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Enso Rings Partners With Zales to Get Its Silicone Rings on More Hands

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Most people who wear a ring have a story about that one time they caught their metal wedding band on a piece of gym equipment or lost a sentimental ring because they took it off for safety—it tends to be a memory that’s hard to forget.

Enso Rings co-founder and CEO Aaron Dalley knows these stories, having lost many a wedding band himself. His co-founder and business partner, Brighton Jones, once forgot to take off his ring while rock climbing. That rock mangled the ring and his hand as well.

Those stories and countless others inspired Dalley and Jones to launch Enso Rings in 2015 to create a better silicone ring replacement option. The duo added their own spin, producing premium bands that are both stylish and sophisticated. That led their business to Zales, and now the two are partnering to offer Enso Rings at Zales online and in stores nationwide, a major landmark for the company, Dalley says.

Enso Rings
Enso Rings created specialty processes that make its silicone bands look more upscale than other offerings, even adding precious materials and crystals to its bands so they look metallic or high-end, co-founder Aaron Dalley says.

“We wanted to work with Signet and Zales because they’re among the strongest names in the industry,” Dalley says. “We wanted to work with a name brand, but it also had to be a brand that resonates with us and our mission. Our mission is to be a force for good, and our values are love yourself and love others.”

Enso was a great fit for Zales because its customers want fashion-forward solutions, and this silicone ring partnership brought that and more, said Angela Kennedy, vice president of merchandising at Signet Jewelers.

“It was a natural fit to add them to the assortment available at Zales, and we couldn’t be more thrilled to be working with them,” Kennedy said in an email interview with JCK. “For our customers looking for a silicone band as an addition to their wedding band to wear while being active, working in the medical field, or wherever the need for an alternative band may be, Enso silicone bands provide a lightweight, durable, and stylish solution.”

Zales Enso
In a new partnership with Enso Rings, Zales is now carrying in stores and online an array of colors and widths of Enso silicone wedding bands. This is a partnership that Enso Rings founder Aaron Dalley says has been a dream of his since he co-founded the company in 2015.

Enso’s Elements Collection at Zales features eight premium silicone wedding bands. Seven are in the Elements Classic collection, including platinum, rose gold, diamond, and black pearl. It also includes the Elements Contour in platinum. Prices range from $39.99 to $49.99.

Enso’s premium bands are the opposite of traditional silicone rings—rather than go bland and basic, Enso’s rings feature well-known characters from Disney to Star Wars to The Lord of the Rings. They come in vivid colors, etched themes, and bold designs. Some are infused with crystals or precious materials using Enso’s patented processes, giving these rings a realistic metallic look and shine that blur the line between traditional metal jewelry and silicone.

Dalley says the years of development and hard work have paid off not only with the consumer responses to the product as well as the Zales partnership but also in terms of all the experiences the company has had along the way. For example, Enso Rings was featured on Shark Tank and named one of the fastest-growing private companies in America, selling more than 4 million silicone rings over the past seven years.

“Silicone rings are still relatively new [in jewelry cases], so people may not be sure how to position it,” Dalley says. “But it doesn’t need to be a replacement. It’s a great companion piece to your metal band or diamond ring.”

Top: Enso Rings describes its silicone products—which are now available at Zales—as “luxury without compromise,” giving the wearer a secure feeling of having a band on without worrying about it getting damaged or causing possible injury while at work or play (photos courtesy of Enso Rings). 

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Karen Dybis

By: Karen Dybis

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