Why I Stopped Talking About Engagement Rings
When I launched SETTE, I assumed engagement rings would be our core product. After all, I had years of experience designing fine jewelry for both mass retailers and luxury brands, and bridal just made sense. Diamonds, gold, sentimentality - it all pointed there.
But the longer I ran SETTE, the more I realized something important: the pieces my customers were most drawn to weren’t just about weddings or proposals.
They were celebrating their milestones. Promotions. New chapters. Anniversaries. Fresh starts. Or just wanting something that felt like them.
Why fashion jewelry matters just as much as bridal
There’s a belief that “serious” diamonds only belong in an engagement ring. I don’t agree.
SETTE is built on the idea that real diamonds - yes, even lab-grown ones - belong in your daily life. You shouldn’t have to wait for someone else to give one to you. You shouldn’t have to save it for “someday.” Jewelry should make you feel powerful now.
And that’s exactly what our customers are doing. Wearing pinky rings to interviews. Gifting themselves earrings for surviving a tough season. Stacking half-bezel bands just because they want to.
Fashion Jewelry vs. Engagement Rings: What’s the Real Difference?
It’s not about the materials. SETTE uses solid gold, lab-grown diamonds, and fine craftsmanship that absolutely meets the standard for engagement.
And yes - plenty of our customers use our rings as engagement rings.
But the difference is this: our pieces don’t follow engagement ring rules.
Traditional engagement rings are often designed to be “timeless,” but that can also mean predictable. Solitaire. Thin band. Center stone, nothing else.
At SETTE, timeless doesn’t mean boring.
Our rings are sculptural. Bold. Meant to be stacked, styled, worn on any finger - not just your left hand.
We’re not anti-engagement ring. We’re just anti the idea that jewelry has to follow a formula to matter.
From “Will you marry me?” to “Every finger is a ring finger.”
Once I saw how our customers were wearing the pieces - how they were styling them, stacking them, owning them - I knew I had to shift how we spoke about the brand.
Less about engagement.
More about self-expression.
More about diamonds as everyday luxury.
That’s when everything clicked. The growth, the resonance, the feedback—it all took off once we stopped chasing traditional bridal and leaned into the idea that style doesn’t need permission. Our rings don’t wait for someone to ask the question. They are the answer.
What makes SETTE different
I’ve designed jewelry for both ends of the market - for mass retailers and for legacy luxury houses. That experience gave me a perspective most brands don’t have.
SETTE sits in the sweet spot:
Bold enough to turn heads. Refined enough to wear anywhere.
Our designs are original but timeless. Crafted with precision, but made to live a little.
This is fine jewelry with a point of view - and it shows.
If you're new to SETTE...
Start with the Coquette Pinky Ring. It’s where many of our customers begin.
Then layer in the Muse Ear Cuff.
Or, if you’re celebrating something big (or just feel like it), go all in on a stack of Aura Rings. Every one of them is crafted in solid gold and real diamonds - ready for whatever your life looks like.
