Caught Between a Rock and a Hard Place

Share Article uses innovation and a fresh design to attract future consumers to the jewelry industry. The company is introducing two new platforms that will provide a revolutionary in-store and online ring-buying experience.

The jewelry industry is at a crossroads. Retailers are shutting down, shoppers are going online, and millennials are investing in experience rather than luxury goods., a Philly-based software company, doesn’t plan on fighting these trends.

According to founder Gigi Kizhakkechethipuzha, “Buying jewelry needs to be an immersive and personal experience for consumers both online and in-store. Part of the problem is that consumers can’t own the creative process.” wants to put the paintbrush in the hands of the consumer.

“There’s a difference between finding the perfect ring and feeling as though you’ve made the perfect ring,” says cofounder Elliot Levy. “We give consumers a completely new experience that empowers them to get creative, make that perfect ring, and have fun while doing it.”

The experience is available to consumers inside the retailer and on their website. In-store, consumers design jewelry at a ‘Creator Station’, where they visualize their creations in real time using hologram technology. Online, consumers get an ‘Experience Kit’, which includes a smartphone hologram display and an augmented reality ring sensor to virtually try-on jewelry.

Levy feels that, “Going conflict-free is not enough to win over millennials. The industry needs innovation and a fresh experience to attract future consumers.”

To Kizhakkechethipuzha, “That starts with redefining what it means to be consumer-centric.” is in talks with several top retailers in the jewelry industry and expected to launch their first platform in July. The company plans on expanding their offering to other product categories including watches, shoes, toys, apparel, automotive, and furniture later this year.’s sister company is Virtina, a premier E-commerce development firm partnered with several top Ecommerce platforms.

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Elliot Levy
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