers in over 50 countries.

nivoda.com

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