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TrendsAug 10, 2016
A. Jaffe maps out new, personalized collection
A. Jaffe is taking personalized jewelry to the next level with its new Maps collection, which offers pieces that depict a particular spot on the globe to mark where people have met, fell in love or experienced some other significant or personal event.
The collection is available in 14-karat white or rose gold and sterling silver, and each piece features a single diamond on the map that marks a specific location. Retail prices in the line range from $125 to $1,995.
The jewelry is designed and ordered on the A. Jaffe website, where consumers can choose their map from virtually any spot on the globe.
“We have about three million landmarks you can search and create a map of,” Lindsey Scoggins, vice president of brand development at A. Jaffe, told National Jeweler. “On the back, you can engrave a second map or a few special words, and you can have diamonds on both sides as well.”
Designed in collaboration with New York-based accessories company Three Jane, the Maps collection will be available to consumers on the A. Jaffe website beginning Oct. 1.
The brand’s retail partners, which include independent retailers in the U.S. and Canada, will be able to sell the line in stores by spring of next year. In-store customers will work with store staff on computers next to display cases to create and order their Maps pieces.
“Our main focus for this is to make sure our retail partners understand how committed we are to driving traffic into their stores,” Scoggins said. “A. Jaffe has always been known for our customization options, and we really want to reach more than just the future bride niche. This is a great way to expand our audience but stay true to what we have always done.”
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