Designers / Industry

Le Vian Gives Bees a Boost With Bee Positive Jewelry Collection and Donation


Among pollinators, bees have a special place not only in the environment but also in jewelry, where the image of this black-and-yellow worker has inspired many jewelers, including Eddie LeVian, to replicate their likeness.

Now, the Le Vian brand is taking its founder’s affection for the bee and his latest collection called Bee Positive and expanding it into action.

As part of the launch of its Bee Positive campaign, the Le Vian social team recently joined the Bees Without Borders team live as they released 3 million bees in New York City to highlight important role that bees play in the world.

Bee ring
The Bee Positive honeybee campaign includes this signature Bee ring, which features Honey Gold and Chocolate Diamonds ($1,700).

In addition, Le Vian will be donating $20 from the sale of each Bee Positive piece to Bees Without Borders, a charity founded by New York City beekeeper Andrew Coté, which aims to grow the number of beekeepers in impoverished areas, providing new sources of income from honey production.

“Bee Positive is Le Vian’s poster child for our positivity trend for 2022,” LeVian says. “Bees are an essential part of our ecosystem, with their critical role in pollination and rebirth of plant life.”

LeVian says his affection for bees comes from the lessons they can teach people in terms of hard work, selflessness, and teamwork, “characteristics deemed ever more essential in today’s divided world,” he says.

The Bee Positive collection started with exclusive styles available at Jared, Kay, Macy’s, and independent jewelers. For Mother’s Day, Le Vian expanded the collection to make the Bee Positive necklaces available at more than 1,000 retail locations around the United States, the company said. The Bee Positive necklace also has attracted other attention, winning the 2022 Centurion Excellence in Design award for casual fashion under $1,500, the company said.

Bee pendant
The Bee Positive pendant speaks to the honeybee as a symbol of rebirth, says Eddie LeVian ($1,800).

What makes the Le Vian bees such a standout is the materials used. The New York–based company describes the materials as Honey Gold in addition to Vanilla and Chocolate diamonds that “come together like worker bees” on each piece.

The brand also used its Bee Positive campaign effectively on social media, sharing bee-related facts and information about its efforts to preserve the environment for this all-important pollinator across its platforms. For example, did you know that 99% of the bees in a honeybee hive are female?

The Bee Positive collection also fits nicely into the 2022 trends that Le Vian saw across the board, focusing its jewelry and branding around “Sunny Days Ahead,” noting that the past two years away from family and friends has jewelry designers and wearers seeking connection. The brand’s focus on Sunny Yellow Diamonds and Honey Gold can be found throughout its designs as well as the positive focus of its brand messaging.

Top: The Le Vian Bee Positive collection has won the company accolades for its design, and the brand is donating a portion of its sales to bee conservation (photos courtesy of Le Vian). 

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Karen Dybis

By: Karen Dybis

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