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Thank you, Kristen Nicole for providing me with something to write about on a Sunday afternoon with no Patriots game.

There’s a new social network called “I Do…Now I Don’t.” After reading Kristen Nicole’s article, I was under the impression that the site was a social network for those who have been through a divorce or a broken engagement. That’s true, but here’s how the site describes its purpose:

Welcome to, WWW.IDONOWIDONT.COM (I Do…Now I Don’t), a site that matches people who are looking to sell engagement rings they no longer need or want with buyers who are in the market for a great deal. A home for people to share their relationship disasters or successes, vent about their ex’s or rave about their newly single sex, provide tips on surviving a breakup or tips on how to do the breaking up and much, much more.

So it seems like the real purpose of the site is to create a second-hand engagement ring marketplace, but throws in some social media features to smooth over the inherent creepiness of selling and buying a symbol of a failed relationship. Smart.

From their About page:

Couples that once rushed to the altar saying, “I Do” are now rushing to divorce court declaring, “I Don’t”. I Do…Now I Don’t (IDNID) is the destination for those who are left wondering what happens when the love is gone and only the diamond ring is left.

Launched as an e-commerce auction site in January 2007, IDoNowIDont.com (”IDNID”), matches people who are looking to sell their diamond rings with buyers who are in the market for a great deal. Where IDNID differs from other sites is the assurance that each ring is 100% authentic. In order to even post a ring on the site, the ring must have a certificate of authenticity.

…IDNID is not just a place to buy and sell diamonds anymore. Our members can now connect with other members through the community to make friends, vent, help, offer encouragement and suggestions, tell their experiences, provide a shoulder to lean on and simply converse.

In addition to the diamond ring auctions, users can find stories such as “Whose Ring Is It Anyway?“, a chart listing the Best Breakup Song Lines and Lyrics (Including Cher’s “If I could turn back time”), blogs and forums.

Though I did feel a twinge of guilt, I decided to become a member to see what’s inside.

After the usual name and email screen, users are asked:

1. What are you selling? example: diamond ring, bridesmaid dress, engagement ring
2. What’s the URL of the item you’re selling?
3. Required: What are you looking to buy? This is a long, weird list including:
   • wedding dress
   • wedding viel (their spelling, not mine)
   • diamond
   • engagement ring
   • bridesmaid dress
   • jewelry
   • men’s wedding attire
   • watches
   • loose gemstones
   • vacation
   • car
   • apartment
   • house
   • gym membership
4. What do you enjoy browsing for (same list)

Well, since I’m just here to commiserate, I’ll skip past the commerce stuff.

Okay, on to the next page and…….now we’re getting somewhere:

Whoa.

Once you finish registration, you can upload a photo, and then invite others to join. Here’s the email template used to invite friends:

Hey pals,

I’ve joined a different kind of social network called I Do…Now I Don’t. It’s a space where I can talk with other people who are part of a silent majority - people who go through break ups and divorces and want to help each other move on.

I’m inviting you because I consider you a good friend and someone in the past I’ve turned to for no b.s. advice. You don’t have to join, but I always appreciate your input and thought it’d be cool if you were interested in sharing this kind of advice or inside experience with others.

If you decide to join, you’ll be able to share stories, blog, create or participate in group discussions and more. Another really unique part of this network is that it also incorporates an auction for used diamond jewelry and wedding related items.

You can read my profile at nathanwburke or look me up by using the “Browse Profiles” feature. My userid is nathanwburke. Once you join idonowidont you will be automatically connected to me, and all of my friends.

Click here to join now! We need you!

Once registered, I started looking through some profiles, and it just made me feel dirty. It was just so depressing.

But I’m left to wonder how I actually feel about this. On the one hand, the company is offering a place for people in real pain to vent and relate to one another. On the other hand, it seems like IDNID is more of a thinly veiled second hand jewelry store preying on the emotional trauma of a group of people.

Maybe I’m being too harsh or critical. Maybe, like all other social networks, IDNID is just trying to create a community out of a niche group, and in so doing, wants to make a buck. It’s just that instead of bringing people together based on common interests, they’re bringing people together based on failed relationships. I don’t know….I’m torn on this one.

What do you think? How does IDNID feel to you?

Filed under: NaBloPoMo, social media, transparency