Deepa Gurnani Launches Erte License

In Industry News, What's New by Lauren Parker, Accessories MagazineLeave a Comment

The aesthetic of Erté is instantly recognizable, whether from his Vogue cover illustrations to fashions to set design to interior decor to jewelry to famous alphabet letters. Today, the fashion jewelry line is being brought to life by Deepa Gurnani, which has rolled out a robust selection of necklaces, earrings, rings and bracelets, all with a modernized Deco feel.

The brand has an interesting history. Erté was actually a pseudonym, standing for the French pronunciation of the initials of Russian-born French artist Romain de Tirtoff.

“Erte is one of the main reasons that Deepa and I started our brand in 2006,” says Jay Lakhani. “His attention to detail and His craft of creating beautiful works of art is what Deepa Gurnani stands for. We are thrilled with the opportunity to link our name with his. Our aim is to take his work to a level where the modern day woman can incorporate using these pieces in her day to day lifestyle without losing his creative vision.”

Erte Jewelry

Jewelry ranges in retail pricepoints from $150 to $950, with hair accessories launching next season.

The collection is launching this holiday at Intermix and Shopbop, says Lakhani, who adds they’re also working with luxury boutiques and looking for brand placement in museums worldwide.

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