Flont’s ‘Try to Buy’ Fine Jewelry Rental Service Expands With More Tiers

In What's New, Industry News by Lauren Parker, Accessories Magazine


Spiral earrings by Noor Fares

Don’t flaunt that borrowed fine jewelry at your next event, flont it!

Curated by Creative Director Brooke Magnaghi, a former jewelry and accessories editor at W Magazine, the concept is to make the finer things accessible to those that can’t, or don’t want to, purchase the real thing. In fact, the concept works well for Millennials, who already drive the “sharing economy” and are the right generation to groom for fine jewelry. From work events to weddings, the number of events don’t always jibe with the jewelry wardrobe.

Flont, a leader in the fine jewelry “try & buy” membership space, has fun with the deliberate misspelling, which the owners say implies a lifestyle versus ownership. In fact, it’s trademarked in 99 countries. Should a customer wish to purchase an item after borrowing it, it may do so at a discount.


Diamond thorn bangle by Crow’s Nest

Flont has recently expanded its offerings with Flont Demi, the gateway drug into the service, if you will, with a curated collection of jewelry valued from $800 to $2,400.  Flont Demi features fine jewelry brands such as Delfina Deletrez, Fallon, Michelle Fantaci, Selin Kent, Meredith Kahn, and others, and with Magnaghi’s relationships, most of the merchandise is created just for Flont and not available elsewhere. Also new is the announcement that Moissonite jewelry company Charles & Colvard has partnered Flont with items from $750 to $2,500.


Brooke Magnaghi, Flont Creative Director

“When it comes to jewelry, learning about quality, design and craftsmanship without experience is next to impossible,” said Brooke Magnaghi, Creative Director of Flont.  “Flont Demi enables these important first interactions with fine jewelry ultimately leading to lifelong fans that will make purchases within the category for years to come.”

Cormac Kinney, Founder & CEO of Flont, agrees. “Flont Demi is the ideal membership for women looking to explore real jewelry for the first time. Within this category, experience is an extremely important part of the sales process. Flont Demi enables us to introduce a new audience to the world of fine jewelry, which is essential for the future of the industry.”

At the higher end of the spectrum is Flont Fine, an eclectic mix of jewelry up to $8,000 in value, and Flont Privé, which offers event and red carpet jewelry up to $300,000 in value. There’s even a vintage division at Flont for consumers who prefer older pieces and styling.

The Flont Demi membership starts at $59 per-month, to borrow up to $1,200 jewels, and goes to $119, to borrow up to $2,500 worth of jewelry. This is not a subscription box service where stylists pick out the pieces; rather, the members do the selecting on their own either online or in the Manhattan showroom where they can view and try on pieces.


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