Tennis Necklaces

Long before I dreamed of tennis rackets, I dreamed of tennis necklaces (and tennis bracelets. And, diamond stud earrings.) And so today, let’s discuss the type of tennis that comes naturally to me.

Let’s Go-to-Diamonds. 

One day, if I ever get my nerve, I’m launching a business. I’m selling diamonds (well, jewelry, but only the diamond variety). I’d sell in the most DTC savvy, direct-response, Go-to-Market like it’s 2023 style way I know how. 

Ahh, yes. I can see it now. Think Ring Concierge meets Assouline meets Harry Winston meets Djerf Avenue meets Jennifer Fisher meets Foundrae meets a website that is OPTIMIZED TO THE TOOTH (this part I know I can do). 

Harry Winston standards, with DTC execution on lock. Old World meets New World. The dream. 

And, I’ve said it before and I will say it again. DTC fine jewelry is the single BEST vertical in all of Ecommerce. Maybe in all of commerce. Why?

The margins + AOV + on-demand inventory + shipping weight are a DREAM. It’s all about that high AOV, baby! And, as you know, diamonds are forever. 

Sure, there are some things that definitely could go wrong: 

: It’s a congested space and the most premium DTC fine jewelry brands are very well funded and okay with losing money for forever. 

VTO (virtual try on) for jewelry isn’t as far along as it should be. 

The buyer isn’t usually the end consumer.

But, even the best verticals have challenges. THAT’S WHAT MAKES IT FUN — and what will keep competition at bay. There’s 1 thing I should mention. When I say DTC fine jewelry, I mean I already know exactly what my SKU mix will be.

And, because we’re FRIENDS, here’s exactly what I’d want to sell (if you beat me to it, good on you- my only ask is that you please make millions and millions of dollars). ❤️

I would sell the following, and the following ONLY:

: Diamond tennis necklaces (GIA certified, colorless D, E, and F, VS1 or VS2)

*Sold in only 3 different carat weights max 

**Sold in only 3 different metals (yellow gold, white gold, and platinum) 

Diamond tennis bracelets (GIA certified, colorless D, E, and F, VS1 or VS2)

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* Sold in only 3 different carat weights max 

**Sold in only 3 different metals (yellow gold, white gold, and platinum) 

Diamond stud earrings (GIA certified, colorless D, E, and F, VS1 or VS2)

 *Sold in only 3 different carat weights max 

**Sold in only 3 different metals (yellow gold, white gold, and platinum) 

No engagement rings. No lab-grown diamonds. No variations.

The classics. Cold, hard, diamonds for the everyday. 

I always say that I’m sure I’ll change my mind, except I hope I don’t. Give me 10 years, okay? ‍♀️ ‍♀️

Ari Murray
Ari Murray

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