Jostens and Walt Adler Team Up for New School-Inspired Jewelry



The award-winning jeweler and the class ring giant join forces to make a line that young adults will love and that retailers can’t refuse to stock

When I ran into JCK Rock Star winning–designer Walt Adler at JCK Las Vegas 2016, he was cruising through the design center en route to his booth—but this time not one under his own name. He handed me a brochure to explain: Stone + Alloy, a new venture fueled by Adler’s design savvy and Jostens’ manufacturing power being shown at the Jostens booth.

Adler and a company official met through a mutual friend. The two talked about the changing industry and the Jostens rep challenged Adler to help them come up with some innovative ideas for retailers. Five weeks later, Adler pitched Jostens the Stone + Alloy concept of sterling silver or 10k rose or yellow gold high school– and college-inspired jewelry, a nod to Jostens school-ring roots.

“Retailers have a lot of trouble taking risks, and designers have trouble with consignment, but by partnering with Jostens we are using the leverage of a big manufacturer to bring my designs to retailers,” says Adler. “I went to Jostens and said, ‘Let’s do everything for the retailer so they can’t say no.’ ”

Packages that start at $1,950 include displays and signage, marketing materials, a stone display bar revealing gem options, one collection (either Terra or Kindred) of seven pieces of live jewelry, and a six-month sell-through guarantee. “If the pieces don’t sell through the holidays we’ll take them back,” says Adler.

The designs have Adler’s signature heft—think wheat chains and thick shanks—with timeless motifs like a cloveresque shape in Kindred and a slightly more masculine squared-off version in Terra. Another evident Adler trademark: a repeating W pattern that appears on some of the SKUs.

“Kindred has a delicate touch but is not overly dainty—the stones are domed and faceted and have either diamond, black spinel, or white topaz melee,” adds Adler. Center stones, meanwhile, are made in three different sizes ranging from 8 mm to 14 mm. The Terra collection offers flat cabochon cuts with flat precious metal–inlay single letters created by ultrasonic technology. Sub-offerings in Terra comprise five heavier pieces including cufflinks and an ID bracelet to target guys.

Stone choices for Terra include black onyx, blue pietersite from Nambia, Kingman turquoise from Arizona, American dinosaur bone, and German-made triplets with American-sourced quartz on top of mother-of-pearl and various agates. Gem choices in Kindred are the same plus green onyx, carnelian, and smoky quartz.

The collection is shipping now, and thus far, five stores—including three Adlers locations in New Orleans—have bought into it. Intrigued? It’s not too late to bring it into your store for holiday. Suggested retail prices per piece start at $160 for silver and $315 for 10k gold.

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Terra Petite ring in 10k yellow gold with with 2.75 ct. Kingman turquoise and 0.1 ct. t.w. diamonds, $810

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Kindred Medium ring in 10k rose gold with 3.5 ct. ocean pink quartz and 0.28 ct. t.w. diamonds, $865

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Kindred Medium pendant necklace in 10k yellow gold with 3.3 ct. ocean blue quartz and 0.04 ct. t.w. diamonds, $688

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Terra cufflinks in 10k yellow gold with 7.8 cts. t.w. pietersite, $950

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