Instagram Power: IceRock Diamonds’ digital success story

June 14, 2021

By Katerina Perez

6 min read

Can important jewellery be sold via Instagram? Sam Karmiel, the founder of IceRock Diamonds, would say ‘Yes!’ with no hesitation. His extraordinarily sized custom diamond engagement rings have taken the platform by storm, securing him 100,000 followers and an enviable number of loyal clients. Here are some of Sam’s words of wisdom (you might be surprised by his thoughts on diamond clarity), as well as some insights into his business that’s an Instagram success story.

Sam Karmiel started IceRock Diamonds in Los Angeles, California, exactly 20 years ago, but what we see now isn’t how his business started. For the first 14 years of his career, he specialised in diamond wholesale, selling to either his peers in the trade or to retailers who wanted to use his stones to make pieces for their customers. It was only around 6 years ago that Sam decided to step out of his comfort zone and liaise directly with private clients, using his own diamond expertise to bring their dreams of statement and significantly sized diamond engagement rings to life.

IceRock Diamonds yellow diamond ring with colourless diamond side stones

IceRock Diamonds yellow diamond ring with colourless diamond side stones

 IceRock Diamonds yellow diamond full eternity ring

IceRock Diamonds yellow diamond full eternity ring

 A pear-shaped yellow diamond in 18k yellow gold for a bespoke commission by IceRock Diamonds

A pear-shaped yellow diamond in 18k yellow gold for a bespoke commission by IceRock Diamonds

Fortuitously, Sam’s pathway to becoming a bespoke jeweller coincided with the stratospheric rise of Instagram – a tool that has helped to grow his business exponentially and introduce his signature style to potential clients across the globe. “Instagram just started as a hobby,” he says. “I like photography in general, so I started to take pictures of the diamonds I was buying, and it just worked for me.” This was a time before direct messages, so Sam used to browse the comments on his latest posts and find prospective clients who showed an interest in commissioning something unique to them. Over time, he devoted more attention and time to Instagram, resulting in the 100,000 followers we see today.

IceRock Diamonds specialises in generously proportioned engagement rings and bespoke diamond rings

IceRock Diamonds specialises in generously proportioned engagement rings and bespoke diamond rings

Over the past 3 years, around 90% of all my new clients have come from Instagram, the other 10% are through word of mouth and personal referrals. And most of my clients don’t live in Los Angeles; they’re from all over the United States, Russia, Australia, New Zealand, London and South Africa, literally all over the world, Sam tells me.

IceRock Diamonds heart-shaped yellow diamond ring with a colourless diamond halo

IceRock Diamonds heart-shaped yellow diamond ring with a colourless diamond halo

 IceRock Diamonds designed this lozenge-shaped diamond ring with a black enamel 'jacket'

IceRock Diamonds designed this lozenge-shaped diamond ring with a black enamel 'jacket'

 IceRock Diamonds three-stone emerald-cut diamond engagement ring with a subtle diamond halo

IceRock Diamonds three-stone emerald-cut diamond engagement ring with a subtle diamond halo

 A three-stone emerald-cut diamond engagement ring custom-made by IceRock Diamonds

A three-stone emerald-cut diamond engagement ring custom-made by IceRock Diamonds

 The 'hidden halo' style is growing in popularity according to Sam Karmeil of IceRock Diamonds

The 'hidden halo' style is growing in popularity according to Sam Karmeil of IceRock Diamonds

Buying a sizeable diamond jewellery piece online requires a huge dose of trust – something that Sam is well aware of. As he only works with GIA certified stones, he can show his clients grading reports to boost their confidence, but he believes a trusting relationship starts long before this moment. “Trust is something that’s built long before a client reaches out,” he explains. “You can follow many people on Instagram, but you are not going to immediately wire 50% of the deposit for a ring, no matter how much it costs. Trust doesn’t come from video chats or GIA grading reports, it grows before this and is established long-before they reach out to me. It’s built as they follow me, whether that’s over two months or four years, and decide I am the person who will make their next ring.”

