That Royal Chain has named one of its most important JCK Las Vegas debuts the Influencer collection should tell you a few things: 1) The company’s getting straight to the point about who it’s targeting (millennial and Gen Z customers, obvi); 2) The jewelry’s look and feel is inspired by any number of Instagram muses (just a guess, but I am thinking along the lines of @weworewhat); and 3) A lot of market research and testing went into the creative development so that Royal Chain could confidently bring their retailers a collection that promises proven traction among the young, chic, and “selfie-obsessed.”
The looks are delicate and meant to be layered and worn in multiples, a departure from Royal Chain’s chunkier, and more glamorous statement pieces.
But according to the company’s announcement, testing showed interest in the lower-profile pieces, which aligns with the direction other brands have taken in the hopes of attracting a younger crowd, especially those who are taken in by Instagram’s most far-reaching fashionistas and personalities.
The 52-piece assortment is made in 14k gold, with opening price points starting as low as $85. The designs include fun novelty pieces, like a 38-inch scarf necklace that can be worn multiple ways, even around the waist like a belt.
Get to know some more of the “influencers” below.
Top: See Royal Chain’s new Influencer collection, and its many other new gold pieces, through Monday, June 3, during JCK Las Vegas (Sands Expo, booth 7109). Clockwise, from top left: Crescent series pendants, $245–$340 each; dainty chain bracelet, $160; Bar hoops, $650; and Pretty in Petals Flora necklaces, from $925.
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