By Rachel Garrahan in New York
Since the launch of her eponymous jewellery line in 2007, Jacquie Aiche has built a cult following - the so-called JA Tribe - that includes Rihanna, Jennifer Lawrence, Kate Hudson and more than 100,000 Instagram fans.
The Los Angeles designer is perhaps best known for what she describes as the "art of layering", which allows fans to create a personalised look by mixing her delicate, sensuous pieces in their favourite combinations.
Describing the origin of her signature head-to-toe, bohemian-with-a-hint-of-rebel style, Jacquie says: "I love to wear all delicate jewellery pieces, but I wanted to make a statement."
And what a statement you can make by piling on Jacquie Aiche jewellery, which ranges from ear jackets to finger bracelets, necklaces in varying lengths to body chains and anklets, all designed to be worn not just for special occasions but all day, every day. "It's like modern day La Perla - it's cool luxury. Women feel good wearing it; they feel empowered, sexy," says the designer.
So attached are owners of her signature Jacquie Aiche body chain - celebrity fans include RiRi, Rosie Huntington-Whiteley and Miley Cyrus - that she keeps a stash for those who lose theirs. "The jewellery becomes a part of you," laughs Jacquie.
Reflecting her mixed heritage, the designer uses Middle Eastern influences of hammered gold and amulets, as well as Native American precious gemstones, turquoise and fossils.
"I love mixing up elements whether it be crystals from Afghanistan and Brazil, gemstones, bear claws, shark teeth, or antique Afghan coins. It takes it to a whole new level and makes it more tribal, more mystical," she says.
This mix of materials is reflected in the latest pieces from her recent Gemfields collaboration, which includes a Jacquie Aiche necklace of abalone horn embellished with emeralds and white diamonds, perfectly capturing the laidback glamour that is her signature.
She has also expanded to clothing, designing custom denim shirts and leather jackets that her fans are clamouring for. "I'm selling a lifestyle," she explains.
Her sexy, savvy advertising and social media campaigns - the latest featuring a mermaid sprawling along the Malibu coastline - have also contributed to her success. "People can be hesitant about wearing body jewellery, but Jacquie shows people how to style it," says Nadine McCarthy Kahane of jewellery e-tailer Stone & Strand, which carries a number of Jacquie's pieces, including her ice pick ear jacket and a gold and diamond body chain.
Jacquie's jewellery is also available at jacquieaiche.com and mytheresa.com as well as Podium in Russia, Le Bon Marché in Paris, Saks Fifth Avenue, Roseark and Broken English in the US, and Ron Herman.
