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BriteCo, a technology-led jewelry and watch insurer based in the Chicago area, has built a direct integration with Shopify that lets its retail jeweler partners present an insurance quote to shoppers right inside the buying journey. Announced in May 2025, the integration works for jewelers selling through a Shopify online store as well as those ringing up sales on Shopify POS in a physical showroom.
For an insurer whose growth depends on a network of retail partners, the project is a clear example of meeting merchants where they already work. Rather than asking jewelers to send customers to a separate website or to remember to mention coverage after the sale, BriteCo placed a no-obligation quote inside the checkout flow the jeweler already uses every day. The shopper can accept, answer a few questions and buy a policy from BriteCo online in minutes.
BriteCo was founded in 2017 by Dustin Lemick, a third-generation retail jeweler and GIA Graduate Gemologist with more than a decade of experience on the shop floor. The company insures engagement rings, fine jewelry and watches, with coverage available in all 50 US states, a $0 deductible, worldwide protection and cover for loss, theft, damage and mysterious disappearance. Its policies are backed by an insurer rated A+ by AM Best.
Distribution is a core part of the model. Consumers can buy directly online, through independent agents and brokers, or at the counter of one of BriteCo's jewelry retail partners. The company says it works with more than 3,000 jeweler partners across the United States, and it also provides jewelers with a cloud-based appraisal management system to create, track and manage appraisals.
The most natural moment to sell jewelry insurance is when a customer has just chosen a ring or a watch. The item is in front of them, its value is fresh in their mind, and the jeweler has their attention. In practice, that moment is easy to miss. Busy sales staff focus on closing the sale, online checkouts are designed to remove steps rather than add them, and an offer made days later by email competes with everything else in the customer's inbox.
At the same time, more and more independent jewelers have moved their storefronts and point of sale onto Shopify, which BriteCo's announcement notes powers roughly 30% of US ecommerce websites. For BriteCo, that shift created both a risk and an opportunity: if its insurance offer did not live inside the tools jewelers were adopting, it would be left outside the transaction. The company needed a way to make protection part of the purchase without adding friction for either the merchant or the shopper.
BriteCo's answer was a direct Shopify integration that surfaces a BriteCo insurance quote as part of checkout, covering both ecommerce and in-store sales. The offer is optional and carries no obligation, so it informs the shopper without blocking the purchase. Customers who want coverage complete a short online flow and pay BriteCo directly, either monthly or annually at a discount.
For jewelers selling online, the integration presents a no-obligation BriteCo quote during the Shopify checkout. The shopper sees the protection option while the purchase decision is still active, which is the point where interest in insuring a new piece is highest.
The same offer is available for jewelers who use Shopify as their in-store point of sale. This matters in a category where many high-value purchases, especially engagement rings, still happen face to face. Staff do not need a separate tool or paper form to introduce coverage: it appears as part of the sale they are already processing.
When a shopper accepts the offer, they buy the policy directly from BriteCo online. The process is designed to take minutes: answer a few questions and pay by credit card, choosing monthly billing or an annual payment at a discount. Because the policy relationship sits with BriteCo, the jeweler is not left administering insurance.
The integration is built around BriteCo's jeweler partner model. A participating retailer quoted in the announcement described the checkout offer as easy and quick for customers, a source of extra revenue for the store, and noted that claims are referred back to the jeweler, bringing repair and replacement work back through their doors.
The Shopify integration builds on BriteCo's earlier work with ecommerce tools for jewelers: as far back as 2021 the company had offered an instant insurance quote app for Shopify stores within a closed group of jewelers, where a quote followed after appraisal by text or email. The 2025 integration extends the idea into a direct connection that covers both online checkout and Shopify POS and lets the shopper complete the purchase online in minutes. BriteCo positioned the launch as one more way for its partners to use technology to grow, and made it available across its US jeweler network, where coverage is offered in every state.
BriteCo's announcement focuses on qualitative outcomes rather than published conversion or revenue figures. The clearest change is structural: insurance is now part of the checkout itself, online and in store, for jewelers who run on Shopify. Retail partners gain an additional revenue line without having to manage policies, customers get a fast way to protect a meaningful purchase, and the claims referral loop gives jewelers a reason to see those customers again.
Add-on products such as protection plans perform best when offered while the customer is still deciding. Building the offer into checkout, rather than following up later, aligns the product with the customer's attention.
BriteCo did not ask jewelers to adopt a new system. By integrating with the commerce platform its partners were already moving to, it lowered the effort of participation to almost zero, which is often the deciding factor for channel adoption.
Many businesses still sell through a mix of online and physical channels. Covering both ecommerce and point of sale with one integration keeps the customer experience consistent and avoids a gap where the highest-value sales happen.
Shopify, Shopify Checkout, Shopify POS, BriteCo online policy purchase, BriteCo appraisal management system
This story is compiled by the ONEXT DIGITAL editorial team from public sources and is shared as an industry reference. BriteCo is not an ONEXT DIGITAL client.
Sources: https://brite.co/news/briteco-integrates-with-shopify-to-deliver-embedded-insurance-offering-in-leading-e-commerce-and-pos-systems/ , https://coverager.com/briteco-introduces-insurance-quote-app-for-shopify-users/
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