Roger Vivier debuts jewellery line

By

Dominique Muret

Published
Dec 6, 2019

Roger Vivier is exploring new horizons. Owned by Italian group Tod's, the luxury French footwear brand is adding another string to its bow and launching its first ever jewellery collection. To celebrate the new line, the label has chosen Anglo-Cypriot model Sophia Hadjipanteli and her famous monobrow as its jewellery ambassador.

Tod's acquired Roger Vivier in 2017, having held a license for the brand since 2011. The deal soon proved to be a smart move, as the label has experienced constant growth and now represents 21% of total sales at the group owned by Diego Della Valle.

Moreover, in the last nine months, Roger Vivier was the only brand in the Tod's portfolio to post a rise in revenues, boasting 114 euros in sales, a 13% increase compared to the same period in the previous year (11.4% in constant currencies). The label has also expanded its brick-and-mortar footprint from 39 stores in 2017 to 57, along with 10 franchise locations. 

It therefore seemed like a logical step for the brand, which still has promisingly strong growth potential, to diversify into new product categories. Over the last few seasons, Rover Vivier's offering has expanded to include bags, belts and small leather accessories, and now it has moved into jewellery. The launch collection includes bracelets, chokers, earrings, a tiara and a hair clip. 

In these pieces, creative director Gherardo Felloni has reworked the rectangular crystal-encrusted "Broche" buckles which, taking inspiration from Versailles, he has used in his footwear since his first collection. He has also come up with two new buckles: dubbed "Brochamour," the first features rhinestones and little hearts in red crystals, while the second is called "Bouquet Strass" and features botanical motifs covered in crystals which come together to form a bouquet. 

The collection is produced in the brand's workshops in Italy, where the brand's famous jewel-decorated buckles are made. Prices range from 230 euros for selected bracelets to 680 for earrings decorated with large crystals.

The Spring/Summer 2020 collection will be available in the brand's stores, but will also be distributed through multibrand retail partners and e-commerce. Each month, a different jewellery category will be released, up until next spring.

The launch will be accompanied by a special campaign, starring 22-year-old Hadjipanteli, who is known for her activism and her signature monobrow, which she has transformed into a veritable manifesto for diversity. Images of the model wearing Roger Vivier jewellery will be released via Instagram and other social media channels starting Saturday, 7 December.