Chouette debuts made-to-order commitment rings with inclusivity panel

Chouette is turning a commitment-ring launch into a conversation about who the wedding industry is built for. The San Diego brand will introduce Lovestoned with a panel titled “Lovestoned: A Night of Inclusivity in the Wedding Industry” on June 18 from 6:30 to 9 p.m. at San Diego Made Factory, 2031 Commercial Street, bringing its bridal-adjacent jewelry into the room with body-positivity, activism and event design voices.

The collection itself is built for everyday wear rather than ceremony-only display. Lovestoned spans 15 made-to-order styles, with prices set from $1,425 to $4,260 before center stones, placing it in the upper contemporary jewelry tier while still below many fully bespoke bridal commissions. The rings will be sold through Chouette’s studio and website, a distribution model that keeps the line close to the brand’s existing custom business rather than pushing it into a mass-market rollout.

That approach fits a label that already describes itself as size-inclusive, gender-affirming, LGBT- and women-owned, with Ashley McGinty and her wife, Marine, running the company in San Diego. McGinty has said the idea is to help people feel comfortable being themselves when they shop with the brand, a positioning that matters in a category still dominated by narrow ideas of what a commitment ring should look like or who should wear one.

The panel is meant to reinforce that message. Joining McGinty are Alysia Cole, a personal wedding attire stylist and body-positivity advocate; Sara Da Silva, director of sales and marketing for San Diego Made; Jordan Daniels, a creative and activist; and Averi Linch, founder and creative director of Jasper + Lane Events. That lineup gives the launch a sharper edge than a standard product reveal, placing ring design alongside questions of fit, visibility and how weddings are marketed to couples outside the old playbook.

Chouette’s existing commitment-ring page shows this is not a sudden pivot, either. The brand had already been offering made-to-order and custom commitment rings, including Ember and Éternelle, before Lovestoned arrived as a fuller collection. In the context of Pride Month, the debut reads less like a trend chase than a deliberate expansion of a niche the brand has been building for clients who want rings that signify love or milestones without looking traditionally wedding-coded.