Inc. Magazine 09.2019

56 ● INC. ● SEPTEMBER 2019 ● ● ● PHOTOGRAPH BY HEAMI LEE

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Put a Ring on It

When it comes to popping the question, only 14 percent of grooms buy

engagement rings online. “People still want to look at and touch and feel

the ring, which might be one of the biggest purchases they’ve made,” says

Anubh Shah, a third-generation diamond jeweler. Shah thought he could

bring more transparency to the online experience and help calm consumers’

cold feet by letting them try on 3-D-printed replicas at home before commit-

ting to the real bling. “This isn’t an industry you can just walk into one

morning,” says Shah, whose diamond-dealing dad immigrated from India to

America with $5,000 in his pocket. “But I didn’t want to constantly do the

same thing. I think every generation feels the need to reinvent how business

gets done.” —KATE ROCKWOOD

Three-year growth 9,179.3% | 2018 revenue $19M

New York City | Founded in 2013

Anubh Shah

WITH CLARITY

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Try Before You Buy

For shoppers cautious about purchasing a

$2,360 diamond ring (like the one pictured

here) online, With Clarity will send 3-D-printed

replica versions made with a metal mixture that

has the same luster as platinum or gold, and

“simulants” that stand in for the diamonds.