Couple announces Toronto pop-up shop
Couple is bringing its lab-grown diamonds to Toronto with the launch of a pop-up shop, right on time for the Holiday season.
Opening November 6, in Toronto’s Yorkville neighbourhood at 131 Bloor Street West, the pop-up will offer its curated collection of engagement rings, wedding bands and diamond jewelry, along with one-on-one consultations from the luxury lab-grown diamond ring brand.
The pop-up, running until February 28 next year, will also house features like a private consultation room, a ring photo booth and more.
More importantly, the New York City-based startup, launched just last year, will be on a mission to educate consumers about the benefits of lab-grown diamonds.
“We want people to feel inspired by our mission and purpose when they walk into the pop-up. Ultimately, we are modernizing the industry with sustainable practices and technology that makes diamond buying more accessible and personal,” said Jeff Brenner, co-CEO of Couple, in a news statement.
Couple specializes in lab-grown diamonds, which it claims are identical to mined diamonds down to the atom. Raw diamonds are cut and polished and graded by the International Gemological Institute, before undergoing a 12-step quality control process to ensure they meet an exceptionally high standard.
“I found engagement ring shopping to be stressful and outdated, I didn’t know where to start.” explained Brenner, who co-founded the company with Alan Shuster.
“When I discovered the innovation surrounding lab-grown diamonds I knew we were onto something. We’re changing the way engagement ring shopping is done."
Lab-grown diamonds are also 100 percent conflict-free, ethical and better for the environment. They are also more affordable at 35 percent bigger for the price.
Currently, Couple sells online at couple.co.
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