Designer Spotlight – Frolick Jewelry

Adrienne Wiley
Owner/ Designer
Booth: 1355


What is one of your key items for this upcoming Holiday/Resort 2011-12 season?

I am really excited about a new collection of hand-molded wire shapes that are accented with semi-precious stones and crystals. I did a few looped wire necklaces last season and they were very well-received, so I decided to create more. Now we have necklaces, bracelets and earrings all created from a combination of molded wire, chain and stones.

Where do you draw inspiration from?

I draw inspiration from my travels, as well as vintage fashion and accessories. I live in San Francisco; it is the perfect place to find all sorts of unique antiques and vintage treasures that inspire my designs.

How do you start the design process when creating a new collection?

I look at the clothing trends and color stories for the season. I always take photos of things that inspire me, whether it’s clothing, art, or a place. I then lay everything out side-by-side such as magazine tears of the season’s styles, my inspiration photos, sample stones and other finds. I just try to group everything together to make sense as a cohesive collection.

What will draw retailers to your collection this upcoming season?

I think that retailers will really be drawn to the rich color palette and the varietyof both delicate and statement pieces. We have pieces in the collection for all occasions, from casual everyday jewelry to large, sparkly pieces that are perfect for holiday.

What changes have you noticed in retail over the last year?

It has been refreshing for me to see retailers regaining their sense of adventure in buying. I feel that the economic downturn was causing retailers to be very cautious of trying new lines and even new product offerings within the lines they already carry. It is great to see an increase in new buyers, as well as my repeat customers ordering more pieces from the new collections.

If you could dress a celebrity, who you feel fits your product image, who would it be and why?

My dream celebrity to dress would be Rachel McAdams. Her style is the effortless, everyday chic, which I feel Frolick embodies. I also love how she mixes modern clean lines with Bohemian vintage inspired styles. This combination is one of the main themes in my designs.

What three items are essential to you during market week?

Three essential items for me during market week are: cute and comfortable flats, because I am not one of those women who can stand in heels for ten hours a day; my iPad so I can keep up with what is happening at the office without having to carry my laptop around; and probably the most unique item is double-sided mounting tape. It’s perfect for last minute “fix its” in the booth.