Shinola Silver Lake

Shinola and New York-based jewelry designer Pamela Love have entered a “strategic alliance.” The Detroit-based firm has contracted Love to design its first extensive in-house jewelry range.

This story first appeared in the February 25, 2016 issue of WWD. Subscribe Today.

The inaugural collection of these collaborative designs will enter Shinola stores and select third-party retailers this November. The jewelry — to be made of sterling silver and 14-karat gold — will be priced from $200 to $2,000, with design offerings for both men and women.

True to both Shinola and Love’s brand ethics, product will be manufactured in the United States — primarily in the Los Angeles area.

“Jewelry has always been a category that has been a part of our future plans, that we think is right for the brand. Like everything with Shinola, it is all about manufacturing and finding the right partner to help guide us in that process.

“[Pamela] is really passionate about jewelry and manufacturing and quality and working in the U.S. — all those things are passions for us too so the conversation was very easy,” said Shinola creative director Daniel Caudill.

Love said in a statement: “I’m so thrilled to work with like-minded people who care about creating quality products and jobs. Shinola is a brand that has been on my mind since it first launched and it’s an honor to partner with them.”

Shinola plans to hire an in-house production manager as a liaison between its Detroit offices and Love’s New York studio. Shinola says that it has not placed a time frame on Love’s contract and hopes for their alliance to be “ongoing.”

This is the second high-profile fashion move that Shinola has made to ramp up its women’s offerings. In September 2014 the firm brought on Richard Lambertson and John Truex as full-time design directors of its leather goods range.

Love’s workflow arrangement will be different, though, as she plans to continue operating her namesake line (founded in 2007), while consulting on the Shinola collection.

At present, she and Shinola have just begun configuring designs. Caudill said that consumers can expect, “really classic shapes, classic pieces that you’ll hopefully have for years. Definitely a mix between delicate and maybe some bolder pieces in that process, but it’s really about some classic shapes.”

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