By Allison Watkinson
TLL Reporter
Reeds Jewelers has announced new licensed bridal and fashion jewelry collections for the 80th anniversary of The Little Prince.
The deal was brokered by Licensing Works! on behalf of its client, SOGEX, the global licensors for the Estate of Antoine de Saint-Exupéry, which includes the rights to The Little Prince novel and brand.
Specific details from The Little Prince book have inspired the design of the jewelry collection such as the use of quotations from the novel, recycled precious metals, carbon-neutral manufacturing, IGI-certified diamonds, and diamonds hammer-set in yellow gold.
“Through their design and by masterfully weaving quotes from The Little Prince, Reeds is truly delivering on the wonderful messages written by Antoine de Saint-Exupéry almost 80 years ago,” said Leslie Levine, owner of Licensing Works!.
“The Reeds team has been incredible to work with and brings unparalleled creativity along with impressive strategic marketing plans to the release of this Collection.”
Reeds Jewelers is a family-run business that focuses on personalized service, long-lasting products and stylish jewelry. The company currently has retail locations in thirteen states across the U.S., as well as an official e-commerce website.
The bridal product assortment will be introduced in 30 Reeds stores with over 25 engagement rings and band styles to choose from. In addition, all Reeds retail locations will carry products from the fashion collection including necklaces, earrings, rings and bracelets. Both collections will be available for purchase from the company’s official website.
Reeds Jewelry plans to support the program using in-store merchandising and displays, social media, holiday catalogs, publishing, and digital marketing.
“Letting the heart lead the way is the foundation for giving and receiving jewelry as it has long been a gesture of love,” said Judy Fisher, SVP of Merchandising for Reeds Jewelers.
“It has been a privilege for the Reeds team to bring these important messages to life through The Little Prince bridal and fashion jewelry collections.”
The release of the licensed jewelry collection on Oct. 29 is scheduled to follow the launch of The Little Prince: Taking Flight, an exhibition dedicated to the history of The Little Prince book and the author, Antoine de Saint-Exupéry.
The exhibition runs from Oct. 14 to Feb. 5 at the Morgan Library, which is home to the original manuscript and art for The Little Prince novel.
LicensingWorks! says more 80th anniversary experiences and licensed products for The Little Prince IP will be announced in detail over the coming months.
The upcoming releases will include a young adult apparel and accessory capsule collection, an immersive tour in the U.S., Canada and Mexico, licensed pop-culture products, children’s publishing content, and entertainment. These releases will be supported by SOGEX’s licensed partners for North American merchandise.
Licensing Works! is a brand management agency that partners with IP owners to increase brand awareness and valuation by creating new revenue streams. In addition to North America, Licensing Works! is the agent for The Little Prince estate in both Mexico and Israel.
A portion of the proceeds from The Little Prince jewelry collections will be given to Duke Children’s Hospital.