diff --git a/databind/src/main/java/tech/ydb/yoj/databind/CustomValueType.java b/databind/src/main/java/tech/ydb/yoj/databind/CustomValueType.java
new file mode 100644
index 00000000..a296188e
--- /dev/null
+++ b/databind/src/main/java/tech/ydb/yoj/databind/CustomValueType.java
@@ -0,0 +1,30 @@
+package tech.ydb.yoj.databind;
+
+import tech.ydb.yoj.ExperimentalApi;
+
+import java.lang.annotation.Retention;
+import java.lang.annotation.Target;
+
+import static java.lang.annotation.ElementType.TYPE;
+import static java.lang.annotation.RetentionPolicy.RUNTIME;
+
+@Target(TYPE)
+@Retention(RUNTIME)
+@ExperimentalApi(issue = "https://github.com/ydb-platform/yoj-project/issues/24")
+public @interface CustomValueType {
+    /**
+     * Simple value type that the {@link #converter()} represents a custom value type as.
+     * Cannot be {@link FieldValueType#COMPOSITE} or {@link FieldValueType#UNKNOWN}.
+     */
+    FieldValueType columnValueType();
+
+    /**
+     * Type of value that {@link #converter() converter's} {@link ValueConverter#toColumn(Object) toColumn()} method returns
+     */
+    Class<?> columnClass();
+
+    /**
+     * Converter class. Must have a no-args public constructor.
+     */
+    Class<? extends ValueConverter<?, ?>> converter();
+}
diff --git a/databind/src/main/java/tech/ydb/yoj/databind/FieldValueType.java b/databind/src/main/java/tech/ydb/yoj/databind/FieldValueType.java
index 7782c877..bdb206ad 100644
--- a/databind/src/main/java/tech/ydb/yoj/databind/FieldValueType.java
+++ b/databind/src/main/java/tech/ydb/yoj/databind/FieldValueType.java
@@ -5,7 +5,6 @@
 import org.jetbrains.annotations.NotNull;
 import tech.ydb.yoj.ExperimentalApi;
 import tech.ydb.yoj.databind.schema.Column;
-import tech.ydb.yoj.databind.schema.StringValueType;
 
 import java.lang.reflect.ParameterizedType;
 import java.lang.reflect.Type;
@@ -161,6 +160,11 @@ public static FieldValueType forJavaType(@NonNull Type type) {
         if (type instanceof ParameterizedType || type instanceof TypeVariable) {
             return OBJECT;
         } else if (type instanceof Class<?> clazz) {
+            var cvt = clazz.getAnnotation(CustomValueType.class);
+            if (cvt != null) {
+                return cvt.columnValueType();
+            }
+
             if (isStringValueType(clazz)) {
                 return STRING;
             } else if (INTEGER_NUMERIC_TYPES.contains(clazz)) {
diff --git a/databind/src/main/java/tech/ydb/yoj/databind/schema/StringValueType.java b/databind/src/main/java/tech/ydb/yoj/databind/StringValueType.java
similarity index 95%
rename from databind/src/main/java/tech/ydb/yoj/databind/schema/StringValueType.java
rename to databind/src/main/java/tech/ydb/yoj/databind/StringValueType.java
index e492dbf0..6e239bef 100644
--- a/databind/src/main/java/tech/ydb/yoj/databind/schema/StringValueType.java
+++ b/databind/src/main/java/tech/ydb/yoj/databind/StringValueType.java
@@ -1,4 +1,4 @@
-package tech.ydb.yoj.databind.schema;
+package tech.ydb.yoj.databind;
 
 import tech.ydb.yoj.ExperimentalApi;
 
