Jewelry Rental Company Raises $5M

RAPAPORT… Flont, which offers a jewelry-renting service, has raised $5
million from investors to grow its inventory and staff and help fund an
expansion into the Chinese market.



The company describes itself as a pioneer of the “Jewelry as
a Service” model, in which it lets consumers wear jewelry for a fee for a fixed
period, or take out membership for unlimited rental.


“Borrowing incredible jewelry, and experiencing it
first-hand, is the best way to discover brands and designers, while developing
a lifelong affinity,” said Cormac Kinney, founder and CEO of Flont, in a
statement last week. “Our members can enjoy unlimited jewelry, with the
opportunity to purchase pieces they want to keep forever.”


The series-seed funding came from a group of investors
including C Ventures, which media executive Clive Ng recently co-launched.
Adrian Cheng, executive director of Hong Kong-based jeweler Chow Tai Fook, is
in charge of the fund, which mainly invests in companies that focus on
technology and alternative consumer models.


The company, founded in October 2016, carries more than 40
brands and has exclusive partnerships with 10 designers, it said.