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Ed Levin Jewelry Transitions into Rebranded E. L. Designs by Ed Levin Studio

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E.L. Designs is launching as a comprehensive makeover and rebranding of the 70-year-old Ed Levin Jewelry.

The company is capitalizing on its long tradition of handmade, hand-forged jewelry and a leading modern sterling silver fashion brand. E.L. has a new logo and three new major collections — Desire, Nouveau and Essence — designed to appeal to the tastes of women in every demographic. E.L. premiered a dynamic website www.eldesigns.com with a sophisticated platform for customers and consumers to interact with the collections and retailers can create real-time orders online. 

Kathy Corey, owner of the seven-door chain Days Jewelers in Maine, said, “E.L. Designs consistently outperforms other artisan brands. Many of our customers are repeat buyers and collect several pieces of E.L. Designs jewelry.” The attention to detail by E.L.’s craftsman that goes into each piece of jewelry has been equated to the fine workmanship of the top watch brands. 

Owner and President Peter Tonjes has been at the helm of Ed Levin, now E.L. Designs, for over 30 years. He said, “After three decades of leading Ed Levin jewelry, I am looking forward to the future of E.L. Designs. The benefits include American-made innovative designs, extraordinary customer service and a commitment to supporting continued growth for all our customers.” 

Ed Levin Jewelry Transitions into Rebranded E. L. Designs by Ed Levin Studio

Shown here are pieces from E.L. Designs’ Nouveau Collection.

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Ed Levin Jewelry Transitions into Rebranded E. L. Designs by Ed Levin Studio

Shown here are pieces from E.L. Designs’ Essence Collection.

Ed Levin Jewelry Transitions into Rebranded E. L. Designs by Ed Levin Studio

Shown here are pieces from E.L. Designs’ Desire Collection.

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He Doubled His Sales Goals with Wilkerson

John Matthews, owner of John Michael Matthews Fine Jewelry in Vero Beach, Florida, is a planner. As an IJO member jeweler, he knew he needed an exit strategy if he ever wanted to g the kind of retirement he deserved. He asked around and the answers all seemed to point to one solution: Wilkerson. He talked to Rick Hayes, Wilkerson president, and took his time before making a final decision. He’d heard Wilkerson knew their way around a going out of business sale. But, he says, “he didn’t realize how good it was going to be.” Sales goals were “ambitious,” but even Matthews was pleasantly surprised. “It looks like we’re going to double that.”

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