diff --git a/databind/src/main/java/tech/ydb/yoj/databind/ValueConverter.java b/databind/src/main/java/tech/ydb/yoj/databind/ValueConverter.java
new file mode 100644
index 00000000..aef8c695
--- /dev/null
+++ b/databind/src/main/java/tech/ydb/yoj/databind/ValueConverter.java
@@ -0,0 +1,19 @@
+package tech.ydb.yoj.databind;
+
+import lombok.NonNull;
+import tech.ydb.yoj.ExperimentalApi;
+
+/**
+ * Custom value conversion logic. Must have a no-args public constructor.
+ *
+ * @param <V> Java value type
+ * @param <C> Database column value type
+ */
+@ExperimentalApi(issue = "https://github.com/ydb-platform/yoj-project/issues/24")
+public interface ValueConverter<V, C> {
+    @NonNull
+    C toColumn(@NonNull V v);
+
+    @NonNull
+    V toJava(@NonNull C c);
+}
diff --git a/databind/src/main/java/tech/ydb/yoj/databind/schema/CustomConverterException.java b/databind/src/main/java/tech/ydb/yoj/databind/schema/CustomConverterException.java
new file mode 100644
index 00000000..7a0c4fa5
--- /dev/null
+++ b/databind/src/main/java/tech/ydb/yoj/databind/schema/CustomConverterException.java
@@ -0,0 +1,11 @@
+package tech.ydb.yoj.databind.schema;
+
+import org.jetbrains.annotations.Nullable;
+import tech.ydb.yoj.ExperimentalApi;
+
+@ExperimentalApi(issue = "https://github.com/ydb-platform/yoj-project/issues/24")
+public final class CustomConverterException extends BindingException {
+    public CustomConverterException(@Nullable Throwable cause, String message) {
+        super(cause, __ -> message);
+    }
+}
diff --git a/databind/src/main/java/tech/ydb/yoj/databind/schema/Schema.java b/databind/src/main/java/tech/ydb/yoj/databind/schema/Schema.java
index e1a7f722..3a171867 100644
--- a/databind/src/main/java/tech/ydb/yoj/databind/schema/Schema.java
+++ b/databind/src/main/java/tech/ydb/yoj/databind/schema/Schema.java
@@ -8,7 +8,10 @@
 import lombok.SneakyThrows;
 import lombok.Value;
 import lombok.With;
+import tech.ydb.yoj.ExperimentalApi;
+import tech.ydb.yoj.databind.CustomValueType;
 import tech.ydb.yoj.databind.FieldValueType;
+import tech.ydb.yoj.databind.StringValueType;
 import tech.ydb.yoj.databind.schema.configuration.SchemaRegistry.SchemaKey;
 import tech.ydb.yoj.databind.schema.naming.NamingStrategy;
 import tech.ydb.yoj.databind.schema.reflect.ReflectField;
@@ -695,6 +698,12 @@ private JavaField findField(List<String> path) {
                     .orElse(null);
         }
 
+        @Nullable
+        @ExperimentalApi(issue = "https://github.com/ydb-platform/yoj-project/issues/24")
+        public CustomValueType getCustomValueType() {
+            return field.getType().getAnnotation(CustomValueType.class);
+        }
+
         @Override
         public String toString() {
             return getType().getTypeName() + " " + field.getName();
diff --git a/repository-inmemory/src/main/java/tech/ydb/yoj/repository/test/inmemory/Columns.java b/repository-inmemory/src/main/java/tech/ydb/yoj/repository/test/inmemory/Columns.java
index 3405ab29..e0206276 100644
--- a/repository-inmemory/src/main/java/tech/ydb/yoj/repository/test/inmemory/Columns.java
+++ b/repository-inmemory/src/main/java/tech/ydb/yoj/repository/test/inmemory/Columns.java
@@ -71,6 +71,9 @@ private static Object serialize(Schema.JavaField field, Object value) {
         String qualifier = field.getDbTypeQualifier();
         try {
             Preconditions.checkState(field.isSimple(), "Trying to serialize a non-simple field: %s", field);
+
+            value = CommonConverters.preconvert(field.getCustomValueType(), value);
+
             return switch (field.getValueType()) {
                 case STRING -> CommonConverters.serializeStringValue(type, value);
                 case ENUM -> DbTypeQualifier.ENUM_TO_STRING.equals(qualifier)
@@ -97,7 +100,8 @@ private static Object deserialize(Schema.JavaField field, Object value) {
         String qualifier = field.getDbTypeQualifier();
         try {
             Preconditions.checkState(field.isSimple(), "Trying to deserialize a non-simple field: %s", field);
-            return switch (field.getValueType()) {
+
+            var deserialized = switch (field.getValueType()) {
                 case STRING -> CommonConverters.deserializeStringValue(type, value);
                 case ENUM -> DbTypeQualifier.ENUM_TO_STRING.equals(qualifier)
                         ? CommonConverters.deserializeEnumToStringValue(type, value)
@@ -110,6 +114,8 @@ private static Object deserialize(Schema.JavaField field, Object value) {
                 case INTERVAL, TIMESTAMP -> value;
                 default -> throw new IllegalStateException("Don't know how to deserialize field: " + field);
             };
+
+            return CommonConverters.postconvert(field.getCustomValueType(), deserialized);
         } catch (Exception e) {
             throw new ConversionException("Could not deserialize value of type <" + type + ">", e);
         }
diff --git a/repository-inmemory/src/test/java/tech/ydb/yoj/repository/test/inmemory/TestInMemoryRepository.java b/repository-inmemory/src/test/java/tech/ydb/yoj/repository/test/inmemory/TestInMemoryRepository.java
index e892b6c6..4af28131 100644
--- a/repository-inmemory/src/test/java/tech/ydb/yoj/repository/test/inmemory/TestInMemoryRepository.java
+++ b/repository-inmemory/src/test/java/tech/ydb/yoj/repository/test/inmemory/TestInMemoryRepository.java
@@ -16,6 +16,7 @@
 import tech.ydb.yoj.repository.test.sample.model.EntityWithValidation;
 import tech.ydb.yoj.repository.test.sample.model.IndexedEntity;
 import tech.ydb.yoj.repository.test.sample.model.LogEntry;
+import tech.ydb.yoj.repository.test.sample.model.NetworkAppliance;
 import tech.ydb.yoj.repository.test.sample.model.Primitive;
 import tech.ydb.yoj.repository.test.sample.model.Project;
 import tech.ydb.yoj.repository.test.sample.model.Referring;
@@ -106,6 +107,11 @@ public Supabubble2Table supabubbles2() {
         public Table<UpdateFeedEntry> updateFeedEntries() {
             return table(UpdateFeedEntry.class);
         }
+
+        @Override
+        public Table<NetworkAppliance> networkAppliances() {
+            return table(NetworkAppliance.class);
+        }
     }
 
