HSN, Susan Lucci team up, launch exclusive jewelry line - Brief Article

DSN Retailing Today, June 18, 2001 by Molly Prior

NATIONWIDE DSN REPORT --Building on the notion that celebrity fans can't help but imitate glamorous stars, Home Shopping Network is rolling out an exclusive jewelry line created by long-time soap opera star Susan Lucci.

The line grew from an idea Lucci got after receiving numerous compliments and inquiries on particular pieces the actress wore to parties and award shows. "My wheels started spinning," Lucci said. Once she had announced the line, HSN approached her about creating exclusive product to be sold on the television network and hsn.com.

Lucci had previously appeared on HSN to promote her hair care line. "Susan Lucci impressed us as someone who could represent an entire brand," said Kris Kulesza, vp of jewelry. "I could tell just by looking at her that Susan was definitely attracted to jewelry and accessories."

The Susan Lucci Collection, which comprises 40 pieces, debuted on June 3 and will be continuously available on hsn.com. Lucci worked with a team of designers to create the line, which features gold and silver tone earrings, necklaces, bracelets and belts. Kulesza said Lucci puts her stamp of approval on each piece. One piece, a crystal mesh bracelet, was inspired by a gold watch given to Lucci on her wedding day by husband Helmut Huber. Lucci said she had recently fished the watch out from her jewelry box and happened to wear it to the first meeting with the design team.

In fact, Lucci said all 40 pieces are inspired by her own personal collection and by her career. A vintage strand of diamonds Lucci wore with a Richard Tyler gown to an award show inspired the rhine-stone wrap necklace, which can also be worn as a chain belt. Several pieces, such as the coral and turquoise pave bangle bracelets, were inspired by the actress' travels to the Riviera and South America. Susan said when traveling she always studies how women put themselves together. She's always struck by the style of European women. They're secret? "They shop very carefully," so they choose their jewelry carefully, said Lucci.

Kulesza said consumer response to the collection has been positive. "They loved the look," she said, adding HSN customers respond to Susan Lucci's style and taste level.

That said, some used the hsn.com chat room to grumble about the quality and price of the collection. With all pieces within a $25 to $100 range, Kulesza said the pieces are well priced for what they are. Both Lucci and Kulesza said the HSN maintains high standards for quality control. "I have no question about how [customers] will feel about the jewelry once they've received it," said Kulesza.

HSN hopes The Susan Lucci Collection will mirror the success of its Suzanne Summer's line. However, the two lines cater to different audiences. The two personalities are really different, so the lines are different, said Kulesza. "But both have thrown themselves into creating jewelry that actually mean something to them."

Jewelry offers retailers like HSN a profitable opportunity. Unity Marketing 2000 research reveals the consumer market for fine and costume jewelry rose 5% over 1999, totaling $39.8 billion. Unity Marketing credits the increase to the availability of affordable fashion jewelry at a wider range of retailers. "After all, Wal-Mart Stores, with over $2 billion in jewelry sales in 2000, is now the nation's largest jewelry retailer," said Pam Danziger, president of Unity Marketing.

Lucci is already working with designers to create the next group of pieces to be layered into the existing line. HSN will help establish the Susan Lucci brand by supporting the actress' extension into hand-bags and shoes, both set to launch in August. "We're thrilled to have her," said Kulesza. "It's a good marriage." Lucci said.