As Paris evokes images of sleek elegance, sophistication and cutting-edge glamour, so does ELLE Time & Jewelry.
When Hélène Lazareff founded ELLE Magazine in Paris in 1945, her vision was to “open women’s appetites.” It seems she succeeded, right down to all of the product extensions that ELLE has inspired today – its U.S. merchandising program includes footwear, eyewear, hair accessories, watches, sleepwear, ready-to-wear – and most of all, jewelry.
The women and men who purchase ELLE pieces appreciate the Parisian touch. They are generally younger, well-educated consumers attracted to sterling silver jewelry that is affordable, chic, dynamic and modern. Retailers who partner with ELLE benefit from a brand recognized as a source of style and inspiration with the ability to increase a retailer’s traffic and keep those customers returning for more. ELLE Time & Jewelry is advertised in the pages of ELLE Magazine – the world’s No. 1 fashion magazine with more than 23 million readers.
‘Sleek, Expressive and Chic’
ELLE Time & Jewelry takes pride in its “top-of-the-line jewelry products, unmatchable quality and customer service excellence.” Using fashion as a benchmark for creative inspiration, ELLE’s designs evolve from season to season, as colors and fashion trends change. The company’s philosophy is “to bridge the gap between the contemporary and the classic, to merge the modern with the timeless.”
The collection, designed to be worn daily, for all occasions, is crafted from only 925 sterling silver, delivering modern, unpretentious elegance and luxury, a statement that’s “sleek, expressive and chic.” Its hypoallergenic materials resist tarnishing. The jewelry features ELLE’s signature ruby trademark, symbolizing a woman’s inner strength and beauty. Set in a square motif, the ruby’s location changes with every piece – the gem can be prominent, or even hidden from view. This ruby logo is the beauty mark on every piece of ELLE jewelry.
Each piece is finished with a layer of palladium and a layer of rhodium, a combination providing shine and durability and imparting ELLE’s distinctive silver-white sheen. Semi-precious stones such as topaz, amethyst, peridot and citrine . . . opaque gemstones such as agate, turquoise, quartz and tiger’s eye . . . pearls . . . mother of pearl . . . micro pave cubic zirconium . . . crystals . . . they all complete the simple, modern and effortless sophistication of ELLE.
While jewelry is the most intimate of fashion, ELLE is known for its watches as well and markets its timepieces as an “expression of lifestyle.” With high-quality stainless steel and genuine leather straps, the Time Collection’s contemporary watches are designed “to help women perfectly complete their silhouette with the right accessory, to help them express their true personal style and to be able to wear a little piece of ‘Paris’ every day, wherever they are.” Like ELLE jewelry, its timepieces feature the red ruby brand signature.
ELLE received a nice honor this past spring, proudly accepting the 2017 JCK Jewelers Choice Award winner in the Fashion/Bridge under $500 category. The winning ring, sterling silver with 14-karat rose gold-plated accents and featuring a mystic quartz dotted with CZ stones, retails for $140. It’s part of the Revolution collection, which includes coordinating necklace, bolo bracelet and earrings.
ELLE Time & Jewelry brings the practical advantages to retailers with bonuses such as beautiful and distinctive packaging with every piece. Gift bags made of white polar paper feature silk handles and black ribbon, and a variety of boxes, with embossed white text, feature the ELLE logo foiled in silver. ELLE also includes displays for every retailer designed to highlight the features of the jewelry and enhance the sell through for the retailers. The custom-made displays allow for mix and match combinations that allow consumers to buy pieces for more than one occasion. The fashion brand also offers retailers gift with purchase opportunities as well as incentive programs that allow the employees to earn free ELLE jewelry.
Established and secure to take on new ventures, ELLE added sister brands STEELX and REIGN by PAJ under the corporate umbrella. Owned by Dallas-based Prime Art & Jewel, all brands are now displayed in the JCK Las Vegas Plumb Club space each year. STEELX is a leading supplier of urban and edgy stainless-steel pieces for men and women, and REIGN by PAJ offers affordable luxury. The collection, featuring sterling silver and Diamondlite CZ jewelry designs, is classic and fashionable.
“Adding STEELX & REIGN to our Plumb Club presence benefits everyone,” says Alisa Bunger, Director of Sales, US Brands. “Our U.S. and Canadian teams are excited and proud to offer a full range of fashion jewelry to a complete range of buyers.”
“Expanding our branding and Plumb Club exposure allows us to remain in the forefront of the industry,” says Mary Milan, Senior Vice President of Sales and Marketing, PAJ Canada. “Our retailers can now visit one Plumb Club location to purchase their favorite ELLE, STEELX and REIGN jewelry designs. It truly is one-stop shopping.”
In early August, ELLE Time & Jewelry launched its new diamond bridal collection. The pieces boast genuine diamonds set in 14-karat white gold and showcase ELLE’s trademarked ruby logo. The bridal styles range from 3/8 ctw to 3/4 ctw with suggested retail prices of $595 to $2395.
“We’ve been looking at ways to expand the ELLE market and bridal was a logical step as many brides look to ELLE Magazine for wedding fashion inspiration,” says Alisa. “ELLE Bridal continues our overall brand promise of creating fashionably classic styles while offering affordable luxuries.”