Enso Rings Update | Shark Tank Season 9

Traditional metal rings can cause serious injuries if caught on machinery or during activities. This safety concern, particularly for active people and those in manual professions, led Brighton Jones and Aaron Daly to create Enso Rings, a safe and stylish alternative made from silicone. Do the sharks feel this issue is large enough to invest in their alternative product during Season 9? Let’s find out in the Enso Rings update and pitch recap.

If you’re short on time, here’s a quick overview of what happened to Enso Rings after Shark Tank.

Brighton Jones and Aaron Dalley pitched their silicone wedding ring business on Shark Tank Season 9, seeking $500,000 for a 7.5% equity. After their pitch and demonstration, they secured a deal with Robert Herjavec for $500,000 in exchange for 15% equity.

In terms of an Enso Rings update, the company’s success story continued beyond Shark Tank. Their appearance propelled them to new heights, including major partnerships with Zales Jewelers and an expanded product line. The company now boasts an impressive annual sales revenue of $16 million.

Shark	Result
Robert Herjavec	Accepted offer of $500,000 for 15% equity
Kevin O’Leary	$500,000 loan with $2 royalty per ring sold until recoups $1.5 million, for 5% equity.
Mark Cuban	No offer
Lori Greiner	No offer
Barbara Corcoran	No offer

Shark Tank Enso Rings Pitch

• Entrepreneurs: Brighton Jones and Aaron Dalley
• Business: Silicone wedding rings
• Ask: $500,000 for 7.5% equity
• Result: $500,000 for 15% equity
• Shark: Robert Herjavec

Brighton and Aaron pitched Enso Rings on Shark Tank, seeking an investment of $500,000 in exchange for a 7.5% stake in their company. 

During their pitch, they explained the concept of Enso Rings and a potential danger associated with traditional metal rings: ring avulsion. 

They also highlighted their early success, launching the business through a Kickstarter campaign in late 2015 that raised over $15,000. 

Aaron elaborated on the design of Enso Rings, emphasizing their two key features: comfort and safety. He explained that the rings are made from silicone, a soft and flexible material that offers a comfortable fit throughout the day. 

More importantly, this material choice addresses a potential safety hazard associated with traditional metal rings.  

To further illustrate the dangers of metal rings, Aaron provided a real-life example. He mentioned that comedian Jimmy Fallon even experienced a ring avulsion injury when his wedding band got caught during a fall. This incident highlights the potential severity of the issue. 

Aaron then emphasized the benefits of Enso Rings. He explained that they are stylish and more affordable than traditional metal rings. 

This makes them a practical and safe alternative for everyday wear, particularly for those who prioritize safety due to their professions or active lifestyles. 

The entrepreneurs further addressed the practicality of Enso Rings. They highlighted their superior safety for people with active lifestyles or professions that require manual labor.

The silicone material reduces the risk of injuries compared to traditional metal rings. Additionally, Enso Rings have significantly lower price points compared to standard rings, typically ranging from $12 to $25. 

Finally, they explained how they used the funds raised through their successful Kickstarter campaign. 

The funds went towards initial inventory, tooling for production, shipping costs, and even engraving supplies. 

They are in the tank to seek a shark’s help to increase inventory levels and with marketing. 

The entrepreneurs presented a dramatic demonstration to emphasize the safety aspect further. A bodybuilder attempted to pull a metal ring off a fake hand using a rope, causing it to bend significantly. 

To showcase the advantages of Enso Rings, they then repeated the demonstration with a real person wearing an Enso Ring. 

This time, with three bodybuilders pulling the rope, the Enso Ring broke cleanly, demonstrating its designed fail-safe mechanism. 

After the demonstration, the entrepreneurs gave the sharks samples of Enso Rings for a closer look and revealed their business model. 

The rings have a relatively low production cost, ranging from just $0.70 to $4 per ring. This allows them to offer competitive retail prices between $11.99 and $39.99. 

In terms of sales performance, they shared impressive figures. Over the past year and a half, Enso Rings had generated $3.8 million in sales, and they projected even stronger growth, aiming for $5 million in sales the following year. 

Their marketing efforts seem to be paying off, with 40% of their sales from the previous month attributed to marketing initiatives.  

Despite the impressive sales figures, the sharks expressed some reservations. 

Mark questioned the long-term viability of the business, suggesting it was more reliant on marketing than on the product itself. For this reason, he’s out of the deal. 

Lori Greiner acknowledged their strong sales figures but expressed concerns about competition in the market. She’s out as well. 

Barbara Corcoran found the combination of fashion and safety as selling points to be conflicting and ultimately exited the deal. 

Robert Herjavec saw potential and offered $500,000 for a 20% equity. 

Kevin O’Leary proposed a different structure: a $500,000 loan with a royalty of $2 per ring sold until he recoups $1.5 million, for only 5% ownership. 

Brighton and Aaron countered Robert’s offer at 10% equity, but he came back with 15%. They ultimately accepted Robert’s deal for $500,000 and a 15% equity. 

Where are they now? Let’s find out in our Enso rings update.   

Shark Tank Enso Rings Update

Despite reaching a preliminary agreement with Robert Herjavec, the investment deal ultimately fell through. However, the exposure from Shark Tank proved to be a major boost for Enso Rings. 

In the weeks following the episode’s airing, they saw a surge in sales, generating an additional $2 million and processing 500 orders daily. 

By spring 2019, they had reached a major milestone: surpassing 2 million rings sold. Their customer base has expanded globally to over 80 countries. 

To cater to diverse preferences, they introduced new product lines, including a birthstone collection and limited-edition rings released periodically. 

Despite their growth, they maintained a commitment to quality control, with every ring being handcrafted at their Lehi, Utah facility. 

In August 2020, they achieved a remarkable accomplishment by ranking 316th on the Inc. 5000 list. Even more impressive, Enso Rings achieved this ranking with a staggering three-year revenue growth of 1,442.73%. 

In 2021, our Enso Rings update found that they launched new lines featuring popular franchises like Disney Princess and Star Wars, catering to a wider audience. Their product diversification extended beyond rings, as they also introduced bracelets to their collection.  

In September 2022, they further expanded their product line with a Harry Potter collection featuring both rings and bracelets to cater to fans of the popular franchise. 

Additionally, they secured a major partnership with Zales Jewelers, making their rings available for purchase on their website and in stores nationwide. 

Enso Rings maintains its impressive performance, with a consistent annual revenue of $16 million. 

Brighton and Aaron’s progress looks impressive, and we can’t wait to share the latest in our next Enso rings update.

You can find the other company updates from Season 9 Episode 3 here:

• Tangle Pets Update
• Third Wave Water Update
• Fidgetland Update

For more company updates, be sure to check out our Shark Tank Season 9 page.