Thanks to a sell-out hoop earring style, AlisonLouJewels saw a year of major change:
Author:Tyler McCallPublish date:May 14, 2019Updated onMay 14, 2019Alison Chemla always knew that she wanted to start a diffusion line to accompany her fine jewelry brand, Alison Lou, but she also knew she didn't want to do it in a way that merely imitated her jewelry in a cheaper fabrication. It took her about six years, but in the spring of 2018, Chemla had a stroke of inspiration: She could bring her signature enamel element to colorful, clear lucite hoops.
"We didn't order nearly enough as we were supposed to," she explains. "Last summer, we kept selling out because we just couldn't believe it; we were like, 'There's no way that we're going to order this many and they're going to keep selling out.' I thought it was just going to be a little fun thing that people liked, but I didn't think it was going to blow up the way that it did whatsoever.
Loucite continues to be a great celebrity win as well in a world where getting jewelry credits is increasingly difficult. "In the past, when people have worn my jewelry, it's like, 'So-and-so is wearing your ring,' and I'm like, 'Ugh, I can't see it!'" Chemla says, laughing. "There's no close-up of her hand in front of her face of something. But these, you can spot them a mile away.
"I'm so happy that I did this in my sixth year of business because I used to waste so much time caring about people copying me," Chemla continues. "I used to just send cease and desists all day, because I started with the emojis and that got copied all the time. I've started to not care. Like, what am I going to do? You have to let it be noise, because at the end of the day, people that want the original will come and get the original.
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