What should people know about custom ring design and the Coffin & Trout approach?
Unfortunately, the term “custom” has been diluted heavily over the years. You know, a lot of other companies claim custom and it’s more or less picking the colors of gold, the shape of the diamond and the finger size. But they’re still ordering it from a mass producer.
Many times people are shopping at multiple jewelry stores, doing their research and trying to find the best fit for them. I always tell people to ask for a tour and have [the jewelry store] show you what it is they do. A lot of the stores are outsourcing all these things. Some of them offer design services, then have someone overseas or across the country doing the work.
Sometimes we associate custom with expensive, and that’s not the case here at Coffin & Trout because we’re handcrafting jewelry right here in our studio regardless. People really enjoy the experience because they’re able to see every step of the process. We take them into our shop and show them where everything is assembled and the finish work that the jewelers do to each piece when they’re setting the diamonds under the microscope, and the touch and feel of the process.
Once we take people on the tour of our operation, it really gives them more of an understanding of what goes into it. One of the comments we always receive is, wow, I had no idea that all this was back here and that so much went into this. That’s exactly why we show you, because we want you to understand and appreciate what goes into the building of your heirloom.
There’s just nobody else that has an operation like what we’re doing. We have a lot to show off, which is one of our biggest differentiators from our competitors.