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Small Dutch Startup Shakes Up the 'Tech-phobic' Jewelry Industry

posted 30 May 2011, 09:31 by Mpelembe   [ updated 30 May 2011, 09:33 ]

A small Dutch start-up is shaking up the 'Tech-phobic' Jewelry industry by creating innovative online concepts. The company is seeking funding to further develop new 'niche' jewelry personalization websites, a tablet app and an innovative retail concept.

AMSTERDAM, May 30, 2011 /PRNewswire/ -- Customization is one of the main consumer trends. Advances in technology and the desire for personalized products is driving a huge surge in the number of customizable products available. When given the choice, consumers are sure to enjoy self-created pieces that they can truly call their own.

Launched in 1999, NikeiD is still the best example of online customization. Nike allows people to engage in creative expression with a concept that is easy to understand, fun to work with and can simply be shared with friends. A quick online scan shows a lot has happened since then: Customized Jeans, Bicycles, Shoes, Books, Sneakers, Puzzles, Handbags, iPhone covers, even Beer bottles can be personalized.

While Jewelry in itself is extremely personal, there wasn't a 'NikeiD for jewelry'. Founder and Angel investor RikHeijmen explains why: "I've come to know the Industry as extremely fashionable and trend-sensitive on the one hand, but innovation-lacking and tech-phobic on the other hand," RikHeijmen explains. Because of his advertising background, his ideas have a fresh approach in an Industry that has barely noticed the internet revolution: "We are now combining traditional craftsmanship with the desire of today's consumer for personalization in"

Dutch start-up launched early May 2011, a website for creating personalized jewelry online. It gets tremendous response from investors both from the Internet Industry and the younger generation within the Jewelry industry. And that's great, because the company is planning to further develop the current website by adding Asian and Arabic typefaces, introducing gems and diamonds, creating a new 'premium' jewelry brand, other 'niche' websites, an iPad/Android tablet app and an innovative retail concept. All based on the platform, developed for

Next to developing new concepts, the company wants to focus on sustainability, switching to using solely recycled silver and gold and starting a project with a small mining facility abroad. delivers personalized DIY rings in over 30 countries.