ALL THAT GLITTERS: Fine jeweler Solange Azagury-Partridge is teaming with Amazon Fashion for the third time, launching a festive-themed capsule collection of her signature Hotlips rings.
Azagury-Partridge reworked her popular ring style, which already sells on Amazon, in a sterling silver and lacquer version, using glitter in four different colorways — red, silver, gold and black.
“Glitter is just festive and we wanted to get people in the mood for the holiday,” said the designer of her new capsule. Hotlips is something of an unofficial brand logo for Azagury-Partridge, and has been worn by the likes of Lady Gaga, Penélope Cruz and many others since its launch in 1995.
“It’s a woman’s mouth; it literally speaks to you. It’s something familiar in bold colors, so people are naturally attracted to it,” she said.
The rings are priced at 69 pounds, or $87, and will be available on Amazon’s five European web sites as of Nov. 3.
As reported, the designer is in the process of rethinking and restructuring her business, and said she’s finished with silver and wholesale, with the exception of her partnership with Amazon.
“I don’t want to change the way I work. I’ve set myself these parameters to work within the precious fine-jewelry world, but people who can’t afford my jewelry still love it, and this is a way to be a bit more inclusive,” she added. “The customer is younger on Amazon, the product is at a very accessible price, and that’s what’s so attractive.”
She has also closed her store on Carlos Place in Mayfair and moved to a smaller boutique shop closer to her home in London’s Bayswater in an effort to rebuild a closer relationship with her customer. “I’ve got a lovely shop close to home; we do a lot of our work via e-mail or phone; people drop in every day of course, but it’s a very personal experience.”
She also pointed out that a lot of her sales are now done via Instagram, and that she also plans to launch her own Hotlips web site.
“Everything happens virtually, we lead very busy lives and I know for myself if I can buy something online I would do it without even thinking twice. It’s really fantastic that I can sell pieces on Instagram; it’s such an interesting way of showing the jewelry because it’s not too set up, and people get a real view of how a piece looks when you’re wearing it,” she said.
“Everybody is on the platform, everyone’s looking, it’s like your personal magazine. It’s been a revelation — the first time I went on Instagram was for my first Amazon launch, and I never looked back.”
Julian Exposito-Bader, head of vendor management, jewelry at Amazon Fashion EU, said that for the November launch, there is a “substantial” stock available to avoid last year’s instant sell-outs.
Amazon also stocks a selection of the jeweler’s main line, with prices ranging from 370 pounds, or $470, to 18,500 pounds, or $23,484.
“We are a very democratic web site, I source fine-jewelry labels and at the same time we also work with mass-market companies,” said Exposito-Bader. “The main aim is to have all sorts of jewelry available as long as they are pleasant to the eye and can give a customer joy. With Solange, the entire range is relevant, what varies is the frequency with which we sell pieces from different price points.”
Exposito-Bader has been growing Amazon’s jewelry portfolio with a selection of niche jewelry brands which include Shaun Leane, Leivankash, Completed Works and Nikos Koulis.