     private static class Supabubble2InMemoryTable extends InMemoryTable<Supabubble2> implements TestEntityOperations.Supabubble2Table {
diff --git a/repository-test/src/main/java/tech/ydb/yoj/repository/test/RepositoryTest.java b/repository-test/src/main/java/tech/ydb/yoj/repository/test/RepositoryTest.java
index 9d3517ef..c2df63e4 100644
--- a/repository-test/src/main/java/tech/ydb/yoj/repository/test/RepositoryTest.java
+++ b/repository-test/src/main/java/tech/ydb/yoj/repository/test/RepositoryTest.java
@@ -2,6 +2,7 @@
 
 import com.google.common.collect.ImmutableSet;
 import com.google.common.collect.Iterators;
+import lombok.SneakyThrows;
 import org.assertj.core.api.Assertions;
 import org.junit.Assert;
 import org.junit.Test;
@@ -40,6 +41,7 @@
 import tech.ydb.yoj.repository.test.sample.model.EntityWithValidation;
 import tech.ydb.yoj.repository.test.sample.model.IndexedEntity;
 import tech.ydb.yoj.repository.test.sample.model.MultiLevelDirectory;
+import tech.ydb.yoj.repository.test.sample.model.NetworkAppliance;
 import tech.ydb.yoj.repository.test.sample.model.NonDeserializableEntity;
 import tech.ydb.yoj.repository.test.sample.model.NonDeserializableObject;
 import tech.ydb.yoj.repository.test.sample.model.Primitive;
@@ -2632,6 +2634,14 @@ public void stringValuedIdInsert() {
         }
     }
 
