Jewelry Brand Spinelli Kilcollin Has Made a Magazine

Print isn’t dead. In fact, it’s cooler than ever—a fact embraced with gusto by Los Angeles–based jewelry brand Spinelli Kilcollin, which recently released the debut issue of .925, its very own print publication.

Yves Spinelli, who cofounded the brand (globally famous for its linked Galaxy rings) with artist and spouse Dwyer Kilcollin in 2010, told JCK that he was looking for a way to bring the brand’s vibe and voice to a more tangible place.

“Our Instagram is always fresh with new content, but everything passes people so quickly on social media,” he says. “We wanted to create a more physical way to tell our brand story, [with an] object that someone could place on their coffee table and maybe even save.”

Spinelli Kilcollin EmRata
In Spinelli Kilcollin’s .925: an interview with Emily Ratajkowski
The brand did a 2,500-copy run of the first issue, which was sent to Spinelli Kilcollin’s network of friends, family, and clients. “We’re already working on issue number two!” says Yves, who tapped some of his favorite writers, editors, and photographers for the project. The second issue will be out in May.
.925’s content is a mix of stories on the brand and its founders—there’s a Q&A with Dwyer and brand ambassador Emily Ratajkowski, a feature on the art of Nevine Mahmoud, and a back page showcasing Yves’ favorite record covers—and cool little extras, including a map of hidden gems that dot Los Angeles’ east side and lively wedding stories from some of the brand’s near-and-dear clients (along with Dwyer’s and Yves’).
Spinelli magazine weddings
A spread of romantic stories
Spinelli magazine records
A page of Yves Spinelli’s favorite record covers

The custom magazine is smart marketing for Spinelli Kilcollin, a downtown-feeling brand that attracts an equally urbane buyer demographic.

Producing a print product isn’t cheap. But in the internet age, an artfully designed magazine can feel luxurious—and even, as this custom mag proves, edgy.

Top: The cover of .925‘s premier issue (all images courtesy of Spinelli Kilcollin)
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JCK Senior Editor

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