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New York, NY–Ritani, a leading designer of engagement rings and fine jewelry, today unveiled an omni-channel retail approach offering customers the convenience and selection of online shopping combined with high-touch in-store services provided at premiere local jewelers nationwide.

The new e-commerce website is linked to a network of premium local jewelers to unify consumers’ digital and personal engagement ring purchase experience. Customers can shop online at Ritani.com, visit their local Ritani jeweler to view multiple items before confirming a purchase decision, and even create a custom, one-of-a-kind ring designed online and delivered to their local jeweler—with no obligation to purchase if it’s not exactly to their liking.  Additionally, any Ritani online order can be picked up or returned to a local Ritani jeweler.

With $15 million in new funding led by Cantor Ventures, a newly formed Seattle-based e-commerce team, and Ritani’s mine-to-finger diamond sourcing and jewelry manufacturing in New York and partnerships with jewelers nationwide, the firm is the first to offer this kind of blended online/in-store purchase experience.

“First generation online engagement ring shopping focused on presenting vast selections at the lowest price. This missed the opportunity to fulfill a customer’s natural desire for personal service during one of life’s most important purchasing decisions,” said Brian Watkins, the newly appointed president of Ritani, who brings prior e-commerce and retail experience at Blue Nile, Nordstrom, and Bain & Company.  

“The next generation jewelry retailer will not only deliver selection and value, but will go further. They’ll seamlessly combine online and in-store shopping to create an experience that today’s customer demands.”

Jewelers partnering with Ritani for this program so far include London Jewelers in Manhasset, NY; Underwood Jewelers in Jacksonville, FL, Fink’s Jewelers, with stores in Virginia and North Carolina, Steve Padis Jewelry in San Francisco, CA; Bachendorf’s in Dallas, TX; and Brown & Co. Jewelers in Atlanta, GA.

Marc Fink, president of Fink’s Jewelers, a third-generation jeweler with 16 locations throughout Virginia and North Carolina, says the new program not only allows jewelers to expand their customer reach, but also “inspires customers to shop the way they want to shop in an all-encompassing, stress-free and no-risk environment.”



Ritani will continue to expand its integrated partner network of high-end local jewelers, all of which earn revenue on every online Ritani transaction.

Ritani's new website allows customers to buy online or shop online and buy in person at a participating retailer.

The new site also offers a range of high-touch services like complimentary, one-on-one Virtual Gemologist consultations, that allow consumers to feel 100 percent comfortable, educated, and informed prior to clicking the purchase button. This ultimate personal online shopping experience offers live advice to address customers’ questions and provides visual demonstrations and analysis of the actual diamonds being considered for purchase. 360° high-definition photography and video of a carefully curated collection give customers a high-touch experience similar to the counters of luxury jewelry stores. Every order offers free overnight shipping and a no-questions-asked 30-day return policy.

Jed Kleckner, director at Cantor Ventures, says the program recognizes the importance of offering multiple sales channels, but also emphasizes the value of the knowledgeable and trusted local jewelry retailer. He believes it puts Ritani in position to transform how diamond jewelry is purchased.

For more information, click here (password: ritani) to watch a video of the new omni-channel sales program.