IceRock Diamonds fancy yellow heart-shaped diamond ring with a yellow gold setting (to enhance the diamond colour) and a white metal band

IceRock Diamonds fancy yellow heart-shaped diamond ring with a yellow gold setting (to enhance the diamond colour) and a white metal band

Of course, I couldn’t have a conversation with Sam and not discuss some of his most incredible diamond rings! Although he is most commonly met with requests for oval, emerald and pear-cut stones, his personal favourite is the asscher-cut. What colour and clarity are best for the perfect diamond engagement ring? This is a question he gets asked regularly but you might be surprised by his answer… “Choose the lowest clarity possible, such as SI1 or SI2, but make sure it is 100% eye clean. This will save you money and allow you to get a bigger and ‘whiter’ stone, perhaps a D, E or F colour. Regarding colour, in general, I tend to go with colours that are suitable for the metal the client wants, so I don’t have any problem with a J, K or even L colour.”

A quartet of fancy yellow diamond rings by IceRock Diamonds, based in Los Angeles, California

A quartet of fancy yellow diamond rings by IceRock Diamonds, based in Los Angeles, California

 IceRock Diamonds fancy yellow diamond ring with two colourless diamond side stones

IceRock Diamonds fancy yellow diamond ring with two colourless diamond side stones

 IceRock Diamonds ring with a central yellow diamond surrounded by round brilliant-cut colourless diamonds

IceRock Diamonds ring with a central yellow diamond surrounded by round brilliant-cut colourless diamonds

Isn’t it refreshing to hear a jeweller discuss the practicalities of diamond buying and the process of adjustment required to find the best stone, at the best price that’s perfectly suited to the individual client? I am certainly impressed by his honesty. “Two weeks ago, I sold to a client a 5-carat radiant-cut stone that had an L colour. These stones tend to be even yellower when viewed face-up compared to other shapes. However, this stone had a medium blue fluorescence. When you are looking for lower colour stones, try and find those with a medium or strong blue fluorescence. This means you can end up with a 5-carat stone that looks like a D-G colour on the finger. It’s not just about what’s on the certificate, it’s about how it will look on the client and how they feel when wearing a piece.”

A custom-made antique emerald-cut diamond ring crafted by IceRock Diamonds

A custom-made antique emerald-cut diamond ring crafted by IceRock Diamonds

This is the sort of alchemy that comes from 20-years of dealing with diamonds. You learn the tricks to find the equilibrium of colour, clarity, carat and cut that, perhaps not perfect on paper, are ideal for the bespoke customer. Lots more top tips emerged from our conversation, including ‘don’t be afraid to mix-and-match precious metal colours’ and ‘choose based on your skin tone, colour and your personal style’. To get the absolute most for your budget, go down in clarity to SI1 or SI2 and choose a stone that’s 100% eye clean, while also focusing on its measurements… for example, a 9-carat diamond that’s particularly flat could have the measurements of a 12-carat diamond and ‘trick’ the eye into seeing a much larger solitaire.

Sam Karmiel of IceRock Diamonds sources diamonds to suit his customers' exact specifications, including fancy coloured stones

Sam Karmiel of IceRock Diamonds sources diamonds to suit his customers' exact specifications, including fancy coloured stones

 Sam Karmiel of IceRock Diamonds is a particular fan of asscher-cut diamonds

Sam Karmiel of IceRock Diamonds is a particular fan of asscher-cut diamonds

Sam looks at diamonds every single day, but he’s also receiving commissions from across the globe. I can’t think of anyone better to comment on the latest engagement ring trends. “Everyone wants to showcase the stone, meaning they want less metal, and the halo is disappearing. Clients want very thin metal, ‘hidden’ halos and very sharp, short eagle-claw prongs in a combination of metals, especially a yellow or rose gold shank and white gold claws,” Sam says. Although a word of warning, reader, precious metal can only go so thin. What you see in pictures and videos online is often not feasible in real life, the metal will bend if you go ‘super-thin’. At the end of the day, Sam gives his clients a jewel that is going to work for the long-term.

Sam Karmiel started IceRock Diamonds in Los Angeles, California, exactly 20 years ago

Sam Karmiel started IceRock Diamonds in Los Angeles, California, exactly 20 years ago

Being able to translate a beautiful picture of a diamond engagement ring into a waiting list of prospective customers is a science and an art all wrapped into one. I’m sure you’ll agree, reader, that IceRock Diamonds is a perfect example of this alchemy in action.

