New Perlee Collection

[sjunky13]

The more I think about these releases the more I understand VCA marketing, but not design.

This is supposed to anniversary the Carnelian and Guilloche Alhambra release last September.
VCA has said Perlee was the top 2 ranges for the brand, so I understand expanding the range. The thing is once everyone gets Perlee bangles, they don't really add much more Perlee like they would Alhambra. The Perlee of color is not very popular compared to Alhambra . Hence this release. Good concept, poor execution ?

The last release with precious stones was a flop imo. Frivole with Ruby and Emerald. It received very poor feedback. The brand wants to introduce precious stones again to clients in lower price points? I know high jewelry has been a push for all jewelry houses in the past year. They promote those pieces on SM and are expected to sell it. They have goals.
Is this the Segway to get an Alhambra client into gemstones and then a higher price point?

Also the rise in price of the Perlee hoops? If they followed the increases, they should only be $3100 or so. Insulting. Yes, I am still stuck on rising the price by 1k and no design change. LOL.

Like I said I understand the marketing, but some of the design is stale imo.

 

[BigAkoya]

The more I think about these releases the more I understand VCA marketing, but not design.

This is supposed to anniversary the Carnelian and Guilloche Alhambra release last September.
VCA has said Perlee was the top 2 ranges for the brand, so I understand expanding the range. The thing is once everyone gets Perlee bangles, they don't really add much more Perlee like they would Alhambra. The Perlee of color is not very popular compared to Alhambra . Hence this release. Good concept, poor execution ?

The last release with precious stones was a flop imo. Frivole with Ruby and Emerald. It received very poor feedback. The brand wants to introduce precious stones again to clients in lower price points? I know high jewelry has been a push for all jewelry houses in the past year. They promote those pieces on SM and are expected to sell it. They have goals.
Is this the Segway to get an Alhambra client into gemstones and then a higher price point?

Also the rise in price of the Perlee hoops? If they followed the increases, they should only be $3100 or so. Insulting. Yes, I am still stuck on rising the price by 1k and no design change. LOL.

Like I said I understand the marketing, but some of the design is stale imo.

Your comments are spot on, and I agree with you on this collection. For me, it's a big miss too.
I think VCA is lost, and they do not know who they want to target as their buying population. Do they want to go to a lower price point to target Gen Z? Or do they want to go a higher price point?

In talking with my SA, he said VCA does not just want to sell 5 motif bracelets, which if you follow social media, the bracelet is a very popular item. For young ladies, the 5 motif is almost a rite of passage, similar to the all-metal Love.

To add... my SA also said VCA wants to get back to its core jewelry clients, true clients who buy the brand ongoing and not just Alhambra bracelets (e.g. similar to those who just buy a Love and then they are done with Cartier). My takeaway from that is VCA wants to be more than just a four leaf clover company. I also sense a bit of frustration that social media is altering their image, and not in a good way in their eyes.

Adding one more comment from SA who said in a separate conversation, VCA was considering making the HP available to existing clients only. My SA said in 2021, there were so many people calling the boutique demanding a HP, yet they had never purchased anything VCA. They were just calling store after store (one caller yelled at my SA saying "you are lying, I know your store has the HP). It was pretty insane he told me, and the SAs dreaded phone calls. Hence, VCA wants to come up with a new model for the HP. We'll see what happens this fall.

Again, this goes back to VCA not liking the social media frenzy of 5 motif bracelet and HPs because VCA views them as entry point pieces.

So yes, your perspective is completely in line with what my SA said.
The problem in my opinion is that while VCA wants to push higher dollar items, these new pieces are not creative nor unique. For clients who have gone past Alhambra, I would think clients are looking for unique pieces, more than just a four leaf clover. These pieces do not give them that. It's more "color" in a sense; no unique design, and for color, people tend to go with Alhambra.

My SA showed me the new WG pieces in Perlee, and I responded "that's it? Looks like mall jewelry." To me, these pieces do not look like they come from a luxury brand; there is no creativity at all. Where is the beautiful design or metalwork VCA is known for and repeat clients want?

I was very much hoping for pieces to add to my Clover bracelet. To me, the Perlee line is about the artistic design of the milgrain mixed with the metal clover, with little sparkles of diamond. Couleurs has never been a popular line, and I am not sure why they decided to expand on Coleurs vs original Perlee line which is quite popular.

