The designer, who has both fine and fashion jewelry collections as well as a handbag line, has gone into tabletop, starting with her massive pearl-and-crystal encrusted lobsters.
To celebrate the theme and engage press and customers, Ross hosted a Rock Lobster party, stationed in the store window. Passersby got views of six crustaceans positioned around a table, who all appeared to be dining on Kara’s jewels.
And Instagram and Twitter were the dinner tickets.
Guests who Tweeted or Instagrammed photos of the lobsters were given lobster rolls from Luke’s Lobster. Hashtag: #rocklobsters. Talk about working for your dinner!
Ross did additional promotion with a gemstone-encrusted lobster emblazoned Vespa scooter, which spread the word around town.