Fashion Surprise! The Grays Come Back to Fashion
Posted Wednesday January 23, 2013 11:17 AM GMT
Since stepping away from their St. John brand back in 2005, Marie and Kelly Gray have been itching to collaborate on something new.
And next month, the mother-daughter team will unveil their casual luxury lineup Grayse at both Neiman Marcus and Saks Fifth Avenue retail locations.
The Grayse label will sell anywhere from $200 and $1,100 and Kelly can’t wait for consumers to get their hands on the goods.
“The minute we started bouncing things off each other we go kinetic, like we have a combustible energy. I’ve always loved a sequin, but there have been so many advances in technology. I spent a lot of time in Asia sourcing heat epoxy transfer stones and other treatments.”
And given the price point, Kelly noted that Grayse “presents as a special occasion line but is not necessarily eveningwear or red carpet. It’s more event dressing for book parties, luncheons, pool parties. There are no more rules of what to wear here and there anymore.”
Marie added, “It doesn’t have to be loud because it’s full of rich textures and colors. We think this will appeal to some customers we’ve known and we hope to meet some new ones.”
“We intentionally kept this under wraps since starting it last summer,” Kelly shared. “We wanted to strip it down to the dirt and work our way back to the customer starting with the retailers. Until now, they’ve only gotten a few photos, and this month we are doing sales associate breakfasts across the country. We are old school in that we recognize your sales associate is your direct line to the customer and if they get your message, it can be conveyed seamlessly.”
Photo Credit: Grayse