Bulgari: The MAGNIFICA New Collection of Secret Watches

continue reading

In Conversation: Discussing Paraiba — The Legacy of a Color with Vogue Singapore

The conversation encouraged both myself and Kevin Ferreira, my co-author, to recall exactly why we wrote Paraiba: The Legacy of a Color, and I am pleased to share more with you below

by Katerina Perez

Semi-Precious vs Precious Gemstones: Why the Old Labels No Longer Work

I can’t count the number of times I’ve asked myself: what really sets so-called precious and semi-precious stonesapart? Is it their rarity? Colour? Durability? Value? Or is it simply tradition—an outdated hierarchy we’ve inherited without question

by Katerina Perez

Larger than Life: New Mineral Masterpieces and Global Adventures with Margot McKinney 

Let’s take a closer look at the pieces and places that have helped to shape the Margot McKinney brand over the last 12 months, including the rather sensational Marina, Aurora and Bloem necklaces

by Katerina Perez

Male Adornment: The Evolution of Men’s Jewellery from the 1400s Until Today

Men's jewellery is often overlooked, yet its history is both rich and cyclical. Over the past six centuries, the popularity of male adornments has fluctuated, reflecting shifts in fashion, status, and cultural values. Here, Amanda Triossi examines the reasons behind male jewellery, along with its periods of abundance and decline.

by Amanda Triossi

Perfect Proposal: The Top 10 Engagement Ring Mistakes to Avoid 

The moment you start thinking about proposing, everything shifts. Ordinary things become significant: dinner out, a walk in the park, a glance at their jewellery box. And then comes "the ring": a symbol of love, yes, but also a silent spokesperson for everything you feel and hope for. No pressure, right?

by Claire Roberts

Couture Show 2025: The Top 10 Debutants Heading to Las Vegas 

The much anticipated Couture Show will return to Wynn Las Vegas from June 4-8, 2025, shining a spotlight on established design talent, new creatives, and international brands that are vying for attention on the global stage. Just like in previous years, I am focusing my attention on the debutants

by Katerina Perez

Designing the Future: Revealing the Winners of the Katerina Perez x Osmium Institute Design Contest

What a ride it has been, witnessing such pure creative energy and original thinking, especially with a material as rare and futuristic as osmium

by Katerina Perez

New Icons: The Latest Collections by Italian Micromosaic Master SICIS 

I was presented with two striking new collections – Icon and Colibrì – that offer different interpretations of the SICIS aesthetic. Below, I want to give you a closer look at these capsule suites and tell you more about the inspirations behind them

by Katerina Perez

Fabulous Fabrications: TAOS Presents a Trio of Watches Inspired by Couture Fashion

Occasionally, beautiful timepieces demonstrating exceptional Métiers d’Art will land on our virtual desks and result in a round-robin series of emails. In the hours after we received insights into the emerging Swiss brand TAOS, almost the entire team had seen the fabric-inspired dials of its latest creations, and we all agreed that an article was […]

by Sarah Jordan

A Century of Sparkle: Celebrating 100 Years of Art Deco at GemGenève

From May 8-11, 2025, visitors to GemGenève can immerse themselves in a showcase of antique and modern jewellery while also experiencing the innovative spirit of the 1920s and 1930s through a photographic lens. Here, I'd like to tell you more about this creative collaboration and introduce you to the brands taking part…

by Katerina Perez

Tailored Perfection: The Best Jewellery Looks of the Met Gala 2025

Not since 2003 has a Met Gala theme focused exclusively on menswear, so we had high hopes for this year’s attendees demonstrating the best of tailored suiting adorned with high jewels. Let’s take a closer look at some of the best ensembles of the evening…

by Sarah Jordan

Legacy of Love: The Dreamlike Jewels of Emirati Designer Mariyeh Ghelichkhani

Jewellery is a transmitter of memories and emotions through time, which is something that Dubai-based designer Mariyeh Ghelichkhani knows all too well. During our meeting in Dubai, we spoke about the importance of family, the sweetness of finding joy through creativity, and the ability to translate dreamy visions and deep feelings into wearable pieces…

by Katerina Perez

Latest Stories

Add articles and images to your favourites. Just

Reinventing Royalty:The European-Inspired Luxury Behind Isabel Gemology

I started 2025 with a series of articles titled ‘Jeweller of the Month’ to highlight the true talent among niche designers in the jewellery industry. For May, it is Isabel Delgado, the founder of Isabel Gemology, who I would like to shine the spotlight on.

by Katerina Perez

Jewels Katerina Perez Loves

Continue Reading

Writing Adventures:Co-Authoring the Book

Paraiba: The Legacy of a Color

by Katerina Perez

Jewellery Insights straight to your inbox

Style Guide

By using this website, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.