Trends

This Is the Ultimate Fantasy Jewelry Gift for 2021

TrendsJan 12, 2021

This Is the Ultimate Fantasy Jewelry Gift for 2021

The Last Line’s year-long monthly earring delivery service is the latest move from whip-smart designer Shelley Sanders.

20210108_TLL1.jpg
Consumers who sign up for The Last Line’s “Year of the Ear” delivery service will receive a curated array of earrings each month in 2021.

Los Angeles—Meet The Last Line designer Shelley Sanders in person and her passion for layering jewelry is immediately apparent.

A major devotee of the multiple piercing and layering trends, Los Angeles-based Sanders has grown her direct-to-consumer fine jewelry business by staying on the pulse of what consumers want to wear now.

With her latest project, Sanders is making it easier than ever for shoppers to get her look.

“The Year of Ear” is a monthly earring delivery service in which shoppers will receive a curated mix of earring styles—pairs and singles, ear cuffs, hoops, huggies, drop earrings, studs, styles that fit multiple piercings and charms for hoops—for a total 30 pieces.

While The Last Line boasts a colorful array of jewels on its website, this assortment features nearly all diamonds set in 14-karat yellow gold.

The subscription is priced at $20,975 for the entire year; customers pay up front.

It’s available for purchase online or at the company’s first retail space, a recently opened New York City boutique on Bleecker Street in the West Village.


The Last Line has landed in New York City. Here’s an exterior shot of the store, located in New York City’s West Village.

“The bonus of shopping in the store is, you can see all the pieces together and get a new piercing (or two!) to prepare for all the shine to come your way,” Sanders said.

National Jeweler recently chatted with Sanders about “The Year of the Ear.”

National Jeweler: What was your inspiration for the monthly subscription service?

Shelley Sanders: I’ve wanted to do this forever! I always get questions on ear game essentials, what to start with and what to add on so this was a fun way to offer it all together. The idea is to put together an amazing assortment that can be mixed and matched (but wear perfectly as-is) and show customers all the possibilities you can create when you do so.

NJ: How has the response been so far?

SS: People love it! It’s sort of the dream—a year of curated diamonds, with new pieces arriving once a month so there’s always something exciting (and shiny!) to look forward to and perfectly packaged, with the first order arriving in our ballerina jewelry box.

NJ: Do customers know which earrings they will receive ahead of time, or is it a surprise each month?

SS: Customers know which earrings to expect each month; we share

the entire assortment so they know what’s coming and can get excited.

NJ: You are known for your legendary ear game. Do you have a favorite curated month out of the entire year?

SS: What a compliment! Choosing a favorite set is like asking me to choose a favorite child but I suppose if I had to choose just one, I would say September, which is two diamond biggie hoops that are truly perfect and very, very shiny.

NJ: How did you pick the styles for the months?

SS: With tremendous care! It was more difficult than I imagined because I wanted a good mix. It needed to have classic styles and a mix of new and modern. I focused on diamonds because well, everyone loves them and they look great on everyone.


The Last Line’s 30 styles included in the entire “Year of the Ear” assortment.


The final assortment features eight classic pairs of earrings, then four mixed pairs that you can style as sent or however you like, plus ear cuffs, hoop charms, and enhancers so you can really have the ultimate ear game.

At the end of 12 months you will have received 30 pieces, which I think is very cool, and I know anyone who receives them will be super-excited.

NJ: How has business been during the pandemic? What are people shopping for?

SS: It’s been a bit of a roller coaster but we have been able to stay open for orders, which we are extremely grateful for. Over 40 percent of our customers are repeat shoppers, so we saw a lot of return shoppers who continue to build out their collections (or stacks) with us, which, again, has us feeling very grateful.

In general, we saw gift purchases increase—birthdays, anniversaries, etc.—and May is always big for us with the addition of Mother’s Day and graduations. We also saw a higher demand (40 percent-plus) for our brightly colored rainbow pieces. People seemed to be looking for literal ways to brighten their day (or dress up their sweats!).

NJ: Retail has been through a huge downturn and you’ve been far ahead of the curve selling online and establishing a huge following on social media. What inspired you to open a retail store?

SS: Opening our store was the result of a successful test strategy and our customers, truly. The entire line is based on customer feedback and demand.

It’s no secret fine jewelry is a tricky category for online, but we’ve worked really hard to connect with followers and make sure our customers were, first, comfortable shopping online exclusively.

Once our followers began asking to see pieces in person or try on specific styles we started to partner with some of our favorite retailers for in-person events, which of course involved piercing, and it just took off.

We were doing them all the time and driving the majority of the event traffic, so we decided we were ready for the next step—a standalone pop-up, which we did first in L.A. at the Westfield Century City and then again in New York. Both were super-successful, which made us confident for a standalone store.


The Last Line’s monochrome interior helps the environment feel more like a special experience than a typical retail store.


NJ: Why is this the right time for The Last Line to establish a physical footprint?

SS: Our customers would ask where they could see the pieces and get pierced. That, combined with two pop-ups, we felt ready for a permanent space. We have always envisioned The Last Line to be a brand that carried beyond just jewelry; we dream in diamonds and then some!

We have found success having a very specific vision for who we are as a brand, which is virtually the opposite of what you traditionally see (or expect) in the fine jewelry space, and I think our customers love that just as much as the jewelry.

It was super-important to me that the store felt special–– the entire space is branded down to the books and magazines so it’s more of an experience than a store.

The walls are the happiest bright yellow and the jewelry is displayed on colorful busts so you can see it right away and of course, try it on! There are design elements that mirror key jewelry pieces—a rainbow chandelier that was inspired by our rainbow tennis bracelet and flower sconces that reflect the design of our “Teddy” flower earring so the space feels very The Last Line.

We have an in-house piercer who is on-site Thursday to Sunday for piercing and styling questions. We’ve completely raised the bar for piercing so it feels appropriate, no matter your age. It’s great because we can actually design a client’s ear game from the piercing angle and with jewelry you actually want to wear for the long run.
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

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

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

gia-topimage 0325.jpg
Brought to you by
A Brilliant Future Is Here

Get online education from GIA experts.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

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

National Jeweler columnist Lilian Raji
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of Mouth

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

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

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

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

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

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

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

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

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

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

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

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

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

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

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

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

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

Athena Calderone x John Hardy Collection
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired Collection

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

Movado Connect 2.0 watches
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs Impact

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

Natural Diamond Council Diamond Learning Center Graphic
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning Center

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

×

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