PARIS — Delfina Delettrez is launching a line of delicate jewelry pieces for the holidays in a bid to grow her department store business.
The ABC collection, consisting of around 20 references, is aimed at women but takes its inspiration from the tradition of gifting precious jewels to newborn babies. The designs focus on fine yellow gold chains and tiny medals, which feature as pendants and studs on earrings or pierced with a bar on necklaces.
Some pieces are studded with diamonds, while others incorporate enamel and pearls. Prices start at $470 for earrings featuring letters of the alphabet dangling from miniature versions of the brand’s signature Surrealist enamel lips and eyes. They will be available exclusively on Net-a-porter for a month starting in October.
The rest of the collection will land in stores for the holidays, with prices going up to $3,375 for an adjustable gold wire bracelet with two medallion ends.
Delettrez said the pieces were designed to complement her main line and one-of-a-kind pieces, which retail from around $425 to more than $100,000. “It’s plunging into something more accessible,” she told WWD in her art-filled apartment-cum-showroom in Paris. “It’s a different aesthetic, which I think was sort of missing in my brand.”
The designer, who owns and runs her business, said she was ready to take a more mainstream approach. “I’ve always accomplished the needs of the fashion stores, just because I was always working with them, and now I feel that I am ready to expand in the U.S. and to approach the department stores with a specific collection thought for them,” she explained.
The brand has around 70 points of sale worldwide in addition to freestanding boutiques in Rome and London. Delettrez said revenues grew 50 percent in 2015, though she had heavy expenses due to the opening of the store on Mount Street in the British capital. Going forward, she plans to focus on organic growth.
“I’m not scared of being too involved in the salable aspect of things, because that’s what I’m here for. But I’m not afraid of staying independent, I’m not afraid of staying small,” she said. “I would never leave the artisanal side of the things, so the quality to me needs to increase more and more and more.”