Sylvie Collection Drops the ‘Collection’
After 15 years, the company is debuting a new name, campaign, and logo.
The Texas-based brand has unveiled a new advertising campaign, logo, and a subtle name change to celebrate its 15th anniversary.
Founded in 2007, Sylvie has international origins. Jewelry designer Sylvie Levine is a native of Antwerp, Belgium, and the third generation of her family to work in the diamond business.
Her husband Ian Levine hails from South Africa and, upon immigrating to the United States, founded Spectrum Diamonds in 1987. Sylvie and Ian met at a diamond conference.
Per the company, after marrying, the couple decided to collaborate on a fine jewelry collection under parent company Spectrum Diamonds. The brand formerly known as Sylvie Collection was born with the intent to sell at independent jewelers, to both self-purchasing women and couples.
Through the years, Sylvie has remained a company with jewelry designed by a woman for women and rooted in the Levine’s strong personal partnership.
“We reflect on our first 15 years with gratitude to our retail partners and end customers and wanted to
mark this milestone with an evolution of our brand,” said Sylvie Levine in a statement.
“Today, our mission transcends being a luxury jewelry company. We strive to be a daily reminder of love and its enduring beauty by creating on-trend jewelry with meaning and symbolism in life.”
Sylvie’s 15-year ad campaign, called “Shine On,” highlights women’s multifaceted beauty, the company said, and represents its new brand identity.
It features women layered in Sylvie designs, not just engagement rings but also everyday staples like diamond necklaces, bracelets, hoop earrings, and stacking rings.
The campaign has an ethereal feel, pictured against a blue sky with shades of blush and pink interspersed. The new Sylvie is modern and up to date, but still timeless and investment worthy.
The campaign coincides with the introduction of a new logo, an abstracted shell shaped like Sylvie’s signature ring profile. The light ray-esque beams are meant to evoke lightness and femininity, just like the new campaign.
The brand’s soft relaunch is spearheaded by the Levine’s son, Gary Levine, in a fitting tribute to Sylvie’s familial foundation.
Gary joined Sylvie a little under a year ago, and is the director of operations.
He said, “The women and art direction chosen to headline ‘Shine On’ to elicit Sylvie women and their dimensional attributes. They radiate youthful femininity, no matter their biological age, and are … elegant, confident and complex.
“Today, we celebrate them more than we ever have with gratitude for letting us be part of their life’s major milestones–in the past, present and for many years to come.”
The company promised new product, designs, and marketing as it embarks on its next chapter.
The jewelry trade show awarded brands and individuals across 14 categories.
Many times, customers walk away without buying because of this one thing salespeople neglect to do, Peter Smith writes.
The donation to a school in Namibia included computer equipment, infrastructure repair and sanitary wear.
The most trusted diamond report, available in print or the GIA App.
More than 250 gem, jewelry, and mineral companies are expected to exhibit, including the American Gem Trade Association.
This year’s Design Atelier is full of gems.
They’re a testament to the power of excellent design.
Navigate origin determination with Continuing Education seminars offered by the GIA Alumni Collective™.
The industry’s most influential contemporary designers are showcasing their latest jewelry designs.
Created by Maitri Lab-Grown Diamonds and graded by IGI, it’s slightly bigger than the record-setting lab-grown diamond GIA just examined.
The marketing agency has integrated its first C-suite.
The jewelry trade show also will debut educational content centered around social media.
Luxury kicks off today, with the full show in swing on Friday.
One of the three new collections was inspired by the legend of a woman who traded her mansion to Cartier for two strands of natural pearls.
Rob Ballew will be tasked with communicating the jewelry giant’s plans and financial performance to investors.
With the app, customers receive a 15-day insurance offer on new purchases while their coverage needs are being evaluated.
It is in House of Showfields, a bazaar-style retail space in the borough’s Williamsburg neighborhood.
From consumer trends to retail technology, these are the JCK Talks sessions that should be on attendees’ radar.
Signature pieces from Cartier and David Webb will appear in the June jewelry auction.
They will be celebrated at the annual dinner dance and gala in the fall.
Gemologists have long used machines in diamond grading but technology has made it possible for them to “learn” how to do it on their own.
Supplier Spotlight Sponsored by IGI
Watch retailers Jeffery Bolling and Bobby Bengivengo discuss employee training, customer education and the sticky subject of future value.
The company has plans to revamp the Movado brand and offer less expensive watches this year.
Set with a 118-carat unheated Sri Lankan sapphire, it just sold for $3.4 million at Phillips jewelry auction in Hong Kong.
Sponsored by Noam Carver
As cybercrime incidents threaten the industry, jewelers need to know what they’re up against and the best ways to protect their businesses.