Equipment model Lulu Frost is all about enhancing the on a regular basis. And meaning serving to shoppers discover “sparks of pleasure” within the type of shiny charms that stack, encourage and even personify a manifestation.
Created by Lisa Salzer, Lulu Frost’s aesthetic celebrates life by symbols, phrases and numbers with charms that may be added to necklaces, bracelets, earrings and lately baggage. Keying into the bag appeal pattern, the model collaborated with Veronica Beard in spring 2025 to create an of-the-moment assortment of jewellery for purses together with a clip-on Plaza appeal and vintage-inspired charms that allowed the patron to specific their distinctive model. Every appeal within the appeal clusters had been chosen to manifest and spark pleasure and abundance.
“I used to be so delighted, as a result of in the future on my Instagram, Veronica Swanson Beard DMed me,” mentioned Salzer. “We go means again — I’ve identified her and her sister for nearly 20 years residing within the metropolis — [but] I hadn’t spoken to her shortly and she or he mentioned, ‘Let’s do some jewellery collectively.’ I had by no means particularly accomplished appeal clusters for luggage earlier than, so I used to be simply thrilled. I mentioned, ‘Sure, let’s do it’.”
To start with, Salzer mentioned the trio’s friendship spark was ignited by their love of their grandmother’s jewellery. The group checked out tons of of items on the Veronica Beard workplaces, pulling charms to incorporate in clusters. One merchandise that was notably fascinating for the collaboration was the Plaza letters that the Lulu Frost model has been doing for a few years. From there, the primary iteration was provided at in-store occasions the place shoppers might choose and select.
“It’s kind of limitless the place you possibly can put these charms,” mentioned Salzer. “So, we put our heads collectively and an even bigger assortment, an even bigger collaboration began to gel the place we mentioned, ‘Let’s make a {custom} appeal model and bag chain’.”
These appeal clusters embody favorites from the group together with a hand-carved fish, custom-made tags that say “Make It Occur,” a gold coronary heart and a brightly coloured tie. The fish appeal, mentioned Salzer, represents prosperity, pleasure and getting an excellent catch.
Lisa Salzer, founding father of Lulu Frost.
“It’s only a enjoyable, a enjoyable image of kind of abundance,” mentioned Salzer. “It’s such a tricky time now, so these little symbols are extra essential than ever. What I’ve accomplished for 20 years with Lulu Frost is talk symbolically with shoppers and assist them discover these symbols that talk to what they’re attempting to deliver into their lives, or what they need extra of. Issues which might be close to and expensive to their coronary heart.”
To that finish, by the in-store occasions, Salzer mentioned she was capable of see girls gravitate towards the enjoyment that on a regular basis luxuries can present. “That’s why I believe equipment and jewellery and bag jewellery is so highly effective as a result of it provides that pleasure issue.”
She mirrored that at a latest occasion on the Higher East Aspect, she noticed a trendy couple stroll in and witnessed the girl “fall in love” with a bit as she added it to her Louis Vuitton bag.
“It actually tapped into the fact of what’s taking place for individuals,” mentioned Salzer. “They need that pleasure. They want that little escapism second. I believe it’s very youthful, this bag accent appeal craze. It’s all about individuality, and also you don’t must spend a lot to get this enjoyable look.”
Furthermore, as shoppers contemplate tighter budgets as a result of present financial panorama, Salzer mentioned it’s a strategy to “amp up or change the look” and add worth to a bag somebody has already invested in. “That’s why I really like what we created, as a result of a shopper can put the entire appeal cluster on the deal with, or they’ll simply put one of many charms and regularly reinvent the look.”
“In case you don’t need to put money into a brand new seasonal bag yearly — which, who can actually do this? — you possibly can put money into a small piece of bijou that may be a lot extra,” mentioned Salzer. “I believe the clip means and the interchangeability of it are such a talismanic factor. Individuals can simply pop it on wherever they need. They get to determine, and that empowerment is what I really like giving to shoppers.”
Lulu Frost x Veronica Beard bag appeal cluster.
Trying forward Salzer mentioned she’s going to proceed to push a message of telling a narrative by jewellery. New charms are launched each two or three weeks with about 70 to 80 % of shoppers persevering with to construct collections over time.
“Symbolically, all these empowering symbols are about love and pleasure and enjoyable and being lighthearted, particularly presently,” mentioned Salzer. “When the world feels actually heavy, these talismans can imply a complete lot greater than what they seem like at first.”
