LONDON — British brand Self-Portrait is adding fashion jewelry to its offering, following a successful bag launch two years ago.
The jewelry range is based on the brand’s signature bow motif, which also serves as a key decoration on its fast-growing bag business, as well as across the ready-to-wear offering.
Priced between 95 pounds and 200 pounds, the accessible collection includes sparkling statement earrings, chunky gold bangles, and crystal bow brooches made with 18-karat plated gold and 18-karat white plated gold.
In an interview, Han Chong, founder and creative director of Self-Portrait, said the collection is designed to “make you feel good and bring a sense of joy and playfulness with every piece.”
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While the key styles seen in the launch campaign might look feminine and sparkly, Chong said the jewelry range is aimed at a diverse audience.
“Self-Portrait celebrates so many different personalities and customers, so jewelry also has to tell different stories to cater to them,” added Chong. “We’re a global brand, so we have to take into account different cultures, lifestyles, skin tones, and even weather climates. Beauty standards can vary greatly from one place to another, so it’s essential to offer a wide range of products and styles that resonate with different backgrounds.
“We have the elegant pearl-drop gold earrings for a sophisticated touch, and then there’s the big-bow diamante earrings that really make a statement. There’s something in there for all patterns of life,” said Chong.
Following the launch, Chong said he would listen to customer feedback and learn for the next collection. “We pay attention to what excites her, keeps her interested. Being agile allows us to create products that bring joy and add a touch of fun when she wants to dress up and elevate her look,” he added.
The jewelry launch marks Self-Portrait’s latest step in diversifying its business. Chong said the two-year-old bag range now represents 9 percent of its total business, and anticipated that the growth of the jewelry range would follow a similar trajectory.
“When launching new product categories, we approach them with careful consideration and extensive research. There’s a great deal of passion behind creating the best possible products to ensure our customers feel the same way,” said Chong.
On July 11, Self-Portrait will host its annual summer party. It would be a fitting occasion to promote the jewelry pieces, as well as the brand’s fall 2024 collection, which blends relaxed silhouettes with elegant simplicity with dresses in satin, velvet and tweeds.
