• The Gem
  • Posts
  • Resale Goes Upmarket: Fashionphile Launches Parker & West

Resale Goes Upmarket: Fashionphile Launches Parker & West

Plus: Brilliant Earth taps Madison Keys to attract sports fans

Author

Avinash Duggempudi
August 27, 2025 • Reading Time: 5 minutes

The Gem

Here's what's happening this week in the world of jewelry eCommerce:
- Fashionphile debuts Parker & West curated estate line.
- Brilliant Earth activates sports fandom with Keys medallion.
- Alex and Ani monetizes Y2K with Polly Pocket drop.
- North America outlook: tariffs nudge lab-grown adoption.
- India’s jewelers swing budgets to digital-first performance.

⏱️How Nécessaire Outpaced Competitors With 47% More Revenue



Nécessaire went into Prime Day with proof that Meta and TikTok were quietly fueling Amazon sales, even when they showed up as “organic.”

Armed with that evidence, they increased spend and beat their peer group with 47% higher revenue. Most teams would’ve cut back and left millions on the table.

👉 Follow Fospha on LinkedIn for data-backed playbooks and real-world learnings from leading retail brands, so you can see exactly how the best are scaling profitably.

📌WEEKLY MUST-KNOWS

Fashionphile introduced Parker & West, an unbranded fine jewelry line built on its authentication and curation playbook. The move formalizes a premium, trust-led path to shop estate pieces, addressing quality inconsistency and discovery friction in the category. Expect pressure on traditional estate dealers and fresh D2C storytelling angles around provenance and expert vetting.

Brilliant Earth launched a curated collection and a co-designed, symbol-rich medallion with tennis star Madison Keys timed to the US Open. The play blends athlete storytelling, live-event relevance, and accessible luxury price points to expand reach beyond core bridal. Signals rising ROI in sport-aligned ambassadors for conversion and brand heat.

Alex and Ani unveiled a limited Polly Pocket line featuring lockets, rings, and charms priced $38 to $68. The licensed drop taps millennial nostalgia to drive social engagement and giftable volume at entry price points. Expect continued momentum from Mattel IP as brands chase quick-turn, story-led capsules.

HIGH JEWELRY INNOVATION
Boucheron’s ‘Impermanence’ Turns Ephemera Into High Jewelry
Boucheron’s summer Carte Blanche collection explores impermanence using borosilicate glass, bio-resin, and even Vantablack to render fragile florals and insects. The collection advances material experimentation and museum-grade storytelling in ultra-luxury. It sets a bar for cultural positioning and exhibition-worthy content that fuels earned media.

🗣️ LEADING VOICES

Signal From Noise: How To Nail TikTok in Five Pillars of Success.

The link below is an interactive guide on how to nail TikTok based on Jay Hunter & Catalina at Mary Ruth's, fantastic session at eTail™ Boston, where they discussed going from $1 to $40M in one year!

Interact with the guide here: https://lnkd.in/eUUwPWVi A write up of their session is also available via ClickZ.com: https://lnkd.in/e9qAiYBn

⚡QUICK READS

North America Jewelry Outlook Signals Lab-Grown Tailwinds: A new report cites US tariff shifts and sustainability as catalysts for lab-grown demand, with supply-chain costs posing price risks for natural categories.(More)

August Trend Radar: Tenniscore Meets Meaning: Trend roundups highlight coquette tennis bracelets and values-led statement pieces, signaling opportunities for sport-luxe capsules and purpose-driven narratives.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division