About NG Jewelry


New Generation Jewelry was founded in 1996 in downtown Los Angeles by Rob Babayan. Since he first opened the shop, Rob’s specialty has been in repairing and creating customized engagement, wedding and promise rings for customers all over the United States. His success could not have been achieved without his loyal customers- that turned into trusted friends. His dedication was to provide high quality products, with affordable pricing and fast service. Rob has always placed a high priority on making sure his customers are satisfied. Thanks to his devotion he was able to build a repeat clientele, who began bringing him new ideas, time and time again.


NG Jewelry began from a demand for customized, high quality rings. Rob realized that customers kept coming to him with the same problems: they wanted something unique, and one of kind that could not be found somewhere else, and they weren’t happy with the same cookie cutter selection that was being offered to them at all other major retailers.


The process begins by speaking directly with customers, to acquire their ideas and overall vision for the ring. The ring is then designed within a digital program on the computer, and approved. A 3D print is then created before the final gold band is made. From there the customer has 10 different shapes of stones, provided by diamond dealers in the US, to chose from. Once that decision is made, the stones are set and the ring receives a final polish. All rings come with certifications.


New Generation Jewelry creates customized Engagement, Wedding and Promise rings, at affordable prices. Dedication to their customers means they can provide a satisfaction guarantee, with fast turnaround time, and free shipping.