In the film Breakfast at Tiffany’sHolly Golightly Golightly Audrey Hepburn and Paul Varjak of George Pppard visit the fifth avenue store with only $ 10 to spend. A sales type assistant, played by John McGiver, suggests a Sterling Silver telephone dialect for “$ 6.75, including federal tax” offering them an entry into the exclusive sphere of jewelery.
Tiffany & Co Pionier selling decorative objects along with its ornament in the late 19th century. The American brand, now owned by LVMH, has been able to provide more affordable items while maintaining prestige and desire, as illustrated in the classic film of Blake Edwards 1961.
Today, some jewelers are adopting a similar approach, expanding to home houses and fashion goods to attract customers at various price points. Whether it is the stratospheric growth of the gold price or the desire to create a wider living experience for their customers, companies see it as a delightful action.
Emma de Sybel, a vintage trader and founder of Baroque Rocks in London, has faced the challenge of the highest gold prices affecting the expenses of its clients. She began to sell mixed metal items, such as a vintage gold pendant in a silver necklace, but wanted to find a pivot while standing in the brand. She decided to add leather goods to her collection. “Vintage jewelry are a high ticket purchase, and a luxury frippery such as leather jeweler or small bag effectively provides a more accessible entry point for our clients,” De Sybel says. She notes that this follows the strategy of big fashion houses, whose smaller luxury items aim for a wider consumer base.
For Milton Pedraza based in New York, the chief executive of the luxury institute, there is a delicate balance to hit when a high -level brand diversifies its offer. “The most pristine and prestigious products must keep a high atmosphere, and (brand) cannot go into trivial categories,” he says. Less expensive items can play the role of a “elevator” in excellent ornaments, Pedraza points out as long as the execution level is excellent.
Camille Zarsky, seventh founder in West Village West in New York shows houses of the house, such as porcelain tiles, along with jewel in her boutique. “They are less intimidating products that feel more approachable and easy to become self-buying,” she notes. “They are part of the general story because some of these collections are great for showing jewelery in our store and inside a house.”
For their decorative collections, a number of jewelery brands have possessed the balance between approach and rarely, while successfully maintaining their DNA.
Brazilian designer Silvia Furmanovich expanded to household ornaments – from mirrors and photo frames to vases and side tables, with prices starting at $ 700. The measure enabled the company to reach the new audience.
Keeping the production of small groups and the meticulous craftsmanship of its jewelery lines was important, she says. “Each part is handmade using rare forests and intricate techniques of Marquetry, ensuring that even in a wider range of price points, each object preserves unique and artistic that determine our brand.”
House objects are a natural extension of the jewelery signature style at Seaman Schepps, too. Founded in 1904, the American brand contains unusual and exotic materials such as rare forests, baroque pebbles with precious stones and natural shells in its gems. A few years ago, the company, which has New York salons, Palm Beach and Nantucket, presented the collection of Schepps houses, with prices ranging from $ 750 to $ 15,000.
Items include rocky crystal cookers and dishes, black obsidian watches and fatigue, and boxes made of hand carved stones. For owner Anthony Hopenhajm, “These facilities can only be produced in a decades -long workshop working with strong gem and gold.”
When decorative objects are not hand -made inside, the jewelers emanate exclusive goods that match the vision of their brand. For its marble parts, Marlo Laz works with local artisans in the quarries of Carrara in Italy. Murano Glassware is designed using traditional methods, with the founder Jesse Marlo Lazowski choosing any design.
Jewelry and houses of the house are closely connected. “We have the Venetian heart collection and I want we can also bring Venice – specifically Murano – in the homes of our collectors through the goods of our home,” she says. Marlo Laz’s decorative articles, whose prices range from $ 180 to $ 550, appear smoothly in her New York stores.
“Some bracelets can appear on our jewelery trays and heart plate inside the screen case and heart vessels are also used for snacks in the store to demonstrate their use of many purposes,” Lazowski says.
The jewelers also see the home decor as a way to offer a deeper connection to their artistic universe. Foundrae, known for its symbolic pieces of 18 carat gold, started the Vertu collection five years ago, initially with glass containers, adding tiles, candle holders and books ends over time. Mimets range from $ 65 for a miniature plate at $ 2,900 for a mirror.
“Everything we do we consider a legacy – whether its ornament or vertu, each part is carefully designed and created to pass from one generation to another,” says the founder of Foundrae and creative director Beth Hutchens.
Foundrae recently began in the Liberty department in London, but its decorative objects are only available in Miami and New York boutiques and the Internet.
