Runway News

The Brains Behind BaubleBar: Closed Set with Julie Bensman

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Certainly, I don’t need to list all the merits of online shopping – e-comm exclusives, full merchandise inventory, the ability to shop in your PJs with a glass of red wine (cough) – but sometimes, a girl craves a little face time. So you can imagine my delight when I heard one of my favorite e–tailers, BaubleBar, was launching a Pop-Up in SoHo (mere blocks from my office!).

I first became wise to the BaubleBar operation when I started seeing my social media editor friends sporting their Twitter handle necklaces. Since then, the brand and its customer base has seemingly grown by leaps and bounds. While not all style-seeking customers will be able to visit the new 4,000-square foot space at 131 Greene St., the Pop-Up will most likely garner a new crop of devotees, especially considering store perks include Godiva cocktails, a photobooth and interactive technology features that are seriously impressive. (I’ve seen the in-store app. Shopping may never be the same.)

The Pop-Up launched last Thursday and prior to the launch party chaos, I managed to get a few minutes with Shoshanna Fischhoff, Baublebar’s Fashion Director.

Julie Bensman: Was it supply or demand that fueled the decision to open the brand's second NYC Pop-Up?

Shoshanna Fischhoff: A little bit of both. After our successful Meatpacking District Pop-Up in February, we knew we wanted to try a larger offline experience that expands upon the BaubleBar shopping experience…It really makes a difference when customers can touch and feel our jewelry because they realize that, even though our jewelry is sold at amazing prices, the quality is equally great.

JB: Why was NYC the perfect city to set up shop this summer?

SF: New York is where it all started and where we really know our customer since she surrounds us every day. Being so close to home allows us to adjust product and merchandising based on real-time feedback we are getting directly from the store. Our customer is us: The 25- to 35-year old fashion-conscious girl who likes to mix high and low, and keeps up with trends, but likes to make her look her own.

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JB: Let's talk customization, shall we?

SF: Yes! Our personalized selection is the top-selling section of our site…What's really amazing about the Pop-Up is that it takes our personalized offerings even further. Our exclusive app allows customers to type in their name or initials and see exactly what it will look like in an array of almost 20 personalized pieces.

JB: If you could only wear one piece of jewelry for the rest of your life, what would it be?

SF: That is such a tough one…I definitely like to pile it on. I have to say, I love our pave links bracelet. It's such a fun yet classic style that can really make a look, day or night.

JB: Describe your personal sense of style. Who are your favorite designers?

SF: Definitely easy and eclectic. I like to wear a mixture of high and low. Among my favorites are Alexander Wang, Marni, Rag and Bone — and I wear a lot of Zara, H&M and Nike.

JB: What's next for BaubleBar? When can we expect total world domination — 3 more years?

SF: I mean…definitely fashion jewelry world domination…just kidding…kind of. In all seriousness, we will continue to work to further solidify ourselves as the go-to place for fashion jewelry through expanding our site and offline initiatives with more amazing jewelry and better tools to help women shop and learn how to wear jewelry.

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