Elite World News

This image of “Gossip Girl” star Blake Lively has appeared in the pages of “OK” and “Life and Style Weekly” magazines. Lively wears nine necklaces from jewelry designer Margo Morrison, a coup that the designer has promoted in marketing materials. By Catherine Dayrit

New York—Rather than flipping through Vogue and Harper’s Bazaar for style tips, fashion-loving teens and 20-somethings are more likely to mine celebrity gossip magazines each week to see where their favorite stars are vacationing, whom they’re dating—and, of course, what they’re wearing.

Seizing the trend, jewelry designers have been whipping up collections inspired by Hollywood’s style-setters and, in some cases, even collaborating directly with the stars.

Fashion mavens Mary-Kate and Ashley Olsen, who already have a bona fide design résumé via their high-end apparel collections, The Row and Elizabeth and James, are now moving into jewelry through a licensing partnership with Robert Lee Morris.

The collection features signature Robert Lee Morris styles such as thick metal cuff bracelets and rings, along with motifs requested by the Olsens, such as scarab symbols, snakes and crosses. Falling under the label Robert Lee Morris for Elizabeth and James, it debuted in September in Intermix apparel stores nationwide.

“I am very happy about the collaboration because it introduces my name to a whole new generation of hip kids, as well as savvy young dressers in their 20s and 30s,” Morris says. “The association simply highlights the genius of collaboration of brand names in a time of questionable economic times.”

Helena Krodel, associate director of the Jewelry Information Center, says such ties make sense for designers and retailers trying to reach teens and 20-somethings.

“I think it’s important to note that the reason [the celebrity gossip magazines are] so successful is that people from those age groups are really influenced by what celebrities wear,” she says.

Fueled by the Internet, Krodel says, consumers today are learning faster than ever what their favorite stars are wearing, so it’s important that retailers stay on top of the trends as well.

Pop star Christina Aguilera’s glam style inspired the Stephen Webster “Silver Collection,” which features edgy pieces such as these “Superstud” fringe earrings; suggested retail price is $400. (212) 226-6160 or Stephenwebster.comA Gossip Girl get Jewelry designer Margo Morrison helps retailers to do just that by sending e-mails and postcards to storeowners and the media, alerting them to who’s wearing her jewelry. She has become a favorite of Gossip Girl’s Blake Lively, who wears Morrison’s jewelry both on the much-buzzed-about CW television show and to events. One recent postcard features an image of Lively, who is quoted as saying her outfits “wouldn’t be anything” without Morrison’s jewelry.

Morrison says the appeal of celebrities to teens and young women is clear.

“When a model wears an outfit, you know they’re making their day rate,” Morrison says. “When a celebrity wears it—you hope, anyway—that they actually like it, and that they are choosing to put it on their body.”

While star power is important, Krodel says teens and young women like to be their own stylists and create their own individual looks.

“That generation does not do matchy-matchy,” she says. “The high-low is very important to them. Very few of them will wear all designer labels, but they might have one designer piece. Fine jewelry needs to be viewed as accessible and fun.”

Mouawad, no stranger to celebrity collaborations, has joined with actress Nicole Richie to produce a costume jewelry line, which the company says is designed like a fine jewelry line, with each piece set by hand. The line, named House of Harlow 1960 in honor of Richie’s daughter, will consist of about 30 pieces featuring unexpected combinations of materials, including fabrics, feathers and gold-plated materials. It was slated to launch in select boutiques this fall, with pieces retailing between $50 and $150.

“It’s different in that it targets Nicole’s fans, a younger audience,” Mouwad owner Pascal Mouawad says. “[Richie is] really a fashion icon herself. Whatever she wears, people like to wear. Her wearing it and promoting it will attract her fan base.”

“Shattered” blue goldstone ring from the Stephen Webster “Silver Collection;” suggested retail price is $610. (212) 226-6160 or Stephenwebster.comWhile Mouawad doesn’t necessarily see the line leading to sales of his more high-end jewelry, he welcomes the Hollywood credibility factor.

“I don’t think it’ll affect my fine-jewelry line per se, but it will confirm my status as a jeweler to the stars,” Mouawad says.

The big question that remains, however, is this: How do you market to young women who think little of spending on more ephemeral accessories such as handbags and shoes while forgoing jewelry, which can last forever?

Jewelry designer Stephen Webster is offering an entryway to the fine-jewelry realm with his new sterling silver collection. Inspired by pop star Christina Aguilera, the line is Webster’s first foray into the women’s silver jewelry market, which offers a significantly less expensive choice to consumers who crave the Webster label.

“The collection can certainly stand on its own,” Webster says. “But for those long-time aspiring customers, the silver collection offers the opportunity to wear amazing statement pieces while saving up for their first piece from our fine-jewelry collections, such as ‘Crystal Haze.’”

The hope is that once customers are introduced to the work and learn about the artistry and craftsmanship behind each piece, they’ll forge a personal, lasting link to the brand.

The personal is a point on which Krodel believes retailers need to focus, stressing emotion over price. And even if this generation doesn’t currently have the money to spend, it will someday.

“Retailers need to start talking to [that generation] now because they’re going to use their discretionary dollars for bags and shoes if we’re not educating them on how jewelry is precious, eternal and can be passed down for generations to come,” she says.

TIPS: Reaching young female customers

—In addition to having a Web site, look into social networking options such as Facebook. According to a survey for NASPA, a student affairs administrators resource, 75 percent of college students have a Facebook account.

—Read up on fashion magazines, celebrity gossip magazines and blogs, and keep tearsheets to show your customers similar styles available in your store.

—Arrange jewelry in showcases so that items are pulled together as a trend rather than displaying all diamond jewelry or the usual designer vignettes.

E-mail: cdayrit@nationaljeweler.com

Editor’s note: This story first appeared in the August 2008 print edition of National Jeweler.