For me, if I were VCA and wanted to create pieces in a higher price point, the answer would be easy.
I would offer the Clover bangle with colored gemstones replacing the diamonds. I think a Clover with little emeralds or rubies would be stunning! Existing Clover owners could add/stack. These emerald or ruby Clover bracelets would be a higher price point too (guessing $40-$50K), so VCA would achieve their goal of selling higher end pieces, but not quite as high a high-jewelry.

I would love love love an emerald Clover and a ruby Clover! VCA can also introduce the same gemstones in the Clover ring and earrings. I think these would sell like hot cakes, and clients can mix and match their pieces.

Just my two cents and humble opinion. But of course, I'm certainly not qualified to be a VCA jewelry designer.

 

[tenshix]

Your comments are spot on, and I agree with you on this collection. For me, it's a big miss too.
I think VCA is lost, and they do not know who they want to target as their buying population. Do they want to go to a lower price point to target Gen Z? Or do they want to go a higher price point?

In talking with my SA, he said VCA does not just want to sell 5 motif bracelets, which if you follow social media, the bracelet is a very popular item. For young ladies, the 5 motif is almost a rite of passage, similar to the all-metal Love.

To add... my SA also said VCA wants to get back to its core jewelry clients, true clients who buy the brand ongoing and not just Alhambra bracelets (e.g. similar to those who just buy a Love and then they are done with Cartier). My takeaway from that is VCA wants to be more than just a four leaf clover company. I also sense a bit of frustration that social media is altering their image, and not in a good way in their eyes.

Adding one more comment from SA who said in a separate conversation, VCA was considering making the HP available to existing clients only. My SA said in 2021, there were so many people calling the boutique demanding a HP, yet they had never purchased anything VCA. They were just calling store after store (one caller yelled at my SA saying "you are lying, I know your store has the HP). It was pretty insane he told me, and the SAs dreaded phone calls. Hence, VCA wants to come up with a new model for the HP. We'll see what happens this fall.

Again, this goes back to VCA not liking the social media frenzy of 5 motif bracelet and HPs because VCA views them as entry point pieces.

So yes, your perspective is completely in line with what my SA said.
The problem in my opinion is that while VCA wants to push higher dollar items, these new pieces are not creative nor unique. For clients who have gone past Alhambra, I would think clients are looking for unique pieces, more than just a four leaf clover. These pieces do not give them that. It's more "color" in a sense; no unique design, and for color, people tend to go with Alhambra.

My SA showed me the new WG pieces in Perlee, and I responded "that's it? Looks like mall jewelry." To me, these pieces do not look like they come from a luxury brand; there is no creativity at all. Where is the beautiful design or metalwork VCA is known for and repeat clients want?

I was very much hoping for pieces to add to my Clover bracelet. To me, the Perlee line is about the artistic design of the milgrain mixed with the metal clover, with little sparkles of diamond. Couleurs has never been a popular line, and I am not sure why they decided to expand on Coleurs vs original Perlee line which is quite popular.

For me, if I were VCA and wanted to create pieces in a higher price point, the answer would be easy.
I would offer the Clover bangle with colored gemstones replacing the diamonds. I think a Clover with little emeralds or rubies would be stunning! Existing Clover owners could add/stack. These emerald or ruby Clover bracelets would be a higher price point too (guessing $40-$50K), so VCA would achieve their goal of selling higher end pieces, but not quite as high a high-jewelry.

I would love love love an emerald Clover and a ruby Clover! VCA can also introduce the same gemstones in the Clover ring and earrings. I think these would sell like hot cakes, and clients can mix and match their pieces.

Just my two cents and humble opinion. But of course, I'm certainly not qualified to be a VCA jewelry designer.

I agree with everything you said. The new Perlee collection isn’t anything special or unique… It doesn’t feel quintessentially VCA. However different gemstone Clover bangles would be crazy! So many possible combinations, I really wish VCA would venture out to doing more colorful stones. A lot more people would be on board with the higher price points if the craftsmanship and details warrant the price.

 

[sjunky13]

Yes I agree @BigAkoya I was going to end my last post with ; VCA is doing this to weed out certain clients!
I myself started my collection 14 years ago with a 5 motif! It certainly a great bang for your buck item and can see the appeal in wanting to stack and it being a great entry price point.

