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The folks behind the counter

About Us

Real people, real jewelry, no velvet rope.

Ashley Williams, your jeweler

Ashley spent 15 years as a Senior Editor at National Jeweler. Over 2,000 articles, and a front-row seat to gems most people never get to see. Then she got tired of watching the jewelry world act like a members-only club, and opened her own counter.

“Private Matter means exactly what it sounds like. What you buy, how you buy it, and what it means to you, stays between us.”

Say hi@ashleylikesgems

Dog Rescue

Before Private Matter was a business, it was a rescue mission. Gemma and Sandwich were pulled from Korean dog meat farms by WeAct Korea and brought home to New York City, where they now run quality control (naps) full-time.

Gemma, an Akita mix rescued from a Korean meat farm
Gemma, head of security
Sandwich, a scruffy shepherd rescued from a Korean meat farm
Sandwich, taste tester
Gemma and Sandwich watching over New York City from their window
The whole crew, watching over NYC

10% of every purchase

goes straight to WeAct Korea rescue operations. Over $50,000 raised so far. Every order helps the next Gemma or Sandwich find a couch of their own.

Ask us about the dogs
Text us (626) 862-3168