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Beny Sofer & Roberto Demeglio Partner in New Venture

Ex-Tensible, an entirely new stretchable tennis bracelet, is coming to the U.S. market soon.




Ex-tensible Bracelet

(PRESS RELEASE) NEW YORK — 2020 will be remembered as the year of the COVID-19 pandemic. But apart from the global emergency, 2020’s also the year that two historic families in the jewelry industry, Beny Sofer, Inc. and Roberto Demeglio, partnered in a separate, new joint venture in the United States.

The Sofer family is a renowned classic jewelry and diamond dealer with its office on 5th Avenue in New York City. Roberto Demeglio stands as the world leader in ceramic and gold fashion stretch jewelry made in Italy. For the past eight years, the two have been working together, distributing the Italian luxury brand in the United States and Caribbean. Now, they are partnering to launch Ex-Tensible, an entirely new stretchable tennis bracelet unlike anything in the industry today. Roberto Demeglio patented a system that made the most basic of bracelets, the Tennis bracelet, stretchable and clasp-less, in order to fit into his new philosophy of comfort driven jewels that work to transform what’s traditional into a functional jewel fit for today’s lifestyle.

Ex-tensible tennis bracelets launched in Europe two years ago and made quite an impact on the market. Now, it’s coming to the USA. The brand offers stretchable tennis bracelets in 18kt gold and diamonds and semi-precious stones. Bracelets are currently available in 1 cttw to 10 cttw in round, oval and emerald cuts. Additional options will become available in the future. Ex-tensible tennis bracelets are the only bracelets on the market that offer a lifelong warranty on the patented system.

“We are very excited to offer this new brand to retailers in the US,” states Amit Sofer. “There is a large demand for classic, luxury jewelry that’s easy to wear, comfortable and durable. Ex-tensible is a project that Roberto has been working on for many years and we can’t wait to see it change the way people look at tennis bracelets.” Roberto himself also had comments on the new Ex-tensible venture, stating “the patented, durable stretch design of Ex-tensible makes us very proud to put our name behind it.”

The product will be available in the United States beginning the second week of December. The group will also launch rings in 2021 with the same patented technology. You can view the product at here.


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