On the Blog:
The Inspiration Behind Toni

When it came to creating a new collection for fall, Jenny didn’t just look to classic chain links for inspiration—she reinvented the shape and built an entire collection around them.

The Inspiration

When Jenny started working on the latest collection, Toni, she was musing on the return of classicism. “When I thought about how to bring that back—aside from pearls—the other most classic piece of fashion jewelry is the chain link necklace.” Links are very heritage, says Jenny. “They were introduced as a way of adorning yourself with metal, with the links providing the movement needed to bring the metal around your neck.”

Jayde in the Mega U-Link Earrings. Available October 7th.

Click The Link

Jenny modernized the classic chain by zeroing in on the links. Instead of using a link that already existed on the marketplace, Jenny went about designing completely new link designs, creating custom shapes for the molds of each link. “The shape is entirely fresh; they aren’t too square or too round—they are pyramidal molds. And you see these shapes repeated throughout the collection, but the way they change is through size—certain pieces, like the Toni Bangle, U-Link Earring and Mega Link Earring—are blown up versions of those."

The Toni Bracelet

Click The Link

Soleen holding the Toni Bracelet

Jordan wearing the U-Link Earrings & Toni Necklace

Click The Link

Jenny modernized the classic chain by zeroing in on the links. Instead of using a link that already existed on the marketplace, Jenny went about designing completely new link designs, creating custom shapes for the molds of each link. “The shape is entirely fresh; they aren’t too square or too round—they are pyramidal molds. And you see these shapes repeated throughout the collection, but the way they change is through size—certain pieces, like the Toni Bangle and the Stevie Bangle—are blown up versions of those.

“The whole collection is a celebration of the link form itself—it’s the shaping of the links that makes the collection enduring, something that could be worn for years to come.”

On top of that customization, the toggles are completely unique, allowing for a seamless, endless look to the piece. “You can’t see where it ends, which shows a real elevated design.”

Create Jordan's stack with the Toni and Stevie Bangles and the Toni Bracelets

Sooleen holding the Toni Bracelet

“The whole collection is a celebration of the link form itself—it’s the shaping of the links that makes the collection enduring, something that could be worn for years to come.”

On top of that customization, the toggles are completely unique, allowing for a seamless, endless look to the piece. “You can’t see where it ends, which shows a real elevated design.”

Sooleen with the Toni Bracelet

Inclusivity

From the collection’s genderless name to the model casting, this collection was designed for everyone. For Jenny, it was simply a reflection of who the JENNY BIRD customer is. “I see my customer as everyone; I make sure everything isn’t too feminine,” she says. “For people who have pride in their personal sense of style, and who feel that the brand celebrates them,” she says. “I never want the brand to alienate anyone.”

Design Time

The Toni collection is the biggest one yet, boasting 42 pieces, including earrings, necklaces, chokers, bangles, bracelets, collars, hoops, knockers, anklets, studs, drops--all of which connect back to the shape of the link. The toughest to design in the collection? “The Mega link! (this one is available to buy on October 15th) I wanted the volume of a very oversize link without the weight, so we had to hollow out the links but work to maintain their strength. It’s very wearable.”

Sooleen wearing the Toni Drops and Mega Link Necklace

Design Time

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On the Blog:The Inspiration Behind Toni

The Inspiration

Click The Link

Click The Link

Click The Link

Inclusivity

Design Time

Design Time

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On the Blog:
The Inspiration Behind Toni