Tamara Mellon has tapped Celine Khavarani, former senior vice president, global celebrity and VIP at Marc Jacobs, as its senior vice president of communications, a new role for the direct-to-consumer luxury shoe start-up. Khavarani will lead all corporate communications, public relations and VIP efforts for the brand.
Mellon relaunched her namesake brand in Los Angeles in 2016 as an e-commerce business after its first iteration as a wholesale luxury clothing and shoe brand filed for, and emerged from, chapter 11 with a new partner, venture firm New Enterprise Associates. Jill Layfield joined the company as cofounder and chief executive officer in July of that year.
Since then the brand has found traction in the online luxury space, offering Mellon’s versions of the classic styles she made famous when she was the owner of Jimmy Choo as well as on-trend pieces, all Made in Italy for roughly one-third the price of traditional retail counterparts.
Before Marc Jacobs, Khavarani was vice president of VIP relations for Prada and Miu Miu for nearly a decade, and prior to that, director of p.r. and entertainment relations at Jimmy Choo. It was there she met Mellon.
“I worked with Céline to open the West Coast office for Jimmy Choo in 2004. I never forgot what an innovative and out-of-the-box thinker she is. I can’t wait for all of the traditional luxury rules we’re going to break together at Tamara Mellon,” said Mellon.