+    @Test
+    @SneakyThrows
+    public void customValueType() {
+        var app1 = new NetworkAppliance(new NetworkAppliance.Id("app1"), new NetworkAppliance.Ipv6Address("2e:a0::1"));
+        db.tx(() -> db.networkAppliances().insert(app1));
+        assertThat(db.tx(() -> db.networkAppliances().find(app1.id()))).isEqualTo(app1);
+    }
+
     protected void runInTx(Consumer<RepositoryTransaction> action) {
         // We do not retry transactions, because we do not expect conflicts in our test scenarios.
         RepositoryTransaction transaction = startTransaction();
diff --git a/repository-test/src/main/java/tech/ydb/yoj/repository/test/entity/TestEntities.java b/repository-test/src/main/java/tech/ydb/yoj/repository/test/entity/TestEntities.java
index 5de0fc37..8f5a7429 100644
--- a/repository-test/src/main/java/tech/ydb/yoj/repository/test/entity/TestEntities.java
+++ b/repository-test/src/main/java/tech/ydb/yoj/repository/test/entity/TestEntities.java
@@ -11,6 +11,7 @@
 import tech.ydb.yoj.repository.test.sample.model.EntityWithValidation;
 import tech.ydb.yoj.repository.test.sample.model.IndexedEntity;
 import tech.ydb.yoj.repository.test.sample.model.LogEntry;
+import tech.ydb.yoj.repository.test.sample.model.NetworkAppliance;
 import tech.ydb.yoj.repository.test.sample.model.NonDeserializableEntity;
 import tech.ydb.yoj.repository.test.sample.model.Primitive;
 import tech.ydb.yoj.repository.test.sample.model.Project;
@@ -41,7 +42,8 @@ private TestEntities() {
             Supabubble2.class,
             NonDeserializableEntity.class,
             WithUnflattenableField.class,
-            UpdateFeedEntry.class
+            UpdateFeedEntry.class,
+            NetworkAppliance.class
     );
 
     @SuppressWarnings("unchecked")
diff --git a/repository-test/src/main/java/tech/ydb/yoj/repository/test/sample/TestEntityOperations.java b/repository-test/src/main/java/tech/ydb/yoj/repository/test/sample/TestEntityOperations.java
index b27fff6a..1ce2ae81 100644
--- a/repository-test/src/main/java/tech/ydb/yoj/repository/test/sample/TestEntityOperations.java
+++ b/repository-test/src/main/java/tech/ydb/yoj/repository/test/sample/TestEntityOperations.java
@@ -12,6 +12,7 @@
 import tech.ydb.yoj.repository.test.sample.model.EntityWithValidation;
 import tech.ydb.yoj.repository.test.sample.model.IndexedEntity;
 import tech.ydb.yoj.repository.test.sample.model.LogEntry;
+import tech.ydb.yoj.repository.test.sample.model.NetworkAppliance;
 import tech.ydb.yoj.repository.test.sample.model.Primitive;
 import tech.ydb.yoj.repository.test.sample.model.Project;
 import tech.ydb.yoj.repository.test.sample.model.Referring;
@@ -60,6 +61,8 @@ default Table<BytePkEntity> bytePkEntities() {
 
     Table<UpdateFeedEntry> updateFeedEntries();
 
+    Table<NetworkAppliance> networkAppliances();
+
     class ProjectTable extends AbstractDelegatingTable<Project> {
         public ProjectTable(Table<Project> target) {
             super(target);
diff --git a/repository-test/src/main/java/tech/ydb/yoj/repository/test/sample/model/NetworkAppliance.java b/repository-test/src/main/java/tech/ydb/yoj/repository/test/sample/model/NetworkAppliance.java
new file mode 100644
index 00000000..57ede5e9
--- /dev/null
+++ b/repository-test/src/main/java/tech/ydb/yoj/repository/test/sample/model/NetworkAppliance.java
@@ -0,0 +1,50 @@
+package tech.ydb.yoj.repository.test.sample.model;
+
+import lombok.NonNull;
+import lombok.RequiredArgsConstructor;
+import lombok.Value;
+import tech.ydb.yoj.databind.CustomValueType;
+import tech.ydb.yoj.databind.ValueConverter;
+import tech.ydb.yoj.repository.db.RecordEntity;
+
+import java.net.Inet6Address;
+import java.net.InetAddress;
+import java.net.UnknownHostException;
+
+import static tech.ydb.yoj.databind.FieldValueType.BINARY;
+
+public record NetworkAppliance(
+        @NonNull Id id,
+        @NonNull Ipv6Address address
+) implements RecordEntity<NetworkAppliance> {
+    public record Id(@NonNull String value) implements RecordEntity.Id<NetworkAppliance> {
+    }
+
+    @CustomValueType(columnValueType = BINARY, columnClass = byte[].class, converter = Ipv6Address.Converter.class)
+    @Value
+    @RequiredArgsConstructor
+    public static class Ipv6Address {
+        Inet6Address addr;
+
+        public Ipv6Address(String ip6) throws UnknownHostException {
+            this((Inet6Address) InetAddress.getByName(ip6));
+        }
+
+        public static final class Converter implements ValueConverter<Ipv6Address, byte[]> {
+            @Override
+            public byte @NonNull [] toColumn(@NonNull Ipv6Address ipv6Address) {
+                return ipv6Address.addr.getAddress();
+            }
+
+            @NonNull
+            @Override
+            public Ipv6Address toJava(byte @NonNull [] bytes) {
+                try {
+                    return new Ipv6Address((Inet6Address) InetAddress.getByAddress(bytes));
+                } catch (UnknownHostException neverHappens) {
+                    throw new InternalError(neverHappens);
+                }
+            }
+        }
+    }
+}
diff --git a/repository-test/src/main/java/tech/ydb/yoj/repository/test/sample/model/UpdateFeedEntry.java b/repository-test/src/main/java/tech/ydb/yoj/repository/test/sample/model/UpdateFeedEntry.java
index 71c35cca..76ed8981 100644
--- a/repository-test/src/main/java/tech/ydb/yoj/repository/test/sample/model/UpdateFeedEntry.java
+++ b/repository-test/src/main/java/tech/ydb/yoj/repository/test/sample/model/UpdateFeedEntry.java
@@ -3,8 +3,8 @@
 import lombok.NonNull;
 import lombok.RequiredArgsConstructor;
 import lombok.Value;
+import tech.ydb.yoj.databind.StringValueType;
 import tech.ydb.yoj.databind.schema.Column;
-import tech.ydb.yoj.databind.schema.StringValueType;
 import tech.ydb.yoj.repository.DbTypeQualifier;
 import tech.ydb.yoj.repository.db.Entity;
 
