First came LOVEFiLM: for £3.91 you could pick 2 films a month from 65,000 titles, have it sent to your door and return it in a prepaid envelope. Now, launched by founder Cherie Lehman, we have Blu Bangle - an online store for the rental of high quality, high fashion jewellery where women can swap items as often as they like from the comfort of their own homes. Never again will you wear the same piece more than once.
The site is simple to use, allowing for jewellery to be browsed by type – bracelets, earrings, necklaces, rings and wedding pieces – and then by colour and gem. Search complete, favourite items are added (in order of preference) to a virtual jewellery box and a subscription level chosen.
Jewellery is listed with a gem value – the greater the number the more valuable the piece.

Subscription levels allow for varying values of jewels to be borrowed at any one time. Indigo Blu for instance, allows visitors to borrow and return once, items totalling 2 gems for £6.99 a week. Free registration allows members to borrow and return 2 gem items as often as they like for £14.99 a month. In the event that 2 gems may just not be enough there are three further packages allowing 5 (Midnight Blu), 10 (Sky Blu) or 20 (Royal Blu) gems.

The site has captured all angles of the market, providing gift certificates, one month’s membership for friend referral and the chance to purchase old stock. The clever ladies at Blu Bangle have even spotted a obvious pitfall of lending jewellery to women and allow the purchase of items that members decide they really cannot live without.