Brighton Jones and Aaron Daly Present Their Pitch On Shark Tank
Highlights
- Silicon ring brand Enso Rings was presented to the Shark Tank panelists in the ninth season.
- Its founders, Brighton Jones and Aaron Daly, bagged a deal from Robert Herjavec.
- The company kept growing with new launches in a timely fashion, including a Harry Potter series of rings and bracelets.
In its journey of sixteen years, Shark Tank has presented its viewers with a multirange of products. Out of these, some Shark Tank products have caused major disruptions in their industry through revolutionary successes. An example of this is Enso Rings on Shark Tank.
Enso Rings was brought to the Shark investors by the entrepreneur duo of Brighton Jones and Aaron Daly. The entrepreneurs successfully bagged a Shark Tank deal for their silicone ring business in the ninth season. Enso Rings’ journey after the show brought a revolution in the jewelry industry.
Here are detailed insights into how Brighton and Aaron’s ring business has been setting new milestones in the industry. Before it, there is a flashback of the appearance of Enso Rings on Shark Tank.
Enso Rings On Shark Tank: A Quick Recap
Childhood friends and investors Brighton Jones and Aaron Daly approached the Shark investors with their line of silicon rings in Shark Tank Season 9. Seeking $500K for 7.5% equity, the Enso Rings entrepreneurs revealed that they started their venture in 2015 using a Kickstarter initiative.
Brighton and Aaron entered the show by stressing how their soft yet fashionable silicon rings avoided the problem of ring avulsion. The entrepreneur duo claimed that Enso Rings was an ideal pick for people participating in sporting activities or those who work with their hands.
The Enso Rings entrepreneurs approached the Shark investors with help with marketing and increasing their inventory levels. Their products were priced from 70 cents to $4 and sold from $11.99 to $39.99.
By the time of the appearance of Enso Rings on Shark Tank, sales made were $3.8 million, and projected sales for 2018 were $5 million.
After serious negotiations, Brighton and Aaron finalized their deal with Robert Herjavec at $500K for 15% equity.
Enso Rings Shark Tank: Journey After The Show
Although Enso Rings managed to secure a deal from Robert Herjavec, it did not materialize after the show. While this could have been a major roadblock for Brighton and Aaron, the company did not deter from its goals. Enso Rings not only got back on its feet but also set an example in the jewelry industry.
Right after its segment aired on the show, it faced the ‘Shark Tank Effect,’ which allowed the silicon-ring business to make $2 million in sales. This was possible because it used to receive almost 500 orders every day for several weeks. The eventual result allowed Enso Rings to sell its 2 millionth ring by the spring of 2019.
The success of Brighton and Aaron’s company was not limited to the US only. Instead, Enso Rings received global orders, which allowed it to sell in more than 80 countries.
During the pitch of Enso Rings on Shark Tank, it used to offer silicone rings only. But to keep the business humming, right after the episode, the entrepreneurs ensured that they introduced new products in a timely manner.
Their new offerings included a birthstone line of rings. Additionally, Enso Rings also occasionally launched limited edition rings. Each of these rings is handcrafted by experts in the company’s Lehi, Utah warehouse.
These new offerings not only upscaled the business of Enso Rings but also resulted in innovative progress in the jewelry industry.
Propelled by these developments, Enso Rings quickly found its place in the Inc. 5000 ranking of rapidly growing private companies that had a three-year revenue growth of 1442.73%. Brighton and Aaron’s company achieved this feat in 2020.
Following this, Enso Rings got a breakthrough in 2021 when it was provided with the opportunity to produce a Star Wars and a Disney Princess line of rings. It also added bracelets to this line.
In September 2022, Enso Rings continued with its new offering and started a Harry Potter series of rings and bracelets. Additionally, the silicon ring company partnered with Zales Jewelers to sell their rings both online and in national stores.
By 2024, Brighton and Aaron’s venture made an annual revenue of a whopping $16 million.
Conclusion
The appearance of Enso Rings on Shark Tank marked the beginning of an exemplary success ride that brought revolutions in the jewelry industry. Brighton Jones and Aaron Daly bagged their deal after tough negotiations with Robert Herjavec. Although the deal fell through, it did not impact Enso Rings’ journey.
With continuous new additions to its silicon jewelry line, the company not only ramped up its growth but also reshaped the overall jewelry industry.
Entrepreneur, auteur, raconteur. Rob Merlino is a blogger and writer who enjoys the Shark Tank TV show and Hot Dogs. A father of five who freelances in a variety of publications, Rob has a stable of websites including Shark Tank Blog, Hot Dog Stories, Rob Merlino.com and more.
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