diff --git a/repository-ydb-v1/src/main/java/tech/ydb/yoj/repository/ydb/yql/YqlPrimitiveType.java b/repository-ydb-v1/src/main/java/tech/ydb/yoj/repository/ydb/yql/YqlPrimitiveType.java
index 85a580cf..6674c2af 100644
--- a/repository-ydb-v1/src/main/java/tech/ydb/yoj/repository/ydb/yql/YqlPrimitiveType.java
+++ b/repository-ydb-v1/src/main/java/tech/ydb/yoj/repository/ydb/yql/YqlPrimitiveType.java
@@ -1,6 +1,7 @@
 package tech.ydb.yoj.repository.ydb.yql;
 
 import com.google.common.primitives.Primitives;
+import com.google.common.reflect.TypeToken;
 import com.google.protobuf.ByteString;
 import com.google.protobuf.Descriptors;
 import com.google.protobuf.UnsafeByteOperations;
@@ -13,6 +14,7 @@
 import lombok.Value;
 import lombok.With;
 import tech.ydb.yoj.databind.ByteArray;
+import tech.ydb.yoj.databind.CustomValueType;
 import tech.ydb.yoj.databind.FieldValueType;
 import tech.ydb.yoj.databind.schema.Column;
 import tech.ydb.yoj.databind.schema.Schema.JavaField;
@@ -40,6 +42,8 @@
 import static tech.ydb.yoj.repository.db.common.CommonConverters.enumValueSetter;
 import static tech.ydb.yoj.repository.db.common.CommonConverters.opaqueObjectValueGetter;
 import static tech.ydb.yoj.repository.db.common.CommonConverters.opaqueObjectValueSetter;
+import static tech.ydb.yoj.repository.db.common.CommonConverters.postconvert;
+import static tech.ydb.yoj.repository.db.common.CommonConverters.preconvert;
 import static tech.ydb.yoj.repository.db.common.CommonConverters.stringValueGetter;
 import static tech.ydb.yoj.repository.db.common.CommonConverters.stringValueSetter;
 
@@ -332,7 +336,9 @@ public static void resetStringDefaultTypeToDefaults() {
 
     @NonNull
     public static YqlPrimitiveType of(Type javaType) {
-        return resolveYqlType(javaType, FieldValueType.forJavaType(javaType), null, null);
+        var cvt = TypeToken.of(javaType).getRawType().getAnnotation(CustomValueType.class);
+        var valueType = FieldValueType.forJavaType(javaType);
+        return resolveYqlType(javaType, valueType, null, null, cvt);
     }
 
