Technology

Stone & Strand’s CEO On Launching Private Label

TechnologyMay 31, 2017

Stone & Strand’s CEO On Launching Private Label

Nadine McCarthy Kahane also spoke to National Jeweler about a recent bridal collaboration with Jemma Wynne on the e-commerce site.

20170531_SandS-header.jpg
Stone & Strand’s eponymous fine jewelry collection offers basic styles at millennial-friendly price points.
New York--In the digital realm a few years is a lifetime, and in the four years since e-commerce fine jewelry site Stone & Strand launched, it’s evolved accordingly.

What started as a purely online space branched into an omnichannel retail venture with the addition of a by-appointment showroom in New York City.

Last year, the company quietly introduced an in-house, eponymous private label, which contains various sub-labels, or collections grouped by trend, to its website. 

National Jeweler chatted with CEO and founder Nadine McCarthy Kahane on Stone & Strand the company, Stone & Strand the label, as well as the online retailer’s recent bridal collaboration with Jemma Wynne.


Stone & Strand founder and CEO Nadine McCarthy Kahane
Stone & Strand founder and CEO Nadine McCarthy Kahane

National Jeweler: Describe the visual philosophy of the Stone & Strand label.

Nadine McCarthy Kahane: The line is designed to provide our customers with stylish basics at great price points.

We sell studs individually so it ranges from $65 for a single earring to around $1,000 (for a larger piece).

NJ: What led you to create an in-house brand?

NMK: We really felt lucky to be in a place where we worked with such an amazing group of creative designers and we were really pleased with the curation we had on our website. At the same time, we had customers who were asking for that basic stud to wear with, for example, a more interesting Jacquie Aiche ear cuff or ear jacket, and that was one thing, which, as a non-traditional jewelry store, we just didn’t have to offer.

So the line really came from that customer demand and customer requests that we were getting on a very consistent basis.

NJ: How are your customers responding to it so far?

NMK: It’s really had an incredible response. In terms of revenue and volume, it’s just seen incredible month-to-month growth since we’ve launched. 

I think one of the things that we’re most excited by is that it is really something that is quite complimentary to what we have on offer from our designers, so we often see people buying multiple pieces. For example, they buy two or three earrings and the basic studs would be from us but maybe they throw something in that’s a little more fashion-forward from (jewelry brand) EF Collection as well.

 
 

NJ: What is the design process like? Where is the jewelry made?

NMK: It’s designed in-house. We have a really great former  editor whom we’re working with who provides us with the designs and obviously a technical team that turns that into reality.  Right now everything is manufactured in New York but depending on how the collection evolves, we’d always look to manufacture in a place that makes the most sense for the type of work we’re doing. 
NJ: You also launched a six-style bridal collection in collaboration with Jemma Wynne this year. How did that project originate?

NMK: That really came about quite organically as a meeting of minds for both parties.

We were interested in doing a very unique bridal collaboration that, for us, was the sort of ultimate dream capsule, and we wanted to find someone to partner with whom we thought could really bring that special creative energy to the table.

And, at the same time, Jemma Wynne was looking to do something a little more accessible in the bridal space. We were both really excited by the idea of trying to reinvent the traditional solitaire and produce something that’s fresh and modern and relevant to our girl.

NJ: Why was Jemma Wynne the right fit for your customer?

NMK: They have that incredible timeless and luxurious brand and product quality, which we can stand by, from being made in New York to also using 18-karat gold, which isn’t a material that we typically offer for everyday pieces. We felt that for a bridal purchase we wanted to be able to offer something to our customer that was a little bit more luxurious because it really is a piece that they’re going to own forever.


Here are five of the six bridal styles Jemma Wynne created in collaboration with Stone & Strand. The range starts at $2,520 retail for the setting only, with the most expensive style selling for $9,870 for the setting only.
Here are five of the six bridal styles Jemma Wynne created in collaboration with Stone & Strand. The range starts at $2,520 retail for the setting only, with the most expensive style selling for $9,870 for the setting only.

NJ: In the four years that you’ve been in business, what have you learned about your customer? Has your understanding of them changed in that time?

NMK: Definitely. I would say that we are just so much more focused than we ever have been on targeting the female millennial customer.

When we first launched, we carried a broader selection but we found that this (the female millennial customer) was the customer we knew best and who was responding to us, so more than ever we’ve fine-tuned our merchandise selection to really offer her what she wants, as opposed to catering to a larger audience.

NJ: Are there other brand collaborations planned for the future?

NMK: We see partnerships as a key way to be able to offer something special and more unusual to our customer, so that’s actually something we’ll be doing a little bit more of going forward.

These partnerships happen very organically so the pace sort of depends on whom we meet and whether there’s a strong connection, so to speak.

NJ: What’s next for the Stone and Strand in-house line?

NRK: We are constantly looking to offer our customers something fresh, and the nice thing about being online is that it does allow us to experiment with different styles on a very regular basis so that’s something that we’re looking to introduce in a consistent way.

We tend to add something new every two weeks.

Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

The Edit – A Gallery of Italian Jewelry Masterpieces Graphic
Events & AwardsOct 17, 2025
An Edit of Italian Jewels Is Coming to NYC

The new showcase dedicated to Italian jewelry design is set for Oct. 29-30.

Judi Powers Jewelry Stella Earrings
TrendsOct 17, 2025
Piece of the Week: Judi Powers Jewelry’s ‘Stella’ Earrings

Take a gaze at the sky with this pair of platinum diamond-set star earrings with blue lace agate drops.

