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The jewelry brand partnered with media site Who What Wear on a 10-karat gold capsule collection, which retails largely between $95 and $300.
Tacori has partnered with media site Who What Wear on a 10-karat gold capsule collection targeting the web site’s millennial and Gen-Z audience.
Los Angeles—Tacori might be best known for its diamond engagement rings and ornate bands, but a new collaboration is targeting women who buy jewelry for themselves.
“Love, Los Angeles” is a limited-edition capsule collection created in conjunction with shopping-focused media site Who What Wear, and most of the collection retails for less than $300.
“For this collaboration, we wanted to blend Tacori’s timeless design sensibilities together with Who What Wear’s jewelry-obsessed audience and, in the process, connect new customers with our brand now and in the future,” Tacori CEO Paul Tacorian said.
“We are relentlessly constructing strategic collaborations with partners, and Who What Wear not only knows what works for their audience, but they also know how to market it.”
Love, Los Angeles marks Tacori’s first dip into 10-karat gold. The 31-piece assortment of bracelets, necklaces, rings and earrings feature all-gold pieces as well as citrine-, garnet-, peridot-, Swiss blue topaz-, black onyx- and amethyst-accented pieces.
Starting at $95, the modern and minimal range is meant for mixing, matching and wearing daily. It focuses on hoop earrings, thin chain necklaces and stacking rings, plus items available for personalization like ID bracelets and initial pendants.
It’s also geared toward WhoWhatWear’s audience: trendy millennials and members of Generation Z who love to shop but are most likely to indulge in under-$1,000 fine jewelry.
Love, Los Angeles, named for Tacori and Who What Wear’s home cities, will be handcrafted at Tacori’s California design studio, where all the company’s pieces are made. 
Tacori COO and Design Director Nadine Tacorian Arzerounian said: “Who What Wear has unique insights into how we can reimagine our approach to jewelry design and how we reach future customers, which is something that we’re very excited about. Tacori’s goal with our designs is simple: to innovate what jewelry design can be for product concepting and development.”
Love, Los Angeles debuted this week on Tacori.com and WhoWhatWear.com. Tacori will also sell some of the pieces at its first pop-up event in company history, happening this December at The Grove shopping center in Los Angeles.
Additionally, Tacori will give select retailers in North America the opportunity to carry the collection in stores, a press representative confirmed to National Jeweler.
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