The splashy assortment of 15 officially-licensed designer pieces will debut in Dillard’s stores in early September 2008. The line features official school mascots, logos, and colors in sterling silver, pearl, and natural gemstones. Pieces include necklaces, bracelets, earrings, rings, charms, and pins. All pieces are hand-made including the Fancy Gems Necklace and Bracelet duo which features gemstones or pearls with a sterling silver mascot charm. All rings are sterling silver and feature the school’s insignia as well.
Start-up design firm, Dayna Designs, which makes Dayna U products, said the move into Dillard's marks its first foray into non-collegiate venues. "For several years, Dayna U has grown into the collegiate market by selling to on-campus bookstores managed by Barnes and Noble, off-campus stores run by Nebraska Book Company, independent college stores, and college fan web sites," explained CEO Dana Lande. "With this expansion to 67 Dillard's stores and Dillards.com, Dayna U products will now be widely available