◆ The VVS Collection · Founders Circle
Every StudsDirect customer is automatically added to the Founders Circle. This is not a loyalty points program. It's a different idea entirely.
How It Works
The Founders Circle isn't a points system, a tier chart, or a monthly subscription. It's recognition that the people who invest in The VVS Collection deserve to share in what they're helping to build.
The Philosophy
"The VVS Collection exists because I spent 15–20 years watching the same SEEPZ-sourced diamonds sell for 5–10× more through retail channels. Founders Circle is my way of saying: the people who believed in the direct model early should share in what that belief built. The more you invest in VVS, the more VVS invests in you."
— Our Founder, StudsDirect · 15–20 years SEEPZ procurement experience
Founders Circle vs. Standard Loyalty Programs
| Feature | Standard loyalty programs | Founders Circle |
|---|---|---|
| Enrollment | ✗Application or sign-up required | ✓Automatic on first purchase |
| Value type | ✗Points redeemable at one store | ✓Potential to share in brand upside |
| Long-term vision | ✗No — points expire, tiers reset | ✓Yes — this is a permanent record |
| Commitment level | ✗Transactional — buy, earn, redeem | ✓Relational — you're a Founder |
| Offered by competitors | ✓Everyone does points | ✓No competitor offers this |
Common Questions
The Founders Circle is the community of people who have purchased from The VVS Collection. Every StudsDirect customer is automatically enrolled — no application, no minimum spend. You buy VVS, you're a Founder.
As StudsDirect grows, Founders Circle members will be first in line for exclusive benefits — at the founder's sole discretion. The more you invest in VVS, the more attention your account receives. Specific benefits, including any potential ownership opportunities, will be communicated directly to members as the program develops.
The Founders Circle is a visionary loyalty concept — not a contractual equity arrangement. No securities are being offered. Any future ownership opportunities would be determined entirely at the founder's discretion and subject to applicable law. Joining the Founders Circle means you're recognized as an early supporter of The VVS Collection.
No minimum. Every purchase — even a 1ct pair of studs — enrolls you in the Founders Circle. Cumulative spend may influence the nature of future benefits, but the door is open from your first order.
Traditional loyalty programs give you points that only work at one store. The Founders Circle is built on the idea that the most committed buyers deserve to share in the upside of what they're helping to build. It's a different philosophy: your investment in VVS is recognized as a stake in the brand's growth, not just a transaction.
As the program develops, Founders Circle members will be contacted directly. The founder personally oversees membership recognition. There's no fixed timeline — this is a long-term relationship, not a promotional campaign.
Every piece in The VVS Collection is GUARANTEED VVS+ clarity, E-color, IGI certified. Your purchase is your enrollment in the Founders Circle — automatic, permanent, recognized.
Shop The VVS Collection →Legal note: The Founders Circle is a visionary customer recognition concept. Participation in the Founders Circle does not constitute the purchase, grant, or issuance of any securities, equity interests, stock options, or ownership rights in StudsDirect, Venice Partners & Enterprises LLC, or any affiliated entity. Any future benefits — including any potential ownership opportunities — are entirely at the founder's sole discretion, are not guaranteed, and would be subject to applicable federal and state securities laws. Nothing on this page constitutes a securities offering. No financial benefit is promised or implied by enrollment in the Founders Circle.