Is This the Future of Engagement Ring Shopping?

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Is This the Future of Engagement Ring Shopping?
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The whole process takes under two weeks, and the rings can be returned within 30 days:

Author:Dhani MauUpdated:Jul 12, 2018Original:Jul 10, 2018Though I haven't experienced it myself, choosing an engagement ring presents an undeniable conundrum: Women often spend their entire lives envisioning their perfect diamond ring, but proposals are traditionally a surprise, meaning that the ring recipient sometimes has little-to-no involvement in purchasing said ring.

For the uninitiated, the brand has made headlines for its unusual diamond sourcing methods. Launched in January of 2017, the Los Angeles-based, direct-to-consumer, millennial-geared fine jewelry brand has established itself as a go-to for diamonds that are not mined, but rather grown in a lab by Diamond Foundry, a San Francisco-based leader in manmade stones that acquired Vrai & Oro last year.

Related ArticlesBack to Basics: How to Shop for an Engagement RingHow a Massive Gender Gap Is Hurting the Diamond Industry6 Brands Giving Fine Jewelry the Affordable, Direct-to-Consumer TreatmentThat Knot study also found that 40 percent of online ring shoppers mentioned "wanting to build a custom ring" as the main reason for going the ecommerce route, so the tool makes sense.

If you, personally, can't imagine purchasing an engagement ring online, you might be a little behind the times. "People are very open to it today — it's modern consumers and millennials who are used to buying online," says Stofenmacher, adding that real, human customer service team members are on call to guide shoppers through the process if needed.

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