The e-comm site tells stories with engaging original content
Plan de Ville, the online jewelry and fashion e-comm site that was launched by fashion writer and stylist Catherine Smith last year, is getting major media play by championing under-the-radar jewelry and fashion designers.
Baked into Smith’s business model is the mission of spotlighting unique and innovative jewelers/brands that may not have much of a presence in big stores—even ones that regularly stock boutique and handmade brands, à la Barneys New York.
Courtesy Plan de Ville
The New York City–based company is “an online platform to nurture and support young talent.” And central to that mission is splashy, original content: well-written designer and brand bios and in-depth Q-and-A-style interviews—PDV Stories—with designers who detail their respective paths to success.
The interviews read like engaging magazine stories. In an interview with Andrea Lipsky-Karasz, founder of new collection Tilda Biehn, for instance, the designer posits that 3-D printing “is allowing people to move into the future with their designs…. A few times, I spent whole days carving the piece only to have it crumble in my hands…. So I started teaching myself a design program and managed to print the design within the first week. That’s when I decided that there was no going back. Wax carving is now what I do to think out an idea, but when it’s time to create a piece, I’m right back on my computer. It’s such a powerful tool for designers.”
Smith, who started her career in fashion as an assistant to T Magazine editor Stefano Tonchi, launched Plan de Ville in 2014 with a smattering of jewelry lines and currently carries collections including Smith + Mara, Mirlo New York, and Spinelli Kilcollin.
The site just recently added under-the-radar fashion to its offerings, from emerging brands such as Houghton, Ellery, and Haus Alkire. It also features same-day delivery in New York City—for those serious fashion emergencies.