A $3,300 ring from the Princess Flower Collection.

Jewelry e-tailer Ritani will be selling for the first time designs by Italian jewelry designer Roberto Coin from his Princess Flower Collection.

According to Ritani, more than 40 pieces will be available on the e-tailer’s fine jewelry platform under the category “designer collections.” The assortment of necklaces, earrings, bracelets and rings range in price from $660 to $16,000.

Ritani, founded in 1999, is known for providing customers looking to buy engagement rings with the ability to purchase loose diamonds and other fine stones to be placed in the different setting options the site offers. A distinguishing feature of the site is its partnering with select local jewelers so customers can go to a store to see the ring after the stone has been set before they actually pay for their purchase. Many of Ritani’s customers fit the Millennial consumer profile.

In similar fashion, the new Roberto Coin items on the Ritani.com site will be available for an in-store preview at its network of independent retailers. Ritani considers the “you can order and then look before you buy” process a novel way of blending the online and in-store shopping experiences. Ritani has nearly 250 local jeweler partners nationwide.

The new partnership with Roberto Coin is Ritani’s way of expanding its scope beyond just engagement rings.

Mark Keeney, vice president of marketing for Ritani, said, “As we foster customer relationships for the long-term, we continually strive to provide a best-in-class progressive online and in-store shopping experience, offering diverse styles and price points.”

Katie Kinsella, Roberto Coin’s senior vice president for marketing, said, “We think this platform will help our retail network get the Millennials back into the brick-and-mortar stores.”

Designs from the Princess Flower Collection will be available on Ritani’s site beginning on Wednesday.

Ritani is headquartered in New York, with its e-commerce operation based in Seattle.

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