Experience First, Then Commit – The Brand Redefines Consumer Trust in Jewelry BuyingSAN FRANCISCO, Sept. 03, 2025 (GLOBE NEWSWIRE) -- SheSaidYes Jewelry is transforming the online wedding ring buying experience with its “Try On at Home” program—designed to eliminate the guesswork and anxiety that often accompany one of life’s most important purchases. Recognizing that buying fine jewelry online can feel risky—especially when it’s impossible to try on styles in person—SheSaidYes created a risk-free solution: ...

Core Perspective - SheSaidYes Jewelry is challenging the traditional luxury jewelry market by promoting the idea that meaningful moments do not require high price tags, focusing on emotional significance over material value [1][3][10] Company Overview - SheSaidYes Jewelry is a direct-to-consumer fine jewelry brand that emphasizes exceptional craftsmanship and honest pricing, offering both natural and lab-grown diamonds [10] - The brand aims to redefine modern luxury by making it accessible and meaningful, while ensuring that the emotional essence of love is prioritized over inflated markups [5][10] Business Model - By designing and producing jewelry in-house and selling directly to customers, SheSaidYes eliminates middlemen, allowing for a focus on quality craftsmanship and timeless design without excessive premiums [2][5] - The company employs a transparent pricing model that reflects its commitment to genuine connections and emotional significance in jewelry [5] Product Philosophy - The brand's collections, including lab-grown diamond offerings, are crafted with ethical sourcing and sustainability in mind, allowing customers to celebrate important moments with integrity [4][10] - SheSaidYes promotes the idea that jewelry should reflect love rather than competition, encouraging customers to share personal stories that highlight emotional connections [3][10]

Core Insights - She Said Yes is a sustainable fine jewelry brand that focuses on personal expression and emotional resonance in jewelry design [2][8] - The brand is launching a yearlong global campaign called "Our Yes Moments" to encourage customers to share their personal stories and celebrate significant life moments [3][4] Company Overview - She Said Yes offers fully customizable engagement rings and fine jewelry that reflect the wearer's personal story and values [2][5] - The brand emphasizes sustainability by using conflict-free stones and eco-conscious practices, appealing to modern consumers who prioritize ethical sourcing [6][8] Product Offering - The jewelry can be customized online, allowing for choices in materials, settings, and engravings, which supports collaborative decision-making among couples [5][8] - In addition to bridal jewelry, She Said Yes is expanding its collection to include everyday fine jewelry, catering to various personal milestones and self-celebration [7] Marketing Strategy - The "Our Yes Moments" campaign invites participants to share their "yes" moments on social media, with prizes awarded weekly, monthly, and annually to encourage engagement [3][4][9] - The campaign aims to create a community around love and commitment, enhancing brand visibility and customer connection [3][4]

Financial Data and Key Metrics Changes - The company reported net sales of $93.9 million for Q1 2025, a 3.5% decline year over year, but within the stated guidance range [6][15] - Adjusted EBITDA for Q1 was $1.1 million, representing a 1.1% adjusted EBITDA margin, marking the fifteenth consecutive quarter of profitability [6][18] - Gross margin was 58.6%, a 130 basis point decline year over year, primarily due to higher gold costs and labor expenses [17][18] - Average order value (AOV) was $2,062, reflecting a 14.2% decline year over year [16] Business Line Data and Key Metrics Changes - Engagement rings showed positive year-over-year unit growth, particularly in rings priced under $5,000 [7][9] - Fine jewelry bookings represented 14% of total bookings in Q1, an increase of approximately 350 basis points year over year, with strong double-digit growth [9][10] - The wedding and anniversary band business also experienced year-over-year bookings growth, especially in men's wedding bands and women's eternity bands [9] Market Data and Key Metrics Changes - Total orders grew by 12% year over year, with repeat orders increasing by 13% [15] - The company noted strong performance during Valentine's Day, with bookings up mid to high single digits year over year, and fine jewelry bookings growing over 40% in the two weeks leading up to the holiday [11][12] Company Strategy and Development Direction - The company is focused on expanding its fine jewelry assortment and enhancing its omnichannel experience to attract new customers and provide additional purchase opportunities for repeat customers [10][12] - Plans to open one to two new showrooms in 2025, with the next location in Alpharetta, Georgia [12] - The company is monitoring tariff impacts closely and believes its diversified supplier base and pricing optimization strategies provide a competitive advantage [13][23] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in the brand's resonance with consumers and the positive trends in engagement ring units continuing into Q2 [28] - The company expects net sales for Q2 to be between a 3% decline to flat year over year, with a mid to high single-digit growth rate anticipated in the second half of the year [22][23] - Management reiterated guidance for adjusted EBITDA margins in the range of approximately 3% to 4% for the year [23] Other Important Information - The company ended Q1 with approximately $147 million in cash and a strong net cash position of about $92.5 million, reflecting a year-over-year increase [21] - The company repurchased approximately $163,000 of its common stock in Q1, totaling about $801,000 in repurchases to date [22] Q&A Session Summary Question: Engagement trends and macro impacts - Management noted positive unit growth in engagement rings and continued strong performance in Q2, indicating that the brand resonates well with consumers [28] Question: Revenue phasing and tariff impacts - Revenue is expected to be back half weighted with mid to high single-digit growth in the second half, and management is confident in mitigating tariff impacts through operational and pricing strategies [31][32] Question: AOV pressures and growth expectations - Management is optimistic about fine jewelry growth and believes that strategic initiatives will drive higher growth rates, despite some pressures on AOV [36][41] Question: Valentine's Day performance and pricing strategies - Valentine's Day saw strong performance, with best sellers reflecting the brand's design leadership, and management is focused on data-driven pricing strategies [50][53] Question: Showroom performance and future openings - The company plans to maintain a consistent approach to showroom openings while investing in existing locations, with over 40 showrooms currently [55][56]

