Twice Loved
Twice Loved is an online marketplace for buying and selling pre-owned engagement rings, operated as a DBA of Windsor Fine Jewelers in Augusta, Georgia. It serves individual consumers with GIA/AGS-certified gemologist authentication, tiered seller commissions, and financing options.
- Company typePrivate
- Founded2013
- HeadquartersAugusta, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Twice Loved does
Twice Loved is an online two-sided marketplace for buying and selling pre-owned engagement rings, operating as a DBA of Windsor Fine Jewelers, LLC, a family-owned independent jewelry retailer founded in 1975 and headquartered in Augusta, Georgia. The platform connects individual sellers with buyers and authenticates every item through in-house full-time GIA and AGS certified gemologists using laboratory equipment including colorimeters, diamond testers, and DiaScan S+. Twice Loved generates revenue through tiered seller commissions — 20% on items priced at $1,500 or below, stepping down to 10% on items above $10,000 — and through a separate direct-offer service where Twice Loved purchases rings outright with no commission. The product surface spans natural diamonds, lab-grown diamonds, and vintage/estate pieces across various metal types, with featured ring prices ranging from $945 to $32,250.
The company operates a hybrid distribution model: an e-commerce storefront at twiceloved.com handles discovery, listing, and secure transaction processing, while the parent Windsor Fine Jewelers physical store at 2635 Washington Road, Augusta provides a secure vault, in-person viewing, and hands-on fulfillment backed by on-site law enforcement presence. Supporting services include Bread Pay installment financing through Comenity Capital Bank, an optional Jewelers Mutual Lifetime Care Plan for post-purchase maintenance, and a 7-day return policy. Marketing is concentrated in educational blog content (diamond education, ring care, valuation guidance), email newsletters, and organic social sharing.
The business is privately held by the Thompson family across four generations, with Shane Thompson (30+ years industry experience) leading and Maggie Cude as marketing manager across both Twice Loved and Windsor Fine Jewelers. Headcount is in the 1-10 range, no external funding rounds are disclosed, and operations are confined to the United States with global shipping implied through the e-commerce platform.
Twice Loved firmographics
Firmographics- Name
- Twice Loved
- Legal name
- Windsor Fine Jewelers, LLC
- Website
- https://twiceloved.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Twice Loved is an online marketplace for buying and selling pre-owned engagement rings, operated as a DBA of Windsor Fine Jewelers in Augusta, Georgia. It serves individual consumers with GIA/AGS-certified gemologist authentication, tiered seller commissions, and financing options.
- Ownership category
- akta.pro rank
Twice Loved industry classification
Industry- Product category
- Pre-owned Jewelry Marketplace
- NAICS
- Jewelry Retailers (458310)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Bridal & Engagement Jewelry Retail (CRAKAGAC)
- akta.pro secondary industry
- Polished Diamond Trading & Brokerage (CRAKAJAD)
Keywords
Where Twice Loved is headquartered
LocationHeadquarters
- HQ city
- Augusta
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Twice Loved business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Operations, Personnel, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Seller Commissions: Twice Loved charges sellers a commission on final sale price. Commission rates are tiered: 20% for items $1,500 or below, 17% for items $1,501-$5,000, 12% for $5,001-$10,000, and 10% for $10,000 and above. Direct offers from Twice Loved require no commission.
- Jewelry Care Plan: Optional Lifetime Care Plan offered through Jewelers Mutual covering ring sizing, rhodium plating, refinishing, stone replacement, prong repairs, and other maintenance services
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | 20% commission for items $1,500 or below |
| Transaction based/ take rate | Pay-as-you-go | 17% commission for items $1,501-$5,000 |
| Transaction based/ take rate | Pay-as-you-go | 12% commission for items $5,001-$10,000 |
| Transaction based/ take rate | Pay-as-you-go | 10% commission for items $10,000 and above |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels3 records
Twice Loved product offering
Product offeringCore offering
Twice Loved operates an online two-sided marketplace for buying and selling pre-owned engagement rings. Individual sellers list rings on the platform; certified GIA and AGS gemologists authenticate each item using on-site diamond laboratory equipment before forwarding to the buyer. The platform is operated as a DBA of Windsor Fine Jewelers, LLC, leveraging the parent company's physical retail store, gemological expertise, and vaulted secure facility.
Product overview
Twice Loved is an online marketplace for pre-owned engagement rings, operated as a DBA of Windsor Fine Jewelers LLC in Augusta, Georgia. The platform consists of a buyer marketplace for purchasing authenticated pre-owned and vintage rings, a seller consignment platform with tiered commission structures, and a direct offer service. Key supporting services include gemologist authentication using GIA-certified equipment, Bread Pay financing through Comenity Capital Bank, and optional Jewelers Mutual care plans. The product portfolio includes rings in various metal types (14K, 18K gold, platinum), diamond types (natural, lab-grown), and styles (solitaire, halo, vintage, three-stone).
Differentiator
Problem solved
Functional benefit
Products and services
- Twice Loved Marketplace
Quantifiable outcome
- All purchases authenticated and confirmed by full-time GIA and AGS certified gemologist concierge
- +2 more outcomes
Companies that use Twice Loved
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Twice Loved technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Twice Loved partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Windsor Fine Jewelers, LLCcoreParent company and DBA holder for Twice Loved. One of the top 5 largest independent jewelry stores in America, founded in 1975. Provides physical location, gemological expertise, authentication services, repair capabilities, and fulfillment infrastructure.
