Fashion People Diamonds are Forever...And Then Some
Dec 26, 2025
Mark Bridge, CEO of At Present and heir to the Ben Bridge jewelry legacy, dives into the dynamic world of fine jewelry. He explains how traditional jewelers built trust and how the industry reacted to digital newcomers like Blue Nile. Mark shares insights into De Beers' iconic marketing and the emotional value of diamonds. He discusses launching At Present during COVID to spotlight independent designers, emphasizing the need for storytelling in jewelry. With a vision for sustainable curation, Mark offers a glimpse into the future of this resilient industry.
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Five-Generation Jewelry Legacy
- Mark Bridge's family jewelry history began with a watchmaker who arrived in Seattle in 1912 and grew into Ben Bridge with 100 stores across the U.S. and Canada.
- The family sold the business to Berkshire Hathaway in 2000 and his sister still runs it today.
Occasions, Trust, And Unbranded Jewelry
- For much of the 20th century jewelry sold through thousands of local, trusted family jewelers who curated and described products for major life occasions.
- This trust-based, occasion-driven model explains why most jewelry remained unbranded and locally distributed for decades.
Why Watches Branded But Jewelry Didn't
- Watches became branded by telling a story and differentiating product, while jewelry largely commodified by material and the four C's.
- The watch industry pivoted to sell craftsmanship and lineage, which jewelry missed, enabling successful branded watch houses.