You may not know Irene Neuwirth by name, but if you have seen jewelry on the red carpet in the past decade, it was probably one of her designs. The Los Angeles-based designer is the ultimate California cool-girl, and her jewelry is the perfect mix of modernity, luxury and even a bit of timelessness. Neuwirth talks to The Fashion Law about her brand, the business of fashion, and Iman!
The Fashion Law – Tell me a little bit about your brand, since business is so focused on branding nowadays.
Irene Neuwirth – My tactics are a bit different from others I think. I am happy with the accounts I have. I want to grow my business carefully over time. I want to keep my product very special and exclusive, so women can love the experience of buying and wearing it. I want to grow within the accounts that I have and build lasting relationships with my retailers.
The Fashion Law – You are nominated for the 2012 Swarovski Award for Accessory Design. Congratulations! You were also chosen to be part of the CFDA/Vogue Fashion Fund. What was that experience like?
Irene Neuwirth – Thank you! The experience of being a finalist in the Fashion Fund 2008 was incredibly exciting and very challenging. The exposure was amazing and I gained invaluable mentors from the experience.
Neuwirth (left) & fellow CFDA award nominee Pamela Love
The Fashion Law – Do you ever worry about others stealing or replicating your designs or do you seek copyright protection for them?
Irene Neuwirth – I do. As a business and a brand, we copyright all my designs so I can rest a little easier now.
The Fashion Law – You started with your namesake collection and then expanded into fine jewelry with your Diamond Collection. Was the Diamond Collection something you always wanted to do or planned to do, or did it just kind of happen naturally?
Irene Neuwirth – It happened sort of organically. I had so many customers looking for more, more, more! There was a lack of youthful diamond jewelry and rings and clients were literally asking me for these pieces at trunk shows.
The Fashion Law – When Barneys first started carrying your Diamond Collection at their store in NY, it was a huge hit! It sold so quickly!
Irene Neuwirth – It was fantastic, very exciting and rewarding, for sure. We were thrilled.
The Fashion Law – You brought your business partner, Tracy Stoll, on board in 2003. So many brands don’t have this. What lead you to bring in a business partner?
Irene Neuwirth – I really wanted someone to handle the financial side of the business, so I could keep my work and relationships with the stores separate from that.
The Fashion Law – It seems like EVERYONE wears your jewelry … from Iman to Karolina Kurkova to Angelina Jolie and Michelle Obama. To what do you attribute all of this success?
Irene Neuwirth – I am incredibly grateful! It’s so flattering. I think women like something that is bold and unexpected, and that’s the way I tend to design.
Irene Neuwirth – I am incredibly grateful! It’s so flattering. I think women like something that is bold and unexpected, and that’s the way I tend to design.
Shop Irene's collections at Barneys!
* A special thanks to the amazing Irene Neuwirth!
