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MOVADO’S JEWELS: Fine watch firm Movado is once again pushing fine jewelry. The company is launching a new advertising campaign to promote the category next month. Shot by photographer Robin Broadbent and spearheaded by Movado’s creative director, Richard Tassone, the ads are sensual and graphic, with jewelry placed on a model’s nude form.

This story first appeared in the November 30, 2009 issue of WWD. Subscribe Today.

“The campaign reflects a collaboration and exploration with art and its branding,” said Tassone. “An effort was made to achieve a fluidity between these two arenas, which are distinctively different but also interrelated.”

Movado’s watch campaign features a roster of brand ambassadors, including Derek Jeter, Kerry Washington and Amanda Seyfried. The jewelry ads will appear in December issues of W, InStyle and Town & Country, as well as newspapers including The New York Times and the Chicago Tribune.

DEVI TAKES VEGAS: Devi Kroell is pushing ahead with its retail expansion. After opening a Madison Avenue flagship last month, the accessories and ready-to-wear firm has launched a boutique at the Forum Shoppes at Caesars Palace in Las Vegas. While the space has the Austrian-born designer’s luxe and modern aesthetic, with white walls, statuary bronze fixtures and a glossy Venetian plaster ceiling, she pumped up the drama for the 2,100-square-foot store.

“It’s more blingy than Madison,” said Kroell, who included more brass and bronze fixtures and infused the product assortment to include more bags with crystals. “It’s very Vegas.”

Ready-to-wear retails from $390 to $2,690; jewelry, from $490 to $1,490, and small leather goods sell from $90 to $390. Kroell anticipates the store will bring in $2.5 million in its first year and $3.5 million in its second year.

BEIRN, BABY, BEIRN: Beirn, a line of accessibly priced exotic skin accessories, has opened its first in-store boutiques in Asia. This month, the firm launched in-store shops in two Lane Crawford doors in Hong Kong, and there are plans to expand the concept to luxury retailers across Asia and Europe. Beirn, founded in 2007, offers water snake and karung bags made in Indonesia that retail from $75 for a cosmetics case to $595 for an oversize tote. The bags come in 25 colors, from moss green to lipstick pink. The firm also has in-store boutiques within several Searle stores, as well as the Henri Bendel flagship in New York.

Rita Overzat, president of the RJM Showroom in Manhattan who cofounded Beirn with her daughters, Ali Trier and Jenna Overzat, said customers at Lane Crawford have been buying multiple bags.

People realize that you don’t have to spend $2,000 on an exotic skin bag,” she said.

HU’S THAT GIRL: Anna Hu is used to multitasking. The New York-based Taiwanese jewelry designer, who in a previous incarnation was an award-winning concert cellist and played alongside Yo-Yo Ma, is expanding her design horizons. Hu has collaborated with London retailer Kabiri on an exclusive collection of jewelry that retails from $45,000 to $50,000, with special pieces that climb to $500,000. The line offers rich color combinations, with sapphires, rubies and emeralds combined with black diamonds for contrast.

“I really want the consumer to focus on the organic line and sensual romantic love knot concept,” said Hu, whose designs for the line include a delicate bracelet of rubies as thin as a thread.

The Kabiri partnership widens Hu’s reach, as she creates roughly 30 high jewelry pieces each year to be sold at her boutique at The Plaza hotel in Manhattan.


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