For nearly 30 years, Joe Mardkha, cofounder of ColorMasters (the other cofounder is brother David Mardkha), has been discreetly modifying his wife’s wedding band. Each year, Mardkha borrows his wife Rinat’s band and sets a small diamond onto the interior shank—a little sparkle only she knows of, like the private joy shared in a happy marriage. The move recently came to the attention of sons Dan and Ben, who now head up the Everband for ColorMasters division, which debuted to the trade this week at Centurion 2016 in Scottsdale, Ariz. The Mardkhas held a celebratory dinner on Sunday night with select retailer partners—including Lux Bond & Green—who will initially place the collection in stores.

The entry piece in the collection is a 2 mm band in 14k gold with a tiny inset diamond for $600. Interested retailers pay a one-time program enrollment fee of $3,000 and an annual $1,000 Everband licensing fee, while consumers pay about $100 for each diamond they add. Packaging and ad support further help sell the concept. There is definitely a need to drive consumers back to the stores. Consider the scary statistic from The Knot that only half of brides hear from the retailer after an engagement ring purchase. That stat alone lends seriousness to Everband, which gives consumers a crystal clear reason to go back to the store every year regardless of the merchant’s own marketing efforts (or lack thereof).

Entry Everband in 14k gold with a diamond accent inside the shank is $600.

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JCK