‘Cast’ Online Jewelry Brand Raises $12M to Pursue Self-Purchasing Women

Direct-to-consumer jewelry brand Cast has raised $12 million to fuel its growth plans.

The company, which had a soft launch earlier this month, is targeting its efforts toward self-purchasing women, Glossy reports.

“Our intent is to grow a major brand, but we want to nail it before we scale,” founder Eric Ryan told the publication. “We know we won’t get everything right up front, but this first year will be all about developing the product, growing the audience and perfecting the concept.”

Ryan’s other ventures have included vitamin and gummy brand Olly and home cleaning concept Method.

Cast concentrates its marketing on Instagram and the company’s intent is that “collections will drop at least once a month from a rotating list of designers,” according to Glossy.

Eventually, more than a year in the future, Ryan plans to build a brick-and-mortar retail presence for the brand.

The funding round was led by True Ventures.

Read more at Glossy.