About Us
Tova was built by someone who spent more than 30 years watching the jewelry industry charge customers more than it should.
Our story
Hannah has spent more than 30 years working on 47th Street, in the heart of New York’s Jewelry District.
Jewelry has been part of her life for decades. She’s watched pieces go from an idea to something someone wears every day, gives as a gift, or holds onto for years. But she also saw another side of the industry.
She watched beautiful jewelry become more and more expensive as it passed through layers of the traditional retail system. A piece that started at $145 could end up selling for $650 by the time it reached a traditional retail store.
And over time, she kept coming back to the same thought: why should someone have to overpay for something beautiful just because that’s the way the industry has always done it?
That question became Tova.
Tova was created to take everything Hannah learned over three decades in jewelry and do things differently solid 14K gold, beautiful pieces, honest pricing, and jewelry people can actually wear and enjoy.
When you buy from us, you’re buying direct, without the traditional layers of retail middlemen and inflated markups. What you pay should reflect the jewelry itself the gold, the craftsmanship, and the piece you’re taking home.
Because beautiful jewelry should feel special when you wear it not unreasonable when you buy it.
We sell solid 14K gold only. Never plated. Never vermeil. Never gold-filled.
After years in the jewelry industry, Hannah saw what can happen to plated and vermeil jewelry over time: finishes can wear down, discolor, and lose the appearance they had when they were new.
So she made a simple rule for Tova: If it isn’t solid gold, it doesn’t ship.
Every piece Hannah chooses for Tova is backed by more than 30 years of industry experience.
Our stones are primarily cubic zirconia, and we’re confident in that choice. CZ gives you the brilliance and look they want without adding the cost of a diamond to every piece. It’s also conflict-free and a more ethical choice, while being visually indistinguishable from a diamond to the naked eye.
For those who want genuine diamonds, we also carry a curated selection of pieces set with real diamonds.
Either way, the foundation stays the same: solid 14K gold.
Tova jewelry is made to be worn.
To work. To dinner. At the gym. In the shower. A fancy event. And everywhere in between.
Solid 14K gold is made to last, so you can wear the pieces you love every day. And with thoughtfully sourced stones, you can feel good about what you’re wearing, too.
Beautiful jewelry should be something you can actually enjoy.
We believe fine jewelry shouldn’t come with unnecessary retail markups. By selling directly and cutting out the traditional middlemen, we’re able to offer solid 14K gold jewelry at prices that make sense.
No plated shortcuts. No inflated markups. No pretending to be something we’re not.
Just beautiful jewelry made to be worn and enjoyed every day.
That’s Tova.
Decades of jewelry expertise.
Never plated. Never vermeil.
Materials chosen with responsibility in mind.
Jewelry made to be worn and enjoyed every day.
