WWD.com/accessories-news/jewelry/sam-edelman-adds-jewelry-6920336/
government-trade
government-trade

Sam Edelman Adds Jewelry

Brand's collection of fashion jewelry will make its debut in department stores and online in September.

NEW YORK — Sam Edelman has teamed up with Almar Sales to launch a collection of fashion jewelry that will make its debut in department stores and online in September.

This story first appeared in the May 6, 2013 issue of WWD.  Subscribe Today.

The collection, priced from $45 to $250, features more than 120 styles composed of necklaces, bracelets, earrings and rings in dark metal and gold tone finishes. Designed with Swarovski crystals, cut stones, leather and faceted metal details, the line mixes a baroque influence with a rock ’n’ roll vibe.

“As president of the newly-formed designer jewelry division of Almar Sales, Sam Edelman was my first choice to launch this new venture,” said Mara Perlmutter.

The debut of the jewelry collection follows the introduction of Edelman’s outerwear and handbag collections last year, as well as the opening of the Sam Edelman flagship store here in SoHo and a boutique in East Hampton, N.Y. “We’ve experienced a lot of exciting growth over the last 12 months,” designer and president Sam Edelman said of his namesake brand. “Now, with the addition of a jewelry line, we can continue our evolution into a complete lifestyle brand. My ultimate goal is to see our ‘Sam girl’ dressed head to toe in our products. The jewelry collection the next natural extension into making that a reality.”

Edelman added outerwear and handbags last year, and other categories, such as clothing, intimate apparel, fragrance, beauty and small leather goods, are in the pipeline. The brand’s footwear ranges in price from $60 to $150, and new categories will stay in a comparable price range.

In January, Edelman told WWD that his brand’s parent company, Brown Shoe Co. Inc., is scouting retail locations for the brand both domestically and in Europe. In the next two years, Edelman will add six to eight more stores, according to Brown Shoe, which bought the brand five years ago. At that time, Brown Shoe said Edelman’s sales were in the $10 million to $15 million range.

Today, Edelman is approaching the $100 million mark, the firm said.