Loulou de la Falaise brings diffusion line

Fashion and accessories designer Loulou de la Falaise is introducing a diffusion jewellery line. The former Yves Saint Laurent muse and paragon of French chique will unveil the new, affordable line at Bijorhca accessories trade fair in Paris on 1 September. "I noticed whenever I introduced a more accessible design, it would sell immediately," she told WWD, adding, "A diffusion line is also an opportunity for a designer to play out ideas on a smaller scale." The diffusion line includes her trademark wolf clasping a fake pearl in its mouth. De la Falaise chose for the motif because wolf is loup in French, and is pronounced "lou". The prices for the new Fantasies line will range from EUR50 to EUR300, quite a difference compared with her collection creations, which can retail for as much as EUR3000.

De la Falaise launched her business in 2003. Jewellery now makes up 40 percent of it. She believes that her diffusion line will help her reach a broader audience through more distribution. She already sells her collection to about 20 locations throughout Europe, Africa and North America , but said she noticed a resistance from consumers to paying large amounts for fashion. Offering a diffusion line means reaching a younger audience, but she said that although the jewellery had to be fun, it would not look cheap. We can look forward to strands of translucent beads, lacquered wood beads and glass bead as well as precious stones, and colourful strands with butterfly and flower brooches. There will also be fabric bags and home objects to chose from.