Frank Darling, a custom jewelry brand known for its home try-on program, is increasing its physical presence as it celebrates 100% year-over-year growth.
Founded in 2019, the company plans to operate 12 U.S. showrooms by the end of this year, up from its current eight. Its ninth showroom, set to open in Austin this June, is part of the expansion. Additionally, Frank Darling is opening a 5,000-square-foot factory in New York City this fall, which will boost in-house production from 20% to 80%, according to co-founder Kegan Fisher.
The brand saw significant growth during the pandemic by offering virtual consultations, but as demand increases, it is now focusing more on in-person interactions. While 25% of its sales come from online orders, the majority—75%—come from its showrooms. Customers schedule one-on-one appointments to view stones and rings they’ve already browsed online. Notably, Frank Darling doesn’t maintain large inventory in showrooms. Instead, each customer works directly with a designer who brings in customized pieces based on their preferences, creating a personalized experience.
This approach has proven successful. Frank Darling’s showrooms host 1,400 consultations per month, and new locations typically become profitable within three months. As a result, the company generates “mid-seven figures” in monthly revenue. It has grown its staff from three employees five years ago to a projected 100 by the end of 2025.
Fisher explained that the company’s strategy is built around the emotional nature of jewelry purchases. “We want people to feel like they’re at a friend’s house looking at diamonds, not in a place where they can’t touch anything,” she said. “We aim to make the experience as comfortable and enjoyable as possible.”
In-store shopping continues to be popular, with research showing that more than 70% of consumers prefer shopping in person over online. However, experts like Gartner’s Kassi Socha emphasize the importance of combining online and offline experiences to stand out in a crowded retail market.
Most of Frank Darling’s showrooms are located in New York City, including a newly opened location in the Flatiron district, which Fisher described as “fully booked from the start.” After its Austin showroom opens, Frank Darling plans to expand to Miami, Philadelphia, and Dallas, with future locations possibly in the U.K., Canada, and Australia based on online sales trends.
While the company aims for annual growth, Fisher stressed that it is focused on “responsible growth” rather than expanding recklessly. “We’re not venture-backed, so we want to grow as fast as possible while staying true to our brand, team, and culture,” she said.
In addition to expanding its retail presence, Frank Darling is investing in its manufacturing capabilities. Currently, 20% of its production is done in a New York facility, with the rest outsourced to suppliers in New York and Chicago. The new factory will offer greater control over manufacturing, enabling faster resizing, better post-purchase service, and more proprietary designs.
Unlike many jewelers who rely on overseas suppliers, Frank Darling’s U.S.-based operations offer flexibility, especially during periods of economic uncertainty. The company’s decision to expand its domestic manufacturing was driven by both cost benefits and the opportunity to take greater control over its production process.
“We’ve always done some physical manufacturing ourselves,” Fisher said. “Now we’re able to do it on a larger scale, which is very exciting for the brand.”
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