![]() ![]() ![]() Once a month, Enso Rings collaborates with a local artist, where the designers take concepts from the artist’s work and wrap it around a ring. That’s how Enso Rings “Inked” line was created, from a marketer on the team. Some, like everything else at Enso Rings, come from in house. However, not all of the design ideas come from customers. “We owe it to our customers because they’re the ones that are constantly giving us the next idea, the next thing to try, the next color, the next style.” “Our community is … constantly suggesting ideas,” Jones said. The birthstone line is one of many suggestions that has come out of the Enso Ring “community,” which he calls “the greatest market research you can have.” ![]() “So they have their three kids, for Johnny, Susie and Ben, and they’ll get three stacks for their right hand and it’s really cute and they kind of take their family with them everywhere they go.” “There were moms who wanted to wear one for their wedding commitment on their left hand, but then wanted to have something about their commitment to their children or just that symbol of their children on their right hand,” Jones said. Most recently, Enso Rings launched a birthstone line of rings at the request of mothers who wanted to wear something that reminded them of their kids. “You can go buy a dollar ring on Amazon, but it’s going to pale in comparison to what you’re getting from us hand-making these in Utah,” Jones said.Īnd the line of products continues to grow. Ever since Enso Rings pretty much pioneered silicone rings as a product, numerous copycats have popped up on Amazon, even using Enso Rings imagery to fool customers. He said rings like “copper,” “gold” and “pearl” all contain real copper, gold and pearl combined with the silicone, but that’s all he can reveal. It also helps to keep trade secrets, Jones added. “We can adapt so quickly to market changes, especially while this is an emerging category where it changes daily, we can adapt and be really fluid throughout the whole process,” Jones said. One of the benefits, according to Jones, is a competitive advantage. The company will soon expand their production into the building next door as well. From design to production to shipping the rings and customer support, the entire company runs in a warehouse in Lehi. They’ve reached milestones, like selling over 2 million rings to 80-plus countries, but now, they’ve accomplished another meaningful one: bringing their entire operation under one roof. It’s been three years since Brighton Jones and Aaron Dalley co-founded Enso Rings, and not quite two years since their product made an appearance on “Shark Tank,” where they made a deal with Robert Herjavec for a $500,000 investment with a 15% of stake in their company. ![]()
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