Dive Brief:
- Accessories lifestyle brand Kendra Scott and LoveShackFancy have collaborated on a limited-edition six-piece capsule jewelry collection, according to a company press release.
- The collection, which launched Wednesday, is available on both brands’ websites, as well as in Kendra Scott’s stores. As of Thursday morning, most of the initial collection on Kendra Scott’s website was showing as sold out. The website showed a second preorder on April 24 with products to be shipped in August.
- The collection, which ranges in price from $65 to $150, includes a reversible gold pendant necklace that features florals and LoveShackFancy’s bow. Other pieces include gold stud earrings, a bow necklace and a gold charm bracelet, which features locket, bow, heart and teacup charms.
Dive Insight:
The partnership between LoveShackFancy and Kendra Scott was a natural fit given the companies’ customer overlap, according to the announcement.
Kendra Scott, the brand’s founder and chief creative officer, said the collection “embodies romance and femininity in every piece.”
Founded in 2013 by Rebecca Hessel Cohen, LoveShackFancy defines itself as a fashion, beauty, home and lifestyle brand. The brand has previously launched collaborations with brands like Roller Rabbit, Pottery Barn, State, Bogner, Supergoop and American Girl, as well as with Gap.
“When deciding the best fit for a jewelry collab, Kendra Scott made so much sense given the crossover in our audiences," Hessel Cohen said in a statement. “Plus, partnering with Kendra, such an iconic mission-driven female entrepreneur, was truly an honor. Bringing together our shared love of optimism and romance, we put our one-of-a-kind hand-painted prints on their cult-status necklaces and designed a few new styles based on vintage pieces.”
Kendra Scott has been expanding its own assortment recently. The brand last month launched its first lab grown diamond collection, expanding it presence in that category. And late last year Kendra Scott debuted a fragrance collection. Aside from expanding its assortment — including category launches into engagement rings and watches — Kendra Scott inked a deal with Target last holiday season to sell through the mass merchant.
