Jason Reuben was born in Los Angeles, California in where he grew up around the family jewelry business in the Downtown jewelry district.  Jason learned the family trade, took up stone cutting, even attended trade shows with his father as a young boy.  He attended Babson College in Boston Massachusetts to study entrepreneurship, where during his senior year he founded his online engagement ring company

Within a year, at age 21, he had raise over $6M and brought JIT manufacturing, an online store front and an interactive user interface to the custom jewelry market and transformed the jewelry landscape like never before. disrupted the jewelry market, raised over 50M in Venture Funding and was later acquired by Warren Buffet's RIchline Group.

Since Gemvara, Jason has worked with top fashion brands such as Conde Nast, launched fashion collaborations with A-List Celebrities such Kate Hudson, Justin Timberlake, Mary-Kate & Ashley Olsen and currently sits on the Board of Overseers at Babson College.

Now, Jason is back in the fine jewelry space and turning heads.  Jason's mission is to promote entrepreneurship and create a 3rd generation family jewelry business for little Reubens to come.