ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
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.
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.
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.
More on Technology
The Latest
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Events & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
SourcingJul 27, 2026
‘Rubies’ Goes on Display at Harvard MuseumThe exhibition reveals the gemology, geology, and cultural history of the iconic red gemstone.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
