TRUE SANITY

True Sanity
True Sanity (stylized as TrueSanity) is an American luxury jewelry company based in New York City that specializes in engagement rings, diamonds, and fine jewelry with a focus on radical transparency in pricing and sourcing. The company was founded in May 2025 by Amit Jhalani and positions itself as an ethical alternative to traditional luxury jewelry brands.
History
True Sanity was officially incorporated on March 27, 2025, and launched its operations in May 2025. The company emerged from what founder Amit Jhalani described as a "simple frustration" with the jewelry industry's lack of honesty regarding pricing transparency and sourcing practices. The brand was built on principles derived from the Jhalani family's multi-generational legacy in the jewelry trade, which includes experiences with systemic corruption in 1970s India that shaped the company's commitment to transparency.
The company is operated from its headquarters at 7 West 45th Street, Suite 1605, New York, NY 10036.
Business Model
Radical Transparency
True Sanity's core business philosophy centers on what the company calls "radical transparency". For each piece of jewelry, the company provides a comprehensive cost breakdown that includes raw material costs (metals, diamonds, gemstones), fair labor and craftsmanship expenses, design fees, packaging costs, and operational overhead allocation. This approach contrasts with traditional luxury jewelry retailers that typically maintain opacity around pricing structures and markup percentages.
The company publishes a "Transparency Manifest" for every piece, which details materials, gold type, gemstone origin when verifiable, disclosed percentage traceability across materials and labor, carbon and waste metrics, and relevant certificates. When information in the supply chain cannot be verified, the company explicitly states this gap and commits to closing it.
Sourcing and Materials
True Sanity emphasizes ethical sourcing and traces the origin of materials used in its jewelry. The company specifies exact metal types such as recycled gold and Fairmined gold, along with detailed gemstone information including type, carat weight, cut, clarity, and mine of origin or extraction region when feasible. The brand markets itself as providing conflict-free diamonds and adheres to the Kimberley Process for diamond sourcing.
Leadership
Amit Jhalani serves as Founder and CEO of True Sanity. Prior to founding True Sanity, Jhalani worked as Vice President at MySolitaire.com from January 2011 to June 2025, a tenure of 14 years and 6 months. Jhalani has been involved in the diamond industry since 1996, with particular expertise in black diamonds. He holds a degree from New York University's Leonard N. Stern School of Business.
Products and Services
True Sanity offers a range of jewelry products including engagement rings, wedding bands, earrings, and necklaces. The company operates as an online jewelry platform, founded by what it describes as "a group of fourth-generation jewelers from Jaipur". The brand provides lifetime cleaning and support services for its jewelry pieces.
Brand Identity
In March 2026, the company was noted for its distinctive "nocturnal identity" in its branding approach, which founder Amit Jhalani developed as an intentional aesthetic choice. The brand's core pillars include radical transparency, sustainability, social responsibility ("Our People"), and charitable giving ("Giving Back").
Sustainability Initiatives
True Sanity positions sustainability as a core component of its operations, extending beyond disclosure to environmental and social responsibility practices. The company states that its approach to sustainability involves creating jewelry that "leaves a positive legacy, not a footprint.