When it comes to redefining what a men’s wedding band can be, Lashbrook stands at the forefront of innovation, craftsmanship, and personalization. Founded by Eric Laker, the brand has introduced new materials and new possibilities to the wedding band market, offering a level of customization once thought impossible. Through a blend of high-tech engineering and artisan design, Lashbrook empowers customers to create rings that are as meaningful and unique as their own stories. In this exclusive interview, Eric shares the inspiration behind Lashbrook’s founding, the evolution of their groundbreaking design technology, and how a spirit of ingenuity continues to drive the brand forward—from custom rings to meaningful new ventures like personalized golf markers.
What inspired you to create personalized men’s wedding bands, and what led to the launch of Lashbrook?
I saw an opportunity to introduce new materials to the U.S. wedding band market. From day one, we offered all our resources to the end user for personalization.
How have your life experiences and family background shaped Lashbrook’s mission and vision?
Growing up, I watched my parents figure out and do new things all the time. I started driving a large forklift when I was 13. We just did what we needed to do. At Lashbrook, we don’t say, “No.” If it can be done, we’ll do it.
Can you share the journey of how the Lashbrook brand has evolved over time?
After the initial decision to make our tech and talent available for use as the customer saw fit, our capabilities exploded. For years, our display strategy was to get a bunch of live pieces in the jeweler’s display case. We hoped that the end user could use their imagination by combining features from different rings. About eight years ago, we decided that technology might be good enough to digitize this experience in a live builder. As it turns out, the technology wasn’t good enough, so, three patents and $8,000,000 later we have a Builder that is better than anything out there. It provides photos and prices for over 1.2 trillion SKUs and an experience that sells more valuable rings.
Could you walk us through the bespoke ring design process step by step?
We don’t consider a piece custom unless it can’t be designed on the Lashbrook Builder. In that case, the store communicates the customer’s wishes, and we provide a quote and render.
Which personalized ring styles or materials are currently the most popular among customers?
It is hard to say. When the customer can do anything they want, there really isn’t any such thing as a best-seller.
Why do you think men are drawn to a combination of handcrafted artistry and high-tech manufacturing in jewelry? What makes this balance so appealing?
It’s simply the combination of tech and art that makes anything possible.
Lashbrook has been a pioneer in using unique materials like antler, meteorite, and Damascus steel. What drew you to these materials, and why do they resonate with you as the brand’s founder?
Most often, new materials have started as customer requests. Damascus Steel was unique because the idea was completely internal. My brother, who is a mechanical engineer, was working with us for a short period of time over 20 years ago. He introduced me to Damascus and suggested that we could make amazing rings with it. It turns out that he was right and after getting an MBA and working for several years managing manufacturing for a custom architectural panel company, he is now our COO.
What sparked the idea to start making custom golf markers alongside wedding rings, and how did that partnership come about?
Doubloon was the brainchild of my son, Blake and his friend, Sam Norton. They recognized a gap in the market for a truly meaningful and luxurious golf gift. It sold well online, and I quickly realized that it would be a great new revenue stream in fine jewelry stores. It is the perfect gift for so many people.
How do the golf markers incorporate personalization and storytelling, similar to your rings?
Doubloon offers all the same possibilities as the rings. Additionally, each marker has two large flat surfaces for logos, messages, etc. We just shipped 30 markers to a jeweler that is supplying them to a collegiate team that won an NCAA Division I championship last year. Each Doubloon has the logo on one side and the team’s motto on the other.
Do you see golf markers becoming a larger part of your business?
It is definitely early days, but we see a ton of interest and sales are stacking up. What’s next for that collection? Probably a lot of publicity. We have about finalized our first PGA tour event contract. The sponsors will be purchasing a collectible marker that incorporates a beautiful stone that is native to the course for each golfer.
What is your personal and professional mantra?
Continuous improvement. We do everything the best way we know how, always knowing that we will never know the best way to do anything.
From personalized wedding bands that celebrate individual stories to luxury golf markers that commemorate special moments, Lashbrook is continuously expanding the boundaries of what fine jewelry can represent. At its core, the brand remains committed to innovation, craftsmanship, and creating pieces that customers can truly make their own. With a philosophy rooted in continuous improvement and a passion for merging technology with artistry, Eric Laker and the Lashbrook team are not only shaping jewelry trends—they are creating a legacy of storytelling through design. Visit Lashbrook online at https://www.lashbrookdesigns.com/.
