NEW YORK — Erickson Beamon is coming to the masses. Again.
The brand partnered with accessories e-tailer BaubleBar on its second diffusion line (the first was for Target in 2009), the first of the Web site’s new designer collaboration “Fusion” series. The seven-piece collection includes three color groups — bright colors, dirty diamond and pearl and crystal — and retails from $65 for chandelier earrings to $250 for an ornate necklace comprised of multicolored faceted glass stones.
“We like to call it ‘populuxe’ because it’s popularly priced, but still luxe. The funny thing that we learned when we did Target is that an Erickson Beamon fan is an Erickson Beamon fan,” Erickson Beamon co-founder Karen Erickson told WWD, citing Daphne Guinness — a supporter and longtime client — who walked into a Target and bought one of everything from the line in the store at the time. “When we do these populuxe projects, we don’t compromise on design integrity. The raw materials might not be the same — but the spirit, design and execution are.”
BaubleBar — founded by Harvard Business School graduates and close friends Amy Jain and Daniella Yacobovsky — has an ever-growing customer base of 50,000 active shoppers, a number that’s quadrupled in the past four months. Since its launch in February, the company’s welding of editorial content and e-commerce has resulted in more than 100,000 unique visitors a month and repeat purchase rates that surpass 50 percent.
“Our rapid growth and loyal fan base differentiated us. As we are not a sale site, prestigious brands can introduce their unique aesthetic to a whole new group of consumers in an environment that is in-line with their upscale positioning,” Jain said.
To further its growth, former chairman and chief executive officer of Barneys New York Howard Socol and investor Julie Macklowe are working closely with Jain and Yacobovsky to continue to expand the company’s private label brand (which carries pieces from more than 100 jewelry designers) and its roster of designer collaborations. BaubleBar plans to introduce exclusive co-branded lines on a quarterly basis.
The Erickson Beamon + BaubleBar collection goes on pre-sale at baublebar.com beginning Friday and will be available through Dec. 31.
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