Financial Data and Key Metrics Changes - The company reported net sales of $93.9 million for Q1, representing a 3.5% decline year over year, but within the stated guidance range [5][14] - Adjusted EBITDA for Q1 was $1.1 million, reflecting a 1.1% adjusted EBITDA margin, marking the fifteenth consecutive quarter of profitability [5][16] - Average order value (AOV) decreased by 14.2% year over year to $2,062, driven by strong performance in bridal price ranges below $5,000 [15][41] - Gross margin for Q1 was 58.6%, a decline of 130 basis points year over year, primarily due to higher gold costs and labor expenses [15][60] Business Line Data and Key Metrics Changes - Engagement rings showed positive year-over-year unit growth, particularly in rings priced under $5,000, with strong growth in the signature engagement ring collection [6][10] - Fine jewelry bookings represented 14% of total bookings in Q1, an increase of approximately 350 basis points year over year, with bookings growing over 40% in the lead-up to Valentine's Day [7][10] - The wedding and anniversary band business also experienced strong year-over-year bookings growth, particularly in men's wedding bands and women's eternity bands [6][7] Market Data and Key Metrics Changes - Total orders grew by 12% year over year, with repeat orders increasing by 13% in Q1, indicating effective customer acquisition and retention strategies [5][14] - The company noted a successful Valentine's Day period, achieving its strongest performance ever, with total bookings up mid to high single digits year over year [10][11] Company Strategy and Development Direction - The company is focused on expanding its fine jewelry assortment, which is seen as a key growth driver, and plans to continue investing in this area [9][10] - The company opened a new showroom in Dallas Fort Worth and plans to open one to two more locations in 2025, including a new showroom in Alpharetta, Georgia [11][12] - The management emphasized a data-driven approach to pricing and procurement, which is expected to provide a competitive advantage in navigating market changes [12][22] Management's Comments on Operating Environment and Future Outlook - Management expressed confidence in the brand's resonance with consumers and the continued positive trends in engagement ring units observed in Q2 [27][41] - The company anticipates a back-half weighted revenue growth with a mid to high single-digit growth rate in the second half of the year, driven by improvements in engagement rings and strong fine jewelry performance [22][29] - Management acknowledged the potential impact of tariffs and gold prices but indicated that they have strategies in place to mitigate these effects [22][32] Other Important Information - The company ended Q1 with approximately $147 million in cash and a strong net cash position of about $92.5 million, reflecting a year-over-year increase [20] - The company repurchased approximately $163,000 of its common stock in Q1, bringing the total to approximately $801,000 [21] Q&A Session Summary Question: Engagement trends and macro impacts - Management noted positive unit growth in engagement rings and continued strength into Q2, indicating that the brand resonates well with consumers [27] Question: Revenue phasing between Q3 and Q4 and tariff impacts - Management expects revenue to be back half weighted, with a favorable comp from Q3 2024 and strong fine jewelry performance in Q4 [29][31] Question: AOV pressures and long-term growth - Management is optimistic about fine jewelry growth and believes that the brand's resonance will help achieve mid to high single-digit growth rates [36][39] Question: Customer value orientation and margin expansion - Management acknowledged that customers are looking for value, particularly in the under $5,000 price range, but noted sustained unit growth [66] Question: Valentine's Day performance and pricing strategies - Management highlighted strong performance during Valentine's Day and emphasized a data-driven approach to pricing optimization [50][52]