Self-Portrait diversifies its offering and adds a range of costume jewelry

LONDON – British brand Self-Portrait is adding costume jewelry to its offering, following the successful launch of a bag two years ago.

The jewelry range draws on the brand’s signature knot motif, which also serves as a key decoration on its growing bag business, as well as across its ready-to-wear offering.

Priced from £95 to £200, the accessible collection includes sparkling earrings, chunky gold bracelets and crystal brooches in 18k gold plated and 18k white gold plated.

In an interview, Han Chong, founder and creative director of Self-Portrait, said the collection is designed to “make you feel good and bring a sense of joy and playfulness to every piece.”

Although the key styles featured in the launch campaign may appear feminine and sparkly, Chong said the jewelry line appeals to a diverse audience.

“Self-Portrait celebrates many different personalities and customers, so the jewelry also needs to tell different stories to meet their expectations,” Chong added. “We are a global brand, so we have to take into account different cultures, lifestyles, skin colors and even climates. Beauty standards can vary greatly from place to place, so it’s essential to offer a wide range of products and styles that resonate with different walks of life. »

“We have the elegant gold pearl earrings for a sophisticated touch, and then there are the big bow diamond earrings that really make a statement. There’s something in there for every lifestyle,” Chong said.

After the launch, Chong said he would listen to customer feedback and learn for the next collection. “We pay attention to what excites her, keeps her interested. Being agile allows us to create products that bring joy and add a touch of fun when she wants to dress up and elevate her look,” he added.

The jewelry launch marks Self-Portrait’s latest step in diversifying its business. Chong said the two-year-old bag line now accounts for 9% of its total business, and expects the jewelry line’s growth to follow a similar trajectory.

“When we launch new product categories, we approach them with careful consideration and extensive research. There is a lot of passion behind creating the best products possible to ensure our customers feel the same way,” said Chong.

On July 11, Self-Portrait will organize its annual summer party. An ideal opportunity to highlight jewelry pieces, but also the brand’s fall 2024 collection, which mixes relaxed silhouettes and elegant simplicity with dresses in satin, velvet and tweed.