Dec 20, 2023

Carolyn Rafaelian launches jewelry brand &LIVY, partners with Ivystone

Jewelry industry icon Carolyn Rafaelian launched &LIVY — a new brand of American-made, eco-friendly jewelry aimed bring to market affordable, high-quality and meaningful designs to amplify wearers’ intentions and connect people.

&LIVY is designed to bring on-trend designs to market that are beautiful, meaningful, attainable and giftable at price points ranging from $28 to $88 with retail margins of 56-59%.

The brand is named after Rafaelian’s third daughter, Alivia, affectionately known to friends and family as “Livy.” Rafaelian launched her first consumer jewelry brand in 2004, which she named after her first two daughters, Alex and Ani.

“We are creating more than jewelry. We are creating inclusion and connection with oneself, with family, and with friends,” Rafaelian said. “These are pieces of gorgeous jewelry, infused with positive power that allow the wearer to declare their individuality, intention, and passion to the world.”

&LIVY chose Ivystone Group as its national sales team partner. The two companies have been collaborating closely for the last several months on the brand’s distribution strategy and launch plan. The entire network of Ivystone sales professionals has been immersed and trained on the &LIVY brand and are already adding retailer partners, according to the company.

“We are delighted to announce our new partnership with Carolyn Rafaelian and her creative team to introduce her next trend setting brand, &LIVY. We will launch &LIVY in our Dallas, Atlanta and Las Vegas showrooms in January, and are thrilled to share our enthusiasm with our retailers. &LIVY brings fresh new looks in fashion jewelry combined with great quality and pricing to our consumers in 2024 and beyond,” said Doug Cofiell, CEO of Ivystone.

Design and manufacturing

All &LIVY products are eco-friendly, designed for flexibility of fit, and infused with positive energy, which Rafaelian has achieved through innovations in both design and manufacturing.

Advanced manufacturing techniques marry tradition with the latest in sustainable materials, according to the company. Additionally, all pieces are made with functional, adjustable design elements that adapt to different body types, outfits and occasions, making the jewelry highly versatile and unique to each wearer. Rafaelian has also integrated a step into the manufacturing process that allows every piece of &LIVY jewelry to be adorned with an Energy Tag charged with positive energy.

“As the individual designs started to show themselves as whole product lines, it became clear that we were achieving much more than we set out to do,” said Brad Owings, &LIVY’s chief revenue officer. “We were all curious to understand how much more, so early in the process we placed one fixture in one store among a sea of jewelry brands to see how we would do without any marketing support. And the results blew everyone away—in just 63 days, with absolutely no promotion at all, the &LIVY jewelry delivered sales better than anything I’ve seen in more than 30 years in this business.”