The Stax brings a new generation of collectors – WWD – Low Calorie Diets Tips

How do you start a consultancy for high quality jewelry, without any pretense? Ask Laurel Pantin and Victoria Lampley.

The former style director of InStyle magazine and PR executive has been in business with his consultancy The Stax for a year and has already commissioned a number of significant custom designs. These include a yellow Asscher cut diamond engagement ring from Taffin, a faceted emerald ring from Prounis and a diamond and gold cuff from Belperron. The company will become something of a friendly ambassador and guide for millennials just beginning their journey of collecting quality jewelry.

“We wanted to make something that felt inviting for everyone and every budget. We’re both collectors and we wanted to make something that suited both of our styles. We’re layering more affordable fashion jewelry with more collectibles and we wanted to help people do that,” said Lampley, who founded the company as a constructive way to channel grief after the loss of her mother.

Originally, The Stax was founded as a broker connecting jewelers with consumers. They act as matchmakers and intermediaries, meeting with clients and suggesting jewelers that fit their vision and needs. The duo also relieves much of the legwork from projects like custom engagement ring orders, helping to guide the design process and schedules while also handling necessary work correspondence. When a customer wants a special piece off the shelf but isn’t sure where or how to get it, Lampley and Pantin can also help.

As Pantin said, “There’s a little snag and people appreciate it when someone else takes care of the details of a project. We advise on the designs and focus on the desired style. We help them handle this process at both ends – for both the designer and the client. We save ourselves a lot of back and forth and offer hand holding on both ends. It allows for a higher level of confidence that the person will love what they get.” The duo earn a commission for each project brokered.

A custom taffin engagement ring commissioned by The Stax.
Courtesy/Taffin & The Stax

As part of their mission, Lampley also strives to introduce vintage labels to young collectors. “I want to shine a spotlight on old brands that feel lost in the new world of d-to-c jewellery. There is craftsmanship and history for so many of these jewelers that have been lost in the Instagram model,” she said.

Since its inception, The Stax has expanded its reach. It has an editorial component mainly based on Instagram where chic women share their personal jewelry collections in a voyeuristic and entertaining way. This authentic, spontaneous approach to fine jewelry curation defies industry norms, where jewelry is often portrayed in a sanitized, stuffy way.

“Originally, our Instagram was meant to show some level of aesthetics, but then it became more about original content like our Show Us Your Stax franchise. Since then, we’ve started to push other jewelers into the spotlight, which has led to a number of jewelers coming to us and asking us to advise them,” Lampley said.

Conveniently, The Stax is growing at a time when jewelry is finding renewed popularity among younger shoppers – many of whom are now prioritizing jewelry purchases over other accessory categories such as shoes and handbags.

Pantin doesn’t see the trend slowing down any time soon. “Many jewelers said that last year was their best year ever in terms of volume; They sold a lot of jewelry during the pandemic. I think people haven’t invested in bags and shoes that they wear every day, but now this idea of ​​permanence with jewelry has taken hold. I don’t see it slowing down – the appetite is still strong. It might be a bit softer than 2020 or 2021, but I think in general people are more attuned to fine jewelry than ever before,” she said.

While Lampley oversees day-to-day operations and drives the company’s growth, Pantin – who is also fashion director for Austin, Texas boutique ByGeorge – acts as a sort of creative advisor, helping with editorial and marketing projects.

A Belperron Cuff commissioned by The Stax.

A Belperron Cuff commissioned by The Stax.
Courtesy/The Stax

In April, The Stax received a serious show of legitimacy when Lampley headlined a women’s jewelery design exhibition at Sotheby’s Palm Beach. It featured around 100 designs from jewelers including Daniella Villegas, Prounis and Carolina Bucci, with a portion of the proceeds benefiting Mother Lovers, a non-profit organization helping with the US maternal health crisis

But aside from doing good, the initiative has pushed The Stax further into the jewelry industry spotlight. “After that, many jewelers came to us and asked us to work with them on everything from best editorial practices to styling look book campaigns and brand content. It’s happening organically and we need to figure it out. We want to remain as diplomatic as possible and figure out how to accommodate clients,” Lampley said.

The Stax will partner with Sotheby’s to host another event this summer in East Hampton, New York to showcase the work of Solange Azagury-Partridge. There’s also an upcoming launch at the Alex Eagle Boutique in London to celebrate a new earring collection from Nina Runsdorf, as well as initiatives for NYC Jewelry Week in November.

Lampley said it was a sign of many good things to come: “There is room for growth at The Stax, we have so much to do – it’s a baptism of fire. We are considering what our team will look like – it is an exciting time.”

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