Full Circle with Eddie LeVian

Le Vian is a name that needs no introduction. It is instantly recognizable—and often associated with the company’s distinctive Chocolate Diamonds brand.

But what many don’t know is how much Le Vian has to offer beyond its sweet signature stones. The company reportedly makes 40,000 pieces a year, including a line of red carpet–style jewelry, one-of-a-kind creations, designs featuring nearly every colored gemstone in the rainbow, and even timepieces. (For more fun facts, read 7 Things You Probably Don’t Know About Le Vian)

Below, Eddie LeVian, CEO of the family business, gives us some insight into the world of Le Vian, his inspirations, and what he’s looking forward to at JCK Las Vegas this year.

Pictured left to right:
Eddie LeVian, designer and CEO; Larry LeVian, Chairman; Moossa LeVian, President

How did you get your start in the industry?

Eddie LeVian: I’m part of the current generation in a centuries-old family business. I debated whether I could change the world selling jewelry until I realized that jewelry is not a luxury but a person’s most personal and symbolic possession. It’s what they will be remembered by. As such, our work will be remembered for generations.

What is your favorite part of being in the jewelry business?

EL: My favorite part is focusing on gems found mainly in one mine and creating beautiful, desirable jewels that will live on in the families of our collectors long after we are gone.

Le Vian is a very recognizable name. Do you feel extra pressure to meet the expectations people have for your brand? How do you meet the demands of your growing customer base?

EL: It is a lot of pressure to be born into a family that has succeeded in jewelry for centuries. Le Vian today has become larger-than-life, which is ironic since we are a humble family. Our focus is to be customer-first by continuing to reinvent the world of fine jewelry with originality and value.

Le Vian is adept at sharing trends forecasted for the jewelry industry. How do you pinpoint key trends for the year?

EL: Le Vian’s trend forecast for fine jewelry is done jointly with Glenda Bailey, the longtime editor-in-chief of Harper’s Bazaar, to discover how fine jewelry meets fashion. Le Vian invests tens of millions of dollars in market research and product development, pulling insights from its collectors, celebrities, shows, and new gem discoveries to forecast the trends.

What are your thoughts on Pantone’s Color of the Year, Ultra Violet? Has Le Vian created anything to reflect this trend?

EL: With Pantone calling Ultra Violet the Color of the Year, Le Vian has created multiple collections for the different segments of the markets that we serve.

What advice would you give to jewelry retailers looking to offer their customers a more memorable in-store shopping experience?

EL: The European retailers provide a good model for delivering a memorable shopping experience, offering edited assortments and highly trained, knowledgeable associates with a customer-first culture and a hospitality mentality. Dramatic experiences like a pop-up shop are the icing on the cake.

What are you most looking forward to at JCK Las Vegas this year?

EL: While many others are reining in their new offerings, Le Vian is meeting the rapidly changing retail landscape by introducing its most exciting product launches since the advent of the Chocolate Diamonds. We’re combining this with innovative steps in marketing and technology to help our retailers in today’s digital age. The fruits of all of these new initiatives will be unveiled in this year’s LUXURY and JCK Las Vegas shows.

Visit Le Vian at their new location at the Reef Ballroom during both LUXURY and JCK!

 

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