Multibrand jewelry e-tailer Charm & Chain is launching a duo of in-house lines. The seven-year-old company’s new ventures are the byproduct of the 50 percent investment it took from Haskell Jewels LLC in August. The two entities have embarked on what Charm & Chain describes as a “vertically integrated” manufacturing and distribution model.
Charm & Chain’s new venture with Haskell will materialize in two distinct lines — one fine and the other costume. Both brands will be produced in Haskell manufacturing facilities. Charm & Chain founder, Ali Galgano, owed the venture’s duality to the fact that “at this point we have a strong sense of the jewelry retail landscape and what consumers are [already] wearing and what they want to buy.”
Mined, a fine jewelry line launching on its Web site Wednesday, will range in price from $88 to $2,500 with the average piece hovering around $600. It includes diminutive pendant necklaces, petite bar stud earrings, and pavé eternity bands.
“Over the past few years the fine jewelry category has really been growing on Charm & Chain, consumers are responding to delicate and layerable pieces with classic shapes,” Galgano said. She felt that Mined’s “compelling prices,” will set its merchandise apart from the fray.
Charm & Chain says Mined pieces are fabricated of certified ethical diamonds and conflict-free gold. Product is manufactured at Haskell facilities in Canada.
But for Galgano, the fine jewelry category was not enough. A fashion jewelry label, called Amp, is forthcoming — slated to launch in March 2016 — with an average price point hitting around $150. “There is still a definite wanting on the customer’s part for statement jewelry, the new way of wearing jewelry is to take fine and costume pieces and layer them for an individualized look,” she said.
The company presently has no plans to wholesale the two lines.