Brides hunting for a meaningful “something blue” will soon be able to find it in a new collection of engagement rings from New York City–based brand Effy.
The brand, a longtime staple in Macy’s fine jewelry departments, is known for using colored stones. All rings in the collection have been designed with accents of sapphire pavé. “There will always be a touch of sapphire somewhere on the shank,” explains Benny Hematian, the brand’s president. “It feels like a perfect touch for us.” Another interesting hallmark: a tiny rose gold panther—Effy’s mascot and icon—hidden within each shank.
Sapphire-accented ring from the new Effy Bridal collection
The approach to the collection, says Hematian, is decidedly fashion forward—targeting the millennial generation, which revels in the customizable and uncommon across all consumer categories. “We’re not going to put out a generic, basic bridal line,” he says. “It’s going to be an extension of what we currently do. It’s a fashion twist on bridal. Women don’t want a [basic] three-stone ring anymore.” All mountings in the Effy Bridal collection are 18k white gold, and center stone sizes range from .5 cts. to 1.5 cts.
Sapphire-accented ring from the new Effy Bridal collection
The collection, which features diamonds that are IGI-certified, will be available on Valentine’s Day at Macy’s stores, on macy.com, and on EffyJewelry.com. Another set of styles boasting GSI appraised diamonds will be available at Fred Meyer Jewelers locations on Mother’s Day (May 11). The first delivery at Macy’s will comprise eight engagement styles and four bands priced from $1,800 to $31,000. The collection made its debut at JCK Tucson this week.
Branding efforts for the line will be significant, says Hematian, who thinks the market for no-name jewelry is softening. “In the jewelry industry, most of what is sold is generic—you don’t have any consistency of what you’re buying. With bridal, you want to feel like you’re buying something you can really trust.”
All images courtesy of Effy.
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