09 July 2023 |

A girl’s best friend

By Ari Murray

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)

* 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? 🧛🏻‍♀️ 💎 🙇‍♀️ 🎾