Everything about RockLove designer Allison Hourcade screams “ENERGY!” with a capital “E.” Her line is a frenetic compilation of original works and collaborations with edgy appeal. RockLove designer jewelry is casual and accessible with an emphasis on layered looks and iconic symbols.
I’ll admit it, when I first read about RockLove and her extensive product placement I had to go to the internet a dozen times to look things up. I never thought I would feel so old already! Skinny Puppy, Repo The Genetic Opera, Keana Teixera….who are these people? …Kat Von D, September Mourning, The Creep Show…Miley Cyrus, Fran Drescher, whew, at least I know a couple….the list goes on and on and on. Plus, she throws around words like “steampunk” and “emo.” Huh? This girl moves and shakes in circles I have never even heard of and she is so overrun with orders that she sells out of limited editions as fast as she releases them.
After I came to grips with the fact that I am not nearly so hip and trendy as I once believed, I learned that all these minor and major celebrities are part of underground music and counter culture scenes that have huge followings around the country. Not every jewelry designer dreams of being in Vogue after all. RockLove is rockin’ all over glossies like Bust, VenusZine, Fangoria, Gothic Beauty and Rebel Rodz. Instead of traditional trade shows like JCK and New York Gift she made a killing at Ink-N-Iron and the Viva Las Vegas Rockabilly weekend.
Hourcade is a talented wax carver and caster with a penchant for adapting time-honored motifs into modern interpretations. She is frequently contracted by bands to design the official jewelry for their tours. Her work is undoubtedly trendy but grounded in traditions that have widespread appeal. Perhaps for that reason RockLove’s fashion jewelry success can be attributed to the brand’s ability to transcend individual niches and appeal to a cross-section of sub-culture scenes. She is equally adored by fashion cohorts as varied as Punk, Victorian, Rock, Goth, Rockabilly and Steampunk.
Together, these groups form a substantial following of jewelry consumers loyal to RockLove. Hourcade’s blend of prolific collaborations and rock style is a winning combination. She has a completely original way of operating that breaks with every business and jewelry industry convention I know; but, some things are meant to be broken.
In conclusion, as Hourcade would say, I will sign off with rock and love. Keep rockin’ Allison, we know to expect great things from you…. I would attempt a fist bump here, but I just might hurt myself.
RockLove was a 2009 finalist in our Jewelry Design Business Development Grant competition. www.halsteadbead.com/grant. All photos by Square Press.