A Look at the 2022 JCK Show With LeVian
Who isn’t familiar with Le Vian? The family-owned brand’s famous Chocolate Diamonds have been delighting customers for decades, and its offerings have only gotten more colorful.
The same can be said of its presence at JCK: Each year, visitors expect to see a grand display from Le Vian, and we can’t imagine that they’re ever disappointed. From eye-catching displays to trend forecasting and an eagerly awaited annual fashion show, Le Vian always has something new and exciting to offer.
We were fortunate to get a few moments with Eddie LeVian, CEO of Le Vian, who answered some burning questions about what’s in store for us at the big show this year.
Can you give us a sneak preview of what we’ll see at the Le Vian annual Red Carpet Revue? We love learning about all the trends to watch!
For our 23rd Red Carpet Trend Forecast, Le Vian is reinventing itself by redefining jewelry trends. Over the last two decades, we have identified style trends by looking to our credentials in high fashion, red carpet celebrity dressing, and consumer behaviors—all gleaned from sales at our thousands of annual trunk shows.
For example, the trend named Alive—which, after a turbulent two years, is about a primal desire to attach ourselves to life itself and to nature—has given rise to Le Vian’s Beautiful Creations collection, exploring natural creatures of land, sea, and air.
Given the enormous trust that our retail partners—some of America’s most successful and high-profile publicly listed companies, from Signet, the world’s largest diamond jewelry retailer,
to Macy’s, the world’s largest department store—continue to place in Le Vian after all these years, 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 who have 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.
We’re hungry for more information on your Godiva x Le Vian collection. Can you share a peek?
We are very excited to have millions of Godiva Chocolate lovers added to our followers of Chocolate Diamonds as Godiva collaborates with Le Vian to engage its audience in the new collections.
New Godiva x Le Vian designs are very true to the Godiva DNA, while also true to Le Vian’s point of view. While that [creative process]slows the rollout of new products, it makes each new launch a success! Le Vian is introducing new techniques to reinvent how it evolves this collection. We are very excited to be introducing it to our luxury independent stores at JCK this year.
What do you expect show attendees to be on the hunt for this year?
We predict that JCK shoppers will be seeking to stock up on higher taste-level products, and bright, young, bold colors to be trending in jewelry.
How has the course of the pandemic changed what customers are demanding from you? Have you seen any obvious trends or purchasing habits from them?
Initially, we saw a dramatic shift to online sales and now a big shift to in-store sales and higher average prices. People are more interested in quality and value.
The well-to-do customers who stayed home during the pandemic are out more than ever and buying to make up for lost time. Since Le Vian is a premium brand in the stores with a higher average spend, our sales have been positively impacted by this shift, and we’re trending to have our best year ever.
What are you most excited for at the JCK show this year?
With the demise of Basel, disruptions of Hong Kong shows, and the importance of the U.S. market’s vitality and economic growth, we see a rise of JCK to unprecedented levels on the global stage for jewelry.
Do you have any thoughts on the current state and future of men’s jewelry?
Fatherhood is one of those pivotal and deeply meaningful moments that we always remember as one of the highlights of our life. While women often get to commemorate their life’s milestones with timeless jewelry, for men it is often limited to a watch and a wedding band. How beautiful it would be if it became a cultural norm for dads to get a beautiful, timeless men’s jewel that they could wear all their lives and be reminded of this important accomplishment and one day pass down to their children as their legacy!