Reeds Jewelers Kicks-off The Little Prince® 80th Anniversary
Reeds Jewelers announced The Little Prince® bridal and diamond fashion jewelry collections are available in-store and online at REEDS.com as of October 29th. The deal was brokered by Licensing Works! on behalf of its Paris-based client, Société pour la Gestion et l’Exploitation des Droits Dérivés de l’Œuvre d’Antoine de Saint-Exupéry, or as abbreviated, SOGEX, Global Licensors for the Estate of Antoine de Saint-Exupéry.
The Little Prince offers over 200 inspiring quotes around finding truth and meaning in life, something for which we all strive. The values enumerated, although written 80 years ago, are still relevant today. “Letting the heart lead the way is the foundation for giving and receiving jewelry as it has long been a gesture of love. It has been a privilege for the Reeds team to bring these important messages to life through The Little Prince bridal and fashion jewelry collections,” said Judy Fisher, SVP of Merchandising for Reeds Jewelers.
Customers of Reeds Jewelers will be able to share their passion for The Little Prince via jewelry designs both literally and figuratively inspired by the book. The themes of love and friendship, as well as travels through the stars and space, were the inspiration behind the unique and symbolic collections of bridal and fashion jewelry. Specific details from the book have been reimagined in the jewelry: Care for the Earth reflected in recycled precious metals and carbon neutral green manufacturing; What is essential is invisible to the eye with IGI certified clear, bright, colorless diamonds; and My Star will just be one of the stars for you inspire design elements of scattered diamonds hammer set in high polished yellow gold. A portion of proceeds from The Little Prince collections will benefit Duke Children’s Hospital because All grownups were children first.
The bridal assortment will be introduced in 30 stores with over 25 engagement rings and band styles from which to choose. All 62 retail locations will carry the fashion jewelry assortment of necklaces, earrings, rings and bracelets. Both bridal and fashion collections are also available online at REEDS.com. Each piece of jewelry features branded elements from The Little Prince. Reeds will support the program with key in-store merchandising and displays, social media, Holiday catalogs, bespoke publishing and extensive marketing outreach to existing customers as well as partnership digital marketing.
“Through their design and by masterfully weaving quotes from The Little Prince, Reeds is truly delivering on the wonderful messages written by Antoine de Saint-Exupéry almost 80 years ago,” said Leslie Levine, owner of Licensing Works!®. “The Reeds team has been incredible to work with and brings unparalleled creativity along with impressive strategic marketing plans to the release of this Collection.”
The release of the jewelry collection on October 29th follows the launch of a new exhibition, The Little Prince: Taking Flight, at the Morgan Library. The library is home to the original manuscript and art for The Little Prince, one of the world’s most widely read and cherished books. The exhibition runs October 14th-February 5th, 2023. Read by over 400 million readers worldwide, The Little Prince is the most-translated book in the world, with over 500 official translations, behind only religious texts.
Other upcoming 80th Anniversary experiences and lifestyle support plans for The Little Prince will be announced individually. These will include a young adult apparel and accessory capsule collection from a leading apparel retailer, a licensed immersive tour that will travel throughout the U.S., Canada and Mexico, new pop culture licensed products, new children’s publishing content and new entertainment content, all supporting the 40+ North American merchandise licensed partners.
In addition to North America, Licensing Works! is the agent for the Estate in Mexico as well as Israel.