Former Victoria Secret model Elyse Taylor modelling the jewellery
Diva joins forces with fashion designer
Posted February 01, 2011 | By Sonia Nair
Fashion jewellery chain Diva has collaborated with high-profile Australian fashion designer Alex Perry to create a summer jewellery collection.
The collaboration began in August and the summer range is the third iteration of the collection, which is modelled after Perry’s ready-to-wear fashion range.
The first collection sold out in two weeks and Diva national marketing manager Amy-Louise Hoare expects the summer range to be the best-selling yet.
“We will be using Elyse Taylor as a model for our jewellery this time and the range adequately reflects summer with its floral designs and colour palette,” Hoare said.
Hoare said Diva approached Alex Perry because “he has a very strong brand energy, he is very much fashion-forward and he makes exclusivity accessible”.
For Perry, the tie-up with Diva makes his designs more accessible to a younger audience.
He told the Herald Sun, “Because of my involvement in Australia’s Next Top Model it’s brought a whole new younger clientele to my business and it’s changed the landscape of what I do.”
Despite Alex Perry’s couture background, all the pieces in the range will be priced for Diva’s budget jewellery market, at under $30.
Hoare said creating a jewellery collection that felt high-end but would still be affordable for Diva’s customers was a challenge.
“The biggest challenge with this collaboration is that we didn’t want to take away from the accessible nature of our jewellery. Perry had such an influence in the production of the range but he never compromised on quality,” Hoare said.
The collection features shades of soft lavender, cream and silver mixed with gold charms, flowers and semi-precious stones. Delicate feathered, beaded neckpieces and drop earrings as well as cuffs come with intricate gold detailing and lavender tulle.
Due to its combination of exclusivity and accessibility, Hoare said the range was targeted at a broader market, from 15- to 30-year-olds.
The new Alex Perry jewellery collection launched in stores on January 31.
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