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Yeprem Introduces Lower-Priced Collection
The jewelry brand that made its name in the U.S. on the arm of celebrities like Madonna and Beyoncé now has its sights set on a more expansive demographic.
In Vegas, Beirut-based jewelry brand Yeprem offered a lower price point and simpler design specifically aimed at the U.S. market.
Las Vegas--Yeprem has made its name in the U.S. on the arm of celebrities like Madonna, Beyoncé and Jennifer Lopez but now the Lebanon-based jewelry company has its sights set on a more expansive demographic.
“We’re trying to cater to almost everyone in the world,” said Virna Chakardemian, daughter of founder Yeprem Chakardemian and one of the designers behind the family-operated brand.
To accomplish this, Chakardemian introduced a more accessible collection of jewelry at the Couture show, in the hope of attracting additional U.S. buyers. The brand currently retails at several Neiman Marcus locations, Stanley Korshak in Dallas and Bergdorf Goodman. 
Traditional for Yeprem, however, hardly means demure; as with their higher-priced pieces, the collection is still 18-karat gold and the rings are hefty enough to be considered cocktail-style. Some are stacked with white diamond infinity bands for an extra element of drama.
Said Chakardemian, “We want to give the Yeprem identity to everything we create, even the smaller pieces.”
Priced at approximately $3,000 to $10,000 retail, the collection will provide an entry-level price-point to Yeprem’s extravagant creations, which appeal more to its Middle Eastern customers.
“We want to have more people knowing Yeprem as having everything, not just innovative, revolutionary pieces but those classical, smaller, items as well,” said Chakardemian.
Fans of the revolutionary aesthetic needn’t fret, though, as the Yeprem booth was also full of the exquisite hand bracelets and over-the-ear ear cuffs that have earned the brand its enormous red carpet following.
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