THE BEGINNING
The Wang family enters the jewelry trade as wholesalers of natural diamonds, supplying stones to jewelers around the world.
Luxury, Reimagined
Three generations in jewelry, believing fine jewelry belongs to every moment of life.
Our Story
Since Love began with an observation — nearly two decades of understanding how fine jewelry is created, sold, and valued.
Our founder, Jason Wang, grew up in the jewelry trade. His family entered the industry in 2006 as natural diamond wholesalers, learning through every diamond and certification.
By the mid-2010s, the industry began to change — a shift first felt in the wholesale market.
Our founder, Jason Wang, grew up in the jewelry trade. His family entered the industry in 2006 as natural diamond wholesalers, learning through every diamond and certification.
By the mid-2010s, the industry began to change — a shift first felt in the wholesale market.
Since Love|Born for the Moment
Fine jewelry for everyday life. Whether for ordinary days or milestone moments, every occasion deservesto be celebrated with elegance.
— Chapter I
The moment
Lab-grown diamonds arrived. Not as a novelty, but as a technically and optically identical alternative to the natural stones our family had traded for years. The industry, predictably, tried to protect itself — treating lab-grown diamonds as a threat, a curiosity, a lesser thing.
But Jason saw it differently. He saw a chance for fine jewelry to finally be freed from the economics that had constrained it for generations.
Our family began wholesaling lab-grown diamonds — among the early participants in what is now a rapidly expanding global category. By then, one question had become impossible to ignore.
“
If the cost of exceptional quality has fallen this much, why is fine jewelry still reserved only for the biggest moments of a life?
”
— Chapter II
A new chapter
In 2018, Jason stepped out from behind the wholesale counter and beganbuilding something different - a private bespoke studio dedicated to lab-grown diamond jewelry, designed directly for the people who would wear it.
For years, private jewelry commissions had been almost exclusively tied tolife's grand occasions - engagements, weddings, landmark anniversaries. Thecustom experience was treated as a ritual reserved for those moments, andpriced accordingly.
Jason's question was simpler: if the quality is here, and the craftsmanship ishere, why should the experience of owning a bespoke fine piece be reservedfor only three or four days in a person's life?
That question became the foundation of Since Love.
A Family In Jewelry
Nearly Two Decades
The story of Since Love did not begin in 2025. It began three generations earlier — in the trade floors and wholesale counters where a family learned what fine jewelry asked of those who made it.
THE SHIFT
The family becomes an early participant in the emerging lab-grown diamond wholesale market — well before the public had encountered the category.
SINCE LOVE IS FOUNDED
Jason Wang launches a private bespoke studio dedicated to lab-grown diamond fine jewelry — the foundation of what would become Since Love.
SINCE LOVE, WORLDWIDE
Since Love Jewelry is formally established as a global direct-to-consumer house, serving clients across America, Europe, and beyond.
— Chapter III
Fine jewelry,
The conviction behind Since Love is not that fine jewelry should be cheaper. It isthat fine jewelry should belong to a wider story.
To the birthday you want to remember. To the promotion you worked ten years for.To the quiet morning when you dress for yourself and no one else. To the holidays,the small anniversaries, the ordinary days that are not ordinary at all.
We believe the generation now entering its peak years of self-purchase andmeaningful giving does not want to wait for permission from tradition. They do notwant to be told that fine jewelry is reserved for "someday. They want it now - andthey want it made well, priced honestly, sourced responsibly, and designed to beworn.
Since Love
Because every piece we make — whether for an engagement or for a Tuesday — begins with someone choosing to honor a feeling with something real. A feeling for another person. For a moment worth marking. For themselves.
Love, as we understand it, is not reserved for the occasions the industry has trained us to expect. It is in the smaller decisions too — the ones that make a life.
Since Love is named for all of them.
