Cover Story: A Beautiful Marriage

Bridging the Digital Divide
What differentiates Ritani from other jewelry retailers is its hybrid selling model. This is embodied in the company's free in-store preview program. Here's how it works: Consumers begin their shopping experience by browsing Ritani's website, selecting two loose diamonds and settings, which are then handcrafted into rings at Ritani's manufacturing facility in New York City (they can also choose two made-to-order rings). The rings are then shipped to a local jewelry store affiliate of Ritani, where the consumer can preview them for free with no obligation to buy.