Ring Concierge Makes a Statement in Silver to Nab Gen-Z Consumers
By Karen Dybis | July 18, 2023
"With Ring Concierge’s first sterling silver collection, founder Nicole Wegman says her company is investing in Generation Z consumers and their interest in staying on trend and acquiring fine jewelry essentials.
The collection, Statement Sterling, has had two drops so far, and its oversize yet sleek pieces have received the attention Wegman hoped for. Each retails for under $500, but the jewelry is made of high-quality materials and crafted to last, Wegman says.
While many consumers know Ring Concierge as a bespoke bridal and fine jewelry brand, Wegman wanted there to be a silver piece and a price point for every woman, regardless of age, and her company spent about a year developing the collection.
The Oval Link chain necklace ($498) is an example of the Statement Sterling pieces with which Ring Concierge founder Nicole Wegman hopes to introduce Gen Z customers to fine jewelry.
“I knew if it was a completely new material for us, it needed to be right, right from the start,” Wegman says. “We need to focus on Gen Z—we want this collection to help open the door to Ring Concierge for this young demographic.… They may not be significant revenue for us today, but in three years they likely will be. The age of the average bride is 28, so we only have a few years to capture her attention. She needs to know who we are and have our brand in mind.”
Wegman also has sought to make Ring Concierge a Generation Z go-to for a wide wardrobe of fine jewelry—including the trending sterling silver—at affordable prices. “Gen Z started this trend. They were pulling their parents’ old sterling silver pieces out, styling it. Or they were going to costume [jewelry] brands to achieve this trend,” Wegman says.
“We created our looks in sterling silver because we wanted our consumers to get in on the trend but not buy costume. Costume won’t last. If you spend a little more upfront but get more use out of it, it makes sense to invest in fine jewelry instead of costume.”
The collection was introduced in June with six core pieces; the second release included four more—oversize earrings, a chunky bracelet, and two chain necklaces. Items such as the Multiway Link earrings can be worn two ways—as a pair of single hoops, or with bottom links added—so the $250 investment has more value, Wegman says.
Wegman calls these Multiway Link earrings “double-duty earrings” since they can be styled two different ways. The model also wears Cloud Bangles ($298 each) from the Statement Sterling line.
“This is a test for us because we have no history with sterling silver,” Wegman says. “Everything is an experiment, and that makes it fun. You have to stay nimble and be creative to grow a company. But our team is loving these pieces, which is always a good sign.”
2023 has been a banner year for Ring Concierge: Wegman is celebrating her company’s 10th year in business, and she recently was ranked No. 3 on the 50 Fastest Growing Women-Owned/Led Companies list, organized by the Women Presidents Organization (WPO) in collaboration with JPMorgan Chase Commercial Banking.
Since its inception in 2013, Ring Concierge has grown year over year, and its gross revenue has risen more than 1,200% since 2018, Wegman notes. She credits the company’s success to her use of social media—Ring Concierge blurs the line between influencer and retailer, letting the customer see Wegman and her lifestyle as a goal and the jewelry one aspect of it. ...
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