Sarah Jessica Parker Named Curator Of New E-Commerce Jewelry Site, WeTheAdorned

Fresh off the preview of her upcoming SJP shoe line at Nordstrom, Sarah Jessica Parker is also trying her hand at the jewelry business, reports WWD. WeTheAdorned is a new e-commerce jewelry site founded by Los Angeles-based jewelry designers Tim McElwee and Cyia Batten who have enlisted the help of Sarah Jessica Parker to curate the jewelry inventory on their site. The two founders chose Sarah Jessica Parker for her discerning eye. Batten told Vogue, “It’s interesting to watch her work because when she chooses a piece, she knows exactly why. Sometimes the obvious things you think she’ll love aren’t the ones she’ll pick up.”

WeTheAdorned will be a membership-based site that is looking to fill a void in the e-commerce jewelry business. Featuring prices between $50 and $1,000, McElwee and Batten hope to take over the market space between high-end jewelers like Tiffany & Co. and Blue Nile and lower-priced sites like JewelMint and BaubleBar. So far the designers signed up to create exclusive pieces fro WeTheAdorned include: Pamela Love, Dannijo, Fenton and Fallon, Erickson Beamon, Lulu Frost, Lizzie Fortunato, and Paige Novick, and more.

The jewelry offered on the site will be produced in limited quantities, with all of it made in the United States. McElwee told WWD, “We’re providing a platform for designers that allows them to have a destination where they can sell their best pieces in a way that they can make money. We’re marketing the designers, not WeTheAdorned; it’s a really big differentiator.” Look out for unique pieces made from bronze, 24-karat gold, rose gold and rhodium plating, diamonds, emeralds, and other semiprecious and precious gemstones.

We’ve all been watching SJP for years and pretty much anyone can attest to her impeccable taste and style. We know she’ll be choosing some great pieces for WeTheAdorned. Interested in signing up? Head to WeTheAdorned and put your name on the early early sign-up list.

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