I had the most incredible experience working with Z. I fell in love with the doughnut rings after seeing them posted on Instagram. Z is a very knowledgeable and passionate jeweler. We text and spoke a few times to decide design, size, etc because I lived long distance. It was a very easy experience. I am so glad that i re purposed my diamond stud earrings to donut rings! I look forward to my next interaction with Z in the future !

Excellent is the best descriptor. I popped in to this shop nearly 2 years ago as I was strolling in the neighborhood and had such a wonderful service experience that I vowed to be a customer one day. Zi, the owner, was warm and friendly, clearly proud of her jewelry and not pushy in the slightest. She is a gracious merchant, which is clear from the number of repeat customers and sincere loyalty people have to her and her pieces. I finally walked in to make my first purchase last week and I could not be happier with the total experience. Zi was just as friendly and kind, service was very quick (was able to pick up my custom necklace the day after I bought it), and I'm in love with my new accessory! Will absolutely be back. Highly recommended.

I love Tendenza. I've lived all around the world but for delicate detail for a lifetime, Tendenza is it! Be sure to stop in and buy a piece you'll cherish forever :)

T is wonderful, she creates the most delicate pieces of jewelry and you really feel that each piece has been made special just for you. Oren is super sweet also - he has helped me pick out pieces that I am constantly stopped on the street by people.

Zi was incredibly helpful and patient. She offered great advice on pieces but also really listened to what we wanted. After shopping for wedding bands all day we found exactly what both of us wanted in a matter of minutes after walking in her store.

I was lucky enough to find Tendenza when shopping for a wedding band. They personally worked with me to create what I had always imagined and it turned out perfectly! Years later when wanting to find something very special for my Mom's 60th I knew exactly where to go. Again - they worked with me to create the perfect gift that I had always imagined for my Mom. We both wear our Tendenza creations every day - so lucky to have found this Soho gem!

Z was the absolute best! My mom and I came from New Jersey to purchase the famous donut ring. We left with two donut rings, a chain, and a nugget. The jewelry is one of a kind and most importantly we fell in love with Z. Will definitely be back again.

Gorgeous bespoke pieces, I get complimented on whatever I buy from here. The owner is the kindest, warmest person host. This shop is a must if you are visiting or live in NYC!

Zee and I are old neighbors, I used to own a coffee shop here in Soho, Cafe Bari, and every time I needed something unique and special for my wife I would visit her shop. Her jewelry is like no other. The service is so personal. She doesn’t push, she tries to understand you and suggests something magical that is a forever gem. The prices are fair, and the overall experience is a 10/10. Thank you Zee, we’ll see you soon ✨

Unique pieces. Z is awesome to work with and so knowledgeable. Great local place with beautiful jewelry. The donut ring is simple and so unique and just gorgeous on any finger. I love mine.

One of my favorite jewelry stores of all time, the owner follows the trends in her inventory selection without out right copying other designers. There is always a dozen things I want and the prices are a very good value relative to most luxury brand names.

Z, the owner, is amazing and her pieces are exceptional quality. I felt so taken care of and the experience from start to finish felt really special. I will definitely be purchasing more pieces in the future.

what a terrible welcoming and attitude.!!! Has a Dull, Old-fashioned collection... If you consider them as “collection”

They created a one of a kind engagement ring with a trapezoid tapered baguette in a minimal gold setting. They made a matching wedding band, added extra prongs to the engagement ring, and sized to a 1/4 size. Exceptional quality, price, and customer service.

This is not a honest store. They bought jewelry from oversea, but not paying their supplier. Don’t buy from them.

Its not easy to find jewelry designers who are willing to take the challenge of a customers design. (definitely did my leg work talking to several stores). Zi and Oren definitely understand complex design work you bring them and can execute with high quality. I've had the chance to work with them on a couple of ring designs and can't be happier with the results.