Photo: India Hicks models products from her new partnership with London-based optics brand Finlay & Co. and Los Angeles’ holicow, an Indian textile company.
India Hicks Inc., the Los Angeles-based lifestyle brand of beauty products, jewelry and accessories, today launched direct selling’s first curation platform. Founder India Hicks, after whom the company is named, has partnered with other brands to co-design specific offerings for her Ambassadors to sell exclusively through the India Hicks website.
The idea for a curation platform came to Hicks well before she launched the company in 2015. She had opened a shop on Harbour Island in the Bahamas, The Sugar Mill, which offered a variety of products from different designers. She wanted to bring that same concept and collaborative spirit to direct selling, with brands sitting side by side with that of India Hicks.
With her new partners, Hicks is heavily involved in the design direction, from which styles headline the collection to where the appearance of the India Hicks beetle appears on the packaging and how her iconic signature is meticulously engraved on products.
The initial partner offerings include two companies, one from the U.K. and one from the United States. With London-based optics brand Finlay & Co., India Hicks will offer two of Finlay’s flagship silhouettes, the Bowery and the Percy, from its handcrafted sunglasses collection.
“Equipping and empowering entrepreneurs to succeed is something close to our hearts and is an immensely attractive component of collaborating with India Hicks,” said David Lochhead, Co-Founder of Finlay & Co. “Selecting the best sunglasses for you often requires a trusted second opinion. We think India Hicks’s approach to sales enables this to happen naturally in a relaxed environment. It will create anticipation, interaction and excitement amongst the crowd sharing the experience together. We’re looking forward to hearing all the stories.”
Lochhead said what appealed to Finlay & Co. was the multiple layers to India’s style and influences from a variety of sources. “At Finlay & Co. our aesthetics are deliberately minimalist and understated to allow the product or person to shine, and we believe this has further enhanced our offering and collaboration with India Hicks,” he said.
In addition to established companies such as Finlay & Co., India Hicks is also partnering with new brands, which is the case with the second offering on the curation platform, Los Angeles-based holicow, which produces hand-blocked Indian sundresses.
“From the minute we were first introduced, India was immensely supportive of holicow, Instagramming herself in a pair of our convertible pants and then buying the line for the Sugar Mill,” said Susan Taylor, Founder of holicow. “I loved the idea of partnering with her and creating something exclusive for her amazing group of female Ambassadors and customers. I created this line for my daughter, partnered with my sister and obviously feel very strongly about female entrepreneurs. I am beyond excited and appreciative of her support.”
The curation platform will now be part of the India Hicks business structure. The company plans to have four launches a year—spring, fall, winter and holiday. Other companies that will be partnering with India Hicks for 2017 include Day Birger et Mikkelsen, Bird + Knoll, Hat Attack, ANNA New York, Jonathan Adler, Dempsey + Carroll, and Eberjey.