Shoshanna Gruss, née Lonstein, has been in the biz for a while now. She launched her eponymous line over ten years ago, and has done a few collaborations since. Her girlie dresses made to fit a more voluptuous figure developed a cult following (at least amongst the preppy UES set), so we asked the designer about her decision to do accessories, why she's jumped on the QVC bandwagon, and how her Maltese pups helped her land the QVC deal.
So you've partnered with Judith Ripka for this line--how did that come about? I’ve been a customer and admirer of Judith Ripka for as long as I can remember. After running into around our neighborhood while walking our Maltese dogs, we developed a friendship. I respect her as a mother, a business women and an artist. Accessories to me, are what make one’s look their own. It completes a woman's outfit and expresses who she is, and who she wants to be. I have always wanted to do a jewelry line to complement my Shoshanna collection. It's been a dream to be working on this business with an icon such as Judith. You're known for dresses and bikinis. Why accessories and why QVC? I have always wanted to do accessories and the right opportunity came along. Working with QVC is amazing! They reach millions of homes and I'm able to offer product at an attainable price point.
To what do you credit your longevity? As much as I am the designer I am also the customer--I was a young woman growing up in New York with all the resources afforded to me and I couldn't find clothing that made me feel good. I knew I was not the only one out there and I think women really responded to that. I think about all different shapes and sizes when I design rather than one body type. My line is inclusive rather than exclusive and that really hit a nerve.
What's the inspiration for the line? I wanted my costume jewelry line to have the same versatility as my clothing line--a collection of pieces that can make a seamless transition from day into evening. I love being able to wear a dress to a daytime luncheon and then out to a concert later that night, with just a change of jewelry and accessories.
And if you like the statement necklace Shoshanna's wearing in her photo, we're giving one away (in green). Send us a message on our Facebook page telling us why you're not ashamed to shop on TV. Best answer gets the bling.
Shoshanna's Fashion Jewelry Essentials premieres tonight at 9pm and is also available on QVC.com.