Love doesn’t last forever. Diamonds do. In the lonely place between those two facts of life, siblings Josh and Mara Opperman built a business.
It’s called IDoNowIDont.com. It’s an auction site for men left at the altar.
The Oppermans hit on the idea after Josh’s fiancée stood him up.
“Josh purchased a huge engagement ring for the love of his life, only to find her heart had changed several months later when she broke off the relationship, leaving only the ring behind,” Mara says.
When Josh went to return it, the store offered him a refund of 30 percent. Knowing there must be many other ex-grooms in a similar predicament, the Oppermans founded their site to help them sell their rings to bachelors hoping for better luck.
“We’re proud to provide an outlet for people who have gone through or are going through something really difficult — the loss of a relationship,” says Mara. “We’re also bargain hunters, and we enjoy being able to help people like us who want a better ring than they would otherwise be able to afford.”
It’s a sort of eBay for engagement rings. But, unlike eBay, IDoNowIDont certifies the rings it offers for auction are what the sellers represent them to be.
The site is not only a profitable business. It’s also a community for buyers and sellers to share their stories. “People on our site are there because they’ve been through this stuff and if they’ve learned anything from it they’re happy to help someone else get through it.”
That’s the upside for the Oppermans. The downside is hearing the tales of woe attached to the rings available at the site. “You’d be surprised how many people write to us with their most intimate and painful stories,” Mara says.
IdoNowIDont also handles wedding rings offered by husbands and wives who have divorced. Those rings add a poignant personal touch to the business lesson Mara says she’s learned from her venture. “In the words of Roger Babson, founder of Babson College, ‘It’s wise to keep in mind that neither success nor failure is ever final.’”