A Fresh Take on Members-Only Shopping from DKNY and BaubleBar
It’s something you only hear about in fashion fairy tales: Two women bond over shared breaks at Saks Fifth Avenue, a refuge from their jobs in finance, and decide to drop their mundane jobs for what they really love — jewelry. But instead of opening a boutique, BaubleBar co-founders Amy Jain and Daniella Yacobovsky took their venture online.
The result? A crazy-popular shopping site that allows subscribers to find the best in costume jewelry without a visit to Saks or any other store. Jain and Yacobovsky wanted an intimate space where they could curate the goods, giving shoppers a more varied selection than their neighborhood boutiques and less to dig through at a department store. And because a girl can’t live on jewels alone, BaubleBar teamed with DKNY for their second-ever collaboration, giving BaubleBar’s members a collection full of flower power in the season’s hottest hues.
To celebrate the re-opening of the South Coast Plaza DKNY boutique in March, BaubleBar brought in their collection of rings, bracelets, earrings and necklaces for a special pop-up shopping experience. Also available online to BaubleBar members, the collection drew on motifs straight from the DKNY runway, which was evident in the 3D resin poppies that bloomed all over the collection. Being able to see and feel the jewelry isn’t something the online shopper can experience, but at the event non-members had the opportunity to snag the pieces in a brick-and-mortar setting.
It’s the second time BaubleBar has teamed with a designer. Their first collaboration, which went live in 2011, was with maximalist jewelry brand Erickson Beamon (who themselves have worked with the likes of Zac Posen, Thakoon, Roland Mouret, Givenchy and more).
The DKNY range not only integrated the poppy print, but also the color and texture of the clothes. The neon pink and bright yellow pull straight from the collection to the flowers where the chains and layered looks complement the season’s boucle tweeds and flowing skirts. At the South Coast Plaza event, BaubleBar representatives encouraged shoppers to pile on multiple pieces to create the layered effect seen on the models in both the DKNY advertising and the BaubleBar promotional images.
The look of the night was a multi-chain necklace mixed with a flower bib or bangles stacked with a poppy cuff. Mixed metals, including metal du jour rose gold, were in high demand. Bangles are available in a set of three mixed metals (and enameling), and chain necklaces also featured both white and rose gold. In addition to showing the pieces in lookbooks, DKNY and BaubleBar both pushed the collection on their Pinterest pages and other social media outlets. Pinterest images had so many repins we half-expected all of the pieces to be sold out in mere minutes.
Most of the pieces from the DKNY + BaubleBar collection are still available on the BaubleBar Website, which requires membership (it’s free) to access. In addition to the DKNY collection, the site offers hundreds of other styles separated into the season’s standout trends. And because they source from the same companies that high-end designers such as Roberto Cavalli, these pieces have an heirloom-worthy feel. Isn’t that what a limited-edition collaboration is all about?