2014 January 16
Sarah Jessica Parker To Curate New Jewelry Venture, WeTheAdorned
Patrick McMullan View Gallery
(NEW YORK) A new way to grow your jewelry collection will be hitting the web this spring: WeTheAdorned will be introducing their membership-based e-comm destination, with help from Sarah Jessica Parker. The actress-slash-shoe designer will be curating the jewelry offerings, which will feature pieces that have been specifically designed for the site, by the likes of Erickson Beamon, Lulu Frost, Paige Novick, Fenton Fallon and Pamela Love. Each designer has been given artistic license to design whatever they like, using bronze, 24-karat gold, diamonds, emeralds, and any other precious or semiprecious stones, according to WWD.
Memberships will be offered at a premium and non-premium level, and the site is now open for early sign-up, although the annual fee for both levels has yet to be determined. The founders of the site, Tim McElwee and Cyia Batten, are also the designers behind jewelry line, T. Cyia. The duo raised money for their latest venture via Kickstarter in June 2013. WeTheAdorned will fill a niche that fits in somewhere between the sparkly baubles sold at places like Tiffany & Co., and the affordable gems offered at BaubleBar. Geographically speaking, all the designs be manufactured in America; on the business front, the company's structure will allow most of the revenue from the sales to flow back to the designer.
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