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Universal Standard, which launched in September 2015, as a direct-to-consumer apparel brand for women sizes 10 to 28, is introducing a limited-edition size-extended jewelry collection.

The collection will consist of a necklace, choker, earrings, rings and bracelet, all made to scale on a larger frame so that each piece will not only fit comfortably but also look good on a bigger body.

According to Alexandra Waldman, cofounder and chief creative officer of Universal Standard, women on the bigger side of the plus-size range — sizes 18 and up — often have difficulty accessorizing their looks due to a lack of jewelry options made to look right on a larger form. Pieces often pinch, or sit unnaturally on the body, she said. In an effort to give women better options, the company created this limited-edition collection of silver-plated jewelry, made specifically for the plus-size customer. “The designs are minimalist but full of understated drama,” she said. They are doing the manufacturing themselves.

The collection retails from $40 to $70 and will be available beginning July 11 on Specific pieces include pendulum earrings for $50, pebble necklace for $70, a tile ring for $40, pebble bracelet for $60 and a jointed choker for $60.

In addition to an online business, Universal Standard has a New York showroom where customers can book an appointment, at 256 West 36th Street, work with one of their stylists, and items will be delivered from their distribution center to their home, with free shipping and free returns in the U.S.

Waldman declined to provide a first year projection, but said, “This is a pretty untapped territory so any projections would be hard to nail down, but with 100 million plus-size women in the U.S., it’s fair to say that demand is definitely there.”

In a related move, Universal Standard is embarking on a 12-city road trip for a series of pop-ups, trunk shows, and a model search beginning Sept. 7. Nordstrom will be hosting six of the 12 pop-ups in their major markets including Seattle, San Francisco, Los Angeles, Dallas, Chicago, and Washington D.C. For the duration of the road trip, Universal Standard will be selling the majority of its collection at both Nordstrom and on its Web site.

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