Precious Metals & Bench: News
MAB Superfit and Christopher Designs team up to produce
designer rings that adjust easily
In the growing market for adjustable rings, MAB Superfit,
Havertown, PA, has teamed up with Christopher Slowinsky of Christopher
Designs, New York City. Retailers now can offer a Christopher
Designs ring with a Superfit adjustable shank already incorporated.
Traditionally, an adjustable ring is created after the sale when
the retailer removes the existing shank and attaches a Superfit
shank in a process known as retrofitting.
Christopher Designs' decision to incorporate the Superfit
shanks comes a year after designer Jean François Albert
of JFA Designs, Irvine, CA, introduced his own incorporated ring
adjustment mechanism called Signature Fit (Professional Jeweler,
January 1999, p. 58). Though they use different designs and concepts,
Albert and Slowinsky recognize the adjustable ring concept is
growing in popularity.
"The public is coming to accept Superfit as a better
way to wear fine jewelry," says Gena Bruner Alulis of MAB
Superfit. In fact, ads in Town & Country magazine giving
only the company's fax number have resulted in a flood of requests,
says Alulis. Superfit refers customers to the nearest jeweler
who carries its product; the company doesn't sell directly to
Along with its Christopher Designs partnership, Superfit developed
a new model of opening shank for wedding bands and engagement
rings. The reason, says Alulis, is the young bride doesn't want
her rings sliding around on her finger if, like many people,
her knuckle is larger than the rest of her finger. The ring will
fit properly at the base.
The company also introduced a Superfit mounting with a 14mm
shank that tapers to 6mm. It's in response to the continuing
trend among top designers for wider ring styles.
Despite her interest in partnering with jewelry designers
to create built-in ring adjustment options, Alulis says retrofitting
remains a major use of Superfit shanks and mountings. Many jewelers
have customers who've never been comfortable with rings because
they don't fit correctly; Superfit allows the jeweler to offer
any ring in his or her inventory with an assurance it will fit
correctly, she says.
For people who are athletic or engage in strenuous work, swollen
hands and fingers can make rings painful and sometimes almost
impossible to get off. With Superfit, all the customer has to
do is push the button on the shank mechanism and the ring comes
Superfit is a good way to increase bench business and generate
customer loyalty, says Alulis. When a customer brings in one
ring to be sized, ask if he or she has others at home that would
be more comfortable with an adjustable shank.
Features of the Superfit design include a push-button release
that makes it easy to open, a low-profile latch that makes the
finished ring snag-free and a dual safety latching system that
clicks so the customer is confident the shank is closed securely.
- MAB Superfit, Havertown, PA; (610) 449-4383, fax (610) 449-5304.
|New adjustable shank wedding bands from MAB
Superfit are designed with young brides in mind. The adjustable
shank is activated by pushing in the button on the shanks shown
in the top photo.
Copyright © 1999 by Bond Communications.