With her new mini line, Garçon New York, jewelry designer Ashley Zhang says this demi and fine jewelry collection for sons and fathers is inspired by her family as well as her love for heirloom jewelry.
Garçon New York debuted Sept. 8 with its own website and marketing, which includes Zhang’s husband, Jeff, their sons, and family friends. The mini line includes bracelets and chains in silver, 10k gold, and 14k gold. Prices range from $95 for a sterling silver rope link bracelet to $1,850 for a 14k solid gold curb chain.
“One of the reasons I first became interested in fine jewelry was the heirloom quality of it. I love the idea of my boys wearing their chains daily and then passing them on to their own families later in life,” Zhang says.
That is the reason why Garçon New York’s first photo shoot used her sons and some of their friends to model the line—the kids loved picking out which style chain they could wear as well as their outfits, Zhang says.
Ashley Zhang’s sons and their friends helped model some of the bracelets and chains like the Boys Clarkson 14K Solid Yellow Rope Chain ($700) in the new brand’s first photos.
Zhang says the idea for Garçon New York came from her personal experience as a jewelry designer whose work expands beyond the office—her sons wear chains as well as her husband, and they often receive compliments on them.
“I absolutely love having sons, but dressing them and finding special items for them is significantly harder than if I had daughters. I made my first son a chain when he was almost two years old, and he loved wearing it,” Zhang says.
“I think these chains will remind them of their childhood and the memories we made together. My camera roll is just full of photos of them at home, outside, and on vacation wearing their chains.
“I then made one for my husband and my second son when he was old enough. Over time I got so many compliments on their chains that this line just felt needed,” Zhang says. “Even though gold is currently at a record high, there is something special about these simple chains that make them perfect as keepsakes or heirlooms to pass down to their own kids someday.”
Ashley Zhang’s son wears the Boys Banks 14K Solid Curb Chain ($1,650), which the designer says she believes could be worn every day and passed on to future generations.
And, because she’s a boy mom, Zhang says she wanted Garçon New York to feature strong, well-made chains that can keep up with whatever the wearer throws at them. She also designed the chains in a wide range of lengths to accommodate both growing kids and their stylish dads.
“Since this line is for boys, we looked to use sturdier links for our chain styles, only in solid gold. Nothing hollow, semi-hollow, or plated,” Zhang says. “The chain link styles we have are all classic and vintage-inspired—wheat, Cuban, rope, and a rounded curb style.”
Could the brand expand into other jewelry pieces or even additional accessories? Zhang says she will see what clients want.
“I think our draw is in our simplicity and minimalism, but of course, expansion is only natural for a product like this—we would love to dip our toes into customizable pieces or different chain styles, perhaps some simple apparel,” Zhang says. “We would love to see what resonates with our customers and go from there.”
Top: Ashley and Jeff Zhang debuted Garçon New York in September and hope to expand the mini line if customers want (photos courtesy of Garçon New York).