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TrendsSep 28, 2016
Jewelry Brand to Know: Redline
After a decade of success in Europe and Asia, Paris-based brand Redline is dipping its toes into the U.S.
Parisian Laetitia Cohen-Skalli founded Redline a decade ago after creating the concept for a school project.
Paris--Over a decade since its launch, designer Laetitia Cohen-Skalli recalls how her jewelry brand, Redline, started as a mock business for a school project.
Cohen-Skalli was a student undertaking a master’s degree in design and visual communication when she chanced upon the idea of mixing high and low materials to create a unique piece of jewelry.
“I started to think about the concept of a diamond on a thread during my studies,” she said. “My school’s director encouraged me to launch my own brand so I thought, why not? And I decided to create a company.”
Redline was inspired by the red string commonly sold and worn in Jerusalem, which is knotted seven times and blessed to ward off evil, according to folklore (the red string is in the Genesis chapter of the Bible.)
In the early 2000s, when Cohen-Skalli dreamed up Redline, wearing a red string was also the domain of Kabbalah-practicing celebrities such as Madonna and Demi Moore.
The trend may have died off for pop stars and actors, but Redline has been going strong ever since. The company is celebrating its 10th anniversary this year.
“Every year is a good time for us,” said Cohen-Skalli, reflecting on the last decade. “Each season it’s a pleasure to create new models. The seventh and 10th birthdays of Redline are really good memories; we worked with artists from around the world.”
This bracelet embodies the look with which Redline started.
Here, a half gold, half red string version of a Redline bracelet, featuring a marquise-cut diamond (approximately $617 retail according to current exchange rates)
A multi-strand style from Redline
The string colors are customizable
Redline has moved beyond its original concept, creating simple, classic jewelry that is primarily focused on diamonds.
Here, a Redline finger bracelet
The company is focused on growth in America and has recently begun retailing at Ylang23.
Redline has partnered with Sarah Jessica Parker and Ladurée, to name a couple of collaborations. To celebrate the 10th anniversary, the brand has teamed up with French singer Jenifer on a special style called the Royal bracelet.
“I’m really excited about the Royal bracelet, made with princess diamonds,” said Cohen-Skalli, “(it’s) a beautiful way to celebrate the 10 years of Redline.”
Redline has branched out beyond its first incarnation of a simple round diamond on a red string. Now, styles are produced in dozens of string colors featuring different fancy-cut diamond and gemstones. There’s a men’s collection and a children’s collection, plus charm-centric pieces in 18-karat gold and silver that don’t incorporate a string at all.
Produced in Paris, where Redline is based, pieces retail from about $149 to $6,168 as of current exchange rates, with most pieces veering toward the lower end of the pricing spectrum.
While Redline is currently stocked across Europe and Asia, the United States is a new focus. Redline has recently popped up at popular Dallas retailer Ylang23.
“We’d love to expand even more towards America and Asia,” said Cohen-Skalli. “We are planning to expand our offices and expand our distribution locations.”
She said that product preferences shift according to geography. “It depends on each country,” she explained, “For example, in Saudi Arabia they really like neon colors; in Japan they are more into sweet and romantic colors.”
Cohen-Skalli has her own personal favorites.
“Recently, I wear Son Altesse and Sa Majesté, made with pear-cut diamonds and also the Duchesse bracelets (diamond and gold tennis bracelets), but I like to change my style for every occasion,” she said.
“I’m lucky enough to be able to change every day.”
For more information, visit Redline’s website.
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