After more than a decade in beauty, Natalie Mackey, founder of Winky Lux, is making her move into fine jewelry.
“It was time for my next thing,” Mackey told WWD of her decision to dive into a new industry. “I spent some time thinking through what I was excited about, what I’m good at, what is valuable in the world and where there’s opportunity. I kept coming back to jewelry.”
Created in partnership with Beryl Raff, the former chairman and chief executive officer of Helzberg Diamonds and Zales Corp., her new brand, Terramore, opens with the Castle Collection, the Open Bezel Collection, the Signature engagement rings and the Aegis. The full assortment comprises 10- and 14-karat gold bracelets, necklaces, rings and earrings featuring mined and lab-grown diamonds. Prices start at $230 for a 10-karat white gold basic chain and rise to $15,000 for a Martini Set 8-carat 3-prong graduated natural diamond necklace.
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Each collection serves as its own ode to romance and courtship, explained Mackey. The Castle Collection, specifically, looks back to the tale of George Boldt and the landmark mansion he built for his wife as a gift during the Gilded Age. The remaining three follow a similar story map, designed to evoke the kind of emotion Mackey’s target consumers are after.
“There’s a shift in the way people are thinking about what they purchase. There is [also] a lack of connection and focus on deep romantic moments. I want to recreate the rush of being out on that date where it’s going well and you’re like, ‘I could fall crazy head over heels in love with this person.’ Everything begins in that world of how do we talk about love stories as they were and how they should be. That’s the love we want to memorialize in jewelry, and self-love,” Mackey said.
The pieces she believes will receive the most love — literally — are the martini set tennis bracelets and necklaces as well as the Aegis, the so-called hero of the assortment. Available in yellow and white gold, the pendant necklace, $1,500, is a 1-carat diamond pair wrapped in a titanium bezel and strung on a 14-karat chain. “We named it the Aegis because the Aegis was the shield that the goddess Athena wore over her heart,” Mackey said.
Customers can now shop the Aegis and more from Terramore online at loveterramore.com.
