Cliff Ulrich leads the IOT initiative for Berkshire Hathaway’s jewelry wholesale division, Richline Group, as Product Manager. As the largest fine jewelry manufacturer and wholesaler in America, Richline’s interest in the smart jewelry category was inevitable however uncharted. Cliff was able to guide a cross disciplinary team from ideation to launch.

Launching for Valentines Day, Ela is a new collection of smart jewelry rooted on enhancing the traditional jewelry experience. Instead of just making technology prettier, Ela was created to enhance gift giving, remember special moments, and fostering relationships between people. (Learn more at

Before creating Richline’s smart jewelry team, Cliff worked in User Experience (GPShopper), Programming (Cisco Financial), Marketing (, and Business Development (Richline).