MyGemma

MyGemma is an American online resale business focused on pre-owned luxury goods. The company originated in 2012 as WP Diamonds, a diamond and jewelry purchasing operation established by Andrew Brown as part of White Pine Trading, a recycled and fine-jewelry company. Its original model combined online intake, valuation and purchasing: consumers submitted information about diamonds, watches or jewelry, received an indicative quote, and then shipped the item or arranged an appointment for a final offer. The business initially concentrated on buying and recycling diamonds. It operated as a wholesaler and sold through third-party marketplaces including eBay and 1stDibs, while also supplying recycled stones and jewelry to retailers, jewelry manufacturers, diamond manufacturers and dealers. The model positioned the company between consumer resale and the professional jewelry trade, using its expertise in grading, authentication and secondary-market pricing to acquire pre-owned goods and return them to the market. WP Diamonds expanded internationally soon after launch. It opened an office in Birmingham, United Kingdom, approximately one month after introducing its online purchasing system, and subsequently operated from Barcelona, Spain. In 2013 it expanded into Canada, where it purchased GIA-certified and other internationally certified diamonds from Canadian consumers. The company later broadened its purchasing scope beyond diamonds. In 2014 it announced that it would also buy used watches and designer jewelry, extending its customer proposition from a specialist diamond service toward a wider luxury resale platform. The consumer-facing resale business evolved into MyGemma. In 2018 the company launched Gemma by WP Diamonds, an online platform for reselling goods acquired through its buying operation. The platform later adopted the MyGemma name and expanded its categories. Handbags were added in 2020, following the launch of a handbag buying division in 2019, and a sneaker buying division was introduced in 2020. These additions moved the company further into branded accessories and contemporary luxury resale rather than limiting it to fine jewelry and diamonds. In October 2023, the WP Diamonds consumer website was merged into MyGemma. The business also began using livestream commerce on TikTok to sell products. In May 2024 it opened a showroom in Midtown Manhattan, adding a physical customer touchpoint to its digital resale model. In February 2025, MyGemma added consignment to its existing direct-purchase approach. Consigned products could be listed on its own website and on third-party marketplaces such as Farfetch and 1stDibs. Today, the brand's operating model combines direct purchasing, resale and consignment. Consumers can submit details of eligible items online for valuation, send products for inspection or arrange an appointment, and receive a final offer under the direct-buying model. MyGemma then resells selected inventory through its online platform, third-party marketplaces and, increasingly, social and physical retail channels. Its historical WP Diamonds identity remains associated with diamond recycling and jewelry expertise, while MyGemma represents the broader pre-owned luxury marketplace.

MyGemma developed from WP Diamonds, a diamond and jewelry buying company founded in 2012 by Andrew Brown within White Pine Trading. The original business introduced an online purchasing system that allowed consumers to submit information about diamonds, watches or jewelry and receive a preliminary valuation. Customers could then ship their items or arrange an appointment for inspection and a final offer. The company initially operated as a wholesaler and seller through online marketplaces such as eBay and 1stDibs. Its principal specialization was the acquisition and recycling of pre-owned diamonds. Rather than treating used stones only as consumer resale inventory, WP Diamonds also supplied recycled diamonds and jewelry to retailers, jewelry manufacturers, diamond manufacturers and dealers. This gave the business a dual role: a consumer-facing buying service and a trade-oriented source of secondary-market stones. International expansion began shortly after launch. The company opened its first United Kingdom office in Birmingham approximately one month after introducing its online buying system. It also operated from Barcelona, Spain, and expanded to Canada in 2013. The Canadian operation purchased GIA-certified and other internationally certified diamonds from Canadian residents. In 2018 the company entered Asia with an office in Hong Kong. WP Diamonds broadened its proposition in 2014 by announcing purchasing services for used watches and designer jewelry. This category expansion was important because it shifted the business from a narrow diamond-recycling specialist toward a broader luxury-goods buyer. The company subsequently created a consumer resale platform. Gemma by WP Diamonds launched in 2018 to sell items acquired through the purchasing operation, and the platform later became known as MyGemma. The MyGemma business expanded across luxury categories. A handbag-buying division was launched in 2019, with handbags added to the platform's product offering in 2020. A sneaker-buying division also launched in 2020. These moves placed the company within the wider market for authenticated pre-owned luxury accessories, while its earlier diamond and jewelry capabilities continued to define its specialist heritage. In October 2023, the WP Diamonds consumer website was merged into MyGemma. The company also adopted TikTok livestreaming as a sales channel. In May 2024 it opened a showroom in Midtown Manhattan, complementing its online business with a physical location. In February 2025 it introduced consignment in addition to direct buying. Consigned products could be marketed on MyGemma's own website and through third-party marketplaces such as Farfetch and 1stDibs. The resulting business combines online valuation and acquisition, authentication, direct resale and consignment. Its historical diamond-recycling operation remains relevant to its jewelry identity, while the MyGemma brand presents a wider assortment of pre-owned luxury handbags, watches, jewelry, diamonds and sneakers.