See VCA is a 5 motif company though. Perlee is a relatively new range and they are known for Alhambra . They made a huge fuss for the 50 year anniversary. Granted the 5 motifs had pave, lol. They are known for the iconic clovers. If they were smart they would release more stone combos in all metals and more diamonds! It is hard to move away from your iconic look. For example look at Cartier LOVE, they constantly releases new versions and updates. The clash, JUC and Ecrou all work with their Iconic Love . It is a look and all achieves symbiosis. It is very Cartier and on brand. These VCA pieces do not feel on brand to me.

I do think true non VCA lovers will get bored between this release, non stock issues and will move on.

I know you white gold lovers need to see some new pieces as well. Let's see what anniversaries last year's Lotus and Zodiac!
I would love to see the Seoul exclusive, WG and RG Guilloche and some new creativity.

 

[lynne_ross]

While I do not love these new designs I am sure VCA is being purposeful with these launches. I have not loved any of the recent years launches but all the pieces have sold. With launches being limited in quantity to start there will be enough buyers, and they can adjust as they go. We should also keep in mind not all buyers have the same taste and vca is focusing on a few key markets which will enviably have different tastes. I did not understand the new lucky collection or the frivole fruitcake ring. But the pieces flew off the shelves. My SAs said they were really popular with Asian market. I love enough of the existing pieces to happily continue to buy.
Having said that I still do not understand the pricing of the hoops. So puzzling!

 

[krawford]

Your comments are spot on, and I agree with you on this collection. For me, it's a big miss too.
I think VCA is lost, and they do not know who they want to target as their buying population. Do they want to go to a lower price point to target Gen Z? Or do they want to go a higher price point?

In talking with my SA, he said VCA does not just want to sell 5 motif bracelets, which if you follow social media, the bracelet is a very popular item. For young ladies, the 5 motif is almost a rite of passage, similar to the all-metal Love.

To add... my SA also said VCA wants to get back to its core jewelry clients, true clients who buy the brand ongoing and not just Alhambra bracelets (e.g. similar to those who just buy a Love and then they are done with Cartier). My takeaway from that is VCA wants to be more than just a four leaf clover company. I also sense a bit of frustration that social media is altering their image, and not in a good way in their eyes.

Adding one more comment from SA who said in a separate conversation, VCA was considering making the HP available to existing clients only. My SA said in 2021, there were so many people calling the boutique demanding a HP, yet they had never purchased anything VCA. They were just calling store after store (one caller yelled at my SA saying "you are lying, I know your store has the HP). It was pretty insane he told me, and the SAs dreaded phone calls. Hence, VCA wants to come up with a new model for the HP. We'll see what happens this fall.

Again, this goes back to VCA not liking the social media frenzy of 5 motif bracelet and HPs because VCA views them as entry point pieces.

So yes, your perspective is completely in line with what my SA said.
The problem in my opinion is that while VCA wants to push higher dollar items, these new pieces are not creative nor unique. For clients who have gone past Alhambra, I would think clients are looking for unique pieces, more than just a four leaf clover. These pieces do not give them that. It's more "color" in a sense; no unique design, and for color, people tend to go with Alhambra.

My SA showed me the new WG pieces in Perlee, and I responded "that's it? Looks like mall jewelry." To me, these pieces do not look like they come from a luxury brand; there is no creativity at all. Where is the beautiful design or metalwork VCA is known for and repeat clients want?

I was very much hoping for pieces to add to my Clover bracelet. To me, the Perlee line is about the artistic design of the milgrain mixed with the metal clover, with little sparkles of diamond. Couleurs has never been a popular line, and I am not sure why they decided to expand on Coleurs vs original Perlee line which is quite popular.

For me, if I were VCA and wanted to create pieces in a higher price point, the answer would be easy.
I would offer the Clover bangle with colored gemstones replacing the diamonds. I think a Clover with little emeralds or rubies would be stunning! Existing Clover owners could add/stack. These emerald or ruby Clover bracelets would be a higher price point too (guessing $40-$50K), so VCA would achieve their goal of selling higher end pieces, but not quite as high a high-jewelry.

I would love love love an emerald Clover and a ruby Clover! VCA can also introduce the same gemstones in the Clover ring and earrings. I think these would sell like hot cakes, and clients can mix and match their pieces.

Just my two cents and humble opinion. But of course, I'm certainly not qualified to be a VCA jewelry designer.

