SoJones Accessories Spotlight: Steven Shein

Article written by: SoJones Asmara
Posted on: October 19, 2009

Frequent visitors of SoJones.com might already be acquainted with Steven Shein accessories and its unique designs. SoJones.com got the privilege to chat with Steven Shein himself, about his accessory line to sniff up what’s hot and new from the Steven Shein collection.

Bridget Marquardt and the Bummy Rabbit Ring

How did your brand start, and why do you pick accessories as your main line?
I started making bangles after an art project when I was in college studying sculpture. I subsequently moved to LA to attend ArtCenter and ended up dropping out when a friend and I started selling product to some stores in LA. I was keen on working for myself and lacked the patience to be in another school program. -accessories relate to product design rather than fashion design. I’ve always been interested in product (object) design so making accessories was easy and the mark up was great so it made sense as a product to invest in.

What’s your main inspiration?
Just trying to make the new collections better than the last collections and providing well selling products to our stores and fans. and its very important to keep working on new ideas to interest people as yet unfamiliar with the brand.

And what’s hot from Steven Shein this season?
Some new pattern based concepts being used on bangles and rings. A (hip hop) streetwear influenced earring collection. We’ll also be presenting some new really cool cluster rings. and then we’re also going to be dropping some new style text based rings as well. We have the best pin collection coming out. We have never done these before. They’re ill!

What celeb or well-known figure(s) exemplify the brand?
Hard to say, we try to focus more on product than the fickle world of celebrity endorsement. however, the best answer would have to be whoever is the hottest in music or whoever has the most clout with the public. Whichever star can influence fashion is generally the best brand ambassador.

Any product placements on celebs, in movies or videos to keep an eye out for?
Apparently the Disney star Amanda Cosgrove will be rocking some stuff in an upcoming People magazine article, and we have some cool product features coming out in US Glamour mag and also some German (OK
magazine and a cool fashion magazine called Blonde) and some Swiss press as well.

Any expansion plans, say… clothing line or shoe line?
We may get into doing tees if specific details are worked out. And depending how things evolve and what opportunities will arise we’ll see.. we’re careful and open to new things at the same time.

Looking ahead over the next year or two, what themes/looks/styles do you see your brand gravitating to?
Impossible to tell at the moment, though we will be getting into other materials like ceramics and cast metals. As long as it’s at least fairly inventive, it’s cool, we’ll be trying to make at least some shit that is new. The focus is always on wha’ts new. This is the fashion business, afterall…

What themes/looks/styles do you see your brand moving away from?
I really want to move away from the super poppy hearts and stars stuff. No more ice cream cones either. I want to make the brand recognizable in a more mature way. and less kitchy, or at least make it more intelligently kitchy.

You can get the Steven Shein collection at Karmaloop. Here’s some celebs showing love to Steven Shein’s jewelry!

Jason Biggs and his YES ring

Debbie Ryan’s Bangle

Jenny Mollen loves Steven Shein!

Aimee Teergarden Ministack Rings

Vanessa Lengies Loves the Bangles