Remember in March when a jewelry designer in this story suggested that it made sense to focus on vintage and estate jewelry sales right now, since made-to-order pieces can’t deliver that quick fix (because of production and shipping delays)?
Here’s another jewelry designer doing just that: Jennie Yoon, of the Los Angeles–based jewelry line Kinn. In the last few months, the brand has noticed a significant increase in the demand for pre-loved jewelry.
Yoon debuted the Kinn Vintage platform in early February as a way to support a circular economy in which consumers have the opportunity to consign their vintage, pre-loved jewelry on the Kinn site, while also shopping previously owned pieces at exceptional price points.
“Always a jewelry fanatic, I had a few vintage pieces that I had collected over a period of time and I’d include [the jewelry] in some photographs and would have people ask me if I was selling it,” says Yoon. “This is what led me to launching Kinn Vintage—we’re not trying to disrupt the industry with the platform, but it was a way for us to start the conversation with our customers.”
Fine, maybe not disruptive, but the venture has been incredibly successful thus far, especially considering the COVID-19 climate: Since launching, the brand has released two batches of vintage assortments, and most pieces sold out in less than 48 hours.
“We look for pieces that we know our Kinn customers would like,” says Yoon. “In a way, we view these as an extension to our core Kinn collection, and we want to ensure each [vintage] piece would still stack and style well with it.
“We loosely use [the term] vintage, as that’s the most understood in the market and when we’re consigning, it can be estate jewelry, vintage jewelry, and so on. Ultimately, we want the pieces to last a lifetime—then, now, always.”
Here’s a sneak peek of highlights from her latest vintage jewelry arrivals, which drop Tuesday. You’re seeing them before anyone else.
Act swiftly if you see something you like (the sapphire and green tourmaline rings pictured at top are my favorites).
Top: Tourmaline ring in 14k gold, $740 (left); sapphire ring in 14k gold, $780. All Kinn Vintage pieces consist only of stones that have been subject to expert evaluations in adherence to GIA standards.
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