j.crew 's new accessories focus

[pageprints from jcrew.com]

Something new is afoot at J.Crew. Perhaps it is the jewel-encrusted $295 shoes. Or the jewel-encrusted $495 jewels. Visitors to the J.Crew Website in March noticed a strong focus on accessories, with plenty of colorful clickables. "Covet & Collect" was the message to go along with the new checkerboard index page pictured above, steering shoppers to the company's "New Shoes & Accessories Collection" with expanded offerings in shoes, bags, belts, costume jewelry, and latest category, fine jewelry. The new product offerings were launched in concert with J.Crew's first printed catalogue devoted entirely to accessories.

You might not expect to see a 10K gold boule ring with pearl for $495, or a 27" strand of pearls for $200 on jcrew.com. And the price points may give you pause. But according to a WWD interview with J.Crew creative director, Jenna Lyons Mazeau, J.Crew has experienced "no resistance to its prices." In fact, the success of their costume jewelry business "encouraged the company to launch fine jewelry." As of this posting, the $495 ring was already sold out.

J.Crew will open its first Collection store at 1035 Madison Avenue in June, where the fine jewelry collection will have its first in-store feature.