Diamra vs Facet Flow

Facet Flow is a jewelry design workspace from Sarosha Imtiaz, who built and sold the AI design platform Aiva Labs, and Jean-Paul Xavier, former Head of R&D at David Yurman. The pitch is one connected workspace where a sketch turns into renders, a price, CAD and stones. It sells only to verified jewelry businesses, and a new version shipped in October 2026 with a simpler workspace and a connected product catalog.

For an independent jeweler the two products look alike at a distance. Both generate photoreal jewelry images from a sketch, a photo or a few words. Both put a price next to the design. The difference is who sits at the screen. Facet Flow is a tool for the jeweler's own team. Diamra is a storefront for the jeweler's customers.

Who Facet Flow Is

Facet Flow calls itself "a connected creative workspace for fine-jewelry teams, from first line to production detail". The product is ten workflows in three groups. Design and editing: Upscale to 4K, Jewelry Builder, Style Transfer and Render on Body. Engineering and manufacturing: Generate Views, Technical Drawing, CAD to Images and Generate CAD. Commercial and documentation: Jewelry Costing, Stone Sourcing and Technical Reports.

A design can start from a finished sketch, a labeled napkin doodle, up to five reference pieces, a CAD screenshot from Rhino or MatrixGold, or a written description. Since October 2026 a store can also connect its product feed and design variations of the pieces it already sells.

Pricing is public and sold as monthly compute. A free plan gives 300 compute a month. Craft is $20 a month for 1,500 compute, with concept generation, iteration, annotation and a market price estimate. Atelier is $100 for 7,500 compute and adds CAD, photoreal renders, on-body photography and unlimited team members. Studio is $199 for 15,000 compute, in early access, with pricing workflows, stone sourcing and company knowledge. Compute covers designs, renders, CAD models, queries and pricing. It resets each month, does not roll over, and extra compute is billed on top of the plan. An Enterprise plan has custom pricing, with sales enablement tools, custom workflows and dedicated infrastructure.

Where Facet Flow Is Strong

The workflow set is deep for a design team. A designer can move from a sketch to a render, generate the side and top views one at a time, put the piece on a body, upscale it to 4K for print, and then hand a technical drawing and a technical report to a CAD designer or a manufacturer. Few tools cover that span in one place.

The team writes with real bench knowledge. Its post on what AI still gets wrong about jewelry is candid about two-prong settings, bicolor tourmalines and hidden hinges, and the workarounds it gives are the ones a jeweler would use. The same care shows in the product: before a generation runs, the tool shows what it understood from the sketch, so the designer can correct it first.

Costing and sourcing are built in. The Jewelry Costing workflow shows a full breakdown of metal, stones, labor, components, pavé and margin for a product in the catalog. Stone Finder works as a chat. Every stone is reviewed by an in-house gemologist and ships from the United States with tariffs included, and many carry GIA, IGI, HRD or AGS certificates.

The trade-off is where the tool lives. Facet Flow is sold to the jewelry business, and the person at the screen is a designer, a merchandiser or a salesperson. There is no page a customer opens at home to design a piece, no branded storefront and no project the customer can follow. The generated CAD is also, in Facet Flow's own words, "not manufacturing-ready". It is for exploration, visualization and communication, and a CAD designer still builds the production model.

Where Diamra Is Different

Diamra puts the design tool in the customer's hands. The store gets a branded subdomain. A customer opens it at home or at the counter, describes the piece in plain language or uploads a photo, and gets a generated concept with an instant material estimate at the store's own markup. Nobody on the store's team has to sit at a design screen for that to happen, and nobody needs CAD skills. We wrote about when a store needs CAD at all.

Facet Flow prices a piece for the team, as a cost sheet with margin. Diamra prices it for the customer: a number next to the design, at the store's markup, before anyone at the store has spent an hour on it. When a detail would make the price more exact, the customer answers a question or two, and the store's team answers its own on the Bench. The customer approves the concept, and the store quotes against the same concept the customer saw.

The order does not end at the render. Once the customer approves the concept and places the order, Craft Space carries it through setting, QC, delivery and customer messaging. Facet Flow ends at the technical report; Diamra carries the order to handoff.

The store's other tools plug in. Connect the Shopify catalog or a product feed, and a customer starts a custom design from a piece the store already sells. A customer can connect their Pinterest and start from a pin they saved. Our Chrome extension puts a Modify button on jewelry photos on Pinterest and Etsy. A store with its own developers gets an embed for its site, webhooks and API keys in the developer console.

LiveAssociate puts an associate on live video with a customer who is designing in the storefront, and the call shows the store's name. A group of stores, a dealer network or a school runs every storefront from one Enterprise account and decides what each store owner may change.

Pricing is flat. Retail is $299 a month per store with unlimited designs, videos and 3D models, and no commission on orders. There is no compute meter to watch, so a busy Saturday costs the same as a quiet Tuesday. Free Forever gives a store a storefront and a design studio at no cost, with fair limits.

The two can coexist. A store can keep Facet Flow in the back room for its own designers, technical drawings and stone sourcing, and run Diamra on its website so customers design and order on their own. They meet at the bench: the concept a customer approved on Diamra can be the reference a designer refines in Facet Flow.

Which Platform Fits Which Jeweler?

Facet Flow fits a jeweler with an in-house design team, a product catalog to extend, and a workflow that runs from sketch to technical drawing before a CAD designer takes over. It also fits a studio that sources colored stones often and wants costing and sourcing next to the render.

Diamra fits an independent store that wants custom inquiries to arrive from its own website, designed by the customer, priced on the spot and tracked to delivery, under one flat monthly price per store. It fits a store with no designer on staff, a store that has one and wants the customer to do the first draft, and a group of stores that runs every storefront from one account.

See how Diamra approaches custom design, or check the pricing if you want to try it with your own store.