- Jewelers MutualminorProvides optional Lifetime Care Plan coverage for engagement rings including ring sizing, rhodium plating, refinishing, stone replacement, and repair services.
- GIA (Gemological Institute of America)coreLeading gemological laboratory providing diamond grading reports and certification. Twice Loved's in-house gemologists are GIA certified, and many rings feature GIA-certified diamonds.
- AGS (American Gem Society)coreProfessional association of gemologists providing certification. Twice Loved employs AGS certified gemologists for ring authentication.
Scale indicators3 records
Recent moves1 record
Expansion highlights5 records
Twice Loved competitors and assessment
Company assessmentBroad incumbents
- The RealReal: The RealReal is the largest online luxury consignment marketplace, covering jewelry, watches, fashion, and art. While it offers a broader category set than Twice Loved, it competes for the same authenticated secondhand luxury buyer and operates an established platform with significantly more scale.
- Vestiaire Collective: Vestiaire Collective is a global luxury resale marketplace with growing fine jewelry categories. It competes with Twice Loved for the same sustainability-minded, value-seeking luxury buyer and brings strong international brand recognition.
Direct peers
- I Do Now I Don't: I Do Now I Don't is a dedicated online marketplace for buying and selling pre-owned engagement rings and wedding bands, directly overlapping with Twice Loved's two-sided marketplace offering. They share the same target customers (sellers recovering value and buyers seeking affordable authentic rings).
- Worthy: Worthy operates an online auction platform for pre-owned engagement rings, watches, and fine jewelry, directly competing with Twice Loved in the buyer/seller marketplace model. It uses GIA-certified grading and serves the same pre-owned engagement ring buyer and seller segments.
- TrueFacet: TrueFacet is an online marketplace for pre-owned fine jewelry and watches, offering authentication and a consignment model similar to Twice Loved. It targets the same buyer persona seeking authenticated luxury jewelry at lower prices than retail.
- Circa Jewels: Circa Jewels is a marketplace and buyer for pre-owned and vintage fine jewelry, specializing in authenticated luxury pieces. It competes with Twice Loved in offering consignment and direct-buy services for second-hand engagement rings.
Others
- 1stDibs: 1stDibs is a luxury marketplace featuring vintage and antique jewelry, including engagement rings. It competes in the same high-end authenticated second-hand jewelry category as Twice Loved but operates at a higher price point and broader luxury focus.
- Sotheby's (Jewelry Auctions): Sotheby's operates jewelry auctions including significant engagement ring and estate jewelry inventory, addressing the same high-end authenticated secondary market. While not a direct marketplace, it competes for sellers of premium estate pieces and is a reference point for authentication standards.
Emerging players
- Bezel (formerly Louped): Bezel is an online platform for authenticated pre-owned luxury watches and jewelry, offering a marketplace and authentication services. It competes with Twice Loved for authenticated fine jewelry resale consumers, though with a heavier focus on watches.
- WP Diamonds: WP Diamonds is a diamond and jewelry buying service that provides direct offers to sellers, similar to Twice Loved's Direct Offer option. It overlaps in the engagement ring sell-side flow but focuses on direct purchase rather than a peer-to-peer marketplace.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Twice Loved social profiles
Digital presenceTwice Loved financial estimates
Financial estimateRevenue estimate
Valuation estimate
Twice Loved leadership team
Management profileNumber of profiles
Profiles2 records
Twice Loved funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Twice Loved M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Twice Loved
What does Twice Loved do?
Twice Loved operates an online two-sided marketplace for buying and selling pre-owned engagement rings. Individual sellers list rings on the platform; certified GIA and AGS gemologists authenticate each item using on-site diamond laboratory equipment before forwarding to the buyer. The platform is operated as a DBA of Windsor Fine Jewelers, LLC, leveraging the parent company's physical retail store, gemological expertise, and vaulted secure facility.
Is Twice Loved a public or private company?
Twice Loved is a private company. It is classified as family owned and is currently operating.
When was Twice Loved founded?
Twice Loved was founded in 2013. It employs 1 to 10 people.
Where is Twice Loved based?
Twice Loved is headquartered in Augusta, United States, in the North America region.
How does Twice Loved make money?
Two revenue lines are on record. Seller Commissions are the primary driver. The others are jewelry Care Plan.
Who are Twice Loved's main competitors?
Broad incumbents on record are The RealReal and Vestiaire Collective. Direct peers are I Do Now I Don't, Worthy, TrueFacet and Circa Jewels. Others are 1stDibs and Sotheby's (Jewelry Auctions). Emerging players are Bezel (formerly Louped) and WP Diamonds.
Does Twice Loved have an API?
No public API is recorded for Twice Loved.
What industry is Twice Loved in?
Twice Loved's product category is Pre-owned Jewelry Marketplace. Its primary akta.pro industry code is CRAKAGAC, Bridal & Engagement Jewelry Retail, with a secondary code of CRAKAJAD, Polished Diamond Trading & Brokerage. Its NAICS code is 458310 and its SIC code is 5944.