CO L L E C T I O N S
The charms and studs in jeweler Jade Trau’s new Victoria line
are perfect for personalizing — and for the mood of 2020.
BY SONIA ESTHER SOLTANI
F
or Jade Lustig, diamonds are always
the focal point of her creations, not an
afterthought. The founder of jewelry
brand Jade Trau started sketching her new
Victoria collection on a long-haul flight
to Botswana, where she had been invited
to visit De Beers’ operations as part of
a small group of designers in November
. Named after the British queen who
made sentimental jewelry popular, the
range captures consumers’ current luxury
aspirations: Meaningful, designed to be
personalized and layered, and serving as a
vehicle for the wearer’s story.
What Lustig could not have anticipated
was that her decision to create these
charms and mini-studs at a lower price
than her previous collections would make
them ideal in the financially challenging
Covid- era. “What I’m launching is a
smaller price point or something that you
can add on. It is quite fortuitous timing,”
says the New York-based designer during a
Zoompresentation of her new line.
A dynamic, driven jeweler who didn’t
let the lockdown stop her production —
she even enrolled her -year-old twin
sons to help with FedEx parcels —Lustig
highlights how important her relationship
with retailers is. In fact, she has given them
the first pick of the Victoria line.
“I am so grateful for all my retail
partners,” she says. “They all invest inmy
collection, and they work so hard to not
just promote their own brand. I wanted to
give them a chance. So I’mwaiting [before
I] launch direct to the consumers.”
jadetrau.com
MEANINGFUL
LOOKS
“WHAT I’M LAUNCHING IS
A SMALLER PRICE POINT
OR SOMETHING THAT YOU
CAN ADD ON. IT IS QUITE
FORTUITOUS TIMING”
Jade Lustig, founder
and designer of
Jade Trau.
SEPTEMBER
DIAMONDS.NET
