How I Got Here: Blake Asaad Creates His Ideal Jewelry Experience With Goodstone

By Karen Dybis | March 18, 2026

Blake Asaad (pictured) was headed toward becoming a doctor when a common jewelry problem altered his career path: He was in love and wanted to find the perfect engagement ring.

After a subpar ring-buying experience, Asaad adapted his research skills from medicine to gemstones and diamond sourcing. He went on to found Goodstone, an Austin, Texas-based fine jewelry business, and as its creative director, Asaad says the brand reflects his approach to transparency and intentional purchasing.

You prefer a lab-grown diamond over natural? Your stone selection is yours alone; no shaming here. Need it in a couple of weeks rather than months from now? Goodstone can do that. Can’t find what you want online? Come to the showroom and design your own, says Asaad.

“I care about every single customer and every single ring,” he says. “I see every ring before it goes to the customer. We’re not a turn-and-burn kind of place. I want people to know we care. You worked hard for that piece of jewelry, and we value what it means to you.”

Goodstone engagement ring — *Goodstone’s East West Half Bezel solitaire engagement ring with elongated radiant-cut diamond ($2,475) in 14k yellow gold*

Asaad grew up in the suburbs of Dallas, and he says his first jewelry memory stems from the love between his mom and dad. His mom has lupus and was often sick, but she liked to dress up even when she wasn’t going out; to his mom, dressing up—costume jewelry included—was a way to connect with her husband and feel more like herself, Asaad says.

He graduated from the University of Texas (UT) at Austin in 2012 with a bachelor of science in neurobiology and neurosciences. Working as a personal trainer in the UT athletics program helped pay for college.

“That’s where I learned to honor every customer,” Asaad says. “Everyone is different. Every body is different. People know what works for them, and you have to be able to communicate every option and help find solutions.”

Asaad and his girlfriend Erin (now his wife) were ready to get married right after college, in September 2012. Though he purchased their engagement ring from a jeweler who was a family friend, the interaction felt uncomfortable, Asaad recalls, and he wondered about the ring’s value.

Goodstone earrings — *Blake Asaad calls these “Erin’s earrings,” but they’re better known as the Bezel Oval drop earrings ($7,925) with approximately 4 cts. natural or lab-grown diamonds in 14k yellow gold.*

“What started as me researching turned into sourcing gemstones for friends. That turned into a referral business where I would help their families find stones,” Asaad says. “It developed into design and manufacturing relationships, and my role in the industry grew from there.”

After working out of a spare bedroom and doing some design consultations, he solidified the partnerships he had in jewelry by formally establishing Goodstone in 2015. Asaad opened a showroom where he could meet with clients, and eventually brought on a full team for sales, social media, and customer service.

He also works with his wife on another business—Culina, a plant-based food brand, which is sold at Whole Foods and other major grocery stores. The company started with a yogurt Erin created because of a health issue that required her to avoid dairy, sugar, and gluten.

As for his philosophy toward jewelry, Asaad calls it values-driven, with an education-first ethos. While bridal jewelry remains a priority, Goodstone’s Club collection includes fine jewelry pieces besides wedding and engagement rings—inspired by his wife and the kind of jewelry she likes to wear.

“Club is a love letter to Erin,” Asaad says. “She’s at the core of that line.”