Ritani is moving into the fine jewelry space with the debut of its Puff collection, channeling the oversize—and a bit fluffy, in the best possible way—jewelry style of the 2000s.
The online jewelry brand brought out the Puff collection toward the end of summer in preparation for fall fashion—great timing, says Ritani COO Ria Papasifakis, as celebrities like Hailey Bieber and Jennifer Lopez have been sporting similar chunky drop earrings and large hoops.
With 1990s and 2000s fashion trending on TikTok, puffy jewelry has reached Gens Z and Alpha, Papasifakis says.
“The Puff collection takes a deep dive into the shapes and motifs of 25 years ago—think bold, rounded forms and exaggerated silhouettes—that we are seeing right now,” she says. “The jewelry is both striking and wearable.”
Approaching a quarter-century in business, the brand felt it was time to expand beyond the engagement rings and bridal pieces it’s been known for, says Papasifakis.
“For 25 years, Ritani has been part of many milestone moments in our clients’ lives. From engagements to anniversaries, push presents to graduations, we’ve seen them through life’s most meaningful occasions,” she says. “As we look ahead, we are excited to offer a gorgeous selection of fine fashion jewelry for their everyday lives, whether heading to the office, driving carpool, or on a fabulous getaway.”
She adds that Puff jewels are ideal for self-purchasing women, to coordinate with their other Ritani pieces. If your Ritani engagement ring is all luxury, your Puff piece will add some playfulness to your jewelry box, Papasifakis says. The Puff collection has a price range from $195 to $2,525, with the more expensive designs featuring natural diamonds.
To get that cool and casual look, there’s a gold Puff Teardrop Snake necklace with its old-school, sleek chain and airy pendant. The Triangular stud earrings offer another ageless yet throwback look that feels balanced given the shape.
If you want to stand out at a business gathering, the diamond Shrimp ring makes a statement with its dome shape and tons of texture. Similarly simple yet dramatic, the Twisted Dome ring is puffier, and its diamond-accented ridges make it feel posh—like something Victoria Beckham might have worn when she was a Spice Girl.
“The Puff Collection takes simple designs a step further yet still maintains a practical versatility,” Papasifakis says. “It’s for individual who want their jewelry to be an extension of their personality—fun, confident, and unapologetically stylish. We want people to feel empowered and expressive when they wear these pieces.”
Top: The Fluted polished ring ($855) in Ritani’s new Puff collection (photos courtesy of Ritani)
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