“This year we are doing a very big sponsorship of JCK,” Beatrice Beleggia, CEO of Brosway Italia, tells JCK. “We are the main sponsor of JCK Rocks, we will have a big banner at the registration desk, and a big booth. We want to do what we did in the past in Europe. We want to repeat that concept in the U.S., but the U.S. is much bigger so we need to do everything much bigger. We have a five-year business plan. We want to replace Alex and Ani.”
The foundation of that plan rests on Brosway’s accessibly priced fashion jewelry. Made largely of stainless steel (often plated with yellow gold), the brand’s trendy styles retail between $30 and $140. There are charm necklaces, cuff bracelets, drop earrings—a veritable wardrobe of styles designed to appeal to buyers in need of a quick and easy jewelry fix.
“We are the Zara of the jewelry industry,” says Beleggia. “Everyone can wear us, from young ladies to older women, for gala dinners to everyday. We have a very wide range of products—jewelry that is meaningful and also designer jewelry that you can buy for yourself to for gifts.”
Brosway Italia’s 6-year-old Chakra collection, consisting of designs rife with symbolism (think evil eyes, crescent moons, and star motifs), continues to be a top seller. Buyers bound for JCK—where the brand will exhibit in the Bridge neighborhood—can expect to see plenty of new Chakra designs, including a slew of charm necklaces strung with medallions, clovers, stars, and other popular symbols.
The big rollout at JCK will be a new Fancy collection of silver styles accented with colorful beads, inspired by the different palettes of makeup. Introduced at the VicenzaOro and Inhorgenta fairs earlier this year, the line is primed for summertime success in the States.
“Color is a big part of Brosway Italia,” says Beleggia. “It’s our brand identity.”
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