Text, Vivian G. Kelly
Images of current collection pieces, J. Ecochard
When: The Bridal Market, Sunday, April 13
Where: The Warwick Hotel, 65 West 54th Street, NYC
One wouldn’t normally think of a company with a heritage like Van Cleef’s to consider the economy, even when the economy’s as in the doldrums as it is now. Van Cleef though, has expanded its range to appeal to a new, younger demographic and is offering some gorgeous pieces at price points that are decidedly more democratic. The new collection we previewed in the Lela Rose bridal suite at the Warwick Hotel, ranged from center stones 1/2 to 2 1/2 carats in size with signature Van Cleef mountings. With wedding bands starting at $400 and engagement rings beginning at $6,000, suddenly, owning a Van Cleef & Arpels is much more of a reality for those on limited funds. For those who don’t have a budget to heed, there’s a magnificent ring in the range priced at a cool $1,000,000.
We spoke with Alvina Patel, the Company’s Director of Public Relations who filled us in about Van Cleef’s latest initiative.
LYRA MAG: We normally associate Van Cleef with large, “important” stones; such as the wedding suite Prince Ranier gifted Grace Kelly. That 10.47-carat emerald cut engagement ring is unforgettable! In fact, there’s an emerald cut ring here in this collection that resembles it. Who are you targeting with this new collection?
ALVINA PATEL: With this collection, we’re moving to a smaller sized center stone that will appeal to a younger demographic. Everything though is made in our workshops in New York and Paris, just like the more substantial stones normally associated with Van Cleef.
LYRA MAG: There’s more here than engagement rings and bands. That diamond and platinum pendant is stunning.
ALVINA PATEL: We have some items here from the Snowflake Collection that are made of platinum and diamonds. The Collection got a lot of attention when Julia Roberts wore the Snowflake bracelet at the Oscars in 2001, when she won for “Erin Brockovich”.
We launched the pendant you see here 18 months ago; it’s available now.
To view more designs, visit the Company’s Website
www.vancleef-arpels.com