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.
