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Macy's to launch private-label jewelry line

September 09, 2008

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New York—Department store giant Macy's is about to call an exclusive jewelry line its own.

"L'una," a sterling silver jewelry brand, will be distributed in 66 Macy's stores beginning next month, with in-store L'una boutiques in Macy's flagship stores in New York City, San Francisco and Chicago. The line will also be available online.

Amedeo Scognamiglio and Roberto Faraone Mennella, the founders and designers of New York-based jewelry firm Faraone Mennella, designed all the pieces in the line, a public relations representative for the company confirmed.

The initial collection will feature more than 160 styles, with retail prices ranging from $35 to $895.

"It's a perfect bridge between fashion and fine jewelry for Macy's" Macy's Inc. President and Chief Executive Officer Terry Lundgren said to Women's Wear Daily. "It's a void in the [current] assortment. It's simple, clean jewelry, with price points that are extraordinarily competitive for the Macy's core customer."

To celebrate L'una's debut, launch parties will take place in New York City's Herald Square location and in Macy's stores in Chicago, San Francisco and Puerto Rico.
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