Redefining engagement ring shopping is at the very core of what we’re trying to do. We do this in 3 Easy Steps: the design, the diamond, and the experience. We have done years of research on all three of these areas, and have come up with a pretty unique game plan to address them.
To start, let’s take a look at the experience. Traditionally, the whole engagement ring shopping process goes a little something like this: the male goes shopping at the mall, or through a friend’s jewelry “hook up”, and falls victim to typical sales people insisting that they’re getting you the best deal around (when really, they are ripping you off like nobody’s business). The male is typically sifting through countless articles trying to figure out what the 4 c’s even mean, and how to get the best quality of diamond without breaking his budget.
Don’t get us wrong, we absolutely love tradition. We believe traditions are really important, but it’s naïve to think that traditions are for everyone. Marriage isn’t necessarily for everyone! Diamonds aren’t necessarily for everyone! Additionally, why isn’t the decision on a ring a mutual decision? Why do we all constantly turn a blind eye to the ethical issues surrounding the diamond industry? And why is it that the ring design is always an afterthought with the diamond being the most important thing?