One would think that Roxanne Assoulin’s jewelry (you know the stuff; those Chiclet-like chokers and bracelets that first started popping up on people like Leandra Medine and Vogue editor Selby Drummond a year and a half ago) is the consummate millennial accessories brand. And in a sense it is. Those very same pieces, so easily stackable and mix-and-matchable, are Instagram gold, but where most young designers might think to make their products’ sheer sharable-ness a priority with anything they put out, for Assoulin, it was a pure and happy accident.
Here’s the thing: The longtime jeweler is no millennial. In fact, she’s a veteran of the industry and has designed baubles for everyone from Marc Jacobs (and his infamous grunge collection) to J.Crew and Banana Republic—two brands for which she continues to create private label pieces. Rather, her line and its runaway success (which mostly comes, Assoulin is quick to tell us, because customers are constantly sharing their purchases on social media), was created simply because she wanted jewelry that would make people smile. In other words, it’s about the least calculated, most *authentic* (to use our least favorite social media qualifier) way to gain real fans.
Now, Assoulin wants to meet those fans IRL. Starting today, she’s opening up part of her office as a showroom for editors, but also for weekly retail days. Click through the gallery to get an exclusive first peek at the space—and all the new jewelry she designed for fall. Trust us, the whole thing will make you smile.
