b'How the pricing works willbuy it versus something that depend on the type of jewelrydoesnt fit you.being offered. An eternityAlex Stuller, senior director band in a size 13 is going toof bridal at jewelry manufac-need more diamonds than aturer Stuller, echoes Ferraris size 6 ring and that will be re- advice on stocking replicas in a flected in the price, she admits. wider range of sizes. But, theres a way to doStuller offers bridal selling it that doesnt come off assystems that let customers try though you dont care abouton rings and mix-and-match this audience, she says,styles to get an idea of their suggesting jewelers price bydream ring.length, like with tennis brace- Most of our prototypes lets, or simply explain to thecome in a standard size 7, customer why theres an addedshe said via email, though cost for more stones. some selling systems offer My brand is a luxury brand, and justadditional sizes. STOCK UP ON SIZES because the person is larger that doesntIts eternity band kit, for According to the Gem- mean you have to sacrifice luxury, saysexample, features sizes 5 to designer Gwen Beloti, whose jewelry is ological Institute of America,featured here. 8 while its classic band kit is the average ring finger sizeavailable in sizes 7 and 11.for women in the U.S. is a 6,Outside of this, I suggest but thats based on the average U.S. woman being 54 and weighingjewelers could order a run-up of sizes in a style of their choosing 140 pounds, which is inaccurate, as per the data cited earlier. in sterling silver and cubic zirconia to accomplish a more inclusive Still, at many jewelry counters, customers will find the sample sizesizing story within their store, she said.available for womens rings trends smaller, leaving those who wear a larger size to just imagine what that ring would look like on their finger. THE IMPORTANCE OF BEING AUTHENTICSeverine Ferrari, founder of Engagement 101, a platform thatStocking plus-size options is an important step, but shoppers are encourages couples to share their proposal stories,also looking for authenticity, and they usually can tell knows the problem this sizing issue poses for bothwhen a retailers heart isnt in it.customers and sales. Designer Beloti noticed something interesting when Though many of the newly engaged couples sheshe was browsing through her social media.works with opt for custom-designed rings, those whoThere were certain companies that claimed to be look for ready-made rings in a larger size find very fewinclusive in their posts, but when she scrolled down options available, she says.to the comment section, she saw customers complain-When you go on a website traditionally, like a bridaling about the limited size range or the poor fit on website that has e-commerce, if theyrelarger bodies.offering you sizes, usually it stops at 8 or 9Authenticity is really important. I think for engagement rings, or even in fashion.people can feel it, says Beloti. I try to Sometimes its not even clear that you canAt least have your bestsellers inwork with friends who are not necessarily request a custom one, she says. different sizes because [otherwise]models, but I think theyre beautiful. I If its e-commerce and ready to ship,its a lost opportunity for sales. think people resonate with that, too.its going to be a [size] 5 or 6. Its really not Severine Ferrari, Society still views average women or going to be a bigger size. Engagement 101 smaller women as our vision of beauty. So, Shoppers hoping for a better selection in[brands] dont want to be the one to put a store may be just as disappointed. chunky face on their homepage, she says.The problem is when women want to try on rings and they cantBelotis Instagram feed, in contrast, showcases diverse models try a test ring in their size, says Ferrari. Ive been shocked [by this],decked out in her designs.particularly in the bridal side of the business. Belotis first fine jewelry collection is launching this fall, though Ferrari receives replica rings for her photo shoots, as do manyher demi-fine jewels already are sold at Saks Fifth Avenue.stores so they can show different versions of the same ring. The idea that plus-size women dont epitomize luxury doesnt She suggests jewelers stock replicas of their best-selling styles in aresonate with Beloti.variety of sizes. My brand is a luxury brand, and just because the person is larger At least have your bestsellers in different sizes because [otherwise]that doesnt mean you have to sacrifice luxury. Were going to do a fabu-its a lost opportunity for sales, she says. I know for a fact that whenlous photo shoot, were going to wear silk, were going to look beauti-you try something that fits you, whatever your size, youre going toful. It doesnt matter if youre a size 4 or a size 20, she says. NATIONAL JEWELER 55'