Removing the label should not mean losing the history of an object. Avel Lenttan brought this question into jewelry from enterprise technology, where services built around data were already common, and set out to build the same kind of service for jewelry and watches.
In 2017 Avel was already exploring how traceability might become part of a precious object. Her years in industrial systems had shown her how identification and data keep products useful as they move between organizations. Jewelry and watches, she saw, were slow to adopt technology and had few ways to stay connected with the people who wear them.
The idea reached past a single invention. She wanted to bring models proven in larger industries into hard luxury and shape a complete service around them, for jewelry and for watches. The invention, a patented method of integrating an identifier into the metal, gave the service a physical base: the record stays with the piece.
Avel led InspiredRing. She raised about €1 million for the technology, the products and the preparation for market.
The company needed more than one kind of knowledge. Engineers brought the technical understanding of identification and data. Jewelers brought the understanding of how a piece is made. Software developers and creative specialists completed the team.
Each discipline arrived with its own training and its own habits of work, and a decision in one field changed the others. A product choice altered the technology, and a technical requirement altered how a piece was made. Avel brought these people into one development process and led the exchange between them. The work depended on what each of them knew.
Building the company meant deciding which expertise to develop, which to integrate and which to add to the team. It also meant turning the technical work into clear proposals for partners and prospective customers.
The service was designed for jewelry and watches alike, and it followed each piece through its whole life. It began at the workbench, where the identifier had to fit inside the metal without changing the design of the piece. It continued through production and sale, and it reached the owner afterwards, with maintenance, repair and transfer to another person recorded along the way.
InspiredRing offered the technology to brands and developed a collection of its own.
My Memory Forever carried this into the life of the piece after purchase. Avel wanted room for what belongs to the owner as well: a photograph, a voice, a personal account of why a piece was chosen or passed on. The owner decides what to keep and what to share.
Through InspiredRing, Avel carried an early idea into research, production and the running of a technology company, with many people alongside her. The idea was simple to state: take the label away and the history stays with the piece.