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Jewelry mogul Anna Sheffield launches mobile commerce app to drive sales

September 14, 2009

Anna Sheffield goes mobile

Anna Sheffield goes mobile

New York-based jewelry designer Anna Sheffield is using mobile commerce for additional conversion and as a new sales vehicle.

Consumers that download the Anna Sheffield iPhone application are able to browse her award-winning Bing Bang jewelry collection and buy pieces right from the handset.

“Our goal with this application was to really put Anna’s collection out there and to be the first luxury brand in the mobile commerce arena,” said Kevin Kearney, CEO of Sheffield & Kearney Ltd. and managing director of All Day Everyday, New York.

The application was created via a strategic partnership between All Day Everyday and Tessuto LLC, the production company that developed the application. All Day Everyday creates, produces and distributes result-based initiatives for brands and advertisers.

Anna Sheffield has an upcoming collaboration with Target and figured that an iPhone application would be a great medium to get the brand out their and extend its reach.

The iPhone application is constantly updated with jewelry items from the Anna Sheffield catalog.

Consumers can browse by collection, category and style. Additionally, consumers can buy and checkout via the application.

Users can read the Anna Sheffield blog right from their iPhones. The blog features contributors such as Yenna Christensen, Othelo Gervacio, Lindsey Thornburg and Bethany Mallet.

Anna Sheffield has endeavored to bring the term fashion jewelry to a new level. She has been a trendsetter on the runway and in everyday with elements such as tangly layered chains, contrasting mixed metals and appropriation of vintage and found objects.

These varied styles have caught the eyes of celebrities, fellow designers and companies with whom she has collaborated: Phillip Lim, Marc Jacobs and Target Go International.

As of now, the application is in the iPhone store and is one of the top new and noteworthy applications.

“We chose the iPhone platform as opposed to other smartphone platforms because I believe that the iPhone is superior when it comes to user interface,” Mr. Kearney said. “Mac consumers in general match with our target audience which is comprised of individuals that are attracted to luxury and luxurious brands.”

With more and more consumers becoming increasingly attached to their mobile phones, Anna Sheffield realized that using the channel would be a great way to increase the jewelry brand’s reach.

When asked why let consumers buy products through the application, Mr. Kearney replied: “Why not?

“We are using the iPhone platform to try and drive more sales,” he said. “It is just another way to get our products out there in front of our target market.”

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Giselle Tsirulnik is senior editor at Mobile Commerce Daily and Mobile Marketer. Reach her at

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