Can you feel the romance in the air this Valentine’s Day? Are lovebirds flocking to the stores to declare their commitment to each another or, at the least, browsing your engagement ring selection?
It may be a popular day for getting engaged, but ring shopping is rather seasonless, as more consumers strive to be less predictable and more personable with their question-popping. Maybe it’s the day they met, a significant birthday, the anniversary of their first kiss, or an epic trip to somewhere exotic. Whatever the catalyst, every day is a good day to buy the ring, and always is a good time to reinforce and refresh your stock.
A contender for that showcase space is this new collection of engagement rings by British jeweler V by Laura Vann. Made with recycled gold and platinum and with GIA-certified diamonds sourced under the adherence of the Kimberley Process, it’s got the pedigree to get today’s consumers salivating. In terms of aesthetics, it leans traditional but possesses elements that make it more akin to popular preferences today: baguette diamond accents, vintage-like silhouettes, demure structures—basically, the new Art Deco.
But what may be most interesting about this collection is its “try before you buy” element. As consumers spend more dollars online and less in-store, engagement ring shopping has remained one of the few “musts” when it comes to walking through the door of a brick-and-mortar—at least for many. But let’s face it, as we collectively become more terrible at face-to-face interactions, some people just don’t feel comfortable shopping in-store. Those who prefer to do it online, well, it’s kind of risky, isn’t it? Engagement ring shopping is hard enough without direct input from a significant other, so how could it possibly be any easier without touching the ring, holding and inspecting it, trying it on? It couldn’t—but the brand is offering a concept to move past that deterrent.
Purchase a “pack”—a sample of the engagement ring in consideration, cast in silver with CZ—for £175 ($230), to get a feel if it’s “the one.” Is it? Great—the actual ring can be purchased minus the price paid for the sample (the sample must be sent back). If it’s not, customers just ship it back for a refund, minus a £50 ($65) handling fee, and either try another or opt instead to head to the store. V by Laura Vann also sells through a number of retailers throughout the U.K. and internationally.
These are just a few of the styles available, and prices range from £2,503–£5,880 ($3,627–$7,675). Visit vbylauravann.com for more.
Top: Buckle ring in 18k recycled yellow gold with 0.7 ct. emerald-cut diamond and 0.18 ct. t.w. melee diamonds, £5,465 ($7,135); V by Laura Vann
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