BaubleBar, which has been selling its trendy, affordably priced jewelry primarily through its website and various pop-ups shops for the past three years, is ramping up its brick-and-mortar presence through a new partnership with Anthropologie.
BaubleBar's in-house design team is now creating monthly collections to be sold exclusively at Anthropologie stores and on Anthropologie.com. The assortment is traditional -- for now, just necklaces and earrings -- with prices ranging from $28 to $86. (We're particularly eyeing this red necklace.) The pieces are very much in keeping with Anthropologie's aesthetic -- one would sooner guess a piece from the collection was designed by Anthropologie than made by BaubleBar, the latter of which tends to craft jewelry that is much brighter and bolder.
BaubleBar co-founder Amy Jain says the relationship between the two companies is more than a traditional wholesale one: Rather, BaubleBar works "hand in hand" with Anthropologie's apparel and design teams to come up with each collection -- leveraging Anthropologie's extensive customer knowledge to design jewelry in the colors and silhouettes that will appeal to the Anthropologie shopper. The collections are co-branded "BaubleBar x Anthropologie."
Jain declined to say whether the financial terms of the partnership were more favorable than a traditional wholesale-buying relationship. What she seems most excited about is the fact that BaubleBar jewelry will now be available in more than 170 Anthropologie locations -- that's more than 170 new places to start or grow a relationship with a customer, sans the costs of building BaubleBar's own stores.
BaubleBar now has around 100 employees. Jain says the company's key focus this year is scaling, which will involve both significant amounts of hiring and significant investments in the company's technical infrastructure. More offline extensions -- primarily through pop-up shops and sample sales -- are also on the way, she says.