BCBG Max Azria Group is launching jewelry under its youth-focused BCBGeneration label, in a licensed partnership with Trebbianno LLC.
This story first appeared in the November 23, 2009 issue of WWD. Subscribe Today.
Hitting stores next fall, BCBGeneration jewelry is designed to complement the brand’s assortment of apparel, handbags and footwear. The collection will comprise earrings, bracelets, rings and necklaces ranging in at retail from $28 to $100.
The jewelry line will be overseen by Joyce Azria, who last June joined the family business as creative director of BCBGeneration. Azria oversees the design, creative strategies and marketing for the line’s apparel and accessories.
“We’ve been having a lot of fun creating a brand that inspires creativity and individuality for our customer,” said Azria. “Our main goal for BCBGeneration is to provide the ingredients for each girl to create her own unique style, which is why this new jewelry collection represents such an important addition to our brand.”
BCBGeneration jewelry is expected to retail at similar channels as the apparel, such as Macy’s, Bloomingdale’s, Nordstrom, Lord & Taylor and The Bay, as well as at top specialty boutiques nationwide.