By Michelle Graff
The new Effy Bridal collection is 18-karat white gold. Sapphires are incorporated into each ring, along with a hidden rose gold panther medallion that symbolizes “the commitment behind every piece,” Effy said.New York--Jewelry brand Effy is introducing its first bridal collection and will launch the line for spring 2014 at Macy’s, selling both in store and online on Macy’s and Effy’s websites.

Macy’s initially will offer eight engagement rings and four bands from the Effy Bridal collection, ranging in price from $1,800 to $31,000.

In the overall collection, engagement rings range from $6,900 to $31,000, and bands range from $1,900 to $2,200.

The line also will be sold on Effy’s e-commerce website, coinciding with the Macy’s launch.

Effy Bridal offers women’s engagement rings and wedding bands in 18-karat white gold with center stones ranging from 0.5 to 1.5 carats. Each piece in the collection features a sapphire in some aspect of the design, and many of the rings have pavé diamonds.

The brand said the bridal line was created to appeal to a new generation of couples, the “Millennials,” who value quality and commitment but want to express their unique style and taste.

“Effy Bridal came from a demand from our retailers and customers. With many of our pieces being purchased as wedding jewelry, and a huge space in the market for fashion-forward bridal jewelry, we decided to create Effy Bridal,” said brand President Benny Hematian.

Effy said it was launching the line at Macy’s due to the brand’s existing popularity there among customers. The company’s jewelry also is carried at Lord & Taylor, Zales and Fred Meyer and Littman Jewelers, as well as in independent jewelry stores and boutiques.

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