The Last Line takes the direct-to-consumer model to fine jewelry

By

Emily Jensen

Published
Jul 22, 2017

Jewelry veteran Shelley Gibbs Sanders launches her new brand The Last Line on Friday. The new line utilizes the online, direct-to-consumer model that is increasingly popular among fashion and accessories brands.

 
Based in Los Angeles, The Last Line is intended for shoppers just starting to build a collection of fine jewelry. Sanders divided the brand into two lines – the Heart, made up of staple pieces with prices ranging from $60 to $1,500, and the Soul, made up of heirloom pieces ranging from $1,000 to $7,000.
 
The brand also deviates from other jewelry lines by selling its earrings in singles rather than pairs, encouraging shopper to mix and match the pieces to create their own look. Though it is available online only, The Last Line offers a concierge service in an attempt to replicate the experience of shopping at a high-end store.

According to Sanders, using the direct-to-consumer model allows The Last Line to offer fine jewelry at more accessible prices. As the retail landscape continues to change and traditional brick-and-mortar chains struggle to stay open, more and more brands have taken to the direct-to-consumer model.
 
Popular brands such as Glossier, Everlane and Reformation all utilize a direct-to-consumer model, which sells products directly from the manufacturer to the consumer. The model is particularly useful for brands rooted in e-commerce, with some, such as Everlane recently did, only opening physical locations after establishing a following online.