One site aims to change all that.
Heirlume, a recently launched e-commerce site, aims to ease mens’ anxiety while making the purchasing process fun, social and less threatening.
How it works, a man logs on and answers a series of questions about the intended gift recipient’s style and lifestyle. Heirlume then recommends nine pieces that fit that profile. After narrowing it down to three, he can then email the selections to his stable of confidantes (from the woman’s friends, family, co-workers) and they can vote on their favorites.
“We run the questionnaire answers through a sophisticated algorithm to help select the nine pieces,” says co-founder Elaine Russell, an online expert who worked on the Tiny Prints launch (which later sold to Shutterfly).
And when he emails his circle those choices for their votes, it’s a unique page so they don’t feel like Heirlume is trying to sell them anything. It’s all about helping the man select the best piece. Votes and comments are then emailed to him to help him make the final selection.
“Men look to curation and depend on friends and family when purchasing fine jewelry,” says Russell. “What surprised us, however, is that some men actually email the choices to the women for a direct reply on what they want. We didn’t expect that!”
There are no engagement rings, but rather occasion jewelry for birthdays, anniversaries, events like the birth of a child, or just a gift of love. There are currently 12 fine jewelry designers (and counting), and prices range from $100 to $5,000.
All pieces come ready to gift in a nice box and packaged with an About the Artist card.