Emi Jay Expands Hair Accent Offerings With New Assortment: Specifics – WWD

Emi Jay isn’t slowing down its dominance in the hair accessories class.

The add-ons brand finest recognized for its claw clips is increasing its hair extras offerings with a new collection referred to as “Be Prepared in 5,” releasing Wednesday. The assortment features 4 new hair add-ons — paddle hairbrushes, makeup clips, headbands and scrunchies — that appear in an array of new and greatest-promoting textures and colors. Price ranges array from $16 to $48.

“This category enlargement just felt like a organic direction for us,” claimed Emi Jay founder Julianne Goldmark. “A large amount of our shoppers and followers have been inquiring for hairbrushes for some time and I actually just required to create basic, daily regime accessories, but definitely with a minor bit of a twist.”

This twist is seen in the collection’s shades and textures. As a substitute of heading with the standard black or tortoise-shell, the manufacturer leveraged the hues applied in its ideal-selling claw clips and introduced them more than to the new assortment. Clients can find bamboo hairbrushes in Emi Jay’s finest-promoting pink marble Bellini, green shimmer Virgo and buttercream marble Leche kinds.

For Goldmark, it was important to build the brand’s hairbrushes with bamboo for numerous motives, a single becoming for sustainability and the other to pay out homage to her Korean roots.

“I’m half Korean, so my grandma would constantly appear from Korea with these genuinely beautiful wooden brushes manufactured of bamboo and at the time they have been more durable to uncover,” she explained. “The Korean tradition usually takes their hair very severely. We all have quite thick, silky hair, so discovering a brush that can tame that can be seriously complicated in some cases. So, it’s form of participating in on these brushes that I grew up using from Korea was undoubtedly a source of inspiration and making it our possess. We’re having a thing which is been all over for quite a few, quite a few yrs and adding this pleasurable, female and bold twist to it.”

The selection also involves makeup clips — which are utilized to pull hair away for skin treatment and make-up software — in graphic prints like hearts, confetti and marble. Goldmark mentioned she’s only observed solid colored makeup clips on the industry, so she wanted to give a more enjoyable solution.

Though Emi Jay introduced in 2009, the model has knowledgeable mounting fascination in latest yrs thanks to the resurgence of Y2K-motivated traits, specially the claw clip, which the model features in an array of designs and has collaborated on with brand names like Frankies Bikinis, Summer time Fridays and Juicy Couture for a recent getaway assortment. This interest has ongoing into 2022 with the model estimating a 12 months-over-calendar year raise of 250 percent in gross sales based on very first-quarter profits.

“Everyone loves simplicity and ladies are obtaining that they come to feel truly excellent with their hair up,” Goldmark stated of the reputation of hair equipment. “When we were being all stuck in quarantine we were on these Zoom calls and social distancing and I assume at that time women just seriously gravitated towards easy and sweet methods to set up their hair. I really feel like Emi Jay did genuinely revolutionize a way of building hair clips quite significant high-quality and quite unique.”

In addition to the new hair add-ons collection, Emi Jay has two new partnerships coming up in June. The manufacturer is teaming with Sephora for a restricted-version clip that will be an in-store special, and with influencer and fashion designer Matilda Djerf for a pop-up shop in Los Angeles, the place the brand will offer a limited-edition collection of hair add-ons and apparel, as very well as some of its ideal sellers.

Goldmark also reported she designs to improve the manufacturer into hair care and is looking to produce one particular-off hair treatment options.

All round, she does not see hair equipment as a pattern that will fade, alternatively, 1 that will see far more experimentation among the clients.

“Hair accessory traits are below to remain,” Goldmark said. “People are getting a lot more daring simply because it is not like you’re putting on an entire outfit that is tremendous funky and chance-having. It’s anything that goes into your hair and keeps your hair out of your facial area.”

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