Ritani's VP of Marketing Mark Keeney details how Ritani was able to break into Internet Retailer Magazine's Top 500 as such a young company. Ritani used data-driven marketing to market to engagement ring shoppers, brides planning their weddings, and jewelry lovers everywhere.

1. HOW DID RITANI MAKE IT INTO IR
TOP 500?

2. WHO IS RITANI?

3. Ritani Background
You could say we are a leading manufacturer and purveyor of
engagement rings, diamonds and fine jewelry….but we are much
more…

4. DIFFERENTIATED MODEL
Ritani offers a better way to buy an engagement ring and
fine jewelry.
4
YOU DESIGN IT ONLINE WE HANDCRAFT YOUR RING
UPON ORDER
YOU PREVIEW IT FOR FREE
AT YOUR LOCAL JEWELER
NO RISK – NO OBLIGATION
1 2 3

5. DISRUPTION IN JEWELRY =
EMBRACING TODAY’S RETAIL
5
Demographics are Shifting
Lucrative Economics
1
2
3
• Millennials grew up with computers in their homes
• Millennials disproportionately favor brands differentiated by technology
• 60% of shoppers expect integrated on/off line shopping experiences
• Omni-channel shoppers spend 15-30% more
• Omni-channel shoppers are more affluent and loyal
• Younger than single channel customer
Retail Trend-Setters Embracing Integration
“The line separating e-commerce and traditional retail
isn’t just blurring, it’s coming down like the Berlin Wall.”
John Donahoe, CEO, eBay
Jewelry Retail4
• 90% of all purchases start online
• 71% of all jewelry brands do not have ecommerce
enabled websites
Source: JCK, L2

6. MARKET OPPORTUNITY
The US bridal market alone is over $10BN.
6
0
20
40
60
80
100%
Global
United States
China
India
Japan
EU
Other
$160B
United States Product Mix
Bridal
Diamond Jewelry
Other Jewelry
$70B
Jewelry Market

7. Relationship/Marketing Funnel
• Average couple dates 2.8 years before
becoming engaged
• Average couple is engaged for 14 months
• Most popular month to become engaged is
December
• Most popular month to get married is June –
followed by October
• Average cost of an engagement ring = $5,855
• Average age for marriage is 27 for women, 29
for men.
• TRANSLATION – Long lead times to impact
marketing funnel:
*Source: The Knot 2014 Survey, Ritani, and US Census

8. OUR CUSTOMERS (YES, MILLENNIALS)

9. AS WELL AS SECOND/THIRD TIME AROUND…

10. SHE IS MORE INVOLVED THAN EVER

11. NOT JUST A CONSUMER BENEFIT
NEARLY 10K JEWELERS HAVE CLOSED THEIR DOORS IN THE
LAST 15 YEARS
THEY NEED TO ADDRESS INTERNET BUT CANNOT AT SCALE
JEWELER NEEDS HELP WITH REACHING AND ENGAGING
MILLENNIALS
TECHNOLOGY CAN HELP

12. BLURRING THE LINES BETWEEN
ONLINE AND IN STORE
Personalized in store iPad app coupled with RFID technology allows:
• Web like product details – Online Reviews in Store
• Ability to customize product without retailer having to add inventory
• Interactive education tools to teach the 4 C’s
• Take the details of the ring with you via Passbook integration or email

13. MEDIA MIX

14. WHEN WE DO IT RIGHT…THIS IS THE
RESULT

15. RESULTS THUS FAR
• In our second full year of business we achieved over $50mm in revenue
• 2nd largest website of diamonds sourced directly from the supplier
• Have grown our base of partner retailers from 6 locations at launch to over 200
across North America
• We can ship to over 80 countries worldwide and in fact have shipped to every
military base across the globe – including the USS NIMITZ
• We have crossed 1mm followers on Facebook
• Been recognized by press as innovator within our category
• Most importantly we have been an integral part of making +15k couples happy
15

16. RITANI’S RANKING ON TOP 500: 367

17. THANK YOU
www.ritani.com