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Rockher Haute Jewels, LLC is a Los Angeles-based fine jewelry company operating direct-to-consumer through rockher.com. The company is built around a proprietary AI diamond intelligence system, a fully integrated modern commerce stack, and four generations of family expertise in the international diamond trade.
There is a question that expert jewelers have been asked for as long as diamonds have been sold. It comes at dinner tables, at family gatherings, in quiet moments between people who trust each other completely.
“I want to do this right. What diamond should I get?”
For decades, that question came again and again to Shawn Feinblum’s family, a family that has been in the international diamond trade for four generations. Friends, family, and people one degree away kept asking the same thing, and the answer was always given the same way: by hand, with experience, by someone who had spent a career looking at diamonds.
When Shawn came into the industry as the fourth generation, he saw something the generations before him had not been positioned to see. The question was not really subjective. A grading certificate tells you what a diamond is on paper. It does not tell you which stone outperforms everything around it in light and beauty, or where the specs that matter genuinely end and the specs that simply cost more begin. A gemologist with decades of experience knows that. Most buyers don’t have one. But the underlying judgment was structurable. It could be encoded. It could be made mathematical, made consistent, made available at scale.
That recognition became ROSI. What began as a recognition of a recurring question became a two-year research effort and, ultimately, the operating intelligence of an entire jewelry company.
Shawn Feinblum is the founder and Managing Member of Rockher Haute Jewels, LLC. A GIA Graduate Gemologist with formal training in diamonds and diamond grading, colored stones, and gemstone identification, he is the principal builder behind ROSI and architects the company’s product, technology, AI, and commercial strategy.
Shawn led the original two-year research effort behind ROSI’s diamond scoring algorithm. The research process included extended interviews and consultation with multiple senior gemological experts, including former heads of the GIA Los Angeles laboratory and other senior practitioners from across the U.S. fine jewelry trade, to ensure the resulting model reflected a wide range of professional gemological judgment.
Beyond ROSI, Shawn architected the company’s full operating technology stack: the Salesforce-based ERP that governs manufacturing, pricing, forecasting, and quality control; the AWS-based data pipeline that continuously ingests and structures supplier inventory; the dynamic pricing framework managing more than 200,000 components priced against real-time commodity inputs; and the customer-facing commerce platform supporting upwards of 100,000 dynamically generated product configurations.
Jim Vernon is a second-generation jeweler who learned the diamond business at his father’s wholesale house, Frank Vernon Diamond Brokers, and went on to lead the family company as President. A graduate of Stanford Law, he served on the board of directors of the Diamond Club West Coast, including a period as an officer, on the board of managers of the American Gem Society Laboratories during the development of its diamond cut grading system, and as president of the United States Golf Association in 2008-2009. For decades his practice centered on commissioning personal pieces for a private clientele of executives, touring professionals, actors, and royalty, most of all in Los Angeles. He was one of several senior gemological experts consulted by Shawn Feinblum during ROSI’s original research, and his long-standing industry relationships continue to inform the company’s broader gemological practice.
Rockher Haute Jewels operates a fully integrated, in-house technology stack architected by Shawn Feinblum. The stack spans applied AI, commerce, enterprise resource planning, dynamic pricing, supplier integration, and manufacturing workflow. Each layer is connected to the next, allowing real-time signals to flow across the business: from a supplier’s inventory feed to a customer’s diamond search result, to a pricing decision, to a manufacturing instruction.
ROSI is the company’s proprietary AI diamond intelligence system. Its core scoring algorithm was developed over a two-year research period and encodes a multi-variable evaluation model that ranks diamonds by genuine value rather than specification matching alone. ROSI evaluates more than 1 million GIA- and IGI-certified natural and lab-grown diamonds in real time, drawn from a structured dataset of more than 2 million diamond records.
The 2024-2026 expansion extended ROSI from a diamond scoring engine into a full omnichannel AI suite, deployed across web chat, phone, email, SMS, and Meta direct messaging. The conversational AI is integrated with live inventory, pricing, order history, and manufacturing status, allowing real-time, specific answers across every channel a customer might use.
The company operates a custom Salesforce-based ERP platform that unifies inventory, pricing, forecasting, quality control, and reporting into a single operating environment. The ERP is the system of record for the company’s commercial operations and is directly integrated with both the customer-facing commerce platform and the upstream manufacturing workflow.
The company’s pricing infrastructure manages more than 200,000 individual components and continuously adjusts product pricing based on real-time commodity inputs: gold spot price, diamond market values, gemstone sourcing costs, and labor inputs. This framework allows tens of thousands of dynamically configured products to be offered at consistent, defensible margins without manual intervention.
An AWS-based data pipeline continuously ingests supplier inventory feeds from across the global diamond and gemstone trade. The pipeline structures, validates, and normalizes incoming data at scale, making it queryable in real time by ROSI and the commerce platform. This infrastructure is the backbone of the company’s ability to evaluate pricing, quality signals, and availability across more than one million live diamond records on any given day.
The company’s ecommerce platform, built on Shopify, supports more than 100,000 dynamically generated product configurations across engagement rings, complete rings, loose diamonds, wedding bands, and fine jewelry. The configurator integrates directly with the dynamic pricing framework, the ERP, and ROSI’s recommendation engine. The customer experience is unified across the website, conversational AI, and direct human support.
All ring manufacturing is performed at a Los Angeles atelier under direct company oversight. The manufacturing workflow is integrated with the ERP, allowing live status, quality control, and production sequencing to flow into the commerce platform and the customer experience without manual handoff.
The company’s technology and operations are delivered by a multi-disciplined team operating under Shawn Feinblum’s architectural direction.
Implementation of ROSI’s scoring engine, conversational AI, and continuous-learning architecture.
AWS pipeline engineering, supplier feed integration, and data warehouse operations.
Configuration, integration, and ongoing development of the Salesforce-based ERP, dynamic pricing logic, and manufacturing workflow.
Shopify storefront, configurator, theme development, and customer experience implementation.
Technical SEO, content strategy, conversion optimization, and search performance.
Los Angeles-based bench jewelers, casting, setting, finishing, and quality control under the direction of long-tenured master jewelers.
GIA-credentialed gemological staff providing human review and customer guidance alongside the AI.
Campaign operations and customer retention programs delivered with an external agency partner.
Each function operates under specifications and architectural direction set by company leadership. Implementation is performed by a combination of employed engineers, contracted specialists, and long-term agency partners.
Rockher Haute Jewels, LLC operates rockher.com, a direct-to-consumer fine jewelry brand specializing in custom-built engagement rings, complete rings, loose diamonds (natural and lab-grown), wedding bands, and fine jewelry. The company is headquartered in Los Angeles and performs all of its manufacturing locally.
RockHer® is a registered trademark of Rockher Haute Jewels, LLC, USPTO Registration No. 7,808,197. ROSI™ is a proprietary technology of Rockher Haute Jewels, LLC.
