A line called lia sophia has made an impression in Hollywood (Jennifer Aniston and Gwen Stefani are among those who have been photographed wearing pieces from the collection). What's surprising is that the pieces can't be purchased from celebrity spots such as Kitson, Fred Segal or Barneys New York. The acquisition of lia sophia has more to do with a display on someone's dining room table than the counter of a high-end store.
The company issues two catalogs each year with price tags that range from $20 to more than $100. The Kiams also created a separate, higher-priced line called the Red Carpet Collection, which includes the more fashion-forward and expensive pieces often worn by celebrities and a younger generation of women whose mothers may have bought Mary Kay cosmetics in the same way their daughters buy these trendy jewels.
The Red Carpet Collection, with items priced from $125 to $1,000, is designed by Dani Stahl, style director for Nylon magazine, a publication devoted to street fashion. Although the items vary each season, they generally have a Cleopatra-meets-'80s-hip-hop aesthetic. The company showcases the Red Carpet Collection at celebrity-heavy events such as the Sundance Film Festival and parties in West Hollywood or Malibu, where celebrities such as the Kardashians and Cameron Diaz are invited to accept gifts of items from the more fashion-forward line. The hope is that they will wear the pieces on red carpets or shopping and get photographed, and that those photos will appear in magazines that will list the source of the jewelry.
"It's been fantastic marketing support to have the red carpet halo," says creative director Elena Kiam. "We live in a celebrity-obsessed world, and it's very powerful for advisors to say, 'Oprah wore these.' Having that third-party credibility has been incredibly helpful to our advisors."
If you want to know more about Lia Sophia please feel free to Contact Sandra Garcia @ www.liasophia.com/sandragarcia
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