Leigh Maxwell Captures Camouflage in a Capsule
Designer Jennifer Maxwell spent a year developing a collection that uses a mix of diamonds and gemstones to elevate the pattern.
Having grown up in the Midwest, Jennifer Maxwell, the designer behind Leigh Maxwell, gets it. “That’s the Iowa perspective as well; I’m in the middle of deer-hunting country.”
But there are other perspectives too, one of camouflage-as-fashion—which Maxwell says she sees all over Los Angeles, where her jewelry is made—and of appealing to luxury consumers who’ve sought a different sort of life since the onset of the pandemic.
COVID-19, Maxwell noted, caused some people to relocate from crowded urban locations to wide open spaces like Big Sky, Montana, and Jackson Hole, Wyoming, bringing more customers to luxury retailers like Belle Cose, which has stores in both places.
Leigh Maxwell does well in both those locations, with Maxwell creating a Teton charm exclusively for Belle Cose that sells “non-stop,” store owner Jane Carter-Getz told Couture.
Inspired by time spent in the national parks out West, Maxwell also has made a couple of hand-carved elk pendants that have sold at both stores.
“For me, [camo] just kind of seemed like a natural leap and I hadn’t seen it done in fine jewelry,” the designer said.
To start, Maxwell leaned into the greens of fall, sourcing gorgeous green sapphires and tourmalines, and then spent a year in a Goldilocks-esque phase of development. She had to try out numerous sizes and patterns for the collection, called simply “Camo,” to get it just right.
If the pattern was too small, it wouldn’t read like camouflage.
When the size was right, there was the matter of balancing texture and color so the pieces were recognizable as camouflage without being too literal.
“It had to feel right for her,” explained Beth Ann Bonanno of The Gems Project, the luxury brand development agency that represents Maxwell. “I could like it or [someone else] could like it but, as always, it had to connect to the designer.”
Maxwell agreed.
“Camo can be read a lot of different ways by a lot of different people. It had to be set right and the colors had to be right,” she said.
“It was very important to me that it did feel like luxury.”
Accompanying the main stars of the Camo collection—the elegant earrings, slim cuff, and the designer’s signature heart, which is a cornerstone of her brand—are what Maxwell refers to as the “supporting cast members,” the hand-carved acorn pendants and pinecone earrings.
There are also the pieces she created previously that can be interpreted as camo-adjacent, like the elk pendant.
The Leigh Maxwell camo capsule collection soft-launched this fall via a series of trunk shows, making stops in stores including Neiman Marcus, Elizabeth Anthony in Houston, Marissa Collections and GemBox in Boston.
This week, Maxwell and her team will head west from the brand’s headquarters (and her home) in Cedar Rapids, Iowa, to Belle Cose in Big Sky and Jackson Hole to show the Camo collection there for the first time.
In Las Vegas at the Couture show this summer, retailers will have a chance to see, buy and order it for their stores.
The Latest
The grading lab said the search for her successor is underway.
In this special op-ed, designer Jules Kim calls on big brands to collaborate with independent creators instead of copying their designs.
Several jewelry designers are lending a helping hand to charities in Los Angeles amid the raging wildfires.
The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
A pioneering figure in gemology, he is remembered for his spirit of generosity, curiosity, and joy.
The peak selling days leading up to Christmas did not meet the jewelry retailer’s expectations.
Schneider brings over 20 years of luxury and fashion industry experience to his role as a key member of the brand’s global leadership team.
A Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
Gemfields said the Zambian government revoked the 2019 suspension of the tax with no warning.
With versions in 18-karat gold and platinum, the wearables company is blending health technology and fine jewelry.
The executive brings more than two decades of industry experience to the role.
The New York City-based retailer is bringing its curation of jewels to a pop-up shop at Love Binetti in Palm Beach, Florida.
Created by JA and DCA, the fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.
Adrien Brody received his first Golden Globe while wearing the “Mozi” brooch, which depicts a spill of traditional Chinese calligraphy ink.
The pair will work together to support independent retailers in India with marketing assets, training materials, and other tools.
Officers in Champlain, New York valued the jewels, if genuine, at nearly $30,000.
The seminar series covers topics from market trends and colored stone terminology to working with museums and growing an Instagram profile.
The artist collaborated with industry creatives on the project, which features five fictional stories and five corresponding paintings.
Nine jewelers donated jewels for a raffle to support the Children’s Hospital Foundation at Virginia Commonwealth University.
Miss Piggy shared her thoughts on being fabulous, the importance of accessories, and how to be your own cheerleader.
“Promise by Effy” includes fashion jewelry and engagement rings.
The Texas-based jeweler is closing all three locations.
Zendaya’s ring, featuring an east-west set elongated cushion-cut diamond, is said to be from British designer Jessica McCormack.
Micro-influencers, customer reviews, and shoppable videos are going to be key to getting customers’ attention, Emmanuel Raheb writes.
Garnet is comprised of a group of minerals, giving those with a birthday in January options when it comes to their birthstone.
The annual award, created in memory of business coach William “Wag” Wagner, went to a retailer in Fairfax, Virginia.
Retailers and vendors can ask customers to make a donation by rounding up to the next dollar at checkout.