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Most product collaborations combine brands from different categories. For example: “You don’t see On Running and Hoka collaborating,” said Anna Harman, co-founder and CEO of Studs. But on Tuesday, Studs introduced a 13-piece collection in partnership with the fine jewelry brand Stephanie Gottlieb. Prices range from $295-$650 per single earring, and most can be used for piercing, which is 5-year-old Studs’ bread and butter.
It was the Stephanie Gottlieb team that reached out to Studs to inquire about potentially working together. “One of our goals this year is to seek strategic opportunities to reach new audiences at a different price point,” said Stephanie Gottlieb, the brand’s namesake founder, designer and CEO. Studs’ median customer age is 27, and it targets Gen Zers and millennials. And, Gottlieb pointed out, her brand and Studs are both New York City-grown and -based and female-founded.
For Studs’ part, “We are interested in continuing to explore a higher-end price point and a higher-end customer,” Harman said. Studs’ core collection ranges from $18-$150 per single earring. In May, Studs opened Fancy Studs, a pop-up where it first dabbled with higher-price point jewelry. Those pieces were made using lab-grown gems, while Gottlieb only uses mined stones. The Fancy Studs collection ranged from $144-$400 per single earring.
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