Shopping for an engagement ring can feel like searching for something you cannot quite describe until you see it. You know it needs to be right. You know it needs to tell a story. And somewhere between the countless online retailers and traditional jewelry stores, many couples have found their way to GOODSTONE, a Los Angeles-based brand that started with a single custom ring sale in 2016.
Blake, the founder, sold that first ring on January 9, 2016. He came from Texas and had originally been on a path toward medicine before making an unexpected turn toward jewelry design. That grounded, personal beginning still runs through how the brand operates today. There are no claims of centuries-old family legacies here. Instead, GOODSTONE built its reputation from scratch, one ring at a time, one couple at a time.
What draws people to this particular brand when so many options exist? The answer lies in several connected factors: a hands-on design process, skilled artisans who craft each piece by hand, a genuine commitment to ethical sourcing, and a level of customer service that treats each order as more than a transaction.
The Custom Design Process That Brings Ideas to Life
Buying an engagement ring from GOODSTONE works differently than picking something from a display case. The brand offers a bespoke approach, which means couples work with designers to create something tailored to their preferences and their story.
The process starts with choosing a setting. Customers can browse existing designs on the website or collaborate with the design team to build something from scratch. Either path leads to a ring that feels personal rather than mass-produced.
Next comes selecting a diamond. The team helps customers work through the 4 Cs: cut, color, clarity, and carat weight. This guidance proves helpful for those who have never purchased a diamond before and need someone to explain what these terms actually mean in practical terms.
From the first conversation to the finished ring, the timeline typically runs 2 to 3 weeks, though more complex designs may take longer. A detailed timeline is provided during the consultation so couples know what to expect at each stage.
For those with family heirlooms, GOODSTONE offers another option. The team can incorporate existing diamonds or gemstones into new settings, giving an old piece new life while honoring its history. The designers ensure these treasured stones are set safely and beautifully within a fresh design.
Handcrafted in Los Angeles by Generational Artisans
Every GOODSTONE ring comes from the hands of skilled artisans based in Los Angeles. These craftspeople bring traditional techniques to each piece, and the brand invests in ongoing training to ensure quality remains consistent.
The materials used are chosen for durability. Gold alloys and platinum are selected to hold up over a lifetime of daily wear. Each piece goes through inspections at multiple stages of production before it reaches the customer.
This focus on craftsmanship results in rings described as instant heirlooms, pieces meant to be passed down through generations rather than replaced after a few years.
Lab-Grown Diamonds Offer a Sustainable Path
Some couples come to GOODSTONE specifically looking for lab-grown diamonds. These stones share the same chemical composition as mined diamonds and are graded by the Gemological Institute of America using the same standards.
The appeal of lab-grown stones goes beyond ethics. Because they cost less to produce than mined diamonds, couples can often afford a larger or higher-quality stone for the same budget. This practical benefit, combined with the environmental considerations, makes lab-grown options attractive to many buyers.
GOODSTONE offers both natural and lab-grown diamonds, giving couples the freedom to choose based on their values and priorities without sacrificing quality or beauty.
Three-Stone Rings and Their Enduring Appeal
Among the most requested styles at GOODSTONE are three-stone engagement rings. The design carries traditional meaning: the center stone represents the present moment, while the two flanking stones symbolize the past and future. Together, they tell the story of a relationship.
The collection includes options for different tastes, from sleek and modern settings to vintage-inspired designs. The central stone typically serves as the largest and most prominent, drawing the eye while the side stones provide balance and depth.
This style has remained popular across generations because the symbolism resonates with couples who want their ring to carry meaning beyond its appearance.
Personalized Service That Continues After Purchase
Customer service at GOODSTONE extends well past the moment of sale. The brand positions each customer as part of their family and backs that claim with a lifetime warranty on all fine jewelry.
This warranty covers repairs including ring resizing, metal maintenance, stone tightening, diamond setting, and gemstone replacement. All of these services are provided free of charge for the life of the piece.
A personal concierge service guides customers through the selection process, helping them understand options and making recommendations based on preferences. This one-on-one attention sets the buying process apart from browsing alone through an endless catalog.
Shipping is handled through FedEx 1-2 Day Priority Express, with full insurance on every package. In-stock items ship within 2 to 5 business days, while made-to-order pieces ship within 4 weeks unless otherwise noted.
Ethics and Sustainability as Guiding Principles
GOODSTONE sources all gemstones and materials according to strict ethical standards. The brand partners only with suppliers who share their commitment to environmental protection and the well-being of communities involved in extraction and processing.
All diamonds follow the Kimberley Process, ensuring they are conflict-free. The brand also uses recycled gold and works actively to reduce its carbon footprint across all operations.
These practices matter to couples who want their ring to carry no hidden costs, environmental or human. Knowing where materials come from and how they were obtained adds another layer of meaning to the final piece.
What Customers Are Saying
Real feedback from buyers provides a window into how the brand operates in practice. The company holds a 4.6 out of 5-star rating based on 36 reviews, with high marks for shipping and customer service.
- One customer described starting the process with very little knowledge about rings and diamonds. GOODSTONE answered every question, and even though all communication happened over the phone, the customer felt included at every step and reached full confidence in the final decision.
- Another buyer had struggled to find the right wedding band at their regular jeweler. After reaching out to GOODSTONE, they found him knowledgeable and reassuring throughout the process. The band arrived overnight and was described as stunning.
- A third customer needed a simple stackable wedding band that could work on its own during travel without detracting from a sapphire centerpiece. The Butter Knife Edge band fit perfectly. When their timeline changed suddenly, GOODSTONE rushed the order and shipped directly to the hotel where they were staying.
- Kathleen Post shared that she felt included at every phase and was happy with her finished engagement ring. Nicole Gonzalez said her custom ring turned out better than what she had hoped, noting Blake’s knowledge and attention to timing.
These stories paint a picture of a small team that pays attention to details and goes out of its way to make things work, even when circumstances change at the last minute.
Recognition Beyond the Reviews
GOODSTONE has earned features in publications including Elle USA and Rolling Stone. On social media, the brand has built a following of over 30,600 on TikTok, where their content has collected 1.8 million likes.
This recognition came not from aggressive marketing campaigns but from word of mouth and consistent quality. Couples who had positive experiences shared their stories, and the audience grew organically.
Why the Brand Resonates With Couples
The combination of personal service, skilled craftsmanship, and ethical sourcing creates something hard to find elsewhere. Large jewelry retailers may offer convenience and lower prices, but they cannot provide the same level of customization or human connection.
Working with GOODSTONE feels closer to collaborating with an artist than shopping at a store. Couples describe being part of the process rather than simply choosing from existing inventory. The designers listen, ask questions, and create something that reflects who the couple is and what their relationship means.
This approach takes more time than grabbing something off a shelf, but for many buyers, the extra effort pays off in a ring that feels truly their own.
The brand’s trajectory from that first sale in 2016 to features in major publications shows that personal connection and quality still matter to people. When couples look for something meaningful for one of life’s biggest moments, many are finding their way to a small team in Los Angeles who treats each ring like it matters.
Because for the people wearing it, it does.
