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Verdura Expands at Bergdorf Goodman

Showing the strength of its pedigree, the jeweler is tripling its space.

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From Babe Paley and Slim Keith to Today’s Ladies Who Lunch, Verdura continues to be one of the top jewelry brands among Manhattan socialites.

This story first appeared in the September 22, 2008 issue of WWD.  Subscribe Today.

Showing the strength of its pedigree, the firm is growing within Bergdorf Goodman. The retailer is allotting Verdura an additional 20 linear feet of case line, tripling its size.

With the added space, Bergdorf Goodman will carry additional inventory to keep up with the demand.

“Verdura has experienced exceptional growth over the last several years and is now one of our most important jewelry resources,” said Bergdorf’s president and chief executive officer, Jim Gold. “Verdura’s singular history, quality and design have consistently resonated with our clientele.”

Retail prices range from $5,000 to $125,000, with the average sale between $15,000 and $20,000. Styles to be sold include the brand’s signature Pineapple watch, Curb Link bracelet and Maltese Cross cuffs.

The store will also feature archival sketches by designer Fulco di Verdura, who founded the firm in 1937. When he retired in 1973, di Verdura left an archive of nearly 10,000 sketches, many of which were never realized.

The company, which has only a few wholesale accounts, including three Neiman Marcus stores and Betteridge Jewelers in Greenwich, Conn., sells privately through its upstairs New York salon and is still producing jewelry based on di Verdura’s designs.

Ward Landrigan, who purchased Verdura in 1985 and is now ceo, said the company has only produced 500 styles designed by di Verdura.

“Our success [at Bergdorf Goodman] in terms of Verdura being one of their main vendors surprised everybody,” he said. “It also helps people define their personal styles. It’s not for people who are followers. It’s because it’s a contemporary brand with a past.”

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