Kevin’s offer was a mix of a loan, $2 per sale up to $1.5 million, and then a 5% stake in the company. Kevin and Robert agreed that the messaging was confusing, but they were willing to overlook that because they were so impressed with the company’s sales results. Barbara felt their message was “mixed up’ – were they selling fear or fashion? She advised that Jones and Dalley find another idea, and then she dropped out too. Lori thought the market would be too competitive, and she dropped out next. Mark couldn’t understand why people wouldn’t just take off their metal wedding bands before becoming active, and when he learned that Enso Rings’ customer acquisition costs were 40% of sales, he decided to pass on the opportunity. And because the rings can be produced at such a low cost (between 70 cents and $4) and retail in the range of $11.99-$39.99, there’s a huge profit margin potential. Enso Rings earned $3.8 million in sales in the past 18 months and $460,000 during the month prior. Brighton countered by admitting that concern was the reason they started the company, but that their customer base had broadened to include anyone who had an active lifestyle or worked in a job where metal rings were impractical or just not allowed. Kevin wondered if fear of amputation was something people actually thought about when they put on their rings in the morning. All of the sharks questioned using fear as a selling point. They asked for a $500,000 investment in exchange for a 7.5% stake in the company. The three men yanked the rope, and the Enso Ring broke apart.Īfter the biceps cleared the tank, Brighton and Aaron made their pitch. But, wait – that’s not all! Two more bodybuilders appeared from behind the curtain as Jones placed an Enso Ring on his finger and clipped it onto a rope. The muscle-bound man demonstrated the dangers of wearing a metal ring by using his “500 pounds of pulling force” to tear the finger off a metal-ring-wearing plaster hand. The pitch began with Brighton Jones holding a metal wedding ring in his hand and referring to it as a “Finger Amputation Device.” Then, he literally brought out the big guns when an award-winning bodybuilder entered the tank. Enso Rings on Shark TankĪ post shared by Enso Rings on at 7:41pm PDT After applying to appear on Shark Tank three times, Jones and Dalley finally got the chance to pitch their product on October 8, 2017. Enso Rings are made from a proprietary silicone and are colorful, stylish, comfortable, and much safer than a traditional wedding ring since they’re designed to break apart if they get caught on something.

It was a ring avulsion injury during a rock-climbing trip that prompted Salt Lake City pals, Brighton Jones and Aaron Dalley, to launch a Kickstarter campaign for Enso Rings as an alternative to metal wedding bands. Ring avulsion was given national attention back in 2015 when Jimmy Fallon had a two-week absence from the Tonight Show after he tripped in his kitchen, and his wedding ring got caught on the countertop. While ring avulsion is not a common occurrence, it is estimated that more than 150,000 people are affected each year.

Ring avulsion occurs when a metal ring gets caught on something, and the physical force of pulling away from the snagged object can cause injury or even amputation of a finger. If you’ve never considered the dangers of wearing a metal wedding ring, you’ve never heard about ring avulsion.

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