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Jewel Branding & Licensing Introduces New Clients and Key Initiatives at Licensing Expo

Agency promotes brands while focusing on diversity and advocacy.

Jewel Branding & Licensing (JBL) has a number of recently signed clients and new key initiatives. JBL has a roster of designers who celebrate diversity and personal expression. “We are proud to represent a diverse portfolio of designers and want to shine a spotlight on our multicultural clients,” says Julie Newman, founder and chief executive officer, Jewel Branding & Licensing. “We are committed to diversity and inclusion and have an incredibly talented group of women from all backgrounds that bring their distinct style and point of view to consumer products.”  

The roster includes artist Jessi Raulet’s brand, EttaVee; Kenda Dandy’s Bouffants & Broken Hearts; fashion illustrator and art influencer Rongrong DeVoe and watercolor art from CreativeIngrid.  

With expertise in cultural institutions and cause-related brands, JBL continues to develop licensing programs with products that give back and support charities and organizations. “Cause-related brands are an increasingly powerful force in licensing, combining rich brand heritage and inspiring archival artwork,” says Ilana Wilensky, president, Jewel.  “We’re proud to represent an elite group of brands that carry forward their mission and legacy through products that support their important work.” 

Jewel’s cause-related brands include The New York Botanical Garden, Rachael Hale x Humane Society of the United States, Frank Lloyd Wright Foundation and National Wildlife Federation.  

Jewel has several new clients that have been recently signed for licensing representation, including Simplified by Emily Ley, Alja Horvat and Loveall Designs. “We are always on the lookout for innovative designers and brands with a distinct point of view,” says Newman. “Our goal is to stay ahead of the trends and bring newness to the market.”  

JBL is focused on developing licensing programs that are timely and fashionable as well as creative services that can help manufacturers and retailers stay ahead of the curve. Highlights from the past year include award-winning designer Aimee Kestenberg expanding her footprint to include eyewear, sleepwear and luggage. Plum Pretty Sugar, a West Coast lifestyle and bridal brand, has expanded into a wide range of categories including tech accessories, cosmetic tools, spa accessories and more available through department and off-price channels. The PPS collection of planners, calendars and planning accessories is sold through Staples. Eyewear from Planet Earth Eyewear and lunch totes from Fit ‘n Fresh will launch in 2022. 

JBL’s suite of creative services provides manufacturers, retailers and brand owners with customized assistance in design, development and go-to-market processes and include trend research, product and packaging design, style guides and more.     


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