The digital wellness trend just made a royal entrance into the jewelry ring. The trend has been seeping into every sector at a rapid pace and recently added a new piece to its collection—a health-tracker ring created by digital brand OURA. The piece was spotted clinging to the finger of none other than royal redhead Prince Harry, simultaneously causing a splash on the internet and further marking the digital development sweeping the category.

Watches and jewelry are about more than just aesthetics and exclusivity. Consumers are now looking to the future with health-focused pieces such as Apple Watches and Fitbits. Digital brand OURA taps into both wellness and the online world with its sleep and fitness tracking ring, which can be created, customized, and purchased on its website. Upstarts have been ticking away at the industry for a few years now, with brands like Daniel Wellington and Jomashop setting the tone for wearables that consumers can purchase online or via social media. The biggest signal that times are changing? Prestige brands like Buccellati and Vacheron Constantin have respectively begun to officially distribute through Net-a-Porter and Hodinkee, as it becomes clear that official online distribution is fast becoming the distribution standard, according to Gartner L2’s Digital IQ Index: Watches and Jewelry.

As heritage brands begin to fully embrace e-commerce, many are discovering that they are late to the game. Digital-first upstarts have been thriving in the absence of competition, nimbly adopting new site technologies, search strategies, and social media. While young watch and jewelry brands often look to social media stars to promote their wares, a royal shout-out could reap an even greater reward—in this case, one similar to the “Markle Effect“.

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