When it became clear that we were wearing masks for a while, some added another element: chains or straps for storage (and extra talent).
“It’s a cool accessory that goes well with other necklaces, but it’s also functional,” said Karen Perez, a second-wind company, driving the trend with chains of gold, silver, gunmetal and Lucite hanging from handcuts. It was useful for. Linen and silk mask.
Previously reserved for librarians and highly athletic people (Croakies), such retainers are becoming more popular with stylish mask wearers. Jewelery designers and other fashion adjoining professionals create their own. Major retailers such as J. Crew, Free People, Fossil, Ann Taylor and Banana Republic sell them, and Etsy has thousands more retailers. Celebrities such as Jennifer Lopez, Mindy Kaling, Elle Fanning and Busy Philipps have been witnessed wearing them. (After losing some cloth masks, I also became a mask chain lover.)
Lele Sadoughi, a jewelery and accessory designer, began making masks this spring. After getting inspiration, she asked the team to take a new photo of the sunglasses chain and showed that it could also be used to carry a mask.
“We have moved from dozens of sales per week to hundreds of sales per week,” Sadoughi said. “Now it’s almost a million dollar category.”
Perez started his second wind in the summer after spending months saving and living. Her work as a stylist was exhausted early in the pandemic. On July 21st, she announced a pre-sale on Instagram with about 100 orders planned. She sold 10,000 products within 24 hours.
“I didn’t have that stock,” Perez said. “I didn’t even have that much dough.” She worked 20 hours, 7 weeks to prepare the order, and her relatives helped in the morning and evening.
The topic really rose when the big name received the second wind breeze. For example, Congressman Alexandria Ocasio Cortez (DN.Y.) visited Perez’s studio in August. This month she wore a second wind mask and chain when she swore for the second term in Congress. Jennifer Lopez was also shot in a second wind design. According to Perez, Bloomingdale’s, Amazon, and Selfridges are one of the major retailers who asked to carry her products, but she refused. She is not ready to expand her business to that level. (Currently, Perez works with 40 craftsmen, and her sister is in charge of logistics and marketing.)
Mask chains may seem to have a limited lifespan, but Sadoughi believes that accessories will help even if more people are vaccinated. The Centers for Disease Control and Prevention currently recommends that even vaccinated people wear masks and stay socially distant. Tests have shown that masks are very effective and people can become infected with the virus and in some cases spread while the vaccine is in place.
Even as the coronavirus infection rate declines, Sadoughi bets that people will want to wear masks and mask chains on planes and other public transport. Perez said Ocasio Cortez made a similar point. “She said she would continue to wear a mask when the weather was nice,” Perez said. “It’s a way to show respect for others.”
Whatever happens next, Sadoughi’s company has already benefited significantly from all the new customers that masks and chains have brought. According to Sadoughi, in 2020, the company’s sales increased 80% and the number of new website customers was five times that of 2019. Some were from those who bought masks and chains, but many bought headbands and pearl earrings. Go with their new protective accessories.
“All other categories are up,” Sadoughi said. “Our direct business has really exploded. We have a record profit year.”
The mask stays here.And now, mask chains are becoming a new cool accessory
Source link The mask stays here.And now, mask chains are becoming a new cool accessory