Technology

‘Jewelry as a Service’ Start-Up Raises $5M

TechnologyOct 13, 2017

‘Jewelry as a Service’ Start-Up Raises $5M

Flont offers a fine jewelry rental service, allowing consumers to try before they buy.

20171013_Flont.jpg
A ring by Crow’s Nest, one of the designers available to rent or buy through start-up company Flont

New York--Flont, a fine jewelry e-commerce site that allows customers to rent and then buy, announced Thursday that it has completed a $5 million capital raise.

Software inventor and founder of numerous start-ups Cormac Kinney started Flont last year and the site went live in May 2017.

Now it’s being backed by a number of private investors, the most noteworthy of which is C Ventures, headed by Adrian Cheng, the executive director of massive Chinese manufacturer and retailer Chow Tai Fook Jewelry Group. C Ventures' portfolio is a who’s who of sexy digital start-ups in the fashion and art world, with companies like Armarium, Bandier and Paddle8 on the roster.

The guiding principle behind Flont is “jewelry as a service.”

“In the on-demand economy, people want short-term use of a product, and to pay for it as a service,” Kinney explained to National Jeweler, “like ZipCar, AirBnB or Uber. Answering this demand, Flont created a new sales channel that delights consumers, and still supports brands and designers.”

Kinney’s knowledge of fine jewelry is personal; his wife is designer Mimi So.

“Over 17 years, I’ve seen how retail sales have been tremendously impacted by e-commerce, and this is magnified for fine jewelry, which is a high-touch sale,” said Kinney. “More and more people prefer to shop online, or on their phone, so the industry needs to bring the jewelry to the clients. Our solution is to promote discovery through borrowing, and enable customers to ‘try and buy.’”

There are three main ways for consumers to interact with Flont.

They can become members for $299 a month (for a minimum of three months) and receive unlimited fine jewelry rentals from the site, up to $5,000 at one time, with Flont covering the cost of FedEx and insurance for one item a month or 12 total items a year, and customers paying for the shipping and insurance fees for additional items.

Flont also allows four-day rentals for non-members, in the manner of Rent The Runway, targeted toward special occasions. Rental rates range from $129 to $379, depending on an item’s retail value.

Finally, consumers can shop directly on the site, and if they’re members they receive a discount on pieces.

More than 40 fine jewelry brands are working in partnership with Flont so far, ranging from big names like Chopard, Cartier, David Webb and Van Cleef & Arpels, to independents like

Pamela Love, Sabine Getty, Deborah Pagani and, of course, Mimi So.

As the husband of a designer, Kinney has the benefit of understanding what designers need from their relationship with Flont.

“The most important benefit we provide is brand discovery,” he said. “We are uncovering and enabling new, lifelong fine jewelry consumers. Our designers benefit financially by sharing a portion of our revenue each time someone borrows their jewelry. It's ‘fair trade’ for designers. Of course, they benefit when a Flont member purchases their jewelry, too.”

When it comes to consumers, Kinney noticed an incompatibility between fine jewelry and online shopping.

Similar to Memo, the company that is centered on allowing consumers to try on fine jewelry at home before they buy and return pieces for free, Flont’s services are an attempt to overcome the disconnect that comes from not trying on jewelry in person before purchase.

Kinney said, “The ideal consumer experience consists of walking into a beautiful store, choosing from a variety of designs, and most importantly, holding the jewelry in your hand. This experience is essential to an expensive and personal purchase. By offering jewelry rental, and our unlimited jewelry membership, we enable a critical part of the purchasing process: wearing the jewelry.

“Our clients can borrow anything they like, and test drive it at work, at events, or with their loved ones. Some clients use Flont as an unlimited jewelry box, and some use it in order to decide what they want to keep forever.”

Flont has brought on a team of digital and luxury experts, including jewelry editor Brooke Magnaghi, who also was part of fine jewelry e-commerce company Stone & Strand.

With the capital it’s raised thus far, Flont will increase inventory and staff, and expand into the Chinese market.

Kinney also said his team is “developing services for both department stores and retail jewelry stores, where members borrow jewelry in person.”

Customers can already do so at Flont’s “Member Lounge” at Rockefeller Plaza in New York City, where they can try pieces on and change out their jewelry.
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Weekly QuizApr 18, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

gia-topimage 0325.jpg
Brought to you by
A Brilliant Future Is Here

Get online education from GIA experts.

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Athena Calderone x John Hardy Collection
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired Collection

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

Movado Connect 2.0 watches
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs Impact

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

Natural Diamond Council Diamond Learning Center Graphic
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning Center

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

Jewelers of America logo
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from Members

The feedback will be used to prepare other jewelers for the challenges ahead, the organization said.

Catbird Chicago
IndependentsApr 16, 2025
Catbird Expands to Chicago

The opening marks the jewelry retailer’s first location in the Midwest.

Foundrae United in Love Campaign
CollectionsApr 16, 2025
Foundrae’s First Commitment Jewelry Collection Unites Through Love

The “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.

Robert and Rose-Marie Goodman outside Robert Goodman Jewelers
IndependentsApr 16, 2025
Indiana Jeweler to Host Black Jewelry Designer Pop-Up

Robert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.

Womens Jewelry Association WJA logo
MajorsApr 16, 2025
WJA Announces Board Members, New Chicago Chapter President

The announcements follow a tumultuous start to 2025 for WJA, which saw a wave of resignations following controversial statements about DEI.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy