These modern and chic asymmetrical rings were created to appeal to millennials
Doves’ new Little Bird Bridal collection debuted this spring to celebrate chic asymmetric designs for millennials. Two hundred fifty engagement ring and 60 wedding band SKUs are available in 18k and 14k gold in semi-mount (for engagement rings) and complete ring styles. Complete rings include gemstones such as aquamarine, blue topaz, morganite, moonstone, sapphire, and yellow beryl. Center stone sizes accommodated include those up to 3 carats.
Designs are a mix of romantic-looking Art Deco looks and asymmetrical modern designs that “give the bride more options than the tired diamond halo,” says Doron Hakimian, president.
And the bird reference? Hakimian and his team were thinking about e. e. cummings’ quotes about little birds. “The premise is that the whole collection is like a secret a little bird told you,” he adds.
“There is a huge untapped opportunity with millennials,” Hakimian continues. “This generation is known for creativity, and they are open to new concepts in bridal jewelry. Doves has seen color pop up in wedding dresses and has even had dialogues about our color fashion jewelry being reimagined as engagement rings with our consumers on social media. We understand there will always be brides who want traditional diamond centers, but we felt that those who are looking for something different are being underserved. Color and unique design is what our company does well. It was completely natural for us to enter the bridal category.”
The collection is already shipping to stores, and buy-in is 12 pieces. (Point-of-sale marketing and displays come with each order.) Buy-in for engagement rings and bands in 18k starts at $600 retail.
Ring in 18k rose and white gold with 1 ct. peach morganite and 0.18 ct. t.w. diamonds and band in 18k white and yellow gold with 0.4 ct. t.w. diamonds, $1,525–$2,460
Ring in 18k white and yellow gold with 1.07 ct. yellow beryl and 0.4 ct. t.w. diamonds, $2,278
Semi-mount in 18k white gold with 0.73 ct. t.w. diamonds, $3,104
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