What are you talking about when you say HP?

 

[lynne_ross]

What are you talking about when you say HP?

Holiday pendant

 

[sjunky13]

While I do not love these new designs I am sure VCA is being purposeful with these launches. I have not loved any of the recent years launches but all the pieces have sold. With launches being limited in quantity to start there will be enough buyers, and they can adjust as they go. We should also keep in mind not all buyers have the same taste and vca is focusing on a few key markets which will enviably have different tastes. I did not understand the new lucky collection or the frivole fruitcake ring. But the pieces flew off the shelves. My SAs said they were really popular with Asian market. I love enough of the existing pieces to happily continue to buy.
Having said that I still do not understand the pricing of the hoops. So puzzling!

Those hoops!
I agree with different markets being catered too. In the states the fruitcake ring( haha) did poorly and I am sure it flew off shelves overseas.
I know a few Instagram accounts that did purchase it.

 

[BigAkoya]

Yes I agree @BigAkoya I was going to end my last post with ; VCA is doing this to weed out certain clients!
I myself started my collection 14 years ago with a 5 motif! It certainly a great bang for your buck item and can see the appeal in wanting to stack and it being a great entry price point.

See VCA is a 5 motif company though. Perlee is a relatively new range and they are known for Alhambra . They made a huge fuss for the 50 year anniversary. Granted the 5 motifs had pave, lol. They are known for the iconic clovers. If they were smart they would release more stone combos in all metals and more diamonds! It is hard to move away from your iconic look. For example look at Cartier LOVE, they constantly releases new versions and updates. The clash, JUC and Ecrou all work with their Iconic Love . It is a look and all achieves symbiosis. It is very Cartier and on brand. These VCA pieces do not feel on brand to me.

I do think true non VCA lovers will get bored between this release, non stock issues and will move on.

I know you white gold lovers need to see some new pieces as well. Let's see what anniversaries last year's Lotus and Zodiac!
I would love to see the Seoul exclusive, WG and RG Guilloche and some new creativity.

Yes, completely agree. Maybe that is what VCA is trying to do... weed out!
On moving on... it's too funny, but when my SA showed me the new WG Perlee pieces and I said no, I also said... "You are going to force me to dump you!"
He did though, remind me I needed to order a Trace chain to hang my panda.

I, too, would love to see more WG Alhambra in colored stones. WG Guilloche is supposed to come out late fall, but it's all metal, and as of now, I'm not a super fan of all metal Alhambra. I could be convinced though! We'll see come fall.

 

[sjunky13]

Yes, completely agree. Maybe that is what VCA is trying to do... weed out!
On moving on... it's too funny, but when my SA showed me the new WG Perlee pieces and I said no, I also said... "You are going to force me to dump you!"
He did though, remind me I needed to order a Trace necklace to hang my panda.

I, too, would love to see more WG Alhambra in colored stones. WG Guilloche is supposed to come out late fall, but it's all metal, and as of now, I'm not a super fan of all metal Alhambra. I could be convinced though! We'll see come fall.

I think it will be gorgeous! You WG lovers have convinced me to look into some pieces.

I would love to see the rings in person. I do think they will be beautiful. There is a lot of YG, just as I move into Rg..

 

[krawford]

Holiday pendant

Got it. Thanks!!

 

[BigAkoya]

For those who might love this collection…

I just received my issue of Town and Country. Here is the latest ad. Also see Michelle Yeoh’s finger; she stacked two rings.

 

[sjunky13]

For those who might love this collection…

I just received my issue of Town and Country. Here is the latest ad. Also see Michele Yeoh’s finger; she stacked two rings.

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TY for posting. I like the watch surprisingly and the rings as always look better than stock photos. I think the diamonds on the ring are throwing me off.

 

[tenshix]

For those who might love this collection…

I just received my issue of Town and Country. Here is the latest ad. Also see Michele Yeoh’s finger; she stacked two rings.

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Michelle is so graceful and a timeless beauty!! Love that they picked her for this ad

 

[BigAkoya]

Michelle is so graceful and a timeless beauty!! Love that they picked her for this ad

Sorry to confuse. Actually, the Michelle photo is not part of the ad. It’s better! She made front cover, and there is a full article about her. I am sure VCA timed the rings to go with the photo shoot. I like her too! Here are some more photos from the article you might enjoy.