How a “Nightmare” Ring Shopping Experience Turned Into a Niche Business

John Ruggiero and Michelle Luchese, founders of Manly Bands

Shopping for wedding bands is a high stakes experience, due to the cost and nature of the product. So when John Ruggiero and Michelle Luchese went shopping for a wedding band for John, they had a “nightmare” experience finding one that matched his personality and budget. That’s when they decided to launch Manly Bands, a line of rings that uses high-quality, non-traditional materials like dino bone, meteorite, and deer antler. In this episode of Shopify Masters, John and Michelle discuss how to differentiate themselves in a saturated market and how to hire the ideal team for expansion.


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