Here’s one way to get yourself noticed as a start-up fine jewelry retailer: Tap Sex and the City star and fashion icon Sarah Jessica Parker to curate your product mix.
WeTheAdorned, a Los Angeles–based online jewelry website set to launch this spring, has announced that the fabulous Ms. Parker will handpick the designers for the site and provide input on a slew of planned exclusives.
Sarah Jessica Parker piled on the necklaces at a recent event, including a multi-chain mixed-metal piece by Erickson Beamon (courtesy of InStyle).
WeTheAdorned is the brainchild of Tim McElwee and Cyia Batten, cofounders of the T. Cyia jewelry collection. Membership is free and accessible to all, but you can opt to pay a monthly premium to get first crack at new additions.
McElwee and Batten didn’t respond to a request for comment, but Vogue reports that the designers first met Parker when they created a piece of jewelry for Sex and the City the movie.
The site will feature exclusive, limited collections from a stable of fashion-minded jewelry designers, including Erickson Beamon, Lulu Frost, Fenton, Pamela Love, and Dana Lorenz.
“She’s a fashion icon, and that kind of says it all,” McElwee told Vogue. “I love that she will go to an event in an elegant dress and pair it with a badass piece of jewelry.”
The designer added that the actress’ tastes typically veer toward the adventurous. “It’s interesting to watch her work because when she chooses a piece, she knows exactly why,” he said. “Sometimes the obvious things you think she’ll love aren’t the ones she’ll pick up.”
Parker has been involved in a bevy of fashion partnerships since inhabiting the fashionable role of Carrie Bradshaw on Sex and the City in 1998: During the series’ run, she signed a $38 million contract with the Gap to appear in the retailer’s campaigns; she designed her own Bitten collection at discount retailer Steve & Barry’s in 2007; and, in 2010, signed on as creative director for the short-lived Halston Heritage collection.
But it’s Parker’s personal style—a brand of effortless-feeling chic that reads like a grown-up Kate Moss—that’s most inextricably linked to her public persona. And for a jewelry retailer about to step into an already overcrowded ring, that kind of cred is pure gold.