Say the name Todd Reed and thick, heavy industrial-diamond-encrusted jewels come to mind—until recently, anyway. At a summertime press appointment, Reed’s marketing and communications specialist, Liz Kantner, walked me through a number of leaner and more lightweight looks with the same oxidized silver, karat gold, and opaque-, rose-cut, and brown-diamond aesthetic for which the Boulder, Colo.–based Reed is known. And the reason for this new delicate story: an adaptation to changing trends.
These “softer silhouettes,” as Kantner calls them, are intermixed throughout Reed’s collections, rounding out offerings to about 50 SKUs. Eighteen-karat yellow gold is the star of these new styles, which start at $3,000 retail. Pieces are shipping now, buy-in is about $50,000, and account managers work with stores to determine the right mix.
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