New York—Charm & Chain, the etailer specializing in women’s designer fashion jewelry, launched today its first in-house collection, MINED, a “fashion fine jewelry line” consisting of 14K diamond jewelry.
The move marks a major evolution in the e-commerce site that Haskell Jewels purchased 50% of in August. Haskell is manufacturing the diamond collection, a first for that company as well.
Founders Ali Galgano and Jamie Rutenberg launched Charm & Chain when they realized how difficult it was to find designer fashion jewelry online. “Having discovered this gap in the marketplace we set out to create a destination for all jewelry lovers.”
As Galgano says she saw the fine jewelry category grow on Charm & Chain, she identified an opportunity in the market to develop fine jewelry at a more affordable price point. With her background as a gemologist she developed her own line, MINED, which focuses on quality and uses certified conflict-free diamonds.”
MINED is looking to offer the Charm & Chain customer new classics in fine jewelry. Galgano says she wanted to create “an assortment of modern, delicate diamond pieces that simultaneously feel edgy and timeless.” The pieces are designed and priced to be styled together. The target customer is the girl who wants to mix fashion and fine jewelry without having to feel guilty about the purchase, she adds.
- Certified conflict-free diamonds,
- 14K yellow, white, rose gold. Diamonds, black diamonds and colored stones.
- Price Range: $88 to $2,500
- Average price point: $580
Private Label Fashion Line
Charm & Chain continues to offer designer fashion jewelry from about 50 companies including Robert Lee Morris, Dannijo, Vita Fede, Ben-Amun, Erickson Beamon etc. But come next March, Charm & Chain will be bowing its first in-house fashion collection called Amp (also manufactured by Haskell Jewels).
Galgano describes Amp as having the “same playful glamour that has always led Charm & Chain’s hand-curated selection of designer jewelry.”
“Influenced by our love of excess, avant-garde style and all those who embrace these ideals, the line’s inspiration ranges from eclectic fashion icon Iris Apfel to the irreverent mood of 1980s decadence,” says Galgano.
Amp’s designs are often influenced by vintage jewelry and play with hue, geometry and structure as guiding design elements. The line features 14k gold plating, glass crystal, and reconstituted stones. While the price range has yet to be revealed, the website says the average retail will be about $150.