With younger consumers looking for a more casual shopping experience, Hitched designs its showrooms to feel more like bistros than traditional jewelry stores, to attract those all-important millennial and Gen Z couples.
Hitched, which sells custom engagement rings and wedding bands, recently opened its third location, in Washington D.C.’s Georgetown neighborhood. Its showrooms—also located in Philadelphia and Chicago—have no formal jewelry cases; rather, customers sit at bistro-style tables to see and try on rings. The brand’s personality mixes fun, laid-back shopping, and some diamond education, says Stephanie Sammons, Hitched cofounder and designer.
“Hitched is breaking the stigma that comes along with the traditional jewelry store environment and catering to the wants and needs of the younger consumer,” Sammons says. “We see Hitched as the go-to destination for engagement rings, wedding bands, and milestone fine jewelry gifts for years to come.”
Sammons designed the Philadelphia-based chain’s showrooms, aiming to create spaces that are appealing to men and women during the engagement ring and wedding band buying process.
All of Hitched’s engagement rings are made to order after couples come into a store for a consultation. Couples can meet privately with an engagement specialist to explore their ring options. This is where the educational component comes in for Hitched clients: They learn about diamond grades, ring settings, metal types, and more, Sammons says.
Hitched helps couples select the stone and collaborates with them on creating their dream ring, which they can view in computer-aided design. Sammons calls the process a celebration of the engagement journey. The couple receives a price quote on the ring they have chosen.
As a way to stand out from other wedding-focused or direct-to-consumer brands, Hitched offers “proposal packages,” which include maintenance freebies to keep rings in top condition as well as discounts on the purchase of fine jewelry for mothers of the bride and groom or others in the wedding party.
Sammons and her husband, Chris, founded Hitched in 2018 to create an elevated ring buying experience that isn’t intimidating and doesn’t involve an overwhelming sales pitch, Sammons says. The first store opened in 2019 in Philadelphia and quickly gained attention for its relaxed approach to engagement ring shopping, Sammons says. The Chicago location opened in 2022.
“Hitched focuses on quality over quantity in all things we do. The goal is to open and operate a total of 10 retail showrooms by 2030 without sacrificing the experience that the Hitched brand is known for,” Sammons says.
“In 2024, we’re focused on making enhancements to our products, services, and overall in-store shopping experience,” Sammons says. “We have a strong sense of what our customers want and need and are diligently building the foundation that will support our growth in 2025 and beyond.”
Top: Hitched has “bistro-esque” showrooms in Washington, Chicago, and Philadelphia. (Photos courtesy of Hitched)
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