New Jewelry Line Ilene Joy Launches With the Help of Poppy Delevingne and Sienna Miller

New Jewelry Line Ilene Joy Launches with the Help of Poppy Delevingne and Sienna Miller

Gold-tipped white roses and lush orchids filled a grand two-story room inside Tribeca’s American Thread Building, which housed a glittering assortment of jewels for the night—the designs of Ilene Joy, a mother, equestrian, and now jeweler.

The main pieces of the debut collection (18-karat rose gold bracelets and Tahitian pearl rings) sat as honored guests at a black and silver table decorated with dripping white candles and more florals. As one of the first events during New York fashion week, Joy gathered her family and close friends, including Sienna Miller, Lauren Santo Domingo, Tabitha Simmons, Christina Hendricks, Delilah Belle Hamlin, and, of course, the face of the brand, Poppy Delevingne.

According to Joy and Rae Scheer (her daughter and partner in the brand), they didn’t think twice about reaching out to Delevingne. “Poppy is the girl that does her own thing, and people appreciate it by proxy,” explained Scheer. And on the flip side, it was just as easy for Delevingne. “Ilene approached me a couple of months back,” said Delevingne. “I flew from London to come meet these girls and was met by this kind of mother-daughter dynamic duo, and immediately I knew that it was a family brand, which is always something that means so much to me being such a family girl.”

Though the line made its debut last night, this isn’t Joy’s first rodeo. “She started designing jewelry as a hobby, and when she was walking down the street—this was 20 years ago—the property manager of Sex and the City stopped her and asked what she was wearing,” said Scheer of her mother. “I said, ‘It’s me, and I have plenty more,’” exclaimed Joy, finishing the end of her discovery story.

Soon after this, Joy’s jewelry, unbranded at the time, was brought on the set to add some sparkle to the final three seasons of Carrie Bradshaw’s Manhattan rendezvous. Jewelry for Joy has always been a passion; however, she focused most of her energy on raising a family, only sneaking in some time for meetings with private clients and celebrities. Her devoted love for her horses, dogs, and family (in that order, she quipped) kept her from drawing up the plans to launch her own brand, until now.

“I never really stopped,” said Joy of her creative hobby, “I just held it in.”