TORONTO — With a strong push this fall to expand its women’s business, Detroit-based brand Shinola has unveiled its new Pamela Love jewelry collection here.
“Jewelry is a natural evolution for us,” Bridget Russo, Shinola’s chief marketing officer, said as she sat amidst the finely crafted bicycles, leather goods, watches and gleaming jewelry cases now on display at Shinola’s Toronto flagship, which launched in July in Toronto’s revitalized Queen Street West district. “We certainly don’t want to alienate our loyal male customers with this move forward. But we want to give women who shop Shinola the kind of entry-level luxury they can connect with on an emotional level, as well as wonderful, innovative jewelry pieces they can have and enjoy for the rest of their lives.”
The company tapped New York-based jewelry designer Love to design the 56-piece collection filled with all the streamlined, lighthearted luxury that has defined Shinola since its launch in 2011.
Adorned with diamonds, mother-of-pearl, tiger’s eye and opals, the Pamela Love collection of signet rings, earrings, necklaces and bracelets comes in sterling silver and 14-carat gold. Each item has been molded by a lost wax process, and then cast, hand polished, assembled and finished by hand.
Prices range from 270 Canadian dollars for a simple, sterling buckle ring to 11,000 Canadian dollars for a buckle cuff created in 14-karat yellow gold.
“This line doesn’t come at a price point like other über luxury brands on the market. But it’s definitely for consumers who want to trade up,” said Russo, who joined the company in 2012.
The Love collection also features lugs, buckles, moon phase designs and lightning bolts that have all become signature details for the Shinola brand.
Consumers can customize purchases from the collection with personal inscriptions.
In addition to Shinola jewelry the brand is also launching Gomelsky, a new women’s fine timepiece concept, and Shinola Diamonds, a collection of new and existing timepieces with the addition of diamonds.
“We’re still trying to figure out that cadence between communicating our back story and selling a $1,200 watch,” Russo said. “But everything we’re doing — whether it’s jewelry, the new turntables we’ll be launching on November 17, or our audio headphones and speakers coming in 2017 — reflects our commitment to giving consumers innovative, useful products that look beautiful and have a wonderful story behind them.”