(PRESS RELEASE) NEW YORK, NY — In 2025, Penny Preville is celebrating 50 years of fine jewelry artistry and legacy. The woman-founded, designer-led luxury brand stands behind a legacy of courageous creativity by leaning into consumer engagement across digital channels and physical touchpoints, as well as launching exclusive anniversary collections that honor five decades of craftsmanship.
This milestone celebration isn’t just about the brand itself, but a tribute to the entire community that has supported Penny Preville’s journey, from dedicated teams and loyal retail partners to passionate collectors and supportive media. It’s this foundation of trust and loyalty, paired with design and craftmanship, that has sustained the brand for half a century and positioned it for continued growth.
The anniversary celebration centers on a strategic expansion of the brand’s partnerships with independent luxury retailers nationwide, supported by an investment in marketing and public relations execution. This execution, backed by SDC Luxury Group, includes an enhanced social media presence, influencer partnerships, trade and consumer media coverage, expanded consumer advertising, and a suite of experiential marketing initiatives, all designed to drive foot traffic to partner boutiques.
“What makes this 50-year milestone truly remarkable isn’t just the longevity of a designer brand, but the extraordinary community the team has built together,” explains David Gaynes, President of SDC Luxury Group, Penny Preville. “Our success reflects the dedication of Penny to the design, our team members, the passion of our retail partners and their staff, and the trust of our collectors. When others are pulling back in uncertain economic times, we’re doubling down on supporting this community that has been the backbone of the Penny Preville brand.”
Exclusive 50th Anniversary Collections
Debuting to retailers during the Luxury trade show in June and available in stores in the fall, the centerpiece of the celebration is a three-tiered anniversary collection that offers both accessibility and exclusivity featuring natural diamonds, sapphires, and other gemstones, all set in 18K gold:
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- Anniversary Bracelet – An ultra-limited edition of only 50 numbered pieces, each is personally signed by Penny and features an intricate diamond and gold constellation motif around the bracelet exterior, designed to become instant collectors’ items.
- Statement Collection – A high jewelry “fashion” suite inspired by Penny’s legendary Art Deco designs that fuses vintage charm with modern sophistication. Although it features four bold diamond statement pieces, the main attraction is a two-tiered diamond necklace choker with a detachable center pendant that boldly embodies the angular shapes and symmetry reminiscent of the Art Deco era.
- Ready-to-Wear – Inspired by iconic designs of the past and Penny’s top performing collections to date, this part of the 50th suite will feature expansions in some of our beloved lines and two entirely new collections. These are designed to be accessible, yet luxurious, offering a wide range of price points that begin at entry level and increase based on design intricacy, materials and stone count.
“The fun and challenge of designing is to keep pushing one step ahead of what women want,” notes designer Penny Preville. “Jewelry is very personal and individual to the wearer; my goal is to keep designing pieces that will make a woman look and feel fabulous about herself.”
Experiential Retail: Building Community Beyond the Display Case
The anniversary year features a very curated calendar across their retail distribution, really focused on strengthening and expanding relationships throughout the Penny Preville community:
- Nationwide Trunk Shows & Events – A limited number of personal appearances by Penny Preville at a select few retailers, offering rare one-on-one design consultations, as well as in-store and offsite events that bring together staff, collectors and brand ambassadors.
- “Love Letters” Campaign + Installation – An immersive in-store experience where collectors can read personal stories of milestone moments celebrated with Penny Preville jewelry, as well as share their own, creating a tapestry of shared experiences.
- Champagne Celebrations – VIP events featuring exclusive styling sessions and first access to limited-edition pieces, designed to honor the loyalty of long-time collectors and welcome newcomers to the Penny Preville family.
Retailers will benefit from new creative imagery for advertising, social media and public relations support, all designed to transform the anniversary celebration into tangible sales opportunities and strengthen their connection to both the brand and their customers.
A Legacy of Resilience & Legacy
Founded in 1975, Penny Preville has navigated five decades by consistently evolving design, creative, and marketing while maintaining unwavering quality standards. The brand’s designs blend old-world craftsmanship with modern sensibility, creating jewelry with 18K gold, diamonds, and other precious gemstones, that are crafted with the intent to transcend trends.
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Growing up in an artistic family on Long Island, Penny discovered self-expression through her grandmother’s jewelry box. Her entrepreneurial journey began selling handcrafted pieces from a little red wagon on Fire Island outside New York City. Today, the brand has evolved into a luxury mainstay known for designs that balance timeless elegance with contemporary appeal.
“While I am influenced by fashion and culture of the time, I also believe in continuity and that a designer should remain true to their style. My signature style is defined by femininity, culture, and luxury, with an eye for intricate detail. This has cultivated a loyal following of customers who come back year after year to collect pieces that resonate with them,” says Penny Preville. “But it’s a process. I’m constantly refining my designs and reevaluating the customer’s needs. It’s led me to this moment, where my 50th anniversary collection will debut as a celebration that reflects my passion and my style, as well as time-honored tradition and innovation. I feel that I’ve managed to embrace the rapidly changing landscape of luxury and culture, but at the same time, I’ve stayed true to my personal design aesthetic.”
Adds Gaynes, “Today’s climate presents its own set of challenges, but the Penny Preville commitment to quality, design, and understanding how much community matters to our partners and collectors has allowed us to not just survive, but thrive. We’re celebrating our past as we step confidently into the future together.”
“Penny’s vision has celebrated women through five decades of changing styles,” says Cathy Tivol, Chair of TIVOL, a longtime retail partner. “Over the many years we’ve carried Penny Preville, she has become one of my dearest friends. But what is amazing to me is seeing the true friendships she has formed with her customers. I don’t know anyone else in our industry who can say that. Her ability to understand what women want to wear and create jewelry that becomes part of their life stories has built a legacy of not just beautiful pieces, but beautiful moments.”
Trade Show Preview
Retailers and media are invited to preview Penny Preville’s new 50th Anniversary and signature collections at the Luxury trade show during JCK (Booth LUX127) from June 4-9, 2025, at The Venetian in Las Vegas, NV. The brand will host daily champagne toasts and preview its enhanced marketing initiatives designed to drive traffic to partner retailers throughout the anniversary year.
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To schedule a sales appointment during Luxury, please contact info@pennypreville.com.
For more information on the brand, visit: www.pennypreville.com
The 50th Anniversary Celebration lookbook can be seen here.
