Ring is continuing its mission to reduce crime in UK neighbourhoods with the launch of the Ring Elite Crown Jewel – a limited-edition, diamond, sapphire and gold-encrusted Video Doorbell, exclusively available at Selfridges London.

We’re making just 10 of these beauties, and the profit from each sale will be donated to UK charities supporting the reformation of former criminals as they re-enter society.

Created by international fine jewellery specialist Bijan, the Crown Jewel is stocked exclusively in the Smartech department of the iconic London department store with a $100,000 price tag. Why such a high price, you ask? Well, each of the 10 Ring Elite Crown Jewel Edition Video Doorbells includes: 33.20 carats in sapphires, 0.56 carats of diamonds and 98.05 grams of yellow gold. The device’s faceplate is cast in 18K yellow gold, with over 2,000 sapphires and 40 diamonds intricately set into the surface.

In true Ring style, the doorbell itself – modeled on the Ring Video Doorbell Elite – allows you to see, hear and speak to visitors from anywhere.

So why a $100,000 doorbell? Every decision we make here at Ring is to support our mission to reduce crime in neighbourhoods. We work endlessly to bring this mission to life through charitable donations, in-school auctions that benefit the students and by donating Ring devices to neighbourhoods in need. By working with Smartech in Selfridges on this initiative, we can continue Ring’s mission while helping local charities to make a truly positive impact.

Natalie Bernce, CEO for Smartech at Selfridges, also said: “Smartech is a destination for innovation in Selfridges, designed to help our brands to tell their story in retail. At Smartech we encourage and inspire customers to discover, try and experience the latest tech – out of the box and hands-on. We’re privileged to have Ring as our partner and proud to support their philanthropic mission, helping our local communities and organisations to change lives.”

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