A Conversation with Reut Ringel, Founder of Reut New York

Today, we're speaking with Reut Ringel, founder of Reut New York, a fine jewelry house that has revolutionized the industry with its innovative black gold process. Based in New York City, Reut brings a sculptural perspective to timeless jewelry designs while maintaining a strong commitment to sustainability and craftsmanship.

Thanks for sitting with us Reut. Let's start with the foundation of your brand. What inspired you to create Reut New York?

Reut: Thank you for having me - During my studies at Parsons School of Design, I was exposed to various aspects of the fashion industry. While I knew I wanted to create my own brand eventually, I was waiting for an idea that felt truly original. Working in fashion, I noticed something interesting: while clothing offers endless color options, fine jewelry remained limited to just three colors - white gold, rose gold, and yellow gold. As a New Yorker who, like many metropolitan women, gravitates toward black in fashion, I began questioning why black wasn't an option in fine jewelry. This observation led me to explore the possibility of creating something entirely new in the industry.

Your brand is known for its innovative black gold process. Could you tell us more about this unique aspect?

Reut: Unlike traditional plating methods that simply coat the surface, our process involves multiple steps that create a molecular-level bond with the metal. This gives our pieces exceptional durability - you can shower, swim, and go about your daily activities without worrying about the color wearing off. What makes our black gold special is that it maintains the high-shine finish people expect from fine jewelry, distinguishing it from matte-finished alternatives like titanium or ceramic pieces. It's still 18k gold, just reimagined in a completely new way.

How has the market responded to this innovative approach to fine jewelry?

Reut: We've found our pieces resonate particularly well with what I'd call the "quiet luxury" segment - sophisticated buyers who appreciate knowing they're wearing something special without necessarily wanting to show it off. Many of our customers are metropolitan women or those involved in art and sculpture who view our pieces as collectible art objects. These are people who understand and value the intersection of innovative technology and traditional craftsmanship.

What challenges have you faced as a small brand introducing such an innovative product?

Reut: Our biggest challenge has been education. Since we're selling gold at gold prices but presenting it in an unexpected color, there's an educational hurdle we need to overcome. Marketing has been particularly challenging as a small brand with a limited budget. We've approached this by focusing on organic growth and leveraging our local New York community. I've found that when people can see and touch the pieces in person, they immediately understand their value. We've also been fortunate to connect with local content creators and fashion photographers who believe in our vision and have helped bring it to life, even when working with bootstrap budgets.

What are your plans for growth and what can we expect to see from Reut New York in the future?

Reut: We're expanding our collection to include more minimalist pieces while maintaining our signature organic aesthetic. These new pieces will naturally use less gold, making them more accessible as entry-level items. The goal is to help people understand how black gold can be incorporated into their existing jewelry collections - just as black works with everything in fashion, our pieces are designed to complement any jewelry collection. We're also focusing on strengthening our presence in the New York fashion world through more in-person events while simultaneously expanding our digital reach to connect with customers globally.

What makes Reut New York truly special in the luxury jewelry landscape?

Reut: Everything we create starts with hand sculpting in wax - we don't use any 3D programming. Each piece is handcrafted to order right here in New York City, allowing us to maintain the highest standards of quality while practicing sustainability through our made-to-order model. But what truly sets us apart is our commitment to innovation - we've created something that's never existed before in one of the world's oldest art forms. It's about bringing something genuinely new to an industry that's thousands of years old while maintaining the quality and craftsmanship expected of fine jewelry.

You can explore Reut's innovative black gold collections at reutnewyork.com.