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Designer Spotlight: Iconery Applies 3D Printing To Launch Fine Jewelry Shopping Haven

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Iconery, a new state-of-the-art fine jewelry marketplace founded by former eBay executive, Ivka Adam, is on a mission to change the way the professional woman purchases fine jewelry. Adam partnered with fashion industry veteran Andrea Linett to create an online destination featuring a curated selection of established and emerging high-end jewelry designers, all selling luxury creations at accessible prices. Iconery’s innovative approach merging fashion, e-commerce, and the latest 3D printing technology is what truly sets it apart.

The company’s unique focus on simultaneously servicing the professional woman and jewelry designers is generating benefits on both sides of the market. The buyer is conveniently getting access to a wide range of on-trend, high-quality fine jewelry pieces at lower price points, while designers are receiving a complete, end-to-end production platform, allowing them to quickly meet rising consumer demands while spending less time and capital on manufacturing & marketing. For example, molds are typically one of the priciest parts of the jewelry fabrication process and by offering designers access to Iconery’s advanced 3D printers specifically designed for the fine-jewelry industry – the same technology used by Tiffany, Van Cleef, and Cartier – it allows them to rapidly produce even the most intricate pieces at the company’s LA-based facility.

Iconery also aims to be a digital educational resource for the professional woman, offering her fun and informative jewelry buying and styling tips. Iconery designers include Daryl K, Wren, Lena Wald, Elisabeth Bell, Brady Legler, Ariel Gordon, among others. Jewelry prices range from $95-$4,000. The average price is between $200-$500.

Prior to Iconery’s September launch, Adam honed her tech experience working at eBay, Hulu, and Modnique. Linett was founding Creative Director of Lucky magazine, and former Creative Director of Michael Kors & eBay Fashion. She is also the author of I Want To Be Her! blog and book.

Kristina Moore: What inspired you to come up with the idea for Iconery?

Ivka Adam: I’ve always loved jewelry — it’s a passion of my mother’s and she passed that love along to me. I wear some of her pieces everyday and it’s an integral part of my wardrobe. And I have always been the kind of person who prefers to wear real as opposed to costume — I’d rather have two authentic pieces vs. a slew of fake. I was even wearing yellow gold jewelry in college when everyone else was wearing silver — it was the late 90s and everyone swore by silver!

I was inspired to start Iconery, because I did not feel like there was a singular online destination for fine jewelry that actually shared how to wear the jewelry, not just buy it. To date, there has not been a place that is focused on accessible price points and the best designers. Rather than create my own brand, I wanted to cultivate a platform for designers to help build their businesses as well as incubate designers who want to venture into jewelry design and provide them with a low barrier to entry — hence we decided to pursue a managed marketplace model that also facilitated manufacturing.

Moore: How do you spot talent in jewelry designers?

Andrea Linett: Originality and a real understanding of jewelry and what women want to wear. Also, are they designing things that are classic and won’t automatically go out of style in a season?

Moore: What are the benefits professional women can expect when shopping on Iconery’s website? And why is it important to you to support them?

Adam: Our average consumer is a professional woman capable of spending money on herself — she cares about looking pulled together and jewelry is a fundamental part of her wardrobe.

In terms of table stakes, we offer the best in terms of price, value, and selection with an emphasis on direct to consumer pricing. We offer the highest in terms of trust and quality - everything is real. All diamonds and gemstones are conflict free. We offer free shipping and returns and you can call our customer service line and we can help with questions on sizing…etc.

Linett: Through our editorial stories, we teach women how to wear and pair jewelry — we have stories on everything from how to layer necklaces and stack rings — even how to wear an earcuff. For instance, imagine you are a corporate lawyer and you want to wear something classic with an edge that’s not going to get you thrown out of the courtroom…we have that kind of jewelry. A professional woman can wear a diamond earcuff and look cool yet still polished. We’re here to help you complete your overall jewelry wardrobe and build a collection — something you will want to put on day after day, year after year. And something that will put a little excitement in your look.