     /**
@@ -348,7 +354,34 @@ public static YqlPrimitiveType of(JavaField column) {
         String columnType = column.getDbType();
         PrimitiveTypeId yqlType = (columnType == null) ? null : convertToYqlType(columnType);
 
-        return resolveYqlType(column.getType(), column.getValueType(), yqlType, column.getDbTypeQualifier());
+        return resolveYqlType(column.getType(), column.getValueType(), yqlType, column.getDbTypeQualifier(), column.getCustomValueType());
+    }
+
+    @NonNull
+    private static YqlPrimitiveType resolveYqlType(Type javaType, FieldValueType valueType,
+                                                   PrimitiveTypeId yqlType, String qualifier,
+                                                   CustomValueType cvt) {
+        if (cvt != null && cvt.columnValueType() != valueType) {
+            throw new IllegalStateException("This should never happen: detected FieldValueType must == @CustomValueType.columnValueType(), but got: "
+                    + valueType + " != " + cvt.columnValueType());
+        }
+
+        var underlyingType = resolveYqlType(
+                cvt != null ? cvt.columnClass() : javaType,
+                valueType,
+                yqlType,
+                qualifier
+        );
+        if (cvt == null) {
+            return underlyingType;
+        }
+
+        return new YqlPrimitiveType(
+                underlyingType.javaType,
+                underlyingType.yqlType,
+                (b, o) -> underlyingType.setter.accept(b, preconvert(cvt, o)),
+                v -> postconvert(cvt, underlyingType.getter.apply(v))
+        );
     }
 
     @NonNull
diff --git a/repository-ydb-v1/src/test/java/tech/ydb/yoj/repository/ydb/TestYdbRepository.java b/repository-ydb-v1/src/test/java/tech/ydb/yoj/repository/ydb/TestYdbRepository.java
index d4e718bc..5bd7df15 100644
--- a/repository-ydb-v1/src/test/java/tech/ydb/yoj/repository/ydb/TestYdbRepository.java
+++ b/repository-ydb-v1/src/test/java/tech/ydb/yoj/repository/ydb/TestYdbRepository.java
@@ -21,6 +21,7 @@
 import tech.ydb.yoj.repository.test.sample.model.EntityWithValidation;
 import tech.ydb.yoj.repository.test.sample.model.IndexedEntity;
 import tech.ydb.yoj.repository.test.sample.model.LogEntry;
+import tech.ydb.yoj.repository.test.sample.model.NetworkAppliance;
 import tech.ydb.yoj.repository.test.sample.model.Primitive;
 import tech.ydb.yoj.repository.test.sample.model.Project;
 import tech.ydb.yoj.repository.test.sample.model.Referring;
@@ -126,6 +127,11 @@ public Supabubble2Table supabubbles2() {
         public Table<UpdateFeedEntry> updateFeedEntries() {
             return table(UpdateFeedEntry.class);
         }
+
+        @Override
+        public Table<NetworkAppliance> networkAppliances() {
+            return table(NetworkAppliance.class);
+        }
     }
 
     private static class YdbSupabubble2Table extends YdbTable<Supabubble2> implements Supabubble2Table {
diff --git a/repository-ydb-v2/src/main/java/tech/ydb/yoj/repository/ydb/yql/YqlPrimitiveType.java b/repository-ydb-v2/src/main/java/tech/ydb/yoj/repository/ydb/yql/YqlPrimitiveType.java
index e9fd567c..f5ad7f18 100644
--- a/repository-ydb-v2/src/main/java/tech/ydb/yoj/repository/ydb/yql/YqlPrimitiveType.java
+++ b/repository-ydb-v2/src/main/java/tech/ydb/yoj/repository/ydb/yql/YqlPrimitiveType.java
@@ -1,6 +1,7 @@
 package tech.ydb.yoj.repository.ydb.yql;
 
