The process of creating the ring just for two

"We are interested in custom-made rings, but we are not sure if we can do without any knowledge of rings..."

This is a concern we sometimes hear from our customers who visit ith.

For most people, selecting engagement and wedding rings is a new experience. It is normal to have no prior knowledge. Here is the flow of ith's custom-made process and the points we pay attention to so that even such people can feel free to come to ith and enjoy choosing a ring.

First, try on many rings

After giving a brief explanation of the origins of ith and the flow of its guidance, we start by having you look at and trying on many rings.

The form, width, surface pattern and processing, metal color, and presence or with or without diamonds are all factors that combine to give each ring its own unique character.

Unlike clothing and similar items, many people may not have had the opportunity to carefully look at a ring, so it will be a very enjoyable process to learn about the individual characteristics of each piece and see what suits you and what you like.

The concierge in charge of the customer will support the fitting by explaining the features and terminology of the ring as appropriate, so that the your understanding and knowledge of the ring will increase as well as your preferences.

As you learn more about the ring, your language for expressing your preferences will also be getting a little richer.

Putting impressions and images into words

"I have an image of what I like or dislike about the ring, but I am not sure how to put it into words..."

We understand that there may be many customers who have such a feeling, but please don't worry. You can just use your own words to express your impressions and images. For example, "Pretty!” ”Beautiful!” or "something a little different and unique," or "something not too ordinary, but unique to us."

Using the customer's idea of "pretty" as a starting point, the concierge ask questions about what the customer think is pretty about the ring and the customer's impression of each ring, digging deeper into the vague impressions and images, and gradually working toward specific requirements for the creation of the ring. 

At the same time, we confirm through consultations the customer's own unacknowledged preferences, the differences between men's and women's preferences, and what priority should be given to reflecting these in the creation of the ring.

Because a ring is a very small object, there are times when we have to prioritize and select from a list of requests, but as we clarify the keywords that will become the axis of our prioritization, we will be much closer to completing a ring that is unique to the couple.

Following the concierge's navigation

The job of the concierge at ith is to connect the customer's vague image to the concrete form of the ring.  The concierge plays the role of a designer who transforms customer's images and feelings into specific requirements such as width, size, and processing methods.

Some customers request detailed specifications, such as dimensions, but the more specific the requirements, the more specialized knowledge is required, so most customers are not sure what the correct answer is.

To thoroughly grasp that aspect and refine the specification of the ring while explaining the decision-making process, the concierges have accumulated various training and knowlege in jewellery making. 

Under the guidance of concierge, the customer's image is further fleshed out.

To bridge the customer's perspective with the professional viewpoint

In order for the customer to select a ring that truly satisfies him or her, the concierge has another important role to play. This is the process of linking the ring with the customer's words and image once again, after it was put into concrete specifications.

For example, the specific specifications decided based on the customer's request, "I want a ring with a slender image," are confirmed once again to ensure that they truly meet the customer's needs, and that there is no gap between the customer's image and the concierge's.


Once the specifications are finalized, the ring itself can be produced however, we dare to go back to the image and confirm it because we believe that the customers who come to ith are not just looking for the precision in specifications, but are also looking for the image created by the ring and the story that is contained in it.

The concierge takes the role of guiding the customer as a professional, but I believe that the ring will truly become the ring for the customer by not relying solely on judgment based on experience and common sense, but by taking a closer look at the customer's true desires.

Also, by sharing our knowledge and information as professionals in a way that is easy for the customer to understand, we can increase the customer's trust as partners in the ring-making process.

By going back and forth between the customer's point of view and that of a professional, we combine the customer's words with that of a professional and come closer to creating a ring for the couple.

I believe that this is a process of ring-making and a form of creating rings to meet the customer's needs.



ith's ring-making process


ith Director: Yoshida


The process of creating the ring just for two