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New York, NY—Beny Sofer Inc. and Roberto Demeglio, two historic families in the jewelry industry, have partnered in a separate, new joint venture in the United States. It's called Ex-Tensible, an entirely new stretchable tennis bracelet.

The Sofer family is a renowned classic jewelry and diamond dealer in New York City. Roberto Demeglio, meanwhile, is a world-renowned designer of ceramic and gold fashion stretch jewelry made in Italy. For the past eight years, the two have been working together distributing the luxury Roberto Demeglio brand in the United States and Caribbean. Now, they are partnering to launch Ex-Tensible, an entirely new stretchable tennis bracelet that marries the two specialties of each company and is unlike anything in the industry today. Ex-tensible tennis bracelets launched in Europe two years ago and made quite an impact on the market with a lifelong warranty on the patented system, says a company statement.

Roberto Demeglio patented a system that made the famous but basic tennis bracelet stretchable and clasp-less, fitting his philosophy of comfort-driven jewels that work to transform traditional jewelry into a functional fit for today’s lifestyle. Combined with Beny Sofer’s expertise in diamonds and colored stone jewelry, the brand will offer stretchable tennis bracelets in 18k gold and diamonds and colored gemstones. Bracelets are currently available in one to 10 carats total weight, in round, oval, and emerald cuts. 

“We are very excited to offer this new brand to retailers in the US," states Amit Sofer. "There is a large demand for classic, luxury jewelry that’s easy to wear, comfortable and durable. Ex-tensible is a project that Roberto has been working on for many years, and we can’t wait to see it change the way people look at tennis bracelets." Demeglio adds, "The patented, durable stretch design of Ex-tensible makes us very proud to put our name behind it.”

The product will be available in the United States beginning the second week of December. The group will also launch rings in 2021 with the same patented technology. Product can be seen at www.elastic-tennis-bracelet.com.