Adrianna Beer's Hadria Jewelry: God's Eyes and Gothic Glam
Adrianna Beer is a tall, willowy girl who makes simple clothes — say a light, loose dress and sneakers — look instantly cool with the accessories she dons. And the creations are her own. This is no Bling Ring look, though; with her designs, Beer steers away from the splashes of neon and crystal. Instead, the budding jewelry designer and works with juxtaposing elements, like gold-dipped leather, to create her signature pieces. The results are placing her on the radar of editors and consumers alike.
Beer, 25, hails from horse country in Virginia, where her family still lives, and her father plays polo. After venturing to New York City for school, she studied womenswear design at Parsons before realizing that she had a penchant for a different kind of adornment, and enrolled in the Fitzgerald Jewelry School in Brooklyn. Now she works out of Manhattan on Chrystie Street, a space she shares with an architect, making runs up to the Diamond District, which she emphatically describes as “a bit crazy.” Beers works alone to design the samples, which take between one to two weeks to create for a single piece, then uses a production team to scale for sale.
She just launched her line last season, making Spring/Summer her first collection. Her style speaks in a simple language and the last season’s gunmetal and silver tones danced on a gothic tightrope in angular shapes like triangles (dubbed the “buckler”, which has become a signature shape) and the God’s eye necklace. Unlike most designers who tend towards darker palettes for fall, Beer brightened up.
“The fall/winter collection is taking some of the shapes from spring/summer 2013 and kind of filling that negative space and creating a canvas to adorn that space,” Beers said. “So that’s the wrapping you see,” she added, pointing to turquoise string painstakingly wrapped around each God’s eye that creates a hypnotic and unique necklace.
The new collection also includes the mini- and regular bolero bangle, a silver crescent that can be worn on the wrist or higher up on the arm, and is secured with a purple or turquoise bungee.
It should come as no surprise that Beer’s ideal customer sees the humor and joie de vivre in dressing. “I like a woman who is playful and curious, and doesn’t take fashion way too seriously.”
And she’s a woman of the ages, adding that she has recently bridged the age gap with customers in their '60s. Not only is this universally appealing, it’s a business win for the young designer, who manages to keep herself not pigeonholed. She's gotten herself into doors in Aspen, San Francisco, and New York like Artifact carry it, in addition to Hadria’s online website, which is a little rough around the digital edges, but still connects any potential customer to the Hadria world.
Next on the docket for Beers? Collaborations with other designers, a menswear line (“I’ve gotten some orders from men”), expanding into more stores, and a whole lotta deco inspiration and midi rings galore.