What you need to know – WWD


Influencer Loren Gray is leveraging her extensive social media to launch a jewelry brand.

The 18-year-old, who is the fourth most-followed user on TikTok with nearly 50 million followers, is launching her first and ever brand on December 3 to offer a line of jewelry that mimics her style and is intended to encourage trust. .

“Jewellery is a bit more sentimental than makeup or clothes and I wanted it to be something that could mean a bit more to my audience,” Gray said on a Zoom call about why she chose the category. “And I love jewelry. It’s always been something I’ve been really passionate about.”

Gray, who started developing the brand a year ago, drew inspiration from old Hollywood glamor and icons of that era that evoked confidence when designing the line. The rooms are all designed with a vanity mirror symbol, which has always been a source of insecurity for Gray.

Earrings from &always.

“The little mirror is the symbol of the brand,” she said, “because for me it always felt like insecurity. [to look in the mirror]. I wanted to make it a symbol of trust.

The line launches with two collections: the Starlet Mirror Edition and the Otherworld Edition. The Starlet Mirror edition is the main collection of the brand and includes necklaces, earrings and bracelets designed with a chain pattern. The Otherworld edition has a space theme and includes necklaces, earrings, bracelets and barrettes designed with stars, moons and planets.

“The Otherworld edition is inspired by retrofuturism, which I found on Pinterest,” she explained. “I really loved the aesthetic. It’s basically what people in the 50s and 60s thought the future was going to be like. A lot of the art from that inspired me.

Photos of Loren Gray's &always jewelry brand

Bracelets from &always.

Gray created the brand for her followers, who range in age from 10 to 18. She wanted the pieces to be made with good quality materials, but at an affordable price of $16 to $44. She also said that the brand’s packaging is 100% recyclable or reusable.

The influencer involved her followers in the brand’s design process and said an upcoming collection is “inspired by my fan base”. Gray said the brand’s name comes from a saying she uses frequently when interacting with her followers.

“I wanted to keep [the brand] pretty secretive, but I got a lot of inspiration from things that [my followers] wear or talk about,” she said. “There was a lot of involvement without them really knowing it.”

Gray is one of TikTok’s first major influencers to come. She joined the social media platform in 2015 – then known as Musical.ly – and was previously the most followed user on TikTok before being overtaken by Charli D’Amelio and Addison Rae. In August, Forbes named Gray the fourth highest-earning TikTok star with $2.6 million.

The influencer has embarked on several major sponsorship deals over the past five years, including with Revlon, MAC, and Skechers, among others.

Outside of her influencer career, Gray also has a budding career as a musician. Gray signed with Virgin Records in 2018 and released the singles “Alone”, “Cake”, and “Queen”. She recently teamed up with Deacon Phillippe – the 17-year-old son of Reese Witherspoon – on the single “Love for the Summer”.

The &always collection will be sold on the brand’s e-commerce site. Click through the gallery above to see more styles from the line.

Learn more here:

10 fashion and beauty brands to follow on TikTok

Addison Rae prepares for the People’s Choice Awards

Charli and Dixie D’Amelio before Morphe’s Gen Z line

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