407: What product managers can learn from reimagining a customer problem – with Andrew Wolgemuth

A digital customer experience coupled with rapid physical product creation – insights for product managers

Today we are talking about what Andrew Wolgemuth has learned creating a unique product business called Wove. Andrew and his co-founder and team have created a way for their customers to design engagement rings, experience their design in their home with a mock-up ring, tweak what they want, and then receive their one-of-a-kind custom ring. This is a digital business coupled with rapid physical product creation. Regardless of your industry, there are lessons you can learn from Andrew’s mistakes and successes. Before founding Wove, Andrew served as the Deputy Commander of a Special Operations unit in the United States Army’s 75th Ranger Regiment. 

Summary of some concepts discussed for product managers

[2:16] What was the insight that led to Wove?

Both my co-founder Brian and I experienced pain points when we were buying engagement rings. My childhood was centered around growing the family business, a small brick-and-mortar jewelry company. I worked with my parents to design an engagement ring for my now-wife, Sarah. I was stationed in Washington, and my parents were in Pennsylvania. They sent me numerous photos and videos of the ring, but when I saw it in person, I sent it back to my parents and asked them to rebuild it. I felt very bad doing this, but it was amazing to me that seeing photos and videos of a product doesn’t always translate into real life.

We’re creating a user experience for engagement rings similar to Warby Parker, the home-try-on eyeglass company.

[7:12] What challenges did you experience trying to implement your solution?

When I talk with my team, we laugh because we feel like we’re building three different start-ups at the same time. We’re doing the in-house manufacturing focused on systems and logistics to create custom jewelry from scratch in a highly expedited timeline. We’re building a new digital product that’s the first of its kind for custom jewelry design online. And we’re doing the marketing and branding that’s so important for any ecommerce business. Sometimes we feel like we’ve bitten off more than we can chew, but it is coming together nicely, and we’re excited about the progress we’ve made.

There are a few consumer pain points with buying an engagement ring, and a lot of them are tied closely to different cultural tailwinds. If you’re buying a ring online, you’re buying without certainty. You’ll put thousands of dollars down, and you don’t know what’s going to show up exactly.

We send customers a replica ring first. We started the replica idea when I was in the Army, and I had many friends who were overseas in Afghanistan and wanted to buy an engagement ring but didn’t want to ship a $10,000 engagement ring to an Afghani address on some base so they could propose to the love of their life. Our replicas are shockingly realistic. They use imitation diamonds and non-precious metals. Our first replica rings were set to Army Rangers overseas who wanted to design a custom ring while deployed and be able to step off the plane back in the United States and drop to a knee.

[11:13] How do you create the rings so quickly?

The industry average for custom ring design is six to eight weeks. Advanced 3D-printing technology allows us to significantly cut down our timelines. Rings used to be hand-carved from a wax block then cast and polished. Hand-carving from wax takes a tremendous amount of time. We use new technology mixed with old-world craftsmanship. We design the engagement rings with jewelry designers. They send our clients a beautiful hand sketch of the design, and if the clients approve the sketch, it goes to our CAD designer who brings the sketch into a computer-aided design in about a day.