If you’re into all things sparkly, you’ve probably noticed a growing number of fashion bloggers launching their own jewelry lines.
It seems that jewelry design is the coveted new career among fashion bloggers and social media stars looking to capitalize on their huge followings. FashionToast blogger Rumi Neely paved the way, collaborating with Dannijo in 2010 on a limited-edition six-piece line of jewelry. Then came Man Repeller’s Leandra Medine with a costume jewelry collection in 2012, again with Dannijo. This year, Annabelle Fleur from Viva Luxury and YouTube sensation Amelia Liana have both released collaborations with New York brand Mejuri. It feels like every other fashion blogger is moonlighting as an accessories designer—and their lines are fast becoming some of our favorites.
Most notable perhaps though is THPSHOP, the new jewelry brand by Canadian cool girl Vanessa Hong from Haute Pursuit. A natural extension of her elevated yet edgy style, it doesn’t take long for Vanessa design a new collection—”my notebook’s always packed with ideas,” she explained—and she’s focused on building a strong brand by sticking to a minimalist theme. “I always base collections on the recurring theme of minimalism, using clean lines and easy shapes. A lot of what we do is very subtle,” she said.
If you too have dabbled with the idea of creating a jewelry brand, take some advice from Vanessa. She keeps her line of delicate jewelry affordable by manufacturing offshore in Beijing, China, where she has an office and manufacturer dedicated to supporting her U.S. office. “We have a small office in Beijing that acts as an extension of our West Coast office. I have a very talented small team that spearheads things like sourcing and manufacturing.”
When it comes to promoting her brand, she’s particularly savvy. Anyone who follows Vanessa knows the uber bloggers’s clever when it comes to leveraging her own 378,000-strong Instagram following to boost her jewelry label—most of her posts reference THPSHOP in some way, and she’s rarely photographed without wearing a piece. So far, it’s a strategy that seems to be working: THPSHOP’s own Instagram account has close to 40,000 followers, and the line has expanded to include earrings, cuffs, rings and necklaces that capture Vanessa’s edgy but elegant personal style.
“The range is filled with delicate pieces that you can layer or wear alone—subtle, but with impact. More importantly, the line is very affordable with the majority of items under $75 dollars,” Vanessa told us.
And when it comes to the jewelry trend she’s obsessing over right now, Vanessa can’t get enough of hoop earrings. ” I’m all about hoops right now,” she told us. “I used to wear them a lot in high school, but I think their newest incarnation is a lot cleaner and high fashion. Hermès makes a spectacular ‘needle’ hoop that has been on my wish list. You will also see some in our upcoming collection.”
Viva Luxury x Mejuri Photo: Viva Luxury
Viva Luxury’s Annabelle Fleur is taking a similar approach, recently releasing a jewelry line with Mejuri. Like Vanessa’s label, her collection is elegant and edgy, and mostly sticks to under $200 price tags. “When Mejuri and I started thinking about this collection we really wanted to create something that is both elegant and classic yet edgy and modern, which is why we chose to go with classically elegant pearls and clean, geometric settings,” Annabelle explained.
So when you’re next in the market for jewelry, grab your phone first. You new favorite piece could be as close as your favorite fashion blogger’s Instagram feed.