Blueground Jewelry

Blueground Jewelry is a contemporary jewelry boutique located in Pittsford Plaza on Monroe Avenue in Rochester, NY. Founded in 2000 by Mark Nimeh, the shop was built on a vision of bringing a modern, fresh design perspective to engagement and bridal jewelry. Nimeh grew up around the jewelry trade — his father helped him find the Pittsford Plaza storefront — and channeled that background into a business focused on personalized service and original design. The name "Blueground" itself comes from a gemological term for the kimberlite rock formation from which diamonds are extracted, a detail Nimeh discovered during GIA training.

Blueground carries fine jewelry, designer fashion jewelry, and lab-grown diamond pieces alongside its engagement ring collection. The shop stocks work from independent designers including Philippa Roberts, Catherine Weitzman, and Rebecca Overmann, as well as pieces designed by Nimeh himself.

Custom engagement ring design is a core service. The process begins with a one-hour consultation to establish preferences for metal, stone shape, and overall aesthetic. From there, the designer develops drawings and renderings, with the client reviewing a physical wax mold before production begins. Blueground also redesigns its signature solitaire engagement ring roughly every two years to keep offerings current. Beyond sales, the shop provides jewelry repair and professional appraisals.

Blueground has built a two-decade-plus presence in the Rochester jewelry market around its custom design capabilities and curated mix of independent designer lines. The collaborative design process — from initial sketch through wax mold approval — distinguishes the shop from larger chain jewelers. Its early adoption of lab-grown diamonds as a standard offering alongside mined stones also reflects the store's contemporary positioning within the local market.

Blueground Jewelry sits at 3349 Monroe Avenue within Pittsford Plaza, a well-established shopping center in the Town of Pittsford near the eastern edge of Rochester. The plaza offers convenient parking and is accessible from Monroe Avenue, one of the area's main east-west commercial corridors. The surrounding Pittsford neighborhood is a walkable mix of independent shops, restaurants, and professional offices. Store hours are Monday through Friday 10 a.m. to 5 p.m. and Saturday 10 a.m. to 2 p.m.