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We created Rara to be different from other jewelry companies. Rara was founded on the fact that the ring isn’t only about diamonds and solitaires — it happens when the individual is celebrated. Personal choice is the most important decision a brand can never make. We wanted to make jewelry as much of an element of personal style as fashion. It has historically been an industry based on the overpriced and overdesigned experiences, and of standing around waiting for the person in the jewelry store to show you the same ring you saw many times before. We’ve talked to thousands of customers to truly understand their needs and with this knowledge, we’ve designed every single aspect of the jewelry purchase experience.