 import com.google.common.primitives.Primitives;
+import com.google.common.reflect.TypeToken;
 import com.google.protobuf.ByteString;
 import com.google.protobuf.Descriptors;
 import com.google.protobuf.UnsafeByteOperations;
@@ -13,6 +14,7 @@
 import tech.ydb.proto.ValueProtos.Value.ValueCase;
 import tech.ydb.table.values.proto.ProtoValue;
 import tech.ydb.yoj.databind.ByteArray;
+import tech.ydb.yoj.databind.CustomValueType;
 import tech.ydb.yoj.databind.FieldValueType;
 import tech.ydb.yoj.databind.schema.Column;
 import tech.ydb.yoj.databind.schema.Schema.JavaField;
@@ -40,6 +42,8 @@
 import static tech.ydb.yoj.repository.db.common.CommonConverters.enumValueSetter;
 import static tech.ydb.yoj.repository.db.common.CommonConverters.opaqueObjectValueGetter;
 import static tech.ydb.yoj.repository.db.common.CommonConverters.opaqueObjectValueSetter;
+import static tech.ydb.yoj.repository.db.common.CommonConverters.postconvert;
+import static tech.ydb.yoj.repository.db.common.CommonConverters.preconvert;
 import static tech.ydb.yoj.repository.db.common.CommonConverters.stringValueGetter;
 import static tech.ydb.yoj.repository.db.common.CommonConverters.stringValueSetter;
 
@@ -332,7 +336,9 @@ public static void resetStringDefaultTypeToDefaults() {
 
     @NonNull
     public static YqlPrimitiveType of(Type javaType) {
-        return resolveYqlType(javaType, FieldValueType.forJavaType(javaType), null, null);
+        var cvt = TypeToken.of(javaType).getRawType().getAnnotation(CustomValueType.class);
+        var valueType = FieldValueType.forJavaType(javaType);
+        return resolveYqlType(javaType, valueType, null, null, cvt);
     }
 
     /**
@@ -348,7 +354,34 @@ public static YqlPrimitiveType of(JavaField column) {
         String columnType = column.getDbType();
         PrimitiveTypeId yqlType = (columnType == null) ? null : convertToYqlType(columnType);
 
-        return resolveYqlType(column.getType(), column.getValueType(), yqlType, column.getDbTypeQualifier());
+        return resolveYqlType(column.getType(), column.getValueType(), yqlType, column.getDbTypeQualifier(), column.getCustomValueType());
+    }
+
+    @NonNull
+    private static YqlPrimitiveType resolveYqlType(Type javaType, FieldValueType valueType,
+                                                   PrimitiveTypeId yqlType, String qualifier,
+                                                   CustomValueType cvt) {
+        if (cvt != null && cvt.columnValueType() != valueType) {
+            throw new IllegalStateException("This should never happen: detected FieldValueType must == @CustomValueType.columnValueType(), but got: "
+                    + valueType + " != " + cvt.columnValueType());
+        }
+
+        var underlyingType = resolveYqlType(
+                cvt != null ? cvt.columnClass() : javaType,
+                valueType,
+                yqlType,
+                qualifier
+        );
+        if (cvt == null) {
+            return underlyingType;
+        }
+
+        return new YqlPrimitiveType(
+                underlyingType.javaType,
+                underlyingType.yqlType,
+                (b, o) -> underlyingType.setter.accept(b, preconvert(cvt, o)),
+                v -> postconvert(cvt, underlyingType.getter.apply(v))
+        );
     }
 
     @NonNull
diff --git a/repository-ydb-v2/src/test/java/tech/ydb/yoj/repository/ydb/TestYdbRepository.java b/repository-ydb-v2/src/test/java/tech/ydb/yoj/repository/ydb/TestYdbRepository.java
index f72d7ff2..193b0fd4 100644
--- a/repository-ydb-v2/src/test/java/tech/ydb/yoj/repository/ydb/TestYdbRepository.java
+++ b/repository-ydb-v2/src/test/java/tech/ydb/yoj/repository/ydb/TestYdbRepository.java
@@ -19,6 +19,7 @@
 import tech.ydb.yoj.repository.test.sample.model.EntityWithValidation;
 import tech.ydb.yoj.repository.test.sample.model.IndexedEntity;
 import tech.ydb.yoj.repository.test.sample.model.LogEntry;
+import tech.ydb.yoj.repository.test.sample.model.NetworkAppliance;
 import tech.ydb.yoj.repository.test.sample.model.Primitive;
 import tech.ydb.yoj.repository.test.sample.model.Project;
 import tech.ydb.yoj.repository.test.sample.model.Referring;
@@ -125,6 +126,11 @@ public Supabubble2Table supabubbles2() {
         public Table<UpdateFeedEntry> updateFeedEntries() {
             return table(UpdateFeedEntry.class);
         }
+
+        @Override
+        public Table<NetworkAppliance> networkAppliances() {
+            return table(NetworkAppliance.class);
+        }
     }
 
