This New Bridal Collection Doesn’t Have a Single Engagement Ring

New bridal collections seem to be debuting left and right, and there’s surely more to come at JCK Tucson and at Luxury and JCK Las Vegas in a few months. Royal Chain Group, a favorite supplier known for its encyclopedic selection of 14k gold jewelry, is likewise launching a wedding line.

But there’s not a single engagement ring, semi-mount, or wedding band to be seen. And that’s the point.

Called After the Ring, the new collection is focused on jewelry purchases taking place after that initial engagement ring purchase—think bridesmaid’s and groomsmen’s gifts for sure, but there are also day-of-the-wedding and rehearsal dinner jewelry ideas for the bride made with diamonds, pearls, and blue topaz. There’s even an assortment of classic gold bangles and chain-link bracelets targeting mothers of the bride and groom looking to treat themselves to a special-occasion indulgence.

The jewelry is presented in a 24-page printed catalog with photographs of brides and attendants to help put the product in context, and includes classic Royal Chain pieces as well as a selection of chic, youthful designs from company’s designer line, Phillip Gavriel.

A frequent complaint from stores is that once the ring is purchased, they lose all of the additional wedding-related sales to big box stores and online retailers. Royal Chain vice president of marketing, Phillip Gabriel Maroof, is hoping the catalog will help retailers draw in more customers shopping for bridal jewelry and gifts.

The catalog will be available for pickup at spring 2019 buying shows and should also be on its way to all Royal Chain customers via mail.

I took a peek and found a few favorites, all pictured below. I have to say, they’d all make great Valentine’s Day gifts, too. And the white gold teardrop earrings are so good and less than $200!