High Jewelry Bags
High jewelry bags have become a sweet spot for the brand since the appointment of a new creative director. In fact, the creative director reported that she had never seen some of the last parts on which she had worked because they had sold out on the first day of sale. The creative director explained what makes her designs tempting investments.
Transforming Jewelry
It is "You transform. It is part of the opening mechanism of the bag or bracket, but you can also wear it as a follower, as a brooch. And the stones we use are incredible. We had a spine that is pulled on the first day. The creative director joined a squad of creative directors, a few decades before their arrival, supervising jewelry and taking care of clocks.
Approach to Creative Directors
The brand has the opposite approach to the quick shifts of creative directors in fashion. The fact that they have different creative directors and that some of them have been with the brand for a long time creates a positive excitement of discussion among them. The role of the CEO is to set up the right conditions so that the creative directors can really create the right balance between connection and freedom.
New Creativity and Innovations
The creative director was not necessarily a natural fit for the accessory role, being a fashion designer with a specialty in digital printing. However, the brand’s trust in her paid off, and she sees her outsider status as a plus because she can creatively challenge the team. The team has to be respectful and transform the jewelry that had decades of evolution in the hands of other incredible creators.
Success of the New Collection
The trust paid off for the brand in the case of the 11 "Really High-End" dwelling bag. The brand was afraid to produce these 11 pieces for the brand event, but they sold them immediately, before the end of the event, which was very unexpected. Sometimes there are things that cannot be predicted, and the creativity part, the innovation part, and the part that is up to the people are more important.
