(Filed Under wholesale Shapewear News). Jewel Toned is a new shapewear and underwear brand that will be at its first Curvexpo show in New York later this month. As the name suggests, brightly colored shapewear sets this brand apart.
“Jewel Toned is the first ok to be seen body shaper. Period,” declared CEO Rachael McCrary in response to questions from BODY. “Most people remove their shapewear on a date, but with The Major Mini Dress, you don’t have to. It’s super cute, comfy and date night approved. With a built in bra and adjustable straps, it goes with everything. We fit everyday, comfortable style. No nude, only black and bright colors, we’re fun. Packed in a floral box and each piece comes with a hair tie, so we’re changing the psychology around shapewear.”
BODY first saw the collection at Magic in August, which was the almost two-year-old company’s first appearance at that show. Already, “Boutiques across the country, about 100 currently including Only Hearts,” carry the brand according to McCrary. “We’ve just been added as a vendor to several major department stores.” The company does not list any of its retailers on its website.
“Through several entrepreneurial endeavors, focus groups, model casting and talking to my customers, I realized women were bummed out about their shapewear,” the founder told BODY. “Mega shapers are great for the red carpet, but for casual style, they don’t enjoy not being able to breathe. If date night goes better than expected, most women remove their body shapers and throw them away. I wanted to take the shame out of shapewear and disrupt the category by making meant to be seen shapers.”
McCrary said she has an extensive background in the industry. “I’m a lingerie expert. I made bikinis and slips in high school, majored in fashion design in college with extra study in lingerie. I started as a temp at Victoria’s Secret, was head of product development for pretty much every major retailer over the course of 15 years. I was at Delta Galil, Von Maur and Maidenform for a long time.”
In launching Jewel Toned, McCrary took the unusual step of reaching out to tech industry venture capital. “I did not see a major value add with bringing on a fashion VC firm. The founding team has 60 years of fashion industry experience combined. I saw more the need for tech investors, to aid in scaling our e commerce business. They help with SEM, SEO and e commerce management. Sam Darwish in particular was brought on to mentor me as a CEO and provide advisement to scale the company. I studied his background in telecom, and his ability to scale is quite revolutionary. Regardless of the product, the base knowledge is the same. I find maintaining diverse skill sets to be the most beneficial to an early stage company.”
On its website the company offers a compact collection of styles in colors that include emerald, blush, navy, royal blue, titanium, red, ruby pink and black. The shapewear section displays a group of styles that act as shapers that can also be worn out. The Major Mini Dress, which features a built in bra with removable foam cups and removable, adjustable straps, retails for $49.
The Contour Hourglass Dress in black and royal blue, does not come with a built-in bra and retails for $44. There is also the Street Smart Bike Short for $21, the Rockin Bodysuit with a built-in shelf bra for $59 and the Out All Night Mini with lace trim for $36.
The Jewel Toned underwear collection includes a lace thong for $17, a lace bralette at $29, a rouched “pinkini” for $12 and a bikini for $17.
Jewel Toned will exhibit more designs at the show. “We’ll be adding new styles, like color expansion of the Major Mini Dress by request. We’ve just perfected a legging and a sports bra that are pretty revolutionary must-haves and new panties galore!” said McCrary. Future additions include “tights and activewear.”
The company sells internationally as well. “We were just in Gilt Japan and performed exceptionally well. We’re in boutiques in Hong Kong as far as in store. We ship e commerce orders daily to the UK, Canada and Australia.
“We’re making traction and here to stay,” concluded, McCrary. “Soon to be a household name for intimates, Jewel Toned is affordable and provides a purchase in white space. We’re not moving her dollars, it’s an add-on purchase. When customers purchase The Major Mini Dress they usually purchase back, and then come back immediately for an additional color. Our return rate is less than 1% Ditto for the lace bralette. It’s a wireless bra that is both comfy and sexy, which is rare.”
The company is not looking for independent sales reps. “We do everything in house. We’re a strong team, almost like a second family.”
Contact Tori at email@example.com or call the showroom at 424-204-9514 or shopjeweltoned.com.
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