Enso Rings is an accessories brand headquartered in Lehi, Utah. It was founded in 2015.
Enso's rings are designed to break. The company calls it Anti Ring Avulsion Technology, and it means the silicone band gives way under pressure instead of taking a finger with it. Enso runs a factory in Lehi, and each ring carries a lifetime replacement guarantee that covers a ring that breaks. It is the rare company that promises to replace a product for doing its job.
The idea came from two kinds of trouble with metal rings. Brighton Jones nearly lost a finger while rock climbing, KSL reported, and his childhood best friend, Aaron Dalley, kept misplacing his wedding bands. In 2015 the two bought equipment on eBay and went, in Dalley's words, "mad scientist" in their workshop. What started as a side hustle took over more and more of their time as sales took off.
Jones pushed for a spot on Shark Tank. The night before filming did not go well. "Our props broke … we forgot our lines," Dalley told KSL. The pitch the next morning went fine, and after a bidding war Enso accepted a half-million-dollar offer from Robert Herjavec for 15 percent of the company, according to Enso's own post about the episode.
The rings are medical-grade silicone, the material the company says is trusted for medical implants. The Elements line is infused with precious metals for a metallic shine, and its product page says it is made in house in Utah. Built-in airflow channels on the inside are meant to keep fingers cool and dry, and Enso says the silicone is non-toxic and hypoallergenic.
When Zales began carrying eight Enso wedding bands priced from $39.99 to $49.99, JCK reported that the company had sold more than 4 million silicone rings over seven years. Dalley pitched them as a second ring rather than a rival to the first. "It doesn't need to be a replacement," he said. "It's a great companion piece to your metal band or diamond ring."
The lifetime promise has limits. Enso's watch bands and necklaces get a 30-day guarantee, not a lifetime one, so the forever part applies to the rings. Licensing deals with Disney and Marvel have also made Enso as much a fan brand as a safety product.
Shoppers can try the rings in a retail space attached to the Lehi factory on Millpond Drive. It is one of the few jewelry counters where the staff will tell you the ring is supposed to break.
Enso takes its name from a Zen symbol, a circle drawn with a single brushstroke, KSL reported.
I wore an Enso as my wedding ring for five years. You forget it's even there.
Alex
