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New York, NY--Carolyn Rafaelian, known for her previous brand Alex and Ani, has launched a new jewelry line, &Livy, focusing on eco-friendliness and American production. The brand targets retail markets with margins of 56-59%.

[Image via &Livy]

& Livy's product range, priced between $28 and $88, aims to provide affordable yet quality designs. The brand derives its name from Rafaelian's daughter Alivia, nicknamed "Livy," continuing the tradition Rafaelian started with her first brand, Alex and Ani, named after her first two daughters.

Rafaelian emphasized the brand's focus on creating inclusive jewelry pieces. "On a mission to bring to market affordable, high-quality and meaningful designs to amplify wearers' intentions and connect people," she noted, as per a Gifts & Decorative Accessories.

Ivystone Group has been chosen as & Livy's national sales team partner. Doug Cofiell, CEO of Ivystone, commented on the partnership, stating that the collaboration with Carolyn Rafaelian and &Livy aims to introduce a fresh perspective to fashion jewelry.

"We will launch &Livy in our Dallas, Atlanta and Las Vegas showrooms in January, and are thrilled to share our enthusiasm with our retailers," Cofiell said, per the report. "&Livy brings fresh new looks in fashion jewelry combined with great quality and pricing to our consumers in 2024 and beyond."

&Livy jewelry is marked by an "Energy Tag," indicating the brand's focus on positive energy in its products. The company claims that its manufacturing techniques combine traditional craftsmanship with sustainable materials. This approach results in adjustable designs that cater to diverse body types and occasions.

Regarding retail strategy, Brad Owings, & Livy's chief revenue officer, shared that preliminary sales data have been promising, with &Livy performing well in initial market tests without significant marketing support.

Learn more in the entire report in Gifts & Decorative Accessories.