Reign Sapphires is polishing a new approach to selling bridal jewelry to Millennials.In anticipation of the bridal runway shows in April, the Los Angeles-based brand is refining a full collection of distinct engagement and wedding rings, all designed with the blue gemstone, which it plans to begin selling in 2018.Owned by Reign Sapphire Corp., the brand is checking off the criteria that it thinks will help it win over the coveted yet demanding Millennial market. Not only does it promote ethical sourcing in its mines in Australia, but it also designs and produces all of its jewelry in Los Angeles. There’s also the foundation of its business — the sapphire, which it said doesn’t carry the price or baggage from conflict mining and dowdy tradition as a diamond might. Plus, its current retail model is based solely on direct-to-consumer e-commerce, which it launched last October.The business has a simple premise: “Consider sapphires as an alternative,” said Yossi Segelman, chief executive officer of Reign Sapphires.In the U.K. and Australia, the company benefits from a long tradition of the sapphire being considered “royal blue,” a favorite with young monarchs. A prime example is Prince William’s proposal to Kate Middleton with his mother’s engagement ring that was topped with a striking oval-cut sapphire. In the U.S., Reign Sapphires hopes to play off the tradition of giving “something blue” to a bride. It also vies to create pieces that have an edge.The centerpiece of its Hallmark engagement ring is an emerald-cut sapphire, enhanced by a halo of smaller blue stones and a pavé band. Depending on the size and shape of the center stone, which measures at a minimum of 0.75 carats, the price of the engagement ring starts at $1,500.Its signature eternity bands highlight one stone that is inverted to stick out with a tiny point. Available in yellow, rose and white gold, the eternity bands retail for under $700.In other words, Segelman said, it’s for the customer who has chutzpah. “It’s that little bit of attitude — ‘I’m not going to wear that stone or ring because this is what my peers are doing. I want to be unique.’”Also unique to Millennials is their comfort with buying luxury pieces such as jewelry online, he said. “It’s a massive market,” he said, citing reports that 30 percent of jewelry sales will be conducted on the web by 2020.Indeed, Andrea Hansen, who consults on branding and business development for the company, said, “Reign is about a different attitude towards luxury, one that is more focused on using luxury goods to cherish things that matter to our lives, vs. the more traditional definition of luxury as something rare, perhaps unattainable, that you wear, and which signifies status or rarefied access.”Reign Sapphires includes a freestanding flagship in Beverly Hills as part of its growth strategy, but that opening is marked for 2019 or later.“We’re chipping away at the diamond industry,” Segelman said.
La Double J made a name for itself with its vintage-inspired prints, but for resort, designer JJ Martin has ventured into new territory: enter rich jewel toned solids and decadent embellishment, in the form of appliqués, crystals and sequins. #wwdfashion #resort19 #ladoublej
This Just In: J. Crew Group has named Johanna Uurasjarvi as its chief design officer.
Uurasjarvi succeeds Somsack Sikhounmuong, who left the company last September. Tap the link in bio for the full report. #wwdnews
“She came into my hotel room and she was like, ‘I have Chanel and Christian Dior.’ She was like, ‘Chanel likes you.’ And I was like, ‘I’m going to start crying,’” breakout star Maddie Hasson tells WWD of her styling sessions Molly Dickson. “I really like classic, elegant things. I love the way Anna Wintour dresses.” Read more about Hasson’s role in @impulseseries on wwd.com. (📸: @jgreenery ) #wwdeye
@virgilabloh revealed he's working with Australian stylist and
Vogue Australia fashion director @christinecentenera for his debut @louisvuitton men's collection, which will be presented in Paris on June 21. Centenera met Abloh while both working with Kanye West, where she consulted on his all his runway collections since his debut spring 2012 women's wear show. Read the full story on WWD.com. #wwdfashion #wwdnews (📷: @asussmanphoto)
"In order for Shudu to wear garments, she needs to be able to put them on, just like you would in the real world. You have to digitize the outfits," said Cameron-James Wilson on dressing 3-D model @shudu.gram for her WWD photoshoot with @itsclo3d. #wwdfashion (📸: @cjw.photo)
“Shudu is a digital supermodel, a very glamour and amazing woman. But she’s 3-D,” says Cameron-James Wilson, a fashion photographer and the creature of @shudu.gram. Here, Shudu wears @cushnieetochs for her debut fashion editorial. #wwdfashion (📷: @cjw.photo)
“It is the fierce female performances that came before me that made be able to clearly identify for myself what it was that I wanted to do, what kind of artist I wanted to be, what kind of films I wanted to make,” said @brielarson at the Women in Film Crystal + Lucy Awards. See more pictures from the event on WWD.com. #wwdeye (📷: Matt Baron)