The duo that made vitamins fun wants to do the same for fine jewelry, they told WWD, with a Marin County boutique that's like a 'candy store' for women.
Cast, which launched online last year, is the brainchild of chief creative officer Skelly, a designer and creative director with years of experience in fashion, food and wellness. The business operates like the antidote to a jewelry industry that often takes itself too seriously, and the inaugural store was designed as the physical embodiment of that ethos.
in, and I know a lot of my friends feel the same,” she said. “Eric and I really believed that we could do something differently in the space.”Jewelry is outside Ryan’s expertise but as the friends, who previously worked together at Olly, discussed the opportunity, the conversation tapped into an all-too familiar theme.
“You ask to look at a piece, and when you ask the price, the world’s smallest price tag gets turned over, and you have to react to that price,” he added. “Everything comes out of a salesperson’s mouth. I’ve never walked out of a jewelry store feeling good about my purchase.”The venture capital-funded operation caters to the woman who’s coming into her own and transitioning from fake or costume jewelry into finer pieces.
“We want to build a brand that can continually innovate, stay fresh and offer the aesthetic range for consumers,” Skelly said. “Because the challenge with a lot of traditional luxury brands is they do have a singular aesthetic.” The Corte Madera store will carry the online selection, and area shoppers may even get an advantage. The very latest offerings will likely arrive in store before landing on the website.
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