Oura is bringing its newest innovation to life with the launch of the Oura Pawn Shop — a one-day-only experience on Thursday, June 4, bringing New York City’s iconic Diamond District to SoHo.
Created to celebrate the launch of the all-new Oura Ring 5, the experience invites consumers to Swap for Subtle and have a chance to win the world’s smallest smart ring.
The concept is simple: we don’t buy, we don’t sell — we flip.
Hosted by Diamond District icon Moses the Jeweler, guests can participate in Moses’ signature coin flip for a chance to win a new Oura Ring 5, designed to be 40% smaller, thinner, and slimmer than Oura Ring 4.
The Oura Pawn Shop taps into the growing consumer demand for technology that feels more seamless, subtle, and wearable, while reimagining the nostalgic energy of NYC pawn culture through the lens of modern wellness tech.
PAWN SHOP DETAILS:
- Wednesday, June 4 from 12 – 7 p.m.
- 262G Mott Street New York, NY
- Experience open to the public from noon to 7 p.m; while supplies last, first-come, first-served
Doug Sweeny, Chief Marketing Officer at Oura:
“With Oura Ring 5, we challenged ourselves to make the most advanced wearable feel almost invisible. By making the ring 40% smaller, thinner, and slimmer than Oura Ring 4, we’re redefining what wearable technology can look and feel like — powerful health insights without the bulk,” said Doug Sweeny, CMO of Oura. “We created the Oura Pawn Shop experience to bring that transformation to life and help people physically interact with a new generation of technology designed to fit seamlessly into their lives. There’s something inherently fun, unexpected, and culturally relevant about ‘flipping’ old tech for the chance to upgrade to something radically more subtle.”
Moses the Jeweler:
“People know me for big chains, big diamonds, and big energy, so partnering with Oura on the world’s smallest smart ring was a fun flip on my usual jewelry style,” said Moses the Jeweler. “My coin flip process has always been about truly flipping the pawn shop experience and Oura Ring 5 fits that perfectly because it completely changes what wearable tech can look and feel like.”
Laura Petruccelli, Co-Founder and Chief Creative Officer at nice&frank:
“When I ask people why they don’t have an Oura Ring, the answer is almost always the same: ‘It’s too chunky.’ So when Oura told us the Oura Ring 5 is 40% slimmer, we knew we had to do something very different to get attention for something so small. We built an activation around the idea of swapping bulky wearable tech for something radically more subtle,” said Laura Petruccelli, co-founder and CCO of nice&frank. “The Pawn Shop turned a product attribute into an experience people could actually participate in before even getting their hands on the new ring, with all the energy, unpredictability, and personality of New York’s Diamond District. And yes, Moses.”
