… yes… I would say VCA is basic now. A few years ago, VCA stores were hard to find. No one even knew the name of the brand. That was also when employees at Neiman Marcus could get a VCA discount, because people didn’t care about the brand and demand was low. Now, they keep expanding stores into new cities. I went to SF last month, and they have a VCA store there now, which was not the case a few years ago. And I also remember my excitement when Boston finally got a VCA store.
Also, I never used to see men wear VCA. That’s usually the best indication — when the opposite gender is taking interest in an item that’s traditionally viewed as feminine. Overall, Alhambra is very mainstream now. Male rappers, sports players, influencers… It does make me feel like the brand is less special, but eh. Whatever. I still like my VCA pieces.
Honestly, I used to feel more unique than my sister, who has Cartier. But they’re really on the same level of brand recognizability now. Nothing I can do about it. Even on this forum, you can see that participation on the VCA threads has grown every year.
It’s interesting, because everyone seems to buy Cartier and Van Cleef for branded jewelry. I remember when Tiffany was the “it” brand and then became considered basic.
My SA who used to work at Cartier many years ago told me how they closed down her store, because the brand wasn’t receiving much business — especially compared to the Tiffany across from it. Now, after over a decade of being absent from my home state, they’re finally opening another Cartier store for next year. I just see so many more people wearing VCA and Cartier pieces than Tiffany, whose heyday really seems to have passed.
As a side note, I strongly believe that the VCA community’s obsession with turquoise stems from the marketability of Tiffany blue. Whether or not that’s subconscious or knowingly admitted. (Reminds me also of the turquoise Rolex, and paraiba tourmalines.) Personally, though, I don’t care for turquoise that much. Eh.
Already, it seems to me that the hottest jewelry collection is no longer Cartier love, but VCA Alhambra. But brands seem to be cyclical. So, I’m sure in a few years, Van Cleef will become less well known, and Bulgari or something will become the next “it” jewelry brand.