Celerie by Celerie Kemble for Secret Celeb
Photograph: Courtesy of Secret Celeb
NEW YORK — Secret Celeb Licensing is marking its 10th anniversary within the home based business with the launch of a brand new ceramic tabletop assortment designed by artist Lynette Reed and new residence decor from designer Celerie Kemble.
The Bella Vita tabletop assortment conveys the sense of a wonderful life by means of craft ceramics that includes debossed black and white floral prints on an open inventory assortment that features a cereal bowl, pasta bowl, dinner plate and mug.
The gathering, like all the opposite parts of Secret Celeb’s residence assortment, is unique to the TJX Cos. which incorporates HomeGoods, TJMaxx and Marshall’s.
Lisa Cammarata and Kathy Sio, who beforehand labored collectively within the attire and sweetness enterprise, based Secret Celeb Licensing greater than a decade in the past. Neither Cammarata nor Sio had any expertise or data of the house décor enterprise however already had established relationships with retailers by means of their prior work with manufacturers resembling Invoice Blass, Calvin Klein and Revlon and “acknowledged a possibility in residence items merchandise,” in line with Cammarata.
However what does the title Secret Celeb imply? Cammarata defined: Whereas at a bar watching a Purple Sox recreation a few years in the past, Cammarata, whose household has ties to the Purple Sox, struck up a dialog with a widely known actor who was equally invested within the recreation. When the actor requested who she was, she jokingly replied that she was a “secret superstar.”
The key superstar bar joke was the inspiration behind the brand new firm’s title. Quite than combining Cammarata’s and Sio’s final names or utilizing their initials, they selected “Secret Celeb.” “We let individuals assume what which means,” Sio stated, and it has sparked many conversations.
Popping out of the attire enterprise, Secret Celeb launched its enterprise with residence textiles resembling ornamental pillows, throws and desk linens. It made a foray into lighting and trays however was much less profitable with these classes and finally dropped them. It has additionally supplied candles since its inception, together with ceramic vessel designs created by Reed which Cammarata described as “fashionable and timeless.” They have been properly obtained by clients, she added.
When Cammarata and Sio determined to introduce a tabletop assortment to the assortment, they as soon as once more turned to Reed, who got here up with sketches of a sunflower, coronary heart, dragonfly and poppy. The merchandise hit the cabinets just a few weeks in the past at “shopper pleasant” retail costs that vary from $3.99 to $6.99 per merchandise. Tender residence SKUs resembling desk linens spherical out the assortment.
“We’re more than happy on how issues went with the launch, which was a segue from our candles that are best-sellers,” Sio stated.
Secret Celeb additionally works carefully with designer Celerie Kemble of Kemble Interiors, who created a line branded “Celerie by Celerie Kemble” for Secret Celeb that features each delicate and arduous residence and appeals to the design wants of the extra refined shopper. Ornamental pillows, throws and desk linens have been profitable up to now, Cammarata stated, “and the place we’re leaning our 2023 with Celerie.”
“We love Celerie,” Cammarata stated. “She has been an unbelievable associate, professionally and creatively, for the reason that inception of our enterprise.” Secret Celeb has renewed its license with Kemble for an additional three years.
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