Theodora & Callum Debuts New Brand with Collection 18

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TCNew York—Theodora & Callum, the accessories brand co-founded by Stefani Greenfield and Desiree Gruber in 2011, is announcing their next venture, a licensing deal with Collection 18. With Greenfield’s creative direction they will develop and distribute a collection of women’s accessories under a newly created brand, T+C Theodora & Callum.

The first T+C Theodora & Callum collection will launch for Resort/Pre-Spring 2015 and will include scarves, hats, and cover-ups as well as a full jewelry collection. Cold weather accessories will follow in late 2015. The design elements will share the same brand ethos as Theodora & Callum, inspired by the places that Greenfield and Gruber have traveled as well as influences from art, architecture, and antiques found around the globe.

The T+C Theodora & Callum collection is crafted with the world traveler in mind. Through the myriad of color ways, soft fabrics, grand panel prints, weaves, textures and inspirations from exotic destinations, T+C Theodora & Callum delivers on the emotion and desire of being in a far off locale.

Going for a Larger Audience

For Greenfield and Gruber, the decision to move into licensing was motivated by their desire to reach a broader consumer marketplace.

“We have had an overwhelming reaction to Theodora & Callum over the last three years and felt that now more than ever the time was right to embrace a larger audience by developing a collection at a more attainable price point,” says Stefani Greenfield.

Collection 18 will focus distribution for T+C Theodora & Callum in major department stores and better specialty stores. Retail price points will range from $38 to $68 for neckwear, $38 to $58 for hats, $48 to $58 for cover ups and up to $148 for jewelry.

“We believe that our consumer values unique and innovative products and seeks to differentiate her accessory wardrobe with investment purchases. She is stylish, sets trends, knows quality, and appreciates value. Our T+C Theodora & Callum collection delivers all of this to our customer and fills a niche currently unavailable in our retail partners’ assortments,” explains Andrew Pizzo, chief executive of Collection 18.

Greenfield and Gruber will continue to focus on growing the Theodora & Callum business, in both the wholesale and e-commerce space. Their collection of luxury scarves and cover-ups retails at $155 to $295.


















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