Alexander Rieder grew up in Luxembourg before moving to the United States to study. After completing a bachelor’s degree in Boston and a master’s degree in San Francisco, he settled in New York, where he has been living for the past two years. “I never wanted to work for a company; I always wanted to start my own businesses,” he explains.
His entry into the diamond industry came about through personal connections. Thanks to contacts he made whilst studying, particularly with Indian families, he discovered a very closed sector. “You have to realise that 93% of the world’s diamonds are cut in India,” he points out. He then started out as a private jeweller, a service he continues to provide today.
“I don’t have a catalogue,” he explains. The approach is based on demand. A customer comes in with an idea, and the 24-year-old then helps them with the design, the choice of stone and the creation of the piece of jewellery. “We’ll help them, guide them through the design process and make the ring just for them.”
The diamond as an artistic medium
Building on this initial venture, he developed Ovae with a partner from the diamond industry. The company, launched in May 2025, works with artists, painters and fashion professionals to incorporate diamonds into their works. “We truly believe there is an art to diamonds,” says the young entrepreneur. “The art of cutting a diamond is a skill passed down from generation to generation.”
The way it works is similar to that of an art gallery. Ovae supplies the diamonds, supports the artist, organises exhibitions and takes a commission on sales. “We do a lot to help the artist develop their career,” he explains. In his view, this approach allows diamonds to be introduced as a new medium in contemporary art, moving beyond their traditional use in jewellery.
Things are moving quickly. If I meet someone tomorrow to discuss a project, it could be finalised and signed within two or three days.
The project quickly led to international events and collaborations. Ovae was exhibited at Art Basel in Miami, and the young entrepreneur worked with the artist Gabe Weis. The brand also collaborates with Natalia Fedner, a Los Angeles-based stylist known for dressing celebrities such as Beyoncé and Shakira.
New York as a catalyst
For Alexander Rieder, New York plays a central role in this journey. “I think New York really is the best city in the world.” He finds a pace, opportunities and a wealth of encounters there that are hard to replicate elsewhere. “Things move quickly. If I meet someone tomorrow to discuss a project, it can be finalised and signed within two or three days.”
This pace has enabled him to quickly gain entry into certain professional circles. “We very quickly found ourselves rubbing shoulders with major collectors,” he explains. But the city also imposes its own constraints. Visas remain one of the main challenges. “When you’re an entrepreneur, you’re even more restricted. You don’t have a company that can sponsor you.”
The cost of living in the city adds further pressure. “It’s very difficult to set up your own business in a city where you’re not allowed to have a normal job and where the cost of living is so high,” he explains. For him, the business needs to take off quickly, as it cannot be supplemented by a traditional job on the side.
I’ve often been told to focus on one thing, whereas I think you can do lots of things at once.
From art to fashion
Diamonds also open the door to the world of fashion. Alexander Rieder has become a co-producer of Brooklyn Fashion Week, a project that organises shows in several cities, including New York, Montreal, London, Venice and Rome, as well as in Japan and Scotland. “We have shows all over the world.” This link between his activities is no coincidence. Ovae’s diamonds may feature in collaborations or on the catwalk, whilst fashion brings visibility to his other projects. “We always try to support Brooklyn Fashion Week because they’ve given us a huge amount of visibility,” he says.
This ability to link his projects together is part of his approach. He rejects the idea that one must necessarily focus on a single activity. “I’ve often been told to focus on one thing, whereas I believe you can do many things at once. You just need to link them together effectively.”
A career built on action
Before venturing into diamonds, art or fashion, Alexander Rieder had already launched a number of projects. “From a very young age, I’d already set up a clothing brand,” he says. For him, entrepreneurship remains closely linked to creativity. “It’s a way of being an artist too—of wanting to create and add value.”
You just have to do it. You have to be prepared to sacrifice everything.
This mindset also explains his approach to risk. “You have to take a leap of faith,” he says. In his view, initial discussions with clients often lead to changes in the original plans. “People are always keen to structure things and draw up business plans, yet from the very first conversation with their client, their entire business plan ends up changing.” Above all, he has learnt one lesson from recent years: sacrifice. “I didn’t expect to have to sacrifice so much,” he confides. Time, friendships, family: entrepreneurship abroad comes at a personal cost. “You just have to do it. You have to be prepared to sacrifice everything.”
Staying in touch with Luxembourg
Although he is now based in New York, Alexander Rieder remains deeply attached to Luxembourg. He has no plans to return there to set up his business in the short term, but he does not rule out carrying out projects there. “We are incredibly lucky to come from Luxembourg and to have grown up there,” he explains.
In his view, this background helps him thrive abroad. “We’re so used to being exposed to different cultures, which helps enormously when you move abroad.” He sees this multicultural background as an advantage in the international circles he moves in today.
In the short term, his priorities remain focused on art and fashion. In June, Ovae is preparing an exhibition centred on a collection created in collaboration with Gabe Weis. In July, the team plans to attend the Hamptons Fine Art Fair, alongside Natalia Fedner. On the fashion front, Brooklyn Fashion Week is also organising several events, including one in Montreal, where Alexander Rieder is set to produce part of the project on site.
