Shooting For The Stars

By Rasha Mourtada
Globe and Mail

Jen Kluger and Suzie Orol founded Foxy Originals jewellery in 1998 based on the belief that fashion should be fun, bright and affordable.

The pair met while studying at the University of Western Ontario and set out to build a company with a vision: to make high-style fashion jewellery accessible to everyone. At first, they sold a modest line of jewellery on campus, and in the summer at outdoor festivals and concerts.
Foxy Originals experienced its breakthrough in the summer of 2006. “We found out Paris Hilton was going to be in Toronto, and we had a friend working in the green room at MuchMusic give her a package, not knowing if she'd ever get it,” Ms. Orol says.

A week later, their e-mail inbox was flooded with reports from Foxy customers that a photograph of Ms. Hilton in the U.S. celebrity gossip magazine In Touch showed her wearing their “Lilith” earrings. Since 2003, the pair have been pursuing their passion for jewellery full time.

When they are not busy designing a new line, Ms. Kluger and Ms. Orol focus on promoting Foxy in new markets. Today, Foxy is sold in hundreds of stores across Canada and the United Sates and is quickly expanding beyond North America.

 

Star Endorsement is Born
By Rasha Mourtada
Globe and Mail

Susan Langdon, executive director of the Toronto Fashion Incubator, began her career in the fashion world as a designer. After graduating from Ryerson University's fashion design program, she spent 17 years working as a designer. She has been with the Fashion Incubator since 1994, where she nurtures, supports and promotes coming design talent. Here, she talks about the power of celebrity endorsements – and the risks.

What influence does celebrity have on women's buying habits when it comes to jewellery and fashion?
Susan Langdon: Clearly the big designer brands believe that celebrity endorsements will win over consumers and translate into big sales. Recently, for example, we saw the French Oscar-winning actress Marion Cotillard [ La Vie En Rose] hired as the face of Lady Dior, and Katie Holmes is endorsing Miu Miu. They join a long list of other celebrities who use fame to sell fashion. It has an effect on sales and, ultimately, that's what it comes down to.

Why do we like things that celebrities like (or appear to like)?
Susan Langdon: I've heard that you need to see something at least three times before you believe it. So if you see a celebrity endorse a product and it's someone you recognize, you start to believe: It becomes a credible product. You start to believe, for example, that Nicole Kidman really does wear Chanel perfume. For the average consumer, it gives them a sense of comfort and confidence.

What are the benefits to a brand of associating with a celebrity?
Susan Langdon: It can add credibility and can differentiate one product's marketing positioning from another, and can generate publicity.

You're talking about paid endorsements. How about the non-paid variety, as in the case of Foxy Originals?
Susan Langdon: If you pay for it, it will cost you an arm and a leg. If you can get it for free, that's even better. I think [Foxy founders] Jen Kluger and Suzie Orol were extremely fortunate. But they were also prepared. First, with getting their jewellery to Paris Hilton, but then with what happened with Sienna Miller, who happened to be walking through Yorkville that day during the Toronto film festival and passed by their booth.

First, they were there. And second, they had camera and jewellery with them. It is very smart to be prepared. Such occurrences are pretty rare and you really can't count on them just happening.

Do you think that having one celebrity photographed with your product leads to having more celebrities photographed with your product?
Susan Langdon: I don't think that that necessarily happens. I think it's truly a matter of luck. Even if you hire a top-notch PR firm or stylist to place your product on celebrities, there's still no guarantee that that star is going to wear what has been suggested. You hear all the time that a star is getting ready to go to Academy Awards and has a choice of three dresses and sometimes they don't even choose one of them.

The only real way you can ensure a celebrity is going to wear your product is to pay them, and that is becoming more and more commonplace.

What's the downside of a celebrity endorsement?
Susan Langdon: Once in a while, the fit isn't perfect and that can result in negative brand association. Ideally you want to have the perfect celebrity caught in a photograph wearing your brand. But sometimes it doesn't work out that way.

For example, a few years ago [supermodel] Kate Moss was arrested and that cost her millions in cancelled contracts with clients such as Chanel and Burberry. As soon as that happened, they cancelled contracts and disassociated themselves from her because that's not what their brand stood for.

If you're in control, you manage the situation. But if it's one of these candid shots where a celebrity is wearing product and is being arrested, you wouldn't be able to do anything about it – other than not further publicize it.

What's your advice on how entrepreneurs can get the attention of celebrities?
Susan Langdon: Keep your eyes and your ears open to opportunities and take advantage of them. You just never know where one thing is going to lead. And being nice counts. When you establish a brand, you are that brand. You are a living, walking, breathing example of your brand. So the way you interact with people, and present yourself, helps to build that brand image and to make connections.