A Diamond is worth a thousand words

Sasha Primak is a family-owned company that has crafted exquisite diamond jewelry for over three decades. Our tale begins in Russia, where Sasha spent his youth mesmerized by the dramatic aesthetic of Russian architecture. His keen eye broadened when he moved to America where, as an independent diamond setter, he discovered the elusive purity of simple elegance. He soon fostered a deep passion for the high art of handcrafted jewelry. The unparalleled precision of Sasha’s work, marrying high style with old world care, quickly burgeoned into a personal standard for prestige, timelessness, and an obsessive attention to detail. 

Today, Sasha Primak has bloomed into one of the finest jewelry makers in the country. We honor Sasha’s zest for artistry through our commitment to craftsmanship and excellence. Every piece of jewelry under the Sasha Primak insignia is made by our handpicked master artisans. Our entire team is nestled under one roof in a state-of-the-art studio, in the heart of New York City. We are motivated by our passion for the craft and by the pioneering spirit of our city. It is our family’s tradition and pleasure to create jewelry that will be a part of your family for generations to come. 

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Every Piece Tells a Story. Craft Yours.

Imagine your ring as a blank canvas, upon which you can etch your greatest moments. Your personal story will guide our hands as we fashion and forge these designs unique to you. You are as much the artist as we are. Whether you have an exact design in mind or the essence of an idea, Sasha Primak will work with you to turn your precious dream into a clean-cut reality. 

The experience begins with a complimentary session with one of our custom design specialists. During your appointment, you will have the opportunity to tell us your story, tour our facility, learn about our manufacturing process and try on signature pieces from the Sasha Primak collection. 

Our artisans will work with you through each step of the creation process to ensure that your story is properly captured, and that all your questions or concerns are answered. From concept to creation, we guarantee to deliver a work of art, crafted just for you.

Please join us on this unforgettable journey to bring your ideas to life.

Appointments are limited, so book yours today!




Our ultimate goal is to help you create the perfect, personalized design for you or your loved one. Your visit will be tailored to your specific story, so it’s exceptionally helpful for us to know a bit about what you are looking for beforehand. Please take a moment to fill out the form below. Upon submission, one of our representatives will reach out to begin our collaboration on your one-of-a-kind design.

We look forward to creating with you!


Contact Us

Sasha Primak

529 5th Avenue, New York, 10017

212 398 0287 | design@sashaprimak.nyc