SPUR Jewelry ad creative
SPUR Jewelry
SPUR Jewelry

Stopped· since Apr 23, 2026

6
days it ran
0
relaunches

Ad copy

"Our rings are made entirely from all the love that came before us. It's an incredibly emotional thing to realize — when we take our vows, we're taking them with the incredible foundation both families have given us." — Abby R. When Abby and her fiancé set a wedding date, they began rummaging through family jewelry boxes and childhood things, looking for pieces that could be reimagined as wedding bands. Once their families heard the plan, others wanted to contribute. Exchanging bands set with diamonds from each side of the family turned out to be a profound way to say what the ceremony itself was trying to say: that a marriage is not just the sum of two people, but the joining of everything that shaped them. They are not alone in thinking this way. Many couples are now looking to their wedding rings as a way to express their values and beliefs about family, sustainability, and heritage. Creating an engagement ring from a repurposed heirloom diamond can be a deeply sentimental decision, or an entirely practical one. Some couples are drawn by the meaning; others by the significant cost savings of not purchasing a new stone, or by the straightforward environmental logic of recycling a material that already exists. The technical challenge of redesigning heirlooms is real, and often underestimated. Antique diamonds were cut by hand, each one slightly different in proportion, and often won't fit neatly into standard settings. They also pair best with other antique-cut stones; placed next to contemporary round brilliant diamonds, the difference shows. Repurposing them well requires material knowledge, design experience, and jewelers who actually know what they're looking at. Simone Paasche and Sophie Fader built Spur Jewelry for exactly this moment. After working with thousands of clients, the Spur team has seen countless stories of diamonds, gold, gemstones, and platinum moving through the generations, gathering meaning as they go. Some of these plans stall at the question of what to make. A diamond that spent forty years in one setting doesn't arrive with instructions for its next life. Knowing that a piece matters is not the same as knowing what it should become. That is exactly what Spur's designers are there for. Spur's studio was built entirely around sentimental and inherited jewelry, with experienced designers and in-house jewelers working together toward one goal: creating pieces their clients will actually wear. They can reset heirloom diamonds into contemporary settings, and melt heirloom gold into new wedding bands, carrying the original material forward into the new marriage. "When I went looking for a jeweler to work with in reimagining the piece, I found Spur. I spent hours on their Instagram and website, reading story after story of how they created heirlooms out of heirlooms — and the rest is history." — Abby R. "We are very conscious that we are reimagining these materials for modern life. For rings, for example, we are always aiming to create settings that are low to the hand, and effortlessly wearable. You do not want settings that are going to snag a sweater or scratch a child," writes Sophie Fader, cofounder. "The beauty of custom jewelry is that every setting is made to the exact specifications of the stone. These are past and future heirlooms," she continued. Every project begins with a free phone consultation, where the team reviews the client's heirloom materials and walks through their personal style. Then the design team prepares a proposal with hand-drawn sketches and complete pricing for each jewelry renovation. Production takes approximately three to four months, though many wedding band styles can be completed on a shorter timeline. A master engraver can add meaningful dates or messages to each piece. "This ring is ever-powerful with so much love covering several generations. I feel the love in this ring." — Lucie L. "The final ring is more than a piece of jewelry — it's a bridge between memory and the present, shaped through intentional design and a partnership that honors both sentiment and craft." — Anika M. "I know my Grandmother — who loved jewelry! — would be tickled pink that I'd renovated this ring and could still wear her diamonds. It makes me feel close to her." — Emily R. Spur is located in New York City and works with clients across the country. Projects begin with a free phone consultation at spurjewelry.com/start.

"My Grandmother Wore This Ring to Her Wedding. I Wore It to Mine — Sort Of."

We'll talk through your jewelry, personal style, and the types of pieces you might enjoy wearing. Then we'll put together a proposal to send you with sketches of our suggested designs and complete pricing.

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