Behr Launches Queer as Folk and The L Word Lines

Following on the successful launch last year of the Love and Pride line targeting same-sex couples, Udi Behr has formed a partnership with Showtime to launch two new branded collections for the gay and lesbian market. The L Word and Queer as Folk jewelry lines, which debuted in February during New York's Fashion Week, hit the market along with a new fragrance, L eau de parfum by Apothia for Fred Segal, and a new book, The L Word: Welcome to Our Planet, published by Simon and Schuster. The three licensing deals aim to capture a market that's largely ignored—especially in the jewelry industry—despite its affluent status. Though unusual in jewelry, the idea of licensing a product for a popular television program has strong roots in American pop culture. “Remember The Brady Bunch? Everyone had their lunch boxes,” Behr says. “And this, this is such an iconic, important show.”

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