     private static class YdbSupabubble2Table extends YdbTable<Supabubble2> implements TestEntityOperations.Supabubble2Table {
diff --git a/repository/src/main/java/tech/ydb/yoj/repository/db/EntityIdSchema.java b/repository/src/main/java/tech/ydb/yoj/repository/db/EntityIdSchema.java
index fc711e36..f312f02e 100644
--- a/repository/src/main/java/tech/ydb/yoj/repository/db/EntityIdSchema.java
+++ b/repository/src/main/java/tech/ydb/yoj/repository/db/EntityIdSchema.java
@@ -4,8 +4,8 @@
 import com.google.common.reflect.TypeToken;
 import lombok.NonNull;
 import tech.ydb.yoj.databind.FieldValueType;
+import tech.ydb.yoj.databind.StringValueType;
 import tech.ydb.yoj.databind.schema.Schema;
-import tech.ydb.yoj.databind.schema.StringValueType;
 import tech.ydb.yoj.databind.schema.configuration.SchemaRegistry;
 import tech.ydb.yoj.databind.schema.configuration.SchemaRegistry.SchemaKey;
 import tech.ydb.yoj.databind.schema.naming.NamingStrategy;
diff --git a/repository/src/main/java/tech/ydb/yoj/repository/db/common/CommonConverters.java b/repository/src/main/java/tech/ydb/yoj/repository/db/common/CommonConverters.java
index 493f0ccb..7a0919cb 100644
--- a/repository/src/main/java/tech/ydb/yoj/repository/db/common/CommonConverters.java
+++ b/repository/src/main/java/tech/ydb/yoj/repository/db/common/CommonConverters.java
@@ -4,7 +4,12 @@
 import lombok.SneakyThrows;
 import org.slf4j.Logger;
 import org.slf4j.LoggerFactory;
+import tech.ydb.yoj.ExperimentalApi;
+import tech.ydb.yoj.databind.CustomValueType;
+import tech.ydb.yoj.databind.ValueConverter;
+import tech.ydb.yoj.databind.schema.CustomConverterException;
 
+import javax.annotation.Nullable;
 import javax.annotation.ParametersAreNonnullByDefault;
 
 import java.lang.reflect.InvocationTargetException;
@@ -180,6 +185,37 @@ public static Object fromObject(Type javaType, Object content) {
         return jsonConverter.fromObject(javaType, content);
     }
 
+    @ExperimentalApi(issue = "https://github.com/ydb-platform/yoj-project/issues/24")
+    public static Object preconvert(@Nullable CustomValueType cvt, Object value) {
+        if (cvt != null) {
+            value = createCustomValueTypeConverter(cvt).toColumn(value);
+
+            Preconditions.checkArgument(cvt.columnClass().isInstance(value),
+                    "Custom value type converter %s must produce a non-null value of type columnClass()=%s but got value of type %s",
+                    cvt.converter().getCanonicalName(), cvt.columnClass().getCanonicalName(), value.getClass().getCanonicalName());
+        }
+        return value;
+    }
+
+    @ExperimentalApi(issue = "https://github.com/ydb-platform/yoj-project/issues/24")
+    public static Object postconvert(@Nullable CustomValueType cvt, Object value) {
+        if (cvt != null) {
+            value = createCustomValueTypeConverter(cvt).toJava(value);
+        }
+        return value;
+    }
+
+    private static <V, C> ValueConverter<V, C> createCustomValueTypeConverter(CustomValueType cvt) {
+        try {
+            var ctor = cvt.converter().getConstructor();
+            ctor.setAccessible(true);
+            @SuppressWarnings("unchecked") var converter = (ValueConverter<V, C>) ctor.newInstance();
+            return converter;
+        } catch (InstantiationException | IllegalAccessException | NoSuchMethodException | SecurityException | InvocationTargetException e) {
+            throw new CustomConverterException(e, "Could not return custom value type converter " + cvt.converter());
+        }
+    }
+
     // TODO: Also standardize Instant and Duration conversion!
 
     public interface ThrowingGetter<S> extends Function<S, Object> {