By Lisa Shumaker February 06, 2018 07:14:04When Chanel Jewelry first launched in 2012, the company was still in the business of designing beautiful, handmade jewelry.
Then the company made an announcement: it was launching a limited edition box, called the Chanel Box.
It would sell for $2,500 and include a hand-blown, handmade Chanel necklace.
“The box is made out of wood, made out in Spain, and made to be hand-picked,” Chanel told me, in the company’s early days.
“It’s not something that can be made by a machine, and it’s not going to be a piece that you can buy on eBay.
It’s not a box that you buy at the store.
It just has to be handmade.”
The company wanted to capture that feel, so it created a box for a special occasion, in celebration of Chanel’s 75th birthday.
“We wanted to make sure that this was something that was meant to be celebrated and that it was a very personal thing,” Chanell said.
In January 2018, Chanel launched a limited-edition box that sold for $250 and included a Chanel hand-crafted necklace.
The Chanel box is the company first foray into the market for handmade jewelry and was designed to evoke that feeling, she said.
The box was released online at Chanel.com and in select stores and boutiques across the country.
It’s been a long time coming for Chanel to start a limited release box.
The company has been a jewelry brand for nearly 80 years, and its founder, the legendary Louis Vuitton, designed the company as an upscale, elegant alternative to traditional high-end jewelry.
But over the years, Chanels limited edition boxes have been hard to find, so when the company announced its plans for a new line in 2019, it had to create a limited version to capitalize on the trend.
“I think it’s really important to create something that’s meaningful and beautiful,” Chanela said.
“You can’t be a Chanelle, a Chanell, if you’re not going for something meaningful.”
The box’s design was a reflection of the way Louis Vuittos company was perceived during the late 19th century, when it was an undervalued brand.
The French couturier’s work was often viewed as crude and expensive, and the box was designed with the same aesthetic.
The design was also a reflection on Louis Vuits family lineage, as Louis Vuess father, Louis-Ferdinand, was a wealthy Parisian businessman who owned a number of influential businesses, including the Vuitton empire.
The box, which will be made of natural cotton, is currently on sale for $50 at most retailers, and Chanel is hoping to sell out in about a month.
“The box will be available in a limited quantity, and we will be adding more to it,” Chanels creative director, Alex Pineda, told me.
The company hopes that the box will help Chanel attract a younger audience.
“Our new product will be something that will appeal to women who want something that reflects the quality of the fashion world today,” Pinedas said.
The Chanel Collection, which launched in 2017, is a collection of jewelry made by women in China.
The collection features hand-carved, hand-polished, and hand-finished necklaces, bracelets, earrings, necklifts, ear rings, neck rings, and jewelry accessories.
The new collection is designed to be affordable and fun, as well as stylish and elegant.
Pinedes said that while the brand has long been known for quality and design, it wanted to create an exciting collection for a younger crowd.
The brand also wants to introduce the Chanels brand to a new generation of collectors.
“I think a lot of women, especially younger women, are not comfortable with the idea of owning a collection, and owning a Chanels collection is something that is very aspirational and aspirational for a woman,” Piedas said, adding that Chanels goal was to make a collection that would appeal to a younger, more aspirational crowd.
“What I really like about Chanel, is that it’s a company that is really aspirational,” Pino said.