Superstars of Style
VS Luxury’s Flagship Jewelry
Collection Proves Itself
a Global Hit
FEB-MAR 2014
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. 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 encased 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. The exclusive pieces are available online & in stores now. Fergie’s 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 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’. VSL stood centre stage in Berlin Fashion Week, Valencia Fashion Week
and of course New York Fashion Week. Victoria comments on the reasons for success: “The key reasons for success are excellent quality, great PR and of course the celebrity endorsements automatically get 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 thankfully 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 Chapelle, but I am not allowed to release this picture yet!”
"The key reasons for success are excellent quality, great PR and of course the celebrity endorsements"
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 The collection is available in all leading boutiques and online at www.vsljewelry.com