With CFDA/Vogue Fashion Fund Alum like Pamela Love and Fenton’s Dana Lorenz on board, there’s an all-star cast of designers to look forward to on members-only online jewelry platform, WeTheAdorned—and that’s before you consider the e-boutique’s all-important rock star curator. “She’s a fashion icon, and that kind of says it all,” says cofounder Tim McElwee of Sarah Jessica Parker. “I love that she will go to an event in an elegant dress and pair it with a badass piece of jewelry."
Having created a playful piece for Sex and the City the movie, McElwee and creative partner Cyia Batten approached the actress and mother of three about collaborating on the site, a forum for ingenious, no-holds-barred jewelry design. Her role? Helping to handpick the designers on their roster and casting an expert eye over each and every one of the exclusives up for consideration.
“It’s interesting to watch her work because when she chooses a piece, she knows exactly why,” says Batten. “Sometimes the obvious things you think she’ll love aren’t the ones she’ll pick up.” That bold, counterintuitive approach to fashion is exactly what makes the SJP edit so endlessly alluring, like a gold Fenton necklace dripping with colorful semi-precious Botswana agate, lapis, and chrysocolla stones, or a gilded snake cuff with glinting black diamond eye by T. Cyia, the founding duo’s own label. Premium membership comes with a one-time annual fee, and gets you first dibs on the gems when the website goes live in spring 2014. And given that each piece will be made in super small quantities, it’s worth anticipating the gold rush, and signing up now.
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