The Jewelry Edit, And Other DTC Brands Are Elevating Products And Buying Experiences

The Jewelry Edit, And Other DTC Brands Are Elevating Products And Buying Experiences

The Jewelry Edit founder Rosena Sammi displays her approach to wearing the category. Some digital native direct-to-consumer jewelry brands have been flourishing during the Covid-19 pandemic. Vastly different in terms of style, the e-commerce sites share a service ethos with an emphasis on personalization, offer brands designed or owned by women of color, and favor storytelling over hard sales. Rosena Sammi, the designer of a signature jewelry collection sold at department stores and worn by the likes of Rihanna and Blake Lively, said she was tired of intimidating -or indifferent - sales associates at fine jewelry counters and dismayed by the throwaway culture of fast fashion's fast jewelry. Sammi, felt it was time to start a new conversation about jewelry, one that highlighted sustainability, while focusing on quality and longevity. Her concept, The Jewelry Edit, is offering a more personal buying experience with a resident stylist who'll curate a relevant and long-lasting jewelry wardrobe. At the same time, she's nurturing and giving voice to sustainable practices. The Jewelry Edit is brown woman-owned, and Sammi, who is Sri Lankan, features predominantly female designers, particularly women of color. "I became disillusioned with making collections for department stores and chain boutiques that were