Charles London, Mayer and Fran Udell, Mark and Candy Udell
IndependentsOct 17, 2025
From the Jazz Age to the Information Age: London Jewelers Turns 100

In 2026, the jewelry retailer will celebrate a milestone only a small percentage of family-owned businesses survive to see.

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (2) (1).jpg
Brought to you by
Protect Your Customers and Your Business

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

Jeffrey Zimmer Reeds Jewelers
IndependentsOct 16, 2025
Retailer Hall of Fame 2025: Jeffrey Zimmer

Jeffrey Zimmer's decades of leadership at Reeds Jewelers are defined by integrity, a love of sourcing gemstones, and a heart for community.

Weekly QuizOct 16, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Sothebys salon new bond street
AuctionsOct 16, 2025
Sotheby’s Introduces Custom Jewelry Service

The new high jewelry design and production process takes 30 days or less from concept to completion, the auction house said.

Oscar Heyman 2025 Holiday Catalog Cover
MajorsOct 16, 2025
Oscar Heyman’s Holiday Catalog Is Out, and It’s Spectacular

The holiday catalog for 2025 features never-before-seen images of more than 100 one-of-a-kind masterpieces.

ja_fall_2024_by_headshot_stories_6824.jpg
Brought to you by
JA New York Fall Is Right Around the Corner

The upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.

Foundrae United in Love Campaign Imagery
CollectionsOct 16, 2025
Foundrae Adds To ‘United in Love’ Collection

The brand has released a second installment of its collection of traditional and non-traditional commitment heirlooms.

Kathy Corey
IndependentsOct 15, 2025
Retailer Hall of Fame 2025: Kathy Corey

Corey rescued New England chain Day’s Jewelers, preserving its legacy with strong people skills, pragmatism, and a “get-it-done” attitude.

Colorado jeweler Peter Damian Arguello
CrimeOct 15, 2025
Men Receive Lengthy Prison Sentences for 2023 Murder of Colorado Jeweler

Charles Robinson Shay was sentenced to life in prison plus 120 years while his accomplice, Michael James McCormack, got 75 years.

Douriean Fletcher Messenger Collection
Events & AwardsOct 15, 2025
‘Douriean Fletcher: Jewelry of the Afrofuture’ Opens at MAD

The Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.

Logo for Timepieces at Luxury
Events & AwardsOct 15, 2025
JCK, Luxury to Debut New Watch Section in Vegas Next Year

Timepieces at Luxury will take place at The Venetian and, like Luxury, will be invitation-only for the first two days.

Max Fawcett Claibourne Poindexter
AuctionsOct 15, 2025
Christie's Announces New Jewelry Department Leadership

The auction house named a new global head of jewelry, as well as a new head of the jewelry department for the Americas.

Schwanke-Kasten Jewelers, Tom Dixon
IndependentsOct 14, 2025
Retailer Hall of Fame 2025: Tom Dixon

As chairman of Schwanke-Kasten Jewelers, Tom Dixon has been tasked with honoring the past and shaping the future of the family-run store.

Katty Villapando Lyte and Mica Rencher of Shimmer LLC
Events & AwardsOct 14, 2025
Here Are the Winners of the BIJC, JA ‘Emerging Jewelers’ Grant

Katty Villapando Lyte and Mica Rencher received a $10,000 grant for their business, Shimmer Culture LLC.

Cooper Flagg family at Day’s Jewelers
IndependentsOct 14, 2025
Day’s Jewelers Crafts Custom Jewelry for No.1 NBA Draft Pick Cooper Flagg

The parents of the Dallas Mavericks rookie bought their engagement ring at a Day’s store in Bangor, Maine, in 1997.

Pragnell Kitulo Garnet collection
SourcingOct 14, 2025
Pragnell Debuts Kitulo Garnet Jewelry

The UK-based brand sourced the gemstones, which are fully traceable, from an artisanal mining community in Tanzania.

Astrid & Miyu 2025 12-Day, 24-Day, Solid Gold Advent Calendars
CollectionsOct 10, 2025
Count Down to the Holidays With Astrid & Miyu’s Advent Calendars

The trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.

Front of Marla Aaron porcelain Nymphenburg Lock
CollectionsOct 10, 2025
Piece of the Week: Marla Aaron’s ‘Nymphenburg Lock’

Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.

Alisa Bunger Frederick Goldman
MajorsOct 10, 2025
Frederick Goldman Names New VP of Sales

Jewelry industry veteran Alisa Bunger has taken on the role.

Feriel Zerouki, De Beers Chief Trade and Industry Officer
SourcingOct 09, 2025
Feriel Zerouki Is Leaving De Beers

The company and industry leader’s two-decade tenure with De Beers will come to a close at the end of the month.

Fabergé Imperial Winter Egg
AuctionsOct 09, 2025
This Fabergé Egg Could Crack $27M At Auction

“The Winter Egg” set the world auction record for a Fabergé piece twice at previous Christie’s sales.

Kessler watch battery recycling program
MajorsOct 09, 2025
Sy Kessler Buying Watch Batteries as Silver Hits Record High

The company will pay 1.5x silver’s current spot price for each pound of silver oxide batteries submitted.

Katkim Men’s Collection Shadow Pendant Necklace and Anerise Signet Band
CollectionsOct 09, 2025
Katkim Launches First Men’s Collection

The line includes a “Shadow” series crafted exclusively for the new men’s offering and reimagined styles from the brand’s core collections.

Gemfields Rough Rubies
SourcingOct 09, 2025
Gemfields’ Mini Mixed-Quality Ruby Auction Garners $11M

The rough on offer was recovered from a newer area at the Montepuez mine.

“Storied Diamond Desert Sands of Eternity” engagement ring and wedding band
SourcingOct 08, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

×

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