3 New Digital Customization Offerings for Engagement Ring Shoppers
By Brittany Siminitz | August 09, 2023
"As more consumers seek to assert their individual tastes and preferences in their purchases, customizable jewelry is more popular than ever.
Engagement rings in particular are one of the most personal jewelry purchases a customer might ever make, so the ability to customize such an item is a no-brainer for any brand or designer offering them. But not every consumer has the time or budget to sit through a full-on customization session with a jeweler, and even if they did, not every consumer lives within range of a custom jeweler.
Pandemic-era lockdowns and Zoom sessions made virtual design meetings more possible than ever, and, in turn, more engagement ring businesses were inspired to create easy avenues for their shoppers to get in on the customization business. While numerous companies have joined the ranks of digital customization platforms, here are just a few of the latest.
Paris Jewellers’ Craft Your Carat
Canadian-Vietnamese retailer Paris Jewellers recently debuted its own online platform, Craft Your Carat, featuring custom-built engagement rings made with lab-grown diamonds.
With Craft Your Carat, customers can select the cut, color, carat, and clarity of their lab-grown diamond, along with metal type (14k yellow, white, or rose gold), and ring setting, allowing for a wide range of possibilities. A 360-degree view shows all angles of the ring, an interactive feature that lets shoppers get a detailed look at their creations.
While the platform does allow for its customers to flex their creativity in ring building, Paris Jewellers has a team of gemologists and designers standing by for guidance, ensuring the best possible outcomes for their purchases. Real-time pricing updates are shown as design choices are made, letting users compare the cost as they go along.
“We believe that every love story is unique, and engagement rings should reflect that uniqueness,” said Chau Lui, co-owner of Paris Jewellers, in a statement. “Embracing this sentiment, Craft Your Carat intertwines the magic of convenience, allowing every couple to immerse themselves in the art of designing a ring that honors their story and unwavering commitment. Here, dreams take tangible form as you are able to view your created ring at every step, igniting a sense of confidence in their perfect engagement ring.”
The platform, which just opened to North American customers on Aug. 1, can be visited at parisjewellers.com/design-your-engagement-ring.
Ritani’s Custom Ring Building Feature
Online jewelry retailer Ritani recently introduced proprietary technology that allows shoppers to digitally create a custom engagement ring right on its website, letting users choose their own style in a number of different ways.
Shoppers can choose from lab-grown or natural diamonds, selecting based on center stone shape or size, or going by budget and organizing options based on price. Shoppers are then able to choose a setting, from metal type (14k or 18k white, yellow, or rose gold, or platinum), right down to the prongs. Try it out here.
Star Gems’ Web-Based Picture Editor
Jewelry Manufacturer Star Gems, based out of Chicago, doesn’t sell directly to customers on its website; it works with its official retailers to offer its jewelry to the end consumer. Much is the same with its growing custom design business: Introducing its first custom studio app in 2016, the company has been helping its retailers create jewelry for their shoppers since.
Most recently, Star Gems announced a web-based picture editor that enables retailers to collaborate on custom jewelry designs with the manufacturer, allowing them to refine CADs, hand sketches, and sample pictures.
“At Star Gems, we are passionate about delivering exceptional custom jewelry experiences that leave a lasting impression,” said Anish Desai, founder and president of Star Gems, in a statement. “With the introduction of our web-based picture editor, we are taking collaboration and design refinement to new heights. Our goal is to provide retailers with an intuitive and efficient tool that enables them to create truly unique and captivating jewelry pieces for their customers.”
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