'Couple' Simplifies the Ring-Buying Process with Curated Designs
Laura McQuarrie — October 24, 2018 — Lifestyle
References: couple.co & prnewswire
Couple is a new luxury lab-grown diamond ring brand that is making it easy for consumers to shop for cultured engagement rings thanks to a simplified process. The New York City-based start-up offers one exceptional quality of diamond and curated timeless ring designs.
As Couple has already determined the optimal diamond cut, color and clarity—"a 1, 1.5 or 2 carat IGI-certified lab-grown excellent cut round diamond of G color and VS2 clarity"—consumers are able to focus on choosing ring designs in options like Classic, Pave, Halo and Channel in 18k white gold, rose gold, yellow gold and platinum.
On top of connecting consumers to ring designs that avoid the negative environmental and social issues surrounding mined diamonds, Couple offers its luxury designs at affordable prices.
As Couple has already determined the optimal diamond cut, color and clarity—"a 1, 1.5 or 2 carat IGI-certified lab-grown excellent cut round diamond of G color and VS2 clarity"—consumers are able to focus on choosing ring designs in options like Classic, Pave, Halo and Channel in 18k white gold, rose gold, yellow gold and platinum.
On top of connecting consumers to ring designs that avoid the negative environmental and social issues surrounding mined diamonds, Couple offers its luxury designs at affordable prices.
Trend Themes
1. Lab-grown Diamonds - As more consumers become aware of the environmental and social drawbacks of mined diamonds, there is an opportunity for luxury brands to incorporate lab-grown diamonds as more environmentally-friendly alternatives.
2. Curated E-commerce - Couple's simplified process of offering a single quality of diamond and curated timeless ring designs is an example of the rise of curated e-commerce experiences which could be applied to other luxury product categories.
3. Affordable Luxury - Couple's offering of luxury lab-grown diamond rings at affordable prices reflects a larger trend of luxury brands democratizing their products for more accessible pricing points.
Industry Implications
1. Jewelry - The jewelry industry has been disrupted by the rise of lab-grown diamonds and a shift towards more ethical and sustainable sourcing, creating opportunities for brands to incorporate these changes into their business models.
2. E-commerce - With the rise of curated e-commerce experiences, there is an opportunity for companies to simplify the buying process and create more personalized shopping experiences.
3. Luxury - The trend towards affordable luxury reflects a shift in consumer values towards more accessible and practical luxury goods, creating opportunities for brands to reposition themselves in the market.
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