Sarasota jeweler to be featured at New York Fashion Week

A Sarasota jeweler is working to create a series of looks for runway models to wear at New York Fashion Week. Todd Alan — owner of Todd Alan Studios in the Rosemary District — was selected to showcase his products at the annual event, scheduled for September. 

It’s new territory for the design-focused company. “We have not been part of the fashion industry,” says Alan, who has been making jewelry for individual clients since 1986. His handcrafted braided wedding bands are his best-selling items.

“We’ve sold over 18,000 wedding rings," Alan told the Business Observer earlier this year. ”We’re known all over the world."

A scout contacted Todd Alan Studios and suggested he fill out an application for New York Fashion Week, he recalls. “I think it’s mostly because of our large social media presence,” says Alan, whose business has more than 1 million TikTok, YouTube, Instagram and Facebook followers combined.

After applying, Alan was selected to create jewelry featured at New York Fashion Week.

"Finally, after 40 years, he’s getting recognized for all the work he’s done," says Lyra Neff, Alan’s daughter and office executive. "This is really his time to shine.”

Now, as the business works to create fresh looks for the event, Neff adds: "We’re reaching out to people to see what they would like on social media."

Event planning

At a recent Zoom meeting that included all the designers for New York Fashion Week, Alan says he learned how the process of getting paired with a designer will go: When he arrives Sept. 11 for fashion week, designers will look at the products and select accessories.

Photo by Sorcha Augustine

“It all happens” there in New York, Alan says.

Before the show, Alan has been tasked with creating eight separate sets. Typically, a set includes earrings, a necklace, ring and bracelet.

While that translates to about 32 pieces, “it will probably be a little more than that,” Alan says, since some models could be wearing, for example, multiple bracelets.

In addition to showcasing his jewelry, there's one other thing Alan has to do at New York Fashion Week: Walk on stage as part of the show.

After the multi-day event, the jewelry will be for sale at Flying Solo in SoHo, a boutique featuring runway designs. Flying Solo also coordinates designer showcases for New York Fashion Week.

At the moment, "we’re calculating the gold we have to buy," Alan says in a July 9 interview. “We have to use real gold because it really affects the photography.”

Designer line

Todd Alan Studios is also setting up a page on its website to feature products in what Alan calls his “designer line,” which will be on display in New York and go online in August.

The line, which launched last year, is “a more affordable version” of Todd Alan Studios’ jewelry compared with custom-commissioned pieces. Alan’s son-in-law, who is his apprentice, has been overseeing the designer line, which features silver in addition to gold and platinum pieces.

Following fashion week, Alan says he envisions the business may expand its designer line, selling it in stores other than his, which is at 1542 Fourth St.

“We’re thinking of even getting a little warehouse space here in town, setting up a little manufacturing division,” Alan says. “Every single piece is still completely handmade in Sarasota, Florida.”