Jewelry designer Dana Lorenz‘s higher-end collection Fenton and her lower-priced diffusion line Fallon often get mixed up. But Lorenz is aiming to further distinguish Fallon from its big sister through today’s relaunch of Fallonjewelry.com. Fallon fanatics are sure to be instantly obsessed with the site’s easy-to-use, beautifully designed interface, but we have a feeling pretty much anyone who loves fashion will quickly dive down Lorenz’s rabbit hole.
We talked with Lorenz this week about everything relaunch-related, so read on for more details. But before you do that: Dana loves Fashionista readers so much that she’s offering you 20% off the entire site through 11:59 PM EST on Wednesday, January 23. Just enter the code FALLONISTA at check out. And enjoy!
Fashionista: Now before we get started on the Fallon relaunch, I think it might be a good time to once and for all explain the different between Fenton and Fallon—I know you have to answer this question all the time, but people always seem to mix it up.
Dana Lorenz: That is actually the perfect question, because the new website is going to completely clarify that visually. There are definitely characteristics and elements in Fallon that are not in Fenton. For Fallon, we have five different categories, and you’re able to click through this visual world on the site. There are microspikes and crystals (pretty and punk), biker chains and studs, leather and hardware—a huge moment for us, with the leather wrap bracelets and cuffs, and the oversize pyramid studs—modern pearls, and skins and exotics. It’s a visual exploration of the Fallon world.
Fenton was the collection I started first [in 2006]—it’s very experimental, with multiple elements and materials. Each necklace has a world of its own. Fallon is more streamlined, modern, with one or two elements—like, just chains and studs in one piece—it’s more layerable. Fenton is more of an occasion line.
Why relaunch the Fallon site now? Why was this the moment?
We keep accumulating these categories; we keep adding these aesthetic worlds. The worlds keep getting bigger and bigger. Now, the customer is more of a Pinterest customer, an Instagram customer, so we have an area on the site where you can go to Facebook, Instagram, and Pinterest without ever having to leave Fallon. You can stay there for hours. We don’t want this person to leave.
The sites now look like completely two different brands, two different worlds. I love the section [on the Fallon site] called mood boards. It’s filled with images I’ve been obsessing over. It’s kind of like a day in my life, a day in the life of the brand. It gives you everything.
Who designed the site?
We’re partnering with a company called Zindigo, which is designing a Facebook site for us as well within the next six months. On Facebook, you’ll be able to become a Fallon ambassador. You’ll have to prove that you are a huge fan, prove that you’re obsessed with Fallon in some way—there’s a big application and approval process. But it’ll work kind of like affiliating marketing. A woman in Nebraska who orders things from our website all the time, who’s been a huge fan forever, can now get a percentage of the sale when she gets one of her friends to buy something.
Fashion week is creeping up on us. Any hints as to what we can expect for Fallon’s Fall 2013 collection?
Everything is going to be streamlined and oversized. We’re blowing up everything. And there’s a new group that we’re going to launch that involves semi-precious stones. It’ll still be very identifiable Fenton, but I’ve never worked with semi-precious stones before, so it’s new and different.
Follow me on Twitter: @lapresmidi.