Jewelry rental start-up Flont announced this morning that it has added an entry-point membership tier to its service that targets consumers just starting to build out their collection of fine jewelry.
The new and decidedly more affordable option, dubbed Flont Demi, allows members to borrow jewelry up to $1,200 in value for $59 a month, or jewelry valued at up to $2,500 for $119 a month. Pieces from trend-driven jewelry brands including Delfina Delettrez, Fallon, Michelle Fantaci, Selin Kent, and Meredith Kahn are available for Flont Demi members to rent.
The company currently has two other membership tiers: Flont Fine, which allows members to rent jewelry pieces valued up to $8,000; and Flont Privé, which offers event and red carpet jewelry valued up to $300,000.
Flont, which operates much like a Rent the Runway of fine jewelry—offering a try-and-buy model where shipping is easy and prepaid—says it currently has more than 10,000 members in the United States.
“Flont Demi is the ideal membership for women looking to explore real jewelry for the first time,” said Cormac Kinney, founder and CEO of Flont, in a prepared statement. “Within this category, experience is an extremely important part of the sales process. Flont Demi enables us to introduce a new audience to the world of fine jewelry, which is essential for the future of the industry.”
Brooke Magnaghi, Flont’s creative director (and a former JCK jewelry editor), added, “When it comes to jewelry, learning about quality, design, and craftsmanship without experience is next to impossible. Flont Demi enables these important first interactions with fine jewelry—ultimately leading to lifelong fans that will make purchases within the category for years to come.”
In January we wrote about how the venture-backed company was building out its stable of brands—particularly brands that appeal to the self-purchasing fashion-conscious consumer. Now we know to what end.
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