Since its debut in 2007, Sylvie, the Dallas-based jewelry brand founded by Sylvie Levine, has specialized in wedding rings for women—thousands of designs that riff on signature details like its trademark shell motif.
Over the years, Sylvie didn’t see the need to expand beyond its role as one of the trade’s most prolific and beloved wedding jewelry manufacturers. At the recent Luxury show in Las Vegas, however, the family-owned company unveiled a new direction that’s been “a long time in coming,” says Gary Levine, the company’s director of business development.
“When we sat together as a leadership team and a family a couple years ago, when we mapped out strategically the next five to seven years, we wanted to tee up the evolution of our brand,” Levine tells JCK. “At the show, we expanded into two new categories to position our brand into a full suite of offerings across fine fashion and men’s bands.”
Sylvie didn’t introduce just one new fine fashion jewelry collection—it introduced eight. The company didn’t introduce just one line of men’s bands, but six. “To make an impact and have a nice range to show, we had to do something substantial,” Levine says.
“Our goal was to make the collections very sellable for our existing markets and our existing age demographics and the people that buy our engagement rings, allowing them to indulge in a whole new world of designs that were still distinctly Sylvie,” he says.
“In every collection you’ll find pieces that recall the brand, like the Sylvie shell icon, whether it’s a ring with flush-set diamonds or a bracelet in our Bezel collection that has shell motifs from start to finish,” Levine adds.
The three biggest collections in terms of quantity are Solaz, an ode to the “radiant energy of the sun,” according to a press release; Linéaire (French for linear), which features negative space and the use of repetitive lines; and Auravie, chunky gold designs that will be accompanied by the tagline “Live gold” (the name combines aura—Latin for gold—and vie, meaning life in French).
The other collections include Éternelle, a range of wearable pieces with classic silhouettes that can transition from morning to evening; Shell Héritage, a reimagined and contemporary take on the brand’s original icon; Tulira, a tribute to the parks and gardens of Sylvie’s youth in Belgium, expressly designed to complement Sylvie’s bridal pieces; Bezel, featuring trendy bezel-set diamonds; and a group of chain earrings distinguished by intricate chains that reflect light as they sway.
Levine says the reception at Luxury was uniformly positive. “All the lines really got love,” he says. “We had no expectations going into the show—because the gold price is really affecting jewelers, along with everything else—and we were pleased to see nobody really had pricing issues. Maybe retailers are a little less inventory-needy than in 2022, but we’re just going back to the mean.”
While most of Sylvie’s new jewelry “skews to everyday wear,” Levine says, there are plenty of options for someone who wants a bigger, flashier look. Overall, the pieces range from $400, for a pair of gold and diamond earrings, to $6,000, for a chunky gold and diamond bracelet.
The brand has also committed to men’s business, which had been nonexistent for Sylvie. Featuring distinct design elements, such as new textures and metal colors, “each men’s band collection has a different theme,” Levine says. “People can now sell couples under the same label that tells the same story in style and design.”
Recapping Sylvie’s new product lines, Levine struck an optimistic note. “We definitely wanted to capture the self-purchase part of the market, but this is wedding-day jewelry as well as big milestone jewelry,” he says. “All the expertise and flow that we’ve been grateful and lucky to achieve under Sylvie’s design and direction in the bridal category, we’re going to channel that same love and passion into all these categories.”
Top: Linéaire 14k gold bangle with 0.1 ct. t.w. diamonds, $4,560; 14k gold ring with 0.06 ct. t.w. diamonds, $1,200; and 14k gold hoops with 0.27 ct. t.w. diamonds, $1,170
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