Flont Debuts High-End Privé Collection, Bows L.A. Pop-up

Just last week we wrote about fine jewelry rental site Flont building out its stable of brands with buzz.

And now JCK’s exclusively learned that the e-tailer—which lets its members rent high-end fine jewelry with the option of buying pieces at discounted rates—is introducing a curated collection of event and red carpet jewelry, Flont Privé, with diamond jewelry brand Hearts On Fire at its center.

Hearts On Fire is a brand new (and prestigious) partner for the retailer. The company also shared that it’s signed on diamond and diamond jewelry manufacturer Leo Schachter & Co. for Privé.

In addition to pieces from brands brought on specifically for the collection, Privé corrals high-end jewelry pieces culled from its roughly 50 existing brands. Hearts On Fire diamond necklaces, earrings, bracelets, and rings on the site are valued up to $160,000 per piece (rentals of pieces from the brands start at $300).

Members who opt to buy from the Privé collection can do so for 20 percent off retail.

Flont is celebrating the debut of Privé with a pop-up shop in Los Angeles (at 156 N. Robertson Blvd.) in partnership with Armarium, another online fashion rental company that’s effectively a pricier, more designer-driven Rent the Runway.

The pop-up will be open from Feb. 6–March 5, dates that intentionally coincide with L.A.’s awards season, which concludes this year after the Oscars on March 4.

It’s a savvy move on the part of the venture-backed retailer.

Beyond introducing the brand and its services to an affluent pool of potential consumers, the pop-up will function as a showroom full of lenders for self-shopping (and stylist-assisted) celebrities and movie-industry players. It’s positioned to be “a wonderful opportunity for those attending the Oscars who aren’t gifted jewels and dresses for awards shows,” said a brand representative for Flont. “Think producers, directors, and other key women in film!”

In short, Flont is taking a brief, bold dive into the heart of fine jewelry’s most public platforms.

Cormac Kinney, founder and CEO of Flont, explained to JCK the appeal of Hearts On Fire as a partner: “Ever since Flont launched, every day a member has asked us for statement pieces. With Hearts On Fire, we can finally answer that demand. The exquisite jewels offered in the Flont Privé collection are perfect for red carpets, weddings, and black-tie galas.”

He added, “This is good for the industry. As our clients become aficionados of quality, they become lifelong consumers of fine jewelry. The key to Flont’s success is that we put jewels on women, and let them fall in love.”

Flont plans to add several more high-end fine jewelry brands to its Privé collection in the coming weeks.

(Photo: Hearts On Fire rings on Flont, courtesy Flont)

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JCK Senior Editor

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