Moore: Tell us about Iconery’s 3D printing feature. What makes it so special?

Adam: We're applying technology to reinvent an age-old industry. Iconery.com sits at the intersection of fashion, e-commerce, and the latest 3D printing technology. Collectively, the team has spent a lot of time and resources to figure out a way to apply 3D printing to jewelry e-commerce at scale, an area practically untouched thus far. 3D printing is exceptional for manufacturing single or small batch items, and provides the flexibility to produce everything from fine micro-pavé pieces to bolder styles. It’s the magic behind the curtain. The 3D printing technology is quietly there and allows the customer to get what she wants. The minute she hits the “buy” button we start making the jewelry.

Moore: What’s your biggest challenge as a startup?

Adam: It’s an amazing time to be a female founder regardless of location — we are here in Los Angeles as opposed to Silicon Valley. LA is a great place for our startup to be based. It’s a smaller community here in LA so it’s easy to build a network and get to know the major players. More specifically, I chose to base Iconery in LA because of the access to eCommerce expertise, the proximity to manufacturing and production in downtown LA, and the tight-knit and supportive local start-up community. I’ve been quickly adopted as a female founder and the diversity of the entrepreneurial scene in LA has helped me get multi-dimensional and objective perspectives on Iconery’s business model and go-to-market strategy.

I also always strive to manage growth in a focused and deliberate way - we want to stay true to our brand.

Moore: How is your previous work experience helping you launch Iconery?

Adam: I was raised in Orange County, went to UCLA for a degree in Economics, worked in LA for Ernst and Young (EY) and a couple startups, including Hulu, and then got my MBA at USC in 2009. After all of that, I moved to the Bay Area to join eBay. That said, my time at eBay really prepared me for Iconery and gave me a strong knowledge base of marketplace models. And I think my California roots contribute to the brand aesthetic too!

Linett: My work history is pretty much all fashion related — it’s what I have been doing for years. I started my career at Sassy as the fashion and beauty editor and then went to work as a writer and editor at Harper’s Bazaar under editorial icon Liz Tilberis. But I’ve always been fascinated by how women actually shop and was able to channel that passion into Lucky where I was the founding Creative Director. Then I went to eBay and served as the Creative Director of eBay Fashion, which is where I got a ton of experience working within a marketplace model. Also, my blog, I Want To Be Her, is totally focused on personal style and shopping — again, something that we are focused on with Iconery. We have made it a fun, non-intimidating place to shop.

Moore: Do you have a favorite fine jewelry piece you’ve invested in as a career woman?

Adam: My Anne Sisteron emerald ring — I bought it for myself when I started Iconery. It’s my startup talisman.

Linett: I have so much jewelry it’s hard to choose. I am obsessed with all of my Tenthousandthings and James Colarusso pieces, and I collect vintage and antique jewelry. When we started Lucky, I bought a Hermès Medor watch.

Moore: Where do you see Iconery in three years?

Adam: Our marketplace will have expanded and we certainly want to have a global presence. We want people to truly discover new, exciting designers, which is why we want to incubate and foster design talent.

Moore: How do you replenish your creativity and energy?

Adam: I am an avid backpacker, hiker, and mountain climber! In fact, I am about to embark on a climb up Mt. Whitney for the 4th time! I also practice Transcendental Meditation and have for the past 30 years.

Linett: I am a constant observer. I can sit in a café or walk around the city and watch people all day long. I find that to be the most inspirational thing. And shopping (even just looking) is a great creative replenisher. I also read tons of magazines and fashion and photography books – even old ones, and watch movies for inspiration. Even guys inspire me!

Do you have a fashion designer, brand or company you would like featured on Forbes Style File: Designer Spotlight? Let us know in the comments section.

Kristina Moore is a style expert focusing on visual presentation as a dynamic professional tool. She is the founder and editor of Corporate Fashionista. Kristina welcomes your comments and questions.