It’s part of Le Vian’s plan to become a full-fledged lifestyle brand
Le Vian officially took its very branded, shop-in-shop concept a step further on May 22, when the first-ever Le Vian by Jared boutique debuted at Roosevelt Field Mall in Garden City, N.Y.
The store, which carries Le Vian exclusively, is the first Signet Jewelers–owned location to showcase a single brand. The shop features Le Vian’s many gourmand-inspired jewelry and watch lines, along with its new leather handbag and small-goods collection, which debuted at this year’s Baselworld.
If the new store takes off, locations in Knoxville, Tenn., and Dulles, Va., may follow, according to CEO Mark Light.
Courtesy Le Vian
Before JCK Las Vegas, CEO Eddie LeVian told JCK that the store—and new and future brand extensions—are part of a plan to grow the company into a full-fledged lifestyle brand.
“This year is a pivotal point for Le Vian…as the brand extends its reach internationally,” he said.
Le Vian’s leather-goods line, which starts at around $200 retail, was designed to be “more middle level…a step up from Michael Kors,” says LeVian, who hopes it will help “strengthen the base of the brand.”
Photo by Emili Vesilind
Roosevelt Field, which LeVian calls “one of top five shopping centers on the planet,” is anchored by a Neiman Marcus and is home to top-tier jewelry retailers including Cartier, Rolex, and David Yurman.
LeVian said the company’s focus in the short term includes installing larger shop-in-shops in indie retail locations. And though the brand has given the license to Signet for the co-branded Jared boutiques, the concept is “not designed to compete with existing stores.”
—With additional reporting by Jennifer Heebner