1. 2025Consignment service launches

   MyGemma adds consignment to its direct-purchase model and distributes consigned goods through its website and selected third-party marketplaces.

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2. 2024Midtown Manhattan showroom opens

   MyGemma adds a physical showroom in New York City.

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3. 2023WP Diamonds consumer site merges into MyGemma

   The consumer website is consolidated under the MyGemma brand, while TikTok livestream selling begins.

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4. 2020Handbags and sneakers enter the assortment

   MyGemma adds handbags as a product category and launches a sneaker-buying division.

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5. 2019Handbag buying division launches

   The company creates a dedicated operation for acquiring pre-owned handbags.

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6. 2018MyGemma predecessor resale platform launches

   Gemma by WP Diamonds begins reselling luxury goods acquired through the company's buying operation.

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7. 2018Hong Kong office opens

   The company establishes an Asian presence through an office in Hong Kong.

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8. 2014Used watches and designer jewelry added

   The buying service expands beyond diamonds to include used watches and designer jewelry.

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9. 2013Canadian operation begins

   WP Diamonds begins buying certified diamonds from Canadian consumers.

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10. 2012WP Diamonds is established

    Andrew Brown launches WP Diamonds as a diamond and jewelry buying business within White Pine Trading.

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11. 2012Online purchasing system launches

    Consumers gain the ability to submit item details online, receive a quote and proceed through shipment or an appointment for final valuation.

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12. 2012United Kingdom expansion

    The company opens offices in Birmingham, extending its online diamond-buying model to the United Kingdom.

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A digital-first pre-owned luxury marketplace combining specialist diamond and jewelry expertise with direct purchasing, resale and consignment across jewelry, watches, handbags and sneakers.

• Pre-owned diamondsDiamond resale and recycling2012

  The original WP Diamonds business acquired pre-owned diamonds from consumers, assessed them through its valuation process and returned them to the jewelry trade. Recycled stones were supplied to jewelry retailers, jewelry manufacturers, diamond manufacturers and dealers. Certified diamonds, including GIA-certified stones, formed part of the company's purchasing activity.

• Fine and designer jewelryPre-owned jewelry2012

  MyGemma buys and resells pre-owned jewelry, including fine and designer pieces. The category extends the company's original diamond expertise into finished jewelry and supports both direct purchase and resale through the brand's online marketplace.

• Luxury watchesPre-owned watches2014

  Used watches became part of the company's purchasing proposition during its expansion beyond diamonds. MyGemma acquires eligible watches from consumers and offers pre-owned inventory through its resale channels.

• Luxury handbagsPre-owned handbags2020

  Handbags are a major part of MyGemma's broader luxury-resale strategy. The company established a handbag-buying division in 2019 and added handbags to its resale assortment in 2020, allowing consumers to sell eligible bags and buyers to purchase authenticated pre-owned inventory.

