The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
The New Collection That Aims to Shatter Female Stereotypes
Jewelry e-tailer Stone & Strand is redefining what it means to be a “good girl.”

New York--With its new “Good Girl” collection, jewelry e-commerce website Stone & Strand is making a statement about the labels ascribed to females and coming up with alternative definitions.
Launching today on StoneandStrand.com under the company’s eponymous, in-house label launched last year, the Good Girl collection is comprised of eight charms depicting various tools like saws and wrenches that have historically been associated with masculine pursuits.
Stone & Strand is reclaiming these symbols, using them to represent the skills, self-sufficiency and grit modern women need to succeed in the world.
“Until now, my adult life has been defined by male-dominated environments: science at Cambridge University, strategy consulting and Wharton Business School,” explained Stone & Strand’s Founder and CEO, Nadine McCarthy Kahane. “Now at Stone & Strand, I'm surrounded by incredibly talented women on a daily basis, and I am constantly inspired.”
For McCarthy Kahane, the e-tailer’s Good Girl capsule is born from her desire to relay a message of female empowerment to her customer base.
“I'm always working--and it is work--to feel more self-assured and unapologetic, and to be able to ask for more,” she continued. “I’m tired of being told to play by the rules, of sitting back and waiting for things to come to me, and of people thinking that Stone & Strand is a hobby instead of a big dream--just because we happen to be in jewelry rather than artificial intelligence.”
If society’s definition of a good girl is a female who plays by the rules, then Stone & Strand’s definition is a woman who pursues her goals without seeking validation from others.
To communicate this further, the company enlisted two Los Angeles-based female photographers, Emily Knecht and Dana Boulos, to lens the Good Girl campaign.
Knecht and Boulos photographed each other for the project. While they had never met prior to the Stone & Strand campaign, each is known for their natural, unfiltered style, and their resulting portraits are raw, personal and focused on the beauty of each other’s individuality.
“With this campaign, we’re looking for an honest conversation about true equality. Good Girl is a very personal mission, and one that I hope will provide support and encouragement to all other women looking to overcome challenges, face their fears and pursue their dreams,” McCarthy Kahane said.
All eight charms are rendered in 14-karat yellow gold vermeil and are priced between $30 and $45.
One of
Twenty-five dollars from the sale of each of these charms will be donated to a charity that supports women. Customers can vote for the charity they’d like the charm to support from a pool of pre-selected non-profit organizations.
The Latest

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.


The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
The two organizations will hold the educational event together this fall in Mississippi.

The entrepreneur and “Shark Tank” star will share his top tips for success.

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

The feedback will be used to prepare other jewelers for the challenges ahead, the organization said.

The online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.

The opening marks the jewelry retailer’s first location in the Midwest.

The “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.

Robert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.

The announcements follow a tumultuous start to 2025 for WJA, which saw a wave of resignations following controversial statements about DEI.

Editor-in-Chief Michelle Graff answers questions about how the new taxes levied on countries like India and China will impact the industry.

Kenewendo, Botswana’s minster of minerals and energy, discusses closing the deal with De Beers and the work that was missed along the way.

The historic fancy vivid blue diamond set to headline Christie’s Geneva sale next month could sell for up to $50 million.