If anyone can speak to the shifting and increasingly less-definable landscape of luxury jewelry, it might just be Francesca Amfitheatrof, artistic director of Louis Vuitton jewelry (and former design director of Tiffany & Co), who launches her own brand Thief and Heist today with a sole item: a nylon bracelet that closes with a silver clasp, known as the Tag Bracelet.
“Luxury is personal and forever changing. As a jewelry designer, you demand a certain life span in the pieces you create,” the design vet says. “When you can bend materials and time, you are then in the business of luxury.” Indeed, that ethos would explain the unusual, almost anti-jewelry appeal of the brand’s bracelet, modeled after an everyday bar lock tie. In a way, the $125 Tag Bracelet turns the very notion of luxury on its head (at least in terms of extravagance), while at the same time answering a more contemporary call for luxury to have a quieter, but constant presence—one that’s synonymous with ease and convenience.
Thief and Heist
“It’s a time capsule with just the right amount of life span for that moment to still be relevant. You measure, cut, click and it’s on you. You don’t need to think about it. It’s your jewelry when you have nothing on,” adds Amfitheatrof, who’s already ‘tagged” several close friends with her new design, including artist and director Sam Taylor-Johnson, model Karolina Kurkova, and the photographer Phil Poynter. (More can be seen on the brand’s Instagram page.)
The bracelet, currently offered in white or black nylon, is available for purchase through the brand’s website. Amfitheatrof plans to release more styles and iterations, including collaborative pieces, in the future, but in the meantime, she doesn’t see the one Tag as exclusive or alienating, but rather the opposite: “It’s for everyone, as long as it means something to the person wearing it.”