Independents

Sylvie Collection Drops the ‘Collection’

IndependentsMay 05, 2022

Sylvie Collection Drops the ‘Collection’

After 15 years, the company is debuting a new name, campaign, and logo.

20220505_Sylvie.jpg
An image from the new Sylvie—formerly known as Sylvie Collection—advertising campaign, helmed by Gary Levine, son of the company’s founders.
Dallas—Like Madonna, Cher, and Zendaya, Sylvie Collection now goes by one name—Sylvie.

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. 

20220505_Sylvie2.jpg
The new Sylvie logo abstractly references light rays, a shell, and the Sandro Botticelli painting “The Birth of Venus,” circa 1484-1486, the company said.

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. 

 Related stories will be right here … 

The Latest

The eight rings in Viviana Langhoff’s AU79 jewelry collection
CollectionsJun 03, 2025
In Her Latest Collection, Viviana Langhoff Is Leaning Into Gold

The designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.

Gold and diamond bangles on a pair of jeans
FinancialsJun 03, 2025
Signet Jewelers Sees Turnaround in Q1 With Sales Ticking Up 2%

On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.

Woman’s hand holding shopping bags
SurveysJun 03, 2025
Consumer Confidence Improves in May

The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.

DCA-student-cert-NJ1872x1052-2.png
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry Business

When investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.

Dakota Johnson as Roberto Coin Brand Ambassador
CollectionsJun 03, 2025
Dakota Johnson Is Roberto Coin’s New Brand Ambassador

The actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.

Weekly QuizMay 30, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Mason Kay Jade necklace
GradingJun 03, 2025
Mason-Kay Jade Adds ‘Fei Cui’ to Jade Reports

The company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."

Gemfields ruby
SourcingJun 02, 2025
Gemfields’ June Auction to Include 36-Carat Ruby

The large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.

Article Image 1.png
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.

More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.

Adobe Stock image of skyline of Bangkok, Thailand
GradingJun 02, 2025
GSI Opens New Lab in Thailand

Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.

Seaman Schepps pearl earrings
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June

Those born in June have a myriad of options for their birthstone jewelry.

David Allouche
SourcingJun 02, 2025
David Allouche Joins Grandview Klein Diamonds

The diamond industry veteran has been named its senior sales executive.

Movado Connect 2.0 watches
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment

The company plans to raise the prices of select watches to offset the impact of tariffs.

Zoë Chicco Bracelets
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable Environment

Between tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.

Renato Cipullo Hematite Blaze Necklace
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ Necklace

Designed by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.

Stock image of shipping containers
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs Invalid

However, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.

Britney Spears
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry Line

The pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.

Inoveo Platinum Grain image.jpg
Supplier BulletinMay 29, 2025
Inoveo Platinum Grain, Exclusively Distributed by Stuller

Sponsored by Stuller

Grizzly Mining Pilala emerald
SourcingMay 29, 2025
Grizzly Auctions 6,620-Carat Emerald

It was featured in the miner’s latest sale, which brought in $24.8 million.

GemFind Logo
TechnologyMay 29, 2025
GemFind Launches AI Product Description Software

GemText AI uses artificial intelligence to generate tailored product titles, descriptions, and tags with jewelry-specific language.

Graff Fontainebleau Las Vegas
MajorsMay 28, 2025
Graff Unveils New Las Vegas Flagship

The 3,300-square foot location is the jeweler's largest store in North America.

Kim Kardashian
CrimeMay 28, 2025
8 Convicted in Kim Kardashian Jewelry Heist Trial

Aging and with myriad health issues, none will serve time for their roles in robbing the billionaire celebrity at gunpoint in 2016.

New York Liberty 2024 WNBA Championship Ring
CollectionsMay 28, 2025
NY Liberty’s 2024 Championship Rings Honor Historic Win

The WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.

Jewelers Board of Trade logo
MajorsMay 28, 2025
Andrew Rickard Named JBT President

A longtime executive at RDI Diamonds, Rickard has served on the JBT board for the past five years.

Logos for Manufacturing Jewelers & Suppliers of America and Jewelers of America
MajorsMay 27, 2025
MJSA to Become Part of Jewelers of America

The two organizations have signed an affiliation agreement that’s expected to be finalized in the coming weeks.

Al Capone Pocket Watch
AuctionsMay 27, 2025
Al Capone’s Patek Philippe Pocket Watch Back Up for Auction

The platinum and diamond watch is part of Sotheby’s upcoming Important Watches sale.

Kat Florence Lumina
AuctionsMay 27, 2025
182-Carat Paraíba-Type Tourmaline Sells for $487K

Recovered in Mozambique, “The Kat Florence Lumina” was part of Bonhams’ Hong Kong jewelry auction held last week.

Mark Henry Gumdrop Bypass Ring
TrendsMay 27, 2025
Amanda’s Style File: Candy-Colored Gemstones

Get a taste of the delicious candy-like gemstones in this Amanda’s Style File.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy