Five years after designing her first jewelry pieces — including snake studs that became Miley Cyrus’ staple for two years and snake rings worn by Demi Lovato on her album cover — retailer and designer Elodie Khayat has relaunched her Elodie K. fine-jewelry collection along with her web site, where she sells her baubles along with a selection of high-end European resort-themed apparel and accessories also available in her two-year-old Melrose Place boutique by the same name.
The collection of earrings, bracelets, necklaces and body chains, in five color ways ranging from yellow gold, green tsavorite, yellow sapphire and pink sapphire combinations to black gold, opal, diamond and blue sapphire, borrows Native American motifs for modern pieces such as hinged chokers, ear cuffs, double rings and chain bracelets. Retail prices range from $290 for a yellow gold, turquoise and gray diamond ear cuff to $3,900 for a rose gold, pink opal, brown diamond and pink sapphire body chain. The collection, the first time Khayat has worked with colored stones, follows last season’s “Resurrection” collection of rhodium-plated black gold with black-and-white diamonds in a thorn motif.
The web site features fashion films, a blog called “The Fashion Files” and profiles on some of the designers she carries, including Aquazzura, Bella Freud, Gianvito Rossi, Illesteva, Lisa Marie Fernandez and Pop St. Barth. “The first year I spent finding the right assortment for my store, consisting of brands from Europe and resort towns like Ibiza and St. Barths that you can’t get elsewhere in Los Angeles,” she said. “Now, I have the time to focus on my jewelry.”
Khayat, a Paris native and niece of Serge Azria, dabbled with a costume jewelry line as a response to the demand for the styles worn by Cyrus and Lovato, but said her heart wasn’t in chasing trends and manufacturing in China. She also designs apparel under her label; her next project is a capsule collection of embroidered dresses sourced in India and a fragrance developed in Paris (currently a sample, in the form of a scented candle, burns in her store). Her sister Leslie, meanwhile, has a fashion jewelry line called Helles, which she also sells in Elodie K.
This summer, Khayat will open a smaller, by-appointent-only store in the same Melrose Place courtyard complex as her original store. The 1,100-square-foot space will provide a more private shopping experience for fine-jewelry clients as well as serving as her office space. Eventually, she hopes to wholesale her jewelry via a New York showroom.