What 'custom' actually means

There’s a quiet pattern in the engagement ring industry: ‘custom’ usually means picking a stone for an existing setting. The difference, defined.

Custom is not selecting a stone for an existing setting. That is configuration. Custom is designing the piece first and building everything else around it.

The difference is in the order of the work — and the order of the work is what you are actually paying for when you commission a ring rather than choosing one from a case.