• Designer sneakersPre-owned sneakers2020

  MyGemma expanded into sneakers through a dedicated buying division launched in 2020. The category complements handbags, jewelry and watches within the company's pre-owned luxury and collectible accessories marketplace.

• Consignment serviceLuxury consignment2025

  Introduced in 2025, consignment supplements MyGemma's direct-buying model. Owners can place eligible luxury goods with the company for listing and sale, with products offered through MyGemma and third-party marketplaces including Farfetch and 1stDibs.

• 2023TikTok livestream selling

  International online market

  MyGemma began presenting and selling pre-owned luxury products through TikTok livestreams after the WP Diamonds consumer website was consolidated into the MyGemma platform.

  Outcome. The initiative added a social-commerce channel to the company's website, showroom and third-party marketplace distribution.

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• 2025Add consignment to direct purchasingStrategy

  The company had historically acquired goods directly from consumers and then resold the purchased inventory.

  What changed. MyGemma introduced consignment, listing consignors' goods on its own website and selected third-party marketplaces.

  Aftermath. The business gained a second inventory-acquisition model that could expand assortment without relying solely on outright purchases.

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• 2023Consolidate the consumer brand under MyGemmaGeneration change

  The business had expanded from diamonds into multiple categories of pre-owned luxury goods.

  What changed. The WP Diamonds consumer website was merged into MyGemma, and the company added TikTok livestream commerce.

  Aftermath. MyGemma became the principal consumer-facing expression of the broader resale operation.

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• 2018Launch a branded resale marketplaceProduct launch

  The company's buying operation had accumulated pre-owned luxury inventory suitable for consumer resale.

  What changed. It launched Gemma by WP Diamonds, an online platform selling goods acquired through its purchasing operation.

  Aftermath. The platform established the foundation for the later MyGemma brand and its broader resale marketplace.

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• 2014Expand purchasing beyond diamondsStrategy

  WP Diamonds began as a specialist diamond and jewelry buying business but had developed a broader consumer valuation and resale capability.

  What changed. The company announced that it would also purchase used watches and designer jewelry.

  Aftermath. The move broadened the business's addressable luxury-goods categories beyond diamond recycling.

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• 2025MyGemma adds consignment

  The company added consignment alongside direct purchasing, with consigned items offered through its website and third-party marketplaces including Farfetch and 1stDibs.

  Product launch
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• 2024MyGemma opens a Midtown Manhattan showroom

  The company opened a showroom in Midtown Manhattan, adding an in-person channel to its online resale operation.

  Product launch
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• 2023WP Diamonds consumer website merges into MyGemma

  The consumer-facing WP Diamonds website was consolidated into the MyGemma platform, reflecting the brand's broader luxury-resale scope.

  Product generation
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• 2023MyGemma begins TikTok livestream selling

  Following the website consolidation, the company began selling products through livestreams on TikTok.

  CampaignProduct launch
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• 2020MyGemma adds handbags

  The resale platform added handbags as a product category after the company established a dedicated handbag-buying division.

  Product launchProduct generation
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• 2020MyGemma adds sneakers to its buying operation

  The company launched a sneaker-buying division, extending its resale activity into another luxury and collectible accessory category.

  Product launch
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• 2018Gemma by WP Diamonds launches as a resale platform

  The business introduced an online platform for reselling luxury items acquired through its buying operation.

  Product launch
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• 2018WP Diamonds opens in Hong Kong

  The company expanded into Asia by opening an office in Hong Kong.

  Other
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• 2014WP Diamonds broadens its buying service to watches and designer jewelry

  The company announced that its purchasing proposition would include used watches and designer jewelry in addition to diamonds.

  Product launch
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• 2013WP Diamonds expands into Canada

  The business began purchasing GIA-certified and other internationally certified diamonds from Canadian consumers.

  Other
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• 2012WP Diamonds expands its online buying operation to the United Kingdom

  The company opened offices in Birmingham after launching its online purchasing system, extending its diamond-buying service beyond the United States.

  Other
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1. MyGemma