In a groundbreaking move for the jewellery industry, the start-up Arcade has launched a platform that enables consumers to design their own jewellery using generative AI and then purchase the finished product. This innovative approach not only highlights the potential of personal expression in design but also unveils the complexities involved in turning AI-generated visuals into tangible items.
Generative AI has gained widespread attention for its ability to create realistic renderings based on user input. However, Arcade aims to take this capability a step further. Launched in September 2024, the platform enables customers to generate unique jewellery designs similar to those created with AI tools such as Midjourney or Dall-E. Customers can select various options for sizing and materials—ranging from sterling silver to 14k yellow gold—while also receiving a price estimate and a timeline for production, typically around two weeks for most pieces.
Leading the charge in this venture is Mariam Naficy, an established figure in entrepreneurship who previously founded Eve.com and Minted. Recognizing the rising popularity of AI-generated imagery, Naficy realized there was a growing market for these designs to materialize as physical objects. She enlisted Will Zhuk, who joined Arcade from OpenAI, to spearhead the technical development of the platform.
Arcade’s journey has not been without challenges. While the concept appears straightforward, the execution requires extensive behind-the-scenes work to ensure functionality. One of the primary hurdles is transforming AI-generated images into manufacturable designs. Generative AI is adept at producing visuals; however, the resulting imagery may not always conform to the physical constraints necessary for production. Many users may not know how to articulate their ideas to achieve the desired style or features in their designs.
To navigate these complexities, Arcade developed an AI system incorporating open-source models like Midjourney and Stable Diffusion. When customers submit their design ideas, the AI processes the input through a “prompt layer” that expertly converts user text into actionable directives that yield optimal designs. The platform also implements restrictions to prevent the generation of trademarked content or inappropriate imagery. In early trials, users submitted requests for creating brand logos and explicit content—such scenarios underscored the necessity for a refined output generation system.
The creation of an effective volumetric model proved to be one of Arcade’s greatest challenges. This model helps determine the dimensions of each design while incorporating pricing algorithms that reflect material costs and design complexity. Thus, the customer receives a tailored, accurate pricing structure.
Arcade’s supplier network is diverse, including small artisans and established workshops from both the U.S. and India. The platform employs an automatic routing system, matching each design to the most suitable manufacturer based on their unique specializations—whether that be expertise in enamel work or gemstone settings. Once a customer finalizes a transaction, the selected supplier receives the AI-generated design to create the physical item.
In addition to offering custom designs, Arcade allows users to list their creations for sale, transforming the platform into a marketplace where independent designers can earn commissions on their work. This aspect of Arcade sparks creativity and fosters a community of makers who can benefit from shared designs.
Karine Hsu, a founder of the creative agency Slope Agency, expressed enthusiasm after experimenting with Arcade shortly after its launch. Spending hours on the platform, she designed various pieces, notably earrings inspired by a celebrity animal. However, she noted potential drawbacks in pricing disparities—many designs fell into two categories: cheaper pieces around $150 and more premium options near $500, with fewer middle-ground alternatives available.
As the generative AI sector burgeons, countless start-ups are entering the space, vying to leverage the technology’s potential in creative applications. For instance, Off/Script is another recent entrant, enabling users to prototype designs across multiple categories—from clothing to home decor—with production contingent upon sufficient pre-orders.
Arcade aims to simplify the process even further, allowing users to instantly transform their digital concepts into tangible products with minimal effort—essentially revolutionizing the way consumers interact with design.
Looking to the future, Arcade is exploring additional avenues for expansion. Plans include diversifying material options, introducing lab-grown diamonds, and enhancing customer tools for design customization. There are also considerations for implementing 3D printing to innovate manufacturing techniques.
While the notion of integrating AI into the fashion sector is promising, Naficy cautions against prematurely expanding into apparel. Producing made-to-order clothing is intricately complicated and often prohibitive in terms of cost efficiency.
Arcade strategically chose to focus on jewellery partly because of its potential for virality. Unique, eye-catching pieces naturally lend themselves to social media sharing, particularly on platforms like TikTok—tapping into a younger, style-conscious demographic that craves personalized expression.
In conclusion, Arcade exemplifies the future of product design, merging technology with creativity. The company’s approach not only empowers consumers but also showcases the significant labor and innovation necessary to bring AI designs into real-life contexts.
