Le Vian’s annual Red Carpet Revue is one of Las Vegas Jewelry Week’s most glamorous and well-attended events. And while jewelry week was canceled this year, and most trade shows have gone virtual or have been delayed due to the COVID-19 pandemic, the fine jewelry brand isn’t letting the pandemic quash its signature trade event.
Le Vian will stage its first Digital Red Carpet Revue and 2021 Trend Forecast on a private, invite-only live Zoom session for retailers and superfans on Monday. The event will be streamed for the public on Le Vian’s Facebook Live page. The festivities will happen live at a private home in the Clinton Hill neighborhood of Brooklyn, N.Y. Throughout the presentation, the brand will debut more than 4,500 new designs that were created to represent 11 key trends for 2021.
The revue will begin with a retrospective of red carpet arrivals from past years, then move into a segment on 2021 fashion trends, presented by Avril Graham, executive fashion & beauty editor at Harper’s Bazaar. Following that will be the 2021 Fine Jewelry Trends presentation, illustrated Zoom-style in five mini-movies. Then, the living room catwalk will commence!
The full rundown of 2021 trends will be revealed on the day of the show. But Le Vian has shared a few with JCK: Symbols of Protection (crosses, Stars of David, Hamsas, evil eyes, lotuses, crescent moons, stars, and angel wings); Symbols of Love (hearts, links of love); Stronger Together (“gladiator-like jewels inspired by two hands holding each other”); Pastels (in gems); and Platinum (due to the rising price of gold, among other factors).
A clickable 2021 Red Carpet Revue Jewelry Trend Book will digitally display Le Vian’s new designs. Pieces can then be pre-ordered through Le Vian authorized retailers.
The virtual event will raise funds to benefit St Jude’s Children’s Research Hospital: Le Vian has pledged a $500 donation for each attendee household at the Red Carpet Revue and private preview and will also match all donations made by guests, up to $100,000.
CEO Eddie LeVian tells JCK the decision to forge forward with an online event has everything to do with the brand’s can-do spirit. He explained, “Since Le Vian’s advantage in the marketplace is its innovation, the company decided not to cut its 4,500 new designs that were being made to fit our 11 trends of the year…. The Red Carpet Revue and the Le Vian trend forecast lead the industry and Le Vian’s directions for the coming year. It would be too damaging to stop. Instead, we found new ways to take it to an even higher level. For example five of the trends will be shot as mini-movies that will debut at the Red Carpet Revue and will then be syndicated to the landing pages of the website and to social media.”
LeVian adds that the pandemic “has had dramatic effects,” on the family-owned business, but that he’s proud of “how hard our team worked to shield our people.” He says, “While our factories and our offices were closed for three months, we continued our third-party shipments and continued to work from home. We quickly developed a series of 30 classes focused on various popular gems and diamonds that were conducted by our five gemologists and by our business teams to take the educational levels of our teams to the highest level. We went to a four-day week and only furloughed 20% of the team who could not work from home—and have since returned half to work.”
Not surprisingly, the Symbols of Protection trend is LeVian’s favorite for 2021, because, he says, “it is so timely.”
Top: Le Vian ring (photos courtesy of Le Vian)
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