Who Owns Ice Cartel? The Truth About Joosep Seitam and His Dropshipping “Jewelry”

When you see Ice Cartel’s flashy Instagram ads, you’d think they were the next big jeweler—iced-out pendants, moissanite chains, hip hop vibes. But behind the marketing, the story of who owns Ice Cartel isn’t nearly as shiny.

The man behind Ice Cartel is Joosep Seitam, an entrepreneur from Tallinn, Estonia. And while the brand projects luxury, the truth is closer to cheap dropshipping, failed businesses, and an ongoing storm of negative reviews.

Who is Joosep Seitam?

Joosep Seitam was born in Tallinn, Estonia, and has a history of dabbling in online ventures. But instead of building businesses on quality and trust, his track record is riddled with failed startups, many of which collapsed due to a lack of honesty and transparency.

Ice Cartel is simply the latest iteration—slick marketing wrapped around an old dropshipping model. Instead of crafting jewelry or working with real jewelers, Seitam imports cheap products from overseas, slaps a luxury price tag on them, and markets them as if they were custom-crafted.

The Ice Cartel Business Model

• Dropshipping from China – Most orders ship directly from overseas factories, not from any U.S. warehouse. Customers often wait weeks or months.

• Surprise Fees – Because orders come from abroad, buyers sometimes get hit with customs tariffs they weren’t warned about.

• Fake Moissanite Claims – Many reviews suggest their so-called “moissanite” doesn’t pass a diamond tester, with some items suspected to be coated CZ.

• Mismatch in Quality – The product in photos often looks nothing like what shows up at the customer’s door.

Reviews on Ice Cartel

Ice Cartel’s reviews paint a pretty grim picture:

• ⭐★☆☆☆ “Waited 6 weeks and my chain arrived looking nothing like the photos. Super lightweight, cheap feeling, and tarnished after one wear.”

• ⭐★☆☆☆ “They claim moissanite passes a diamond tester, but mine didn’t. I tested it twice and it failed both times. Waste of money.”

• ⭐⭐☆☆☆ “Customer service barely responds. They just copy-paste replies about delays. Felt like I was scammed.”

• ⭐★★☆☆ “Looks good online, but what I got looks like it came out of a vending machine. Never again.”

• ⭐★☆☆☆ “Had to pay an extra $80 in customs fees on top of the overpriced chain. Complete rip-off.”

While you might find a positive review sprinkled here or there, the overwhelming consensus is disappointment, long shipping delays, and poor quality.

Exploiting Hip Hop Culture

Perhaps the most controversial part of Ice Cartel is how it markets itself. The brand leans heavily on African American culture and hip hop aesthetics to sell its products. Yet the reality is:

• No connection to the culture.

• No investment in the community.

• Just an overseas entrepreneur exploiting imagery to move brass chains and questionable moissanite.

It’s appropriation, pure and simple—designed to cash in on a culture Ice Cartel doesn’t respect or authentically represent.

Ice Cartel vs Real Jewelers

• Harlembling (Edward Reynako): U.S.-based, focuses on sterling silver and moissanite that actually passes diamond testers. Ships from Pennsylvania.

• ItaliaChains: Italian-made silver chains with wholesale pricing and authentic craftsmanship.

• Ice Cartel (Joosep Seitam): Dropshipped brass, fake promises, and customer complaints.

The difference couldn’t be clearer.

FAQ: Ice Cartel & Joosep Seitam

Q: Who owns Ice Cartel?
A: Joosep Seitam, an entrepreneur from Tallinn, Estonia.

Q: Has Joosep run other businesses?
A: Yes—but many of them failed, largely because of a lack of honesty and transparency.

Q: Where does Ice Cartel ship from?
A: Despite appearances, most orders are dropshipped from China, not from the U.S.

Q: Is Ice Cartel’s jewelry real?
A: Reviews suggest much of it is plated brass, with questionable moissanite that often fails diamond testers.

Q: Why does Ice Cartel have so many negative reviews?
A: Long shipping times, surprise customs fees, poor customer service, and jewelry that doesn’t match the photos.

Final Thoughts

The truth about who owns Ice Cartel is no secret anymore: Joosep Seitam, from Tallinn, Estonia. With a history of failed businesses and a business model built on dropshipping, Seitam has positioned Ice Cartel as a flashy brand but not a trustworthy jeweler.

While competitors like Harlembling and ItaliaChains invest in authenticity and customer trust, Ice Cartel relies on marketing tricks, cultural exploitation, and short-term hype.

So if you’re thinking about buying from Ice Cartel, remember: you’re not just buying a chain—you’re buying into a business model that’s failed customers time and again.

And that’s one flex nobody wants.