Vera Wang has a sparkly treat for her fans this spring: Be Jeweled, the Kohl’s exclusive scent that will hit counters in late April.
“Jewels are my middle name,” the designer told WWD. “I have been so obsessed with jewelry forever — on the runway and for myself. And I love the idea of Be Jeweled; it brings that romantic notion of getting ready. Brides bejewel themselves; Indian women are bedecked with their saris, royalty has tiaras. There’s something about jewelry that represents a ritual where you will become dazzling.”
Another influence, she noted, is the energy and excitement of a group of girlfriends headed out for a night of partying.
In addition to her ready-to-wear business, Wang has built an empire at Kohl’s with her Simply Vera collection. It includes clothing, accessories, sleepwear, shoes, jewelry, home and color cosmetics. “We’ve carefully built a lifestyle brand at Kohl’s, and this is right in line with what we’re doing there,” added Wang. “We’re not going to date anyone, but this scent will skew to a youthful sense of romance and fun.”
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