TrueFacet Launches Brand-Certified Category

TrendsAug 24, 2018

TrueFacet Launches Brand-Certified Category

The online marketplace for pre-owned jewelry and watches is partnering with seven brands to guarantee the authenticity of their pieces.

Roberto Coin, whose rings are pictured, is one of seven brands partnering with TrueFacet to sell its pre-owned items.

New York—Online marketplace for pre-owned jewelry and watches TrueFacet is taking an extra step to ensure the authenticity of their pieces.

Launched this week, the company’s new brand-certified category will feature pre-owned pieces supplied directly by the brands that made them. Each item is inspected and refurbished by its respective manufacturer, which then verifies it with a certificate of authenticity and gives it a one-year warranty.

TrueFacet is the first online seller of jewelry and watches to provide brand-authorized items, the company said, in an effort to make the selling process as transparent as possible and to increase consumer confidence.

“Our brand certified pre-owned program continues TrueFacet’s core mission to bring transparency to a formerly opaque industry, ultimately benefiting both our partners and shoppers,” CEO and co-founder Tirath Kamdar said.

“Like never before, brands can regain control and maintain their exclusive brand positioning within the secondary market. On the consumer side, customers can shop for highly desirable, authentic pre-owned designer pieces that have been verified, refurbished and warrantied directly by their favorite brand and offered at an incredible value.”

The Zenith El Primero Chronomaster Open Grande Date Moon Phase timepiece. Zenith is one of seven exclusive TrueFacet partners to launch its brand-certified pre-owned category.
The company is launching the category with seven partners that will sell pre-owned items exclusively through TrueFacet: Ernst Benz, Frederique Constant, Fabergé, Fendi Timepieces, Raymond Weil, Roberto Coin and Zenith.

TrueFacet said the partnership is beneficial for the manufacturers as it allows them to participate in another area of the market while maintaining brand integrity.

Thierry Collot, the U.S. brand director of Zenith, commented, “We at Zenith are happy to be part of the launch of TrueFacet’s brand certified pre-owned program. The innovative business approach is a very exciting concept where watch buyers will gain access to Zenith pre-owned timepieces in a safe, informative and respectable environment.”

TrueFacet will continue to inspect and valuate brand-certified items internally as well, making sure products are competitively priced. The company will also continue to provide its own purchase warranty, in addition to each brand’s warranty.

TrueFacet said it has been successful in targeting millennials thus far—its average customer is 35, and 28 percent of sales are to customers under 30—and its brand-certified category should continue to bolster consumer trust.

Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

CollectionsJan 21, 2022
Piece of the Week: Emily P. Wheeler’s Heart Necklace

It’s a whimsical update to a classic riviere.

SourcingJan 21, 2022
Stephen Lussier to Retire After 37 Years With De Beers

Tiffany executive Mark Jacheet will succeed Lussier, who officially steps down in April.

Recorded WebinarsJan 21, 2022
Watch: What the Industry Can Expect for Tucson 2022

National Jeweler chats with three colored stone dealers on recent buying activity and what that could mean for the upcoming gem shows.

Brought to you by
Melee the Show Launches Tucson Event, Returns to New York in 2022

The boutique tradeshow, happening first in Tucson then New York City, brings together upscale designers from around the world.

SourcingJan 21, 2022
HK Designs Named ‘Great Place to Work’

The Indian jewelry manufacturer joins Signet Jewelers, Target, and other companies who earned the certification.

Weekly QuizJan 21, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
FinancialsJan 20, 2022
Signet Raises Guidance After Strong Holiday Sales

The jewelry giant’s holiday season revenue was up 30 percent year-over-year.

SourcingJan 20, 2022
Tara Pearls Is Ready to Unveil Its ‘Most Significant Acquisition’

With a retail price tag of $1 million, the special pearl will be unveiled at the upcoming Centurion show.

Brought to you by
Rare & Forever Can Help You Tell A New Story At The Counter And Close More Sales!

A.I. technology is revolutionizing the jewelry business through more accurate and consistent diamond grading.

MajorsJan 20, 2022
Robbins Brothers Eyeing Expansion, Adds New VP of Stores

CEO Marc Friedant discusses what’s next for the jewelry chain following management’s move to buy it back from a private equity firm.