Chouette launches Pride Month commitment rings with inclusivity panel

Chouette is betting that commitment rings can carry more than one meaning. On June 18, the San Diego-based brand will launch Lovestoned, a 15-style collection of made-to-order rings priced from $1,425 to $4,260 before center stones, and pair the debut with a Pride Month event built around inclusivity in weddings.

The move is smart business as much as it is cultural positioning. By framing Lovestoned for partners, people marking personal milestones and customers who want to celebrate love on their own terms, Chouette is widening a category still dominated by the fixed script of engagement. The Margaux ring, shown with an emerald-cut diamond as its suggested center stone, underscores that idea: the setting is the point of departure, not the final word. The collection will be available through Chouette Designs’ studio and website, giving the brand both a local showroom experience and a direct-to-consumer channel for shoppers who want a more personal path to purchase.

The launch event, titled Lovestoned: A Night of Inclusivity in the Wedding Industry, will run from 6:30 to 9 p.m. at San Diego Made Factory, 2031 Commercial St. in San Diego. The panel will bring together Ashley McGinty, wedding stylist and body positivity activist Alysia Cole, Sara DeSilva, director of sales and events at San Diego Made, creative Jordan Daniels and Averi Linch, founder and creative director of Jasper + Lane Events. That lineup makes the evening feel less like a product party than a public conversation about who gets centered in bridal retail, and who has been left out of it.

Chouette, owned by Ashley and Marine, describes itself as a San Diego wife-and-wife team focused on size-inclusive and gender-affirming jewelry. The company, which launched in 2020 and opened its San Diego studio and showroom at San Diego Made Factory in 2025, already sells made-to-order commitment rings such as Ember and Éternelle, and offers some ring sizes up to 15. The broader assortment signals an inclusive design philosophy that goes beyond marketing language and into production choices, fit and customization.

A portion of this month’s proceeds will go to the San Diego LGBT Community Center, which serves LGBTQ+, nonbinary, immigrant and HIV communities in the San Diego region. For Chouette, the donation, the panel and the collection all serve the same purpose: to make commitment jewelry feel less prescriptive, and more like a category with room to grow.