Articles and News
Q&A With Eddie LeVian: What’s to Come for LeVian as It prepares for Its Red Carpet Walk May 26, 2022 (0 comments)
Great Neck, NY--The US is the largest market for jewelry and diamonds in the world, and it is growing. In a record-breaking 2021, jewelry sales in the US, the world’s biggest jewelry market, skyrocketed 51% to $94.5 billion, according to leading market analyst Edahn Golan.
[Image source: Le Vian]
Despite a backdrop of geopolitical instability, demand for jewelry is robust, and jewelry brands are eager to showcase an appearance. JCK's jewelry industry event is scheduled to take place in June, and among the brands to appear in the event is Le Vian, a family-owned, New York-headquartered jewelry company.
Le Vian can trace their roots to jewelers in the 18th century who guarded Persia's royal jewels. Today, its jewelry is worn by celebrities.
Ahead of its 23rd red carpet Trend Forecast catwalk at the JCK event — attended by several hundred top Le Vian collectors — on June 12, Le Vian’s CEO Eddie LeVian offers a tiny taster of what’s to come.
Q: Can you give us a sneak-peek into Le Vian’s 23rd annual Trend Forecast?
Eddie LeVian: For our 23rd Red Carpet Trend Forecast, the family-owned jewelry house Le Vian is re-inventing itself by re-defining jewelry trends. Over the last two decades, we have identified style trends by looking at our credentials in high fashion, red carpet celebrity dressing, and consumer behaviors gleaned from sales at our thousands of annual trunk shows.
Now, for our 2023 Trend Forecast, we have pivoted our focus to the emotions at the core of jewelry buying decisions. Jewelry is an emotional more than a rational purchase. We are focussing on the sentiments set to propel collectors to desire jewelry, on emotions that reflect the zeitgeist, and articulate the mood of the moment in popular culture.
Given the enormous trust that our retail partners, some of America’s most successful and high profile publicly listed companies, continue to place in Le Vian after all these years – from Signet, the world’s largest diamond jewelry retailer, to Macy’s, the world’s largest department store – I look forward to a bright future for Le Vian which includes nine devoted and passionate family members from the next generation of the LeVian family having joined the company in recent years. I am so excited that Le Vian has given itself a new mission of articulating the most relevant consumer sentiments that will drive demand for jewelry in the future.
Q: What can we expect from Le Vian at JCK Las Vegas this year?
Eddie LeVian: We have recently been investing heavily in online visuals and content which have succeeded in driving up engagement and sales. With this in mind, major retailers including Signet, the world's largest retailer of jewelry and diamonds, will be live streaming the Le Vian catwalk show on their social channels direct from Vegas, bringing our original and fresh designs to their audiences in broadcast quality for social media which supports our transition into a digital company.
From Godiva x Le Vian – delectable new Chocolate Diamond collections from this hugely popular collaboration first launched in 2022, to Le Vian’s largest-ever High Jewelry offering - lavish pieces brought to life by New York’s top craftspeople, Le Vian will also present a whirlwind of color gemstones set in Le Vian’s own Platinum alloy to enhance durability, currently enjoying a doubling in demand.
The show highlight will be the 2023 Trends To Watch – the 7 key influences set to drive jewelry purchases in 2023 which will be announced and showcased at Le Vian’s 23rd annual Red Carpet Revue catwalk.
Q: Any special Le Vian moments we can expect?
Eddie LeVian: This year, we are offering all our guests, many traveling from afar, an exclusive VVIP makeover-photoshoot-dining-partying and of course jewelry-trying-on experience. Jewels are so often about the precious memories they hold.
We also have two special models on our catwalk this year – a dear friend of Le Vian, Andie Weinman. president of Continental Buying Group and the miraculous survivor of an illness which 2 years ago she was told was terminal – who will be accompanied on the runway by her beloved dog Elvis. We can’t wait.