'I ended up making this career for myself for about 15 years where I designed anything from fine jewelry to QVC to every single piece of costume jewelry in between.'
Author:Dhani MauPublish date:Nov 9, 2018With whimsical and photogenic jewelry styles like diamond-encrusted safety-pin earrings and rainbow tennis necklaces, as well as a legion of influencers who love to wear them, it would be easy to dismiss The Last Line as just another "Instagram brand." But founder Shelley Sanders has loftier goals than building a social media following — though she's done a great job of that, too.
"I would ask everybody, 'What piece of jewelry do you really want that you just can't find?' And that was what I determined to be the most successful entry question into figuring out how to design a line for somebody else and also make it cool," she says. She got a lot of similar responses and realized there were niches to fill in terms of design and price point.
That file must have been overflowing. The Last Line's aesthetic is fun and playful, which is atypical in the fine jewelry space. Signature pieces include the aforementioned safety pin earrings and tennis necklaces and bracelets, BFF charm necklaces, flower earrings, huggies and Zodiac-themed pieces.
"I think it's a very antiquated idea that everything luxurious and expensive needs to be snotty and feel inaccessible," she says. "Sometimes you walk into some of these really big fine jewelry brands, and you ask to see a piece and they look at you like, 'I don't know, can you?' It's so rude." It also doesn't reflect modern jewelry-buying habits.
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