Flont, a “try and buy” jewelry e-tailer, has raised $5 million from private investors, including newly launched C Ventures.
Founded in October 2016 and launched in May 2017, Flont lets members borrow jewelry, with the option to buy each piece. It carries 40 brands and has partnerships with 10 designers.
The site was founded by Cormac Kinney, a software entrepreneur who has also designed an electronic diamond-trading exchange.
Flont will use this round of funds to build inventory, increase staff, scale up operations, and expand into the Chinese market.
C Ventures is headed by Adrian Cheng, executive director of Chow Tai Fook Jewelry Group.