Flont, the venture-backed online jewelry startup that lets members rent fine jewelry from major brands, is building out its stable of top-flight brands.

The company announced to its mailing list last week that it’s added a selection of pieces from London-based fine jewelry designer Noor Fares. And earlier this month it trumpeted the addition of rings from cult-favorite Los Angeles–based fine jewelry brand Spinelli Kilcollin, also in an email to members.

The service, which is backed by well-known Venezuelan investor Carmen Busquets (an early investor in Net-a-Porter), already has an impressive roster of participating designer collections. Brands include Paige Novick, Deborah Pagani, Cartier, Bvlgari, Mimi So, Roberto Coin, Stephen Webster, Van Cleef, and Gucci.

Flont follows Rent the Runway in concept, in that it lets its members choose items to borrow for short periods. But it deals in higher-end merchandise, which is shipped fully insured to consumers.

Members can borrow jewelry pieces from the collection valued at up to $7,500. Paid, round-trip FedEx packaging is included with every order, and New York City customers can exchange items for free by visiting Flont’s Rockefeller Plaza “member lounge.”

Membership starts at $99 per month for quickie four-day rentals (for special parties and occasions); brides can rent a full suite of fine jewelry for their big day for $249. There’s currently a three-month basic membership being offered on the site for $249. Members can cancel their membership at any time.

The company also offers a VIP service called the Flont VIP Stylist Membership, which lets stylists, influencers, and personal shoppers borrow up to $15,000 of jewelry at a time: “for yourself or your clients,” according to company literature.

Flont founder and CEO Cormac Kinney is a technology entrepreneur and former president of NYC-based jewelry brand Mimi So.

(Image: Flont’s emailed announcement of the addition of Noor Fares to its members, courtesy of Flont)

Emili Vesilind

JCK Senior Editor