Jason and Daniel Landver, the 26-year-old cousins who helm Los Angeles jewelry firm Lucas Design International, are stepping out from behind the licensing and private label curtain for the first time with a namesake line that tweaks fine jewelry traditions for leading-edge consumers.
“Our goal is to really give our target consumer a product that can’t be duplicated at a lower price point because of the complexity that was still affordable,” Jason Landver said. “I always wanted to create something that was very wearable, not something that could be worn only once a year, but was still unique.”
The debut custom-cut Landver collection consists of 28 pieces in four groups: tennis, solitaire, strand and spike. In tennis, Art Deco-inspired, triangular-shaped rock crystals are a spin on the classic tennis look, and large asymmetric stones or metal fashioned like stones are the centerpieces of the solitaire rings, bracelets, necklaces and earrings. The strand assortment features almost 50-inch chains for layering and, true to the group’s name, spike contains jewelry covered in stone spikes.
Pure sterling silver and sterling silver plate in platinum, 18-karat yellow gold and 18-karat rose gold are used throughout. Landver has come out of the gate with a limited stone selection of rock crystal, amethyst, onyx and topaz, but it will be expanded as the collection matures. Pieces range from $100 to $1,000 retail.
“We definitely start with a very defined point of view,” Landver said. “I really wanted to come out tight for the first collection. I want the designs to evolve with the seasons the way you would with colors in dresses.”
The Landvers have a well-defined profile of the line’s potential consumer: She’s a trendsetter typically in her 20s who shops at her area’s foremost boutiques and prestige department stores. For example, Daniel Landver named Barneys New York as a store he’s targeting for distribution.
“Their shopper is very savvy and conscious of what it means to be more fashion-forward,” he said. “This [Landver] price point is in the lower end of the spectrum, but I don’t think it is too low for that younger woman.”
The cousins followed their fathers, Michael and Leon, who established fine jewelry company M&L in 1976, into the family business and injected M&L offshoot Lucas Design with youth. They have developed Lucas’ licensed portfolio into a diverse powerhouse of brands that includes Playboy, Kitson, Disney and Warner Bros., and guided it to roughly $30 million in retail sales last year.
This year, Jason and Daniel are moving into the spotlight. In addition to launching the Landver line, they assumed the positions of president and chief executive officer, respectively, at Lucas Design, as their fathers stepped down from executive roles, but remained major shareholders They also have plans to push Lucas’ accessories capabilities beyond jewelry into handbags, hats and belts.
Referring to Landver, Daniel said, “With five years under our belts, we felt that it was the right time to put ourselves out in the market.” However, he added, “We are not aggressively selling [Landver] like with our other lines. It is based upon putting it into the best stores in the world and building a following.”
In its first year, he estimated Landver would generate $1 million in retail sales. In the long term, he said, “We want this to continue to grow and be very meaningful. We would like to emulate [David] Yurman in terms of his success. We want to grow with our consumer.”
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye