Ed Levin Jewelry, based in Cambridge, N.Y., is undertaking a comprehensive rebranding and is renaming itself E.L. Designs by Ed Levin Studio. Specializing in handcrafted sterling silver, E.L. Designs has a new logo and three new collections: Desire, Nouveau, and Essence. The company describes Desire as “clean, classic lines with timeless appeal.” Nouveau is “fresh and modern with bold splashes of color,” and Essence will be about “bright, seductive botanical forms.”
The 70-year-old brand has also debuted a new website where customers can interact with the collections and retailers can create real-time orders online. “E.L. Designs consistently outperforms other artisan brands,” said Kathy Corey, owner of the seven-door chain Day’s Jewelers in Maine. “Many of our customers are repeat buyers and collect several pieces of E.L. Designs jewelry.” Peter Tonjes, owner and president of Ed Levin Jewelry, said, “After three decades of leading Ed Levin Jewelry, I am looking forward to the future of E.L. Designs. The benefits include American-made innovative designs, extraordinary customer service, and a commitment to supporting continued growth for all our customers.”
The pieces of E.L. Designs are not mass-produced but created by a team of artisans who employ age-old techniques along with cutting-edge technology to craft jewelry. The company strives to “create a sense of wonder while expressing something significant.”
Dancing Clef pendant in silver and blue topaz, price on request; E.L. Designs
Rockaway Swing bracelet in silver and lapis, price on request; E.L. Designs
Nouveau collection Rain Drop earrings featuring turquoise cabochon, price on request; E.L. Designs
Waterfall necklace in silver, price on request; E.L. Designs
Water earrings, hammered in silver and 14k gold, price upon request; E.L. Designs
Top: Gem Elegance ring in silver with topaz, price on request; E.L. Designs
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