Diamra vs FormaNova

FormaNova is the brand name for Rare Sense Inc.'s jewelry products. The company is an applied AI research lab in New York, and the team has an unusual research footprint for the category, including an open-source Nova3D model on GitHub and a public dataset for jewelry AI work.

The product itself is positioned as an AI Jewelry Photoshoot Studio and CAD Generator. That places it in a different lane from Diamra. FormaNova replaces the photoshoot; Diamra replaces the back-and-forth that comes before it.

Who FormaNova Is

Rare Sense was co-founded by Sophia Pervez, previously at IBM and a Women's Jewelry Association mentor, with Hassan Baig as Head of Product and Technology. Public funding for FormaNova specifically is not disclosed in standard sources.

The pricing model is credit-based, with public references starting around $9 per month, and a free-credit on-ramp through industry partnerships, including a 100-free-credit offer through the Women's Jewelry Association.

The product itself has two legs. The first is photography: replace backgrounds, generate on-model shots, produce still life, work from an existing piece. The second is CAD generation: generate editable 3D geometry from a reference image, with part-aware structure that a designer can adjust.

Where FormaNova Is Strong

FormaNova has one of the more credible photography pipelines in jewelry AI. It produces editable, controllable imagery rather than the stylized art-direction-by-prompt outputs that most generic AI tools produce. For a brand that needs marketing imagery at scale and does not want to book a studio for every new SKU, that is genuinely useful.

The research foundation is real. The team publishes open-source datasets and a research-grade 3D model, which is unusual in this category and suggests the underlying engineering depth.

The pricing entry point is low, which makes FormaNova accessible to independent designers and small studios who could not justify enterprise software.

The trade-off is that FormaNova is a content tool, not a storefront. There is no customer-facing surface where someone shopping for a custom ring designs the piece themselves. There is no lead capture, no marketing site, no order management, no production tracking. A jeweler using FormaNova still needs a place for the customer to land, a way to take the order, and a system to manage production.

Where Diamra Is Different

Diamra is customer-facing by design. The store gets a branded subdomain. A customer arrives, describes a piece in plain language or uploads a photo, and gets a generated concept with an instant material estimate. That is the front of the funnel that FormaNova does not include.

The generated concept doubles as marketing imagery, but Diamra also handles the parts that come after the customer says yes: order capture, estimates, production tracking through Craft Space, customer messaging, and delivery. FormaNova ends at the asset; Diamra carries the order through to handoff.

Marketing infrastructure is built in. A blog, SEO content, a newsletter, social assets, and customer reviews live in the same product. Diamra is the channel that drives custom inquiries; FormaNova is a tool that supports whichever channel the store already runs.

Which Platform Fits Which Jeweler?

FormaNova fits a brand or designer who already has traffic and customers and wants to compress the photography and 3D content workflow. It is a strong choice for a designer studio that needs marketing imagery at scale.

Diamra fits a jewelry store that wants the customer to design directly on its own branded website, with estimates, order tracking, and a marketing stack in one product. Many stores can use both: Diamra in front of the customer, FormaNova to dress up the finished piece for marketing.

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