Dawn McKenna, the 57-year-old CEO of a luxury real estate company based in Chicago, started focusing on wellness at the beginning of the year.
Friends had told her to get an Oura Ring to track her health, but she was initially put off because of its appearance.
“I’m too vain. I think that thing is so — God bless — ugly, that I cannot wear that thing, I just can’t do it.” McKenna told Business Insider.
That’s where Florida-based fine jeweler Henri Noël comes in. The store’s founder, Vivian Grimes, told McKenna she could make her a diamond-encrusted jacket to go over the ring.
For McKenna, it was a no-brainer. “It’s rare that something can be beautiful, but good for you,” she said. “It will help me stay accountable and do all the things I’m supposed to be doing. And I’m excited about it.”
The finished piece, which she expects to receive next month, will be a $6,495 14k gold jacket set with three natural diamonds that transforms her smart ring into a chunky cocktail ring.
This isn’t the first jacket Grimes has designed. She initially came up with the idea last September during a client meeting.
She then posted an image of the design to her Instagram and TikTok in early March. Since then, she’s received 40 enquiries for custom Oura Ring jackets, and said new requests are coming in daily.
She’s now launching a new collection of Oura Ring jackets, starting at $3,000.
Wearables, but make them sparkly
Grimes is not the only high-end jeweler that’s riding the Oura Ring jacket wave. Three other US-based fine jewelers told Business Insider that demand for these glitzy jackets has jumped this year, with customers requesting bespoke designs, and some jewelers making these a permanent fixture in their collections.
It was only a matter of time before people started decking out their Oura Rings — which first hit the market in 2015 — with accessories. After all, everyone from Nike to Hermès has been trying to take a bite of the wearables market by developing Apple Watch accessories for years.
And while Oura Ring jackets aren’t a brand-new concept — you can spend $9 and buy one on Amazon — what is new is that consumers are increasingly willing to spend thousands to make their health tech feel a little more like high fashion. Google searches for “Oura Ring jacket” spiked at the end of 2025 after being practically nonexistent over the previous five years.
This trend is kicking off as the Oura Ring has garnered a cult following, and the rings are becoming more ubiquitous. The company, which is privately held and based in Finland, said in September that it was on track to reach $1 billion in sales in 2025, doubling its revenues from the year before, and expects to hit $1.5 billion in 2026.
Oura did not provide further comment when contacted by Business Insider.
$10,000 diamond encrusted jackets
The Oura Ring has evolved since its 2015 debut, when it was made of ceramic steel, came in black and white, and resembled a chunky wedding band.
The latest generation, the Oura Ring 4, is made of titanium. It’s sleeker and more expensive — the price starts at $349, with gold and rose gold finishes at $499.
The company has made attempts to make its rings feel more like fashion than tech over the years. It teamed up with Gucci in 2022 on a $950 design with a braided border and 18-karat gold Gucci G, and in October, released $499 ceramic versions of the Oura Ring 4.
But for some wearers, it’s still not glamorous enough.
“The design is very functional and not all that elegant, so it’s not surprising that businesses that help to boujify them have seen rapid growth,” Neil Saunders, managing director of GlobalData Retail, told Business Insider.
“They want something beautiful, personal, and made to fit into the way they live and what they wear every day,” Henri Noël founder Grimes said.
Octavia Zamagias, founder of Octavia Elizabeth, based in West Hollywood, saw these jackets as a new business opportunity when she started to notice how popular the Oura Rings were.
“I myself have worn one for a year and have so many friends into them,” she said, adding, “the Oura itself is, to me, a bit of an eyesore, so to jazz it up with some diamonds felt like a must.”
The most expensive jackets she has sold cost just under $10,000 each.
Jenya Srour, founder and chief designer of 24kt Concierge, based in North Miami, decided to make an Oura Ring jacket for herself after buying the tech in 2025.
“I wanted something to track my wellness,” said Srour. “I kept seeing it on people, and I thought, ‘wow, that’s not a pretty piece of jewelry — we have to make them pretty.'”
After making a couple of adjustments to the first model, she launched the $3,980 Confetti-themed Oura Ring jacket in January.
“I think jewelry designers, just like me, saw the growing popularity of something functional that we wanted to make beautiful too,” Srour added.
She now has three jackets for sale, starting at $2,680.
“It’s been really exciting,” Srour added. “There’s been lots of inquiries.”
It’s not just fine jewelers making these jackets — Amazon and Etsy are full of Oura Ring accessories, some for as little as $9, including “stacking rings” that are designed to be worn on either side of the Oura Ring to make it look more fashionable.
Oura Ring jackets for men next
Since Oura made smart rings mainstream, several companies have tried to replicate its success by debuting their own smart rings.
RingConn is gearing up to launch its Gen 3 smart ring later this year, adding blood pressure insights to the mix. Pebble has launched the $75 Pebble Index 01, which enables users to record thoughts with a mini microphone.
For jewelry designers, this may be a sure sign of new opportunities.
Srour said she’s now busy planning a men’s Oura Ring jacket.
“I really do think that men should have the opportunity to adorn it, and so the piece in my head is very cool, very edgy, and I’m super excited about it,” she said.
Are you an Oura Ring fan and have a story to share? Contact this reporter via email at rshahidi@insider.com.
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