Trained as a painter, Dana Lorenz founded her jewelry line Fenton in 2006. In 2007, she launched Fallon, a lower-price diffusion line. She opened her flagship on New York’s Lower East Side in 2009 and in 2010, she was nominated for the CFDA Swarovski Accessory Designer of the Year Award.
What is the ultimate setting for your jewelry?
In a museum 100 years from now commemorating designers that had an impact on jewelry design.
You have done capsule collections with J. Crew, Opening Ceremony and Proenza Schouler, at different price points, and recognized a need for high and low price points, launching Fallon shortly after the introduction of Fenton. Did you always hope to have such a wide reach?
Not always. I come from a fine art background, so I used to be a bit of a snob about creating something for the world to see and what that means. With Fenton in the beginning it was as much about who shouldn’t have the collection as who should. I wasn’t always interested in the big business of diffusion, like with Fallon. I think that turning point came when I realized I had to stop assembling pieces in my apartment.
Where do the names Fenton and Fallon come from?
Fenton is a family name, after my great aunt and uncle, Helen and Earl Fenton. Then came Fallon, as a young rebellious “daughter” of Fenton, so we named the collection after Fallon Carrington of Dynasty.
How active are you in social media? Do either of the collections have a stronger following via Facebook or Twitter?
We are very active in social media – haven’t perfected it yet, but we post on twitter, Facebook and Tumblr. I am the voice on Twitter 90% of the time. Sometimes I’m “too much information.”
What is the actual price difference between the two lines?
Fenton’s average price point is double to triple that of Fallon.
What did you do prior to launching your collection?
I worked for Gucci and Donna Karan as a ready to wear specialist.
Who would you name as some of your contemporaries in jewelry design?
Tom Binns, Erickson Beamon, Phillip Crangi.
Do you plan to include vintage jewelry at any point?
No, I don’t think so. I like to push forward and create new developments and ideas. We don’t repurpose anything except raw materials like metals, stones and some recycled chains. If you design jewelry on the fashion calendar you have to bring forth newness and innovation.
Is there potential for Fenton and Fallon to develop into its own ready to wear line?
Absolutely not! I like creating objects. Home, tabletop, miniaudieres, lighting, interior hardware, sure. I don’t wish to think about size or fit. Anything we use that is available in metal I’d to leave my mark on.
What about more retail locations?
We are currently being courted by a few investors so separate Fenton and Fallon retail environments hopefully will be on the horizon.
You’ve been pretty fortunate getting support from high end retailers, stylists, and press. To what do you attribute the success?
I am so lucky, really. I’ve been supported from the beginning by the best – Barneys, Vogue, Patti Wilson, Karl Templer. These are relationships people work to develop for years. People say that I create original, new, soul-filled work but also that I tell it like it is and don’t have delusions of grandeur about who I am in this industry. I’ve been called the “hardest working woman in jewelry.” I like that.