Co-founder Meeling Wong, a former president of John Hardy, said she is curating Ajaline.com to cater to brand concerns about how items will be sold. Only three to five will be featured each week, and each flash sale will be open for three days, with a 24-hour preview. Discounts will range from 30 to 70 percent off retail, with prices from $500 to $50,000. The first sales will spotlight designs from Buccellati, Lagos and Temple St. Clair.
Fine jewelry has been slow to embrace e-commerce, but Wong said she tells companies, “You guys think you can control the Internet. You can’t. You can control where you are and the way you’re presented.”
Wong, who is starting Ajaline with another former consultant, Jim Conte, began her career at Carolee Designs in 1984. She worked as the national sales manager for David Yurman before joining John Hardy, which she left after three years to start her namesake jewelry consulting firm. During that time, she formulated the idea for Ajaline.