Anthony Lent Jewelry is quite possibly the newest, 40 year old company in existence. While Tony Lent has been designing jewelry for over 4 decades, and is the former chair of Jewelry Design at Fashion Institute of Technology (FIT), it wasn’t until his sons, Max and David, became involved in the business that they actually formed the company, Anthony Lent. Tony has been widely celebrated within the fine jewelry industry for years, yet his sons wanted him to gain a larger audience. Tony would rather spend every waking minute in his design studio and not be bothered by the daily grind of running a business, and his sons realized that if they didn’t do something to preserve their father’s legacy, one day, it would just be gone. So the boys did something uncommon in our industry, they took to the popular crowd sourcing site, Kickstarter, and kicked off a campaign to get the company Anthony Lent off the ground! Their month-long campaign exceeded their campaign goal by several thousand dollars, and became one of the most successful Kickstarter jewelry campaigns of all time, as well as the most funded jewelry campaign in the world to date.
By offering supporters a variety of thank you gifts they received funds ranging from $1 to $10,000 from across the globe. With the money they raised, they were able to invest in tools and development costs, various promotional materials, and of course, their presence at Couture and Couture Press Preview in 2014. In addition, their experience in being pioneers in engaging directly with consumers has inspired them to continue thinking of innovative ways of connecting with their base of support. They are currently in the mist of an Intagram campaign entitled #WhatMakesYouFearless that’s celebrating their Fearless Collection. The timing of the campaign is intentional; October being a month when people rejoice in facing their fears by going to scary movies, visiting haunted houses and communicating with the spirit world.
The three men at the helm at Anthony Lent Jewelry make up a “dream team” of innovation in both design and contemporary marketing, attributes that are distinctive to the Couture Community. Big congratulations to them and best of luck moving forward!