Greenville woman targets diamond ring to new audience - FOX Carolina 21

Greenville woman targets diamond ring to new audience

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A woman models the Ah Ring, which sell for $350. (File/FOX Carolina) A woman models the Ah Ring, which sell for $350. (File/FOX Carolina)
GREENVILLE, SC (FOX Carolina) -

A Greenville woman has put a spin on the old saying that diamonds are a girl's best friend by designing a ring for single and confident ladies everywhere.

Ruta Fox started marketing pinky rings to her friends more than a decade ago in New York City.

"I was unemployed at the time and the dot com crash had just happened," said Fox. "I was an unemployed writer and I was sitting on my couch for about four or five months and every day I would wake up and say, I need a signal. I need a sign to make a living."

And then Fox had what some might call an "A-Ha" moment when the idea for marketing the rings came to her. She said women have engagement and wedding rings but there was nothing on the market for single woman and she thought why shouldn't they have a ring to call their own.

She named it the Ah Ring. Each ring has 11 diamonds set in a 14 karat gold band.

"We're all fun, cute, single and available and I thought, happy ... and I went, 'wow... that's it. Ah. A-H. Available and happy,'" said Fox.

A friend encouraged Fox to direct her ring to Oprah Winfrey's magazine O. Days later the editor called her, she sent them a presentation and the ring was added to the "O list."

Fox has had several other write-ups in national magazines and the ring took off.

"I did a million dollars worth of business that first year, in my apartment by myself in a business that I had absolutely no background in, knew nothing about, so it was just a wild and crazy ride," Fox said.

Fox has received dozens of letters and notes sharing how much the ring means to them. And she credits her success to two things, creating something that other people wanted to buy and doing what you love.

"The best advice that I've always heard and followed is, you have to do what you love," said Fox. "I always tell people, go back to your childhood and look at the things that you really loved doing."

Fox admits when she started her business it wasn't easy, working around the clock to fill orders. She said with its success she is thankful and looking to possibly expand the Ah brand to other jewelry or even a travel business that caters to single women.

While the rings were initially targeted to single women who are "available and happy," Fox said other women have found other meanings for the ring including a cancer survivor who wears the ring because she is "alive and happy."

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