Describe your products in 3 words.

Comfort, Quality, Style

How did you come up with the idea for this product?

Peter Goodwin was running a lodge and guiding bear hunts in Alaska when he ordered a ring on the internet. He quickly realized his finger would get clammy and that the ring was uncomfortable. He loved the concept so much he began to think about how to improve the product. Enter Groove Life - with air channels that allow air in and moisture out.

Hey, we admit it, we didn’t invent the silicone ring. But we’re not afraid to claim that we designed the most functional ring on the market. It wasn’t our superhero insight into the next best active lifestyle product, or our ability to design the perfect ring, that led to explosive growth. It was our founder’s determination to design a ring that worked for his outdoor lifestyle and showed off his most important relationship (and look stylish doing it).

What makes your product special?

Hypoallergenic, non-conductive, heat-resistant, safety stretch… blah, blah.

Heck yeah, those technical terms mean a lot if you’re in the silicone ring business. But, you just want to know that we give our lives to saving your finger and giving you an expression of your marriage that will make you proud.

The grooves make all the difference and that’s why they are the namesake of our brand. The figure-8 shaped channels cover the surface of the inner ring - less of your skin in contact with the ring. Result - air in and moisture out. That makes for a comfortable ring. In fact, it’s so comfortable you’ll forget it’s on.

What has been the best part of your experience?

Amazon Launchpad has been an outstanding partner for us. They have provided a sense of camaraderie in helping us find new ways to help get our brand an mission to the amazon consumer.