Sidney Garber‘s Brooke Garber Neidich, who has grown what was formerly her father’s namesake business into a household name, launched a line of men’s jewelry yesterday at Barneys New York. The luxury jeweler is well-known for her uber popular Rolling Bracelets for women, which run upwards of $12,000, but the entire offering from Sidney Garber is something to covet. Neidich said she decided to venture into men’s after she noticed guys were coming into her Madison Avenue store looking to pair her rolling bracelets with their watches. But it wasn’t until a Hollywood producer friend of hers told her that Tom Ford had inquired about her snake bracelets when Neidich knew it was time to get the ball rolling.
Two weeks in with an exclusive at Barneys, and it’s already paying off. “We’ve had 40 percent sell-through already,” Neidich told us. “We’ve already sold two of our black diamond bracelets, which are very complicated to make.” (Two black diamond bracelets for $16,000 a piece, that is!) Business is good and Barneys knows it. “Tom Kalendrian e-mails me every time something sells. Isn’t that the nicest?” she said. “I mean, when you think about what he has to do every day, I can’t believe he’s looking at my sales and then spending the time to send me an e-mail. I really feel like I’m in the right place.”
For now, the jewelry will be available at Barneys in New York, at both the Madison Avenue and Chelsea locations, and at Barneys in Beverly Hills. “I want to keep it exclusive to Barneys for awhile so I can expose it to a bigger audience,” said Neidich.
While the pieces are already selling up a storm at high-end prices, Neidich is donating her personal profits from the sales to nonprofit organizations dedicated to education—her daughter is a teacher—the arts, and children’s mental health and wellness. Bravo!