.BaubleBar is launching fine jewelry on its site.
The direct-to-consumer label will launch gold and diamond pieces on its web site Wednesday. Prices reflect the company’s lack of middlemen — starting at $55 for gold stud earrings and going up to $995 for a diamond-set signet ring.
Baublebar’s costume-jewelry designs largely retail for less than $50. The company decided to enter the world of fine after experiencing unforeseen success with the launch of its gold vermeil collection. Baublebar expects the assortment to represent 20 percent of company sales within the next two years. Its debut collection is limited to rings and earrings, with streamlined hoop and stud shapes for earrings and simple, embellished bands for rings. Some more directional earrings take the shape of letters or safety pins.
Baublebar cofounder Daniella Yacobovsky-Fiala said their launch is strategic: “Since the beginning, the voice of our customer has led our product evolution. We have always been a brand committed to offering the best assortment of accessories at an accessible price point and 18 months ago that voice drove us to introduce a collection of gold vermeil layering pieces.
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