Let’s be honest: That smartphone glued to your hand is as much a part of your outfit as a clutch or bangle. So shouldn’t it have an elevated style to match your look? We thought so, too. That’s why Target tapped BaubleBar, the beloved jewelry destination known for on-trend styles at affordable prices, to bring a bit of glam not to our wrists, neck and ears—but to our gadgets.
This season, BaubleBar and Target are debuting an exclusive line of decked-out tech accessories like selfie sticks and phone cases—a new canvas for self-expression and glitzy fun, says BaubleBar co-founder Amy Jain, who started the company with Daniella Yacobovsky in 2011.
The founder favorites? The gold-and-white Love Your Selfie Polka Stick as a fun holiday gift, the On the Go Portable Power Bank for holiday travel and the numerous phone cases—from metallic, glittery and crystal covers to those with cheeky sayings like “Texting is My Cardio.”
We chatted up Amy about why she thinks this new line will be a total gem. Read on:
What inspired you to launch a line of tech accessories?
As the first fast-fashion brand in jewelry, we have always focused on offering trend-leading styles to help our guests have fun with fashion and experiment with personal style. Today’s shopper is so digitally connected that tech accessories are a natural fit and have always been on our wish list. Our shoppers listen to music constantly, and always have a phone in hand, so a beautifully designed phone case or chic headphones can be just as important as the latest statement necklace.
Where did you seek inspiration for the tech accessory designs?
We looked in our current collection. Signature pops of vibrant color, luxe metallics and of-the-moment materials like organics are important elements in our design, and we wanted to carry those over. Our brand is playful—we do everything with a wink—so incorporating that into some of the designs through cheeky expressions was another important consideration. We also wanted designs that nodded towards our jewelry heritage, so we played with treatments that would mimic faceted gemstones and also incorporate a lot of metallic and shine.
In what ways are the designs classically BaubleBar, and in what ways are they edgy and new?
The colors, treatments and patterns are classically BaubleBar. That said, designing against totally new silhouettes and in a new category gave us a really exciting opportunity to experiment in edgy and new ways. In designing the lightning cables, we were able to weave in metallic thread to create really beautiful patterns and take something that is typically a bit mundane and give it a touch of wow.
What drew you to launch this first collection with Target?
It goes without saying that Target is known for its amazing collaborations, so it was great to partner with the team on our first line of tech accessories. We had the creative freedom over the designs to really bring the BaubleBar aesthetic to Target, and that support is critical to what we do. We imagined Target as the perfect home for us to bring our signature wink, and are so excited to see that coming to life.
Any favorite memories from the collaboration process?
Once the samples arrived and we unwrapped them in office, the expressions were amazing! The reactions were a great indication of how we hope the Target guest responds when he or she sees our new blinged-out tech accessories!