The direct-to-consumer e-tailer is known for its costume jewelry, which usually retails for less than $50.
The new fine jewelry collection features simple 14-karat gold and diamond rings and earrings, including hoops and studs. The earrings are sold singularly, giving customers the option to mix and match.
Prices start at $55 for a single gold stud earring and go up to $995 for a diamond-set signet ring.
Baublebar is also stocking a select range of 14-karat gold pieces from Los Angeles designer Maya Brenner, known for her initial jewelry. As indicated on Baublebar’s website, those pieces take three weeks to ship and aren’t subject to any site-wide deals or discounts.
The New York City-based company made the move into fine jewelry after finding success with its gold vermeil jewelry launched a year and a half ago.
“Since the beginning, the voice of our customer has led our product evolution,” Baublebar said in a press release. “Since the success of that [gold vermeil] launch, our customer’s voice remains the driving force behind our expansion into our own collection of fine jewelry.”
The company said in an interview with WWD that it expects fine jewelry to account for 20 percent of its sales within the next two years.
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