Trends

Paige Novick Goes from ‘Phyne’ to Fine

TrendsJul 25, 2016

Paige Novick Goes from ‘Phyne’ to Fine

The designer is honing her collection’s identity by elevating her materials and changing her brand name.

An image from Paige Novick’s marketing campaign touting her fall 2016 re-branding

New York--Paige Novick is done with her clever play-on words.

The designer is turning over a new leaf, with a recharged sense of aesthetic identity and a marketing re-brand to go with it.

Novick is ditching her costume line and dedicating herself to working in 18-karat gold. Accordingly, she no longer will need to distinguish between her costume component, “Paige Novick,” and fine line, “Phyne by Paige Novick.”

Now, the designer will create her 18-karat jewelry under her eponymous label. Costume efforts will be limited to collaborative ventures, such as Novick’s ongoing relationship with fashion ready-to-wear brand Tibi.

Designer Paige Novick

“We have grown and evolved as a company,” Novick explained to National Jeweler, “and it was time to distill that into a strong identity. A refresh needed to happen in order to create a greater sense of brand unity across the business.”

Novick is a second-generation jeweler who studied at the Sorbonne in Paris. She launched her brand in 2008, and was awarded a Fashion Group International Rising Star Award in Fine Jewelry last year.

The re-brand includes new virtual packaging for Novick’s website, which houses an e-shop for her feminine, sinuous range of abstract shape-centric jewelry. The site’s new look features a color the designer has deemed “Paige Pink” which is echoed in her expertly curated Instagram.

“We were very fortunate to collaborate with the marketing team The Nineties, who perfectly captured the brand’s pillars: Refined, Romantic, Rebellious, through creating impactful and authentic visual content,” she said.

Novick’s re-launched website also houses an editorial aspect, in which she shares her travels and passions. Recent posts include musings on artist Natasha Law and the laid-back scene of Long Island’s North Fork.

If the new Paige Novick means getting to know the artist and entrepreneur behind the brand in a more personal way, we’re all for version 2.0.

Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

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