NEW YORK — Though StefanBlake New York was launched last year with a full line of sterling-silver jewelry, fine jewelry is the new direction, according to president and owner Susan Novogrodzki.
For fall, the jewelry firm is reducing the number of Saks doors where the silver line is sold to six, and placing the new, higher-priced collection in more than 30 fine jewelry boutiques in the U.S., including Michael C. Fina, the New York retailer that’s growing its fine jewelry business.
First year sales are expected to reach as high as $1 million, according to Andrea Klein, vice president.
The fine jewelry concept comprises classic shapes with a modern edge, such as geometric shapes made of pavé diamonds. The collection is made with 18-karat white and yellow gold with multi-stone diamonds on many of the pieces, mixed with a few semiprecious stones, including smoky topaz and citrine.
The company is named for Novogrodzki’s nephew, Stefan, and daughter Blake. Among the range of styles are a basketweave cuff for $1,500 wholesale, and trendier items such as white gold and diamond chandelier earrings for $480 wholesale. Other groups include flower motifs, rope designs and geometric shapes featuring ovals and rectangles as pendants and rings.
The entire StefanBlake collection features more than 60 styles, all of which are produced in the company’s 10,000-square-foot factory on 39th Street in Manhattan. It was previously used by Novogrodzki’s father, who worked in the jewelry industry for 32 years as a designer and manufacturer. Prices range from $160 to $3,580 wholesale, with the average price around $675. The line is targeted to women who wear jewelry every day, who value diamond pieces that are casual enough for day but still work with eveningwear, she said.
“I wanted the collection to be very wearable,” said Novogrodzki. “I wanted it to be light and dainty so it could cater to everyone, but I didn’t want it to be too tinny.”
She noted that StefanBlake will continue to offer a smaller collection of sterling-silver jewelry to select accounts.