“Name your price.”

It’s the first prompt on Ritani’s new Ring Recommender—an online ring finder the diamond jewelry brand recently debuted.

The tool’s trio of straightforward prompts—which are rounded out with “Pick your shape” (printed over a visual index of diamond shapes) and “Pick your style” (underneath which you can see Ritani’s various mounts)—were designed to make the ring-shopping experience as pain-free as possible, says Josh Marion, vice president of Ritani.

“We know the process of finding the perfect engagement ring can be stressful,” Marion says. “Shoppers have to sort through hundreds of thousands of diamond options from multiple companies and figure out how to maximize their budget to get the best possible quality ring.” He adds, “We wanted to give shoppers a simpler, faster, less intimidating way to start and finish their ring-buying journey.”

The tool always recommends the highest-possible diamond cut grade—so it gives users the option of tweaking their diamond after making the initial recommendations. Additionally, it shows six variations of the user’s recommended setting.

Marion says the user-friendliness of the Ring Recommender is what makes it most effective: “The tool cuts to the core of what customers care about—the price of the ring, how it looks, and the diamond quality,” says the executive. “We ask three simple questions and use an algorithm to determine the best diamond and setting combination based on these responses. Instead of personally sorting through our 75,000-plus diamonds and hundreds of settings, users skip straight to one recommended diamond and complementary setting that fits their budget and style preference.”

Marion adds that the company found, when researching online ring finders, that “most finders either overwhelm the customer with way too many choices up front or they ask a bunch of personality-oriented questions—some sites look for recommendations based on whether the girl you’re shopping for is more into yoga or photography, or they throw you into the deep end, asking you to immediately select each of the 4Cs.”

Personality and hobbies “don’t give shoppers an objective reason to buy one ring versus another,” he contends. “We wanted to be more relevant and less intimidating.”

Top: Ritani’s Ring Recommender on mobile (courtesy of Ritani)

Emili Vesilind

JCK Senior Editor