Cast launched in 2021 with the mission of bringing a fun and approachable vibe to the fine jewellery category, which the executives described has been historically ‘cold and intimidating.’ The brand has worked to change this experience through its three San Francisco stores. Customers are welcomed into the store with a drink and a menu of prices for the fine jewellery offerings.

Cast is bringing this in-store experience to its 50sq ft Nordstrom style bars, where customers are invited to sit down with a stylist and try on options. The partnership was important for Cast as it gives the brand insight into different markets outside the Bay Area and gives the new brand credibility to customers who are unfamiliar with it.