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Jewelry designer Alexis Bittar in expansion mode

Los Angeles Times
Modified: May 15, 2012 at 5:20 pm •  Published: May 15, 2012
Fashion jewelry design is in the midst of a renaissance the likes of which we haven't seen since the 1980s. And Alexis Bittar blazed the trail. In the last two decades, the New York-based jewelry designer has gone from selling his signature colorful, hand-carved Lucite pieces on the streets of SoHo to bejeweling leading ladies in Hollywood and beyond, including Lady Gaga, First Lady Michelle Obama, Madonna, Cameron Diaz, Meryl Streep and Rihanna. At the same time, he's managed to keep the core of his collection in an accessible $225-to-$645 price range.

Bittar has also challenged the definition of fashion muse by eschewing prepubescent models in his ad campaigns in favor of women, such as eccentric octogenarian Iris Apfel, "Dynasty" diva Joan Collins and, most recently, "Ab Fab" stars Jennifer Saunders and Joanna Lumley.

And now, with a recent influx of cash from private equity firm TSG Consumer Partners, Bittar is ready to expand his vision globally and to introduce a new, higher-priced line of jewelry in sterling silver and gold that will debut next year.

He's already one of the most prolific jewelry designers in the business, turning out hundreds of pieces each season that incorporate innovative materials such as molten metals, reconstituted coal and Lucite, which was big in the 1950s and is currently having another moment in fashion but which Bittar has built his brand on since the beginning.

For spring's O'Keeffe collection of bold, Southwestern-looking Lucite cuff bracelets and collars, he took cues from the artist's skulls and Native American textiles, then layered on Art Deco-ish crystals. Another spring group, Dark Garden, features Lucite beaded necklaces and carved floral brooches with crystal-encrusted thorns, movable blooms and pollen pods. The younger sister collection of the family, named Miss Havisham, includes "man-made druzy quartz" cocktail rings carved from crushed glass embedded in resin.

It's no wonder that art museum shops caught onto his talents first, followed soon after by high-end boutiques and department stores, including Neiman Marcus, Saks Fifth Avenue and Bloomingdale's.

"(Alexis) is responsible for elevating the status of costume jewelry and making it a category that is taken much more seriously in fashion," says Brooke Jaffe, fashion accessories director of Bloomingdale's. "He draws in a broad range of customers."

He understands the need for one-of-a-kind fantasy pieces for photo shoots, as well as commercial pieces for women's everyday lives. "Most designers get one or the other but not both," she adds.

Along the way, Bittar has created spikey Lucite masks, floor-length necklaces and oversized cross earrings, for the likes of Lady Gaga, Rihanna and Madonna. His work has been shown on the covers of countless magazines, including Vogue, V and W. He's also collaborated on jewelry design with other brands, including Burberry, Michael Kors and Jeremy Scott.

Bittar "has a design intelligence," says stylist and costume designer Arianne Phillips, who has known him for eight years. "No matter what he chose to do, whether it was design a car or clothes, he'd be capable of it."

Phillips relies on Bittar to create custom pieces for magazine spreads, music videos and films (he made several pieces for "W.E."). The more classic pieces she wears herself, including crystal-studded Lucite bracelets and pyramid studs.

"He created a niche that opened the door for so many other people," she says, pointing to the new class of cool, young jewelry designers that has emerged in recent years, including Pamela Love, Eddie Borgo and Justin Giunta of Subversive.

Michelle Obama has worn several Lucite brooches by Bittar as well as statement pieces by other brands in his league, including Erickson Beamon and Tom Binns. She has undoubtedly helped put the spotlight on fashion jewelry (and taught women to take risks when wearing it).

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