Here's What Went Down With Enso Silicone Wedding Bands After Shark Tank
Silicone might not be the first thing that comes to mind when you think of wedding bands, but it was for entrepreneurs Brighton Jones and Aaron Dalley. In October 2017, the duo pitched Enso Silicone Wedding Bands on "Shark Tank," convincing the sharks that their silicone rings were the future for jewelry. The whole point of the Enso ring is that it is breakable. Jones and Dalley shared stories where peoples' rings got caught on things and they lost a finger, or sustained a serious injury. So Enso bands offer breakability as a key safety feature. But Enso's aim wasn't just avoiding injury. The brand's website points out that there are several professions, from electricians, mechanics, construction workers, and those in the medical industry, who should not and cannot wear metal rings. Instead of going without a wedding band altogether, Enso proposed (no pun intended) a silicone ring.
Enso certainly isn't the first jewelry line that's appeared on "Shark Tank," though it is the only brand that focuses on silicone for its rings. Amore Jewelry appeared on the reality show, pitching lab-made rings as an ethical alternative to unethically sourced gemstones and diamonds. Stella Valle Jewelry also made an appearance on "Shark Tank," but they have since folded. Contrary to this experience, Enso has gone on to thrive with a booming business.
What happened to Enso Silicone Wedding Bands on Shark Tank?
Entrepreneurs Brighton Jones and Aaron Dalley pitched Enso Silicone Wedding Bands on "Shark Tank," asking for $500,000 in exchange for 7.5% of their company. They structured their pitch around the dangers of wearing a traditional metal ring, calling it a finger amputation device. This hazard is known as ring avulsion, and Jones and Dalley claimed that it happens to over 150,000 people every year. The founders explained that their silicone rings were designed to keep up with active lifestyles, and to break when caught on something. To display the hazards of a metal band, they brought out a professional bodybuilder who pulled on the ring on a mannequin's hand, ripping the fake finger right off. They then brought out two more bodybuilders, and the three men pulled off an Enso ring, destroying the ring rather than the finger.
Their sales backed up their pitch. In the 18 months leading up to their "Shark Tank" presentation, the brand had done $3.8 million in sales. However, some of the sharks didn't like that Enso was using fear of losing a finger as a motivation for sales. In the end, most pulled out — except Robert Herjavec and Kevin O'Leary, who got into a bidding war over the business. Herjavec offered $500,000 in exchange for 20% of the company. O'Leary offered $500,000 as a loan, suggesting that Enso could give him $2 per order until he made back $1.5 million, plus 5% equity. In the end, Jones and Dalley took Herjavec's counter offer of $500,000 for a 15% stake in their company.
What happened to Enso Rings After Shark Tank
Although Enso Rings closed their "Shark Tank" episode on a high note, what actually happened behind closed doors after the credits rolled is a different story. For one, the deal with Robert Herjavec never went through, according to Shark Tank Blog. At the time of writing, it remains unknown why. However, this did nothing to stop their sales. The outlet noted that after the Enso Rings episode aired, the company became flooded with orders, processing around 500 ring sales per day for weeks. This amounted to $2 million in sales within a few weeks. By the spring of 2019, Enso Rings had sold over two million rings.
While no one can deny sales, people online were shocked and disappointed that Jones and Dalley didn't take Kevin O'Leary's offer instead of Herjavec's. Many felt that since O'Leary has such a hold on the wedding marketplace, he would have been a better partner for them than Herjavec. "I think they made a mistake by not taking Mr. Wonderful's offer because that's his space," one person wrote in the comments on a YouTube clip of the Enso Ringsv"Shark Tank" episode. "They would only give up 5% and they'll gain access to Kevin's resources. They can easily pay off the loan given that they're so profitable. They would have been even more successful. I think. But hey. They're millionaires now, regardless." Another person questioned, "How did they not take Kevin's offer? He was into the product for sure." Most fans felt that O'Leary's offer was more profitable for Enso Rings. Nevertheless, founders Jones and Dalley have done just fine without a shark.
Enso Rings continues to thrive
Although Brighton Jones and Aaron Dalley didn't complete their deal on "Shark Tank," their ingenious brand, Enso Rings, went on to dominate the jewelry market. Part of the company's success is due to its new and innovative product launches. Some notable examples include the maternity rings, which are designed to accommodate ring size changes and finger swelling. The company has also come out with several fun collaborations. They currently offer a Harry Potter collection, a Star Wars collection, a Lord of the Rings series, several Disney sets, and collabs with Marvel and Pixar. In August 2020, Enso Rings noted on its website that it ranked 316 on the annual Inc. 5000 list as part of the fastest growing private companies in the United States, showing three year revenue growth at 1442.73%.
Enso Rings also has a hold on its social media market. With over 240,000 followers on Instagram, the brand frequently posts updates and has an active presence online. In November 2023, the brand launched a ring that pulls apart into two pieces — with one part being made with the classic silicone, and the other part made of metal for the moments that one wants a traditional ring. The company is always innovating, which makes it compelling to follow.
What's next for Enso Silicone Wedding Bands and its founders?
The sky's the limit for Enso Rings and its founders, Brighton Jones and Aaron Dalley. The brand has produced some very entertaining commercials, and has a strong, consistent YouTube presence. They've also actively addressed a part of the market that still longs for more traditional wedding bands rather than silicone ones by teaming up with jewelry brand Zales. In September 2022, vice president of merchandising at Signet Jewelers Angela Kennedy, told JCK how happy they were about the collaboration. "It was a natural fit to add them to the assortment available at Zales, and we couldn't be more thrilled to be working with them," Kennedy said. "For our customers looking for a silicone band as an addition to their wedding band to wear while being active, working in the medical field, or wherever the need for an alternative band may be, Enso silicone bands provide a lightweight, durable, and stylish solution"
As for the two founders, both are all in on Enso Rings. According to Dalley's LinkedIn page, his sole job since August 2015 has been operating as a co-founder for the brand. For Jones, Enso Rings is also his career on LinkedIn, where he's also listed as a co-founder. They've clearly carved a successful route for their brand, with or without "Shark Tank."