VSL Jewlery: Superstars of Style

VS Luxury’s flagship jewelry collection proves itself a global hit

Not many designers can count international superstars like Britney Spears, Fergie, Paris Hilton and Lady Gaga as clients. But Victoria Shorten, an Irish designer, living in the US is an exception after taking the business world by storm as top designers line up to buy her stunning jewelry. VSL Jewlery is making a name for itself to women around the world. And Victoria says she owes this to her success in public relations, which allowed her to set up VSL 18 months ago. She commented, “I have always had a passion for style and fashion and over the past 10 years I have been promoting luxury brands through Power PR and designing in the background. I sent some of my design samples to international stylists and the reaction was overwhelming so I decided to set up VSL Jewelry properly.”

Since then VSL has grown to be in 6 countries with celebrities and rock stars buying and ordering bespoke pieces. In April of 2013 Fergie from the Black Eyed Peas commissioned Victoria to create a special piece for her for her World Tour. These Gold Tila Jewelry Gloves had over 200 crystals encasted in them. Fergie wore them as part of her costume for the last three songs of her concert. Victoria comments; “It was a special feeling when I saw her first concert in Paris on youtube. ‘The crowd were going wild. To think of Fergie throwing her hands up to the audience with VSL jewelry gloves on and the crowd going crazy makes me giggle every time. The exclusive pieces are available online & in stores now as I want everyone to be able to wear what these celebs wear.”

Fergies is not the only fan if VSL, In October 2011 Vikki made a special piece for Lady Gaga and delivered it to her in The Four Seasons in Dublin and event as recent as last week Paris Hilton was seen buying and wearing her VSL jewelry glove in Los Angeles.

2013 has been an exceptional year for VSL where it garnered international attention as the ‘must have brand’ in Fashion Magazines all over the US and Europe, including Vogue, Grazia, Ramp Magazine and Ok Magazine. VSL stood centre stage in Berlin Fashion Week, Valencia Fashion Week and of course New York Fashion Week. Victoria comments on the resons for success; “The keys reasons for success are excellent quality, great PR and of course the celebrity endorsement automatically gets a reaction from buyers and they stand and take notice. I am very grateful that I have had the years experience before I started this as I have seen how hard it is for designers to get a break. But thanksfully the brand is growing all the time and it is forming a fan base in the US. VSL was also recently on Natalie Cole and was in a global ad campaign photographed by David La Capelle, but I am not allowed to release this picture yet! Hopefully next year will be a good one and I am looking forward to it.”

VSL has also added a Lava Rock Collection for the 2014. These are rare stones are produced by natural lava from the Hekla volcano of Iceland. The lava is heated up to 1700 degrees celcious for 5 hours and cooled down for 24 hours. No chemical additives are added to the lava. The lava drops are hand-made and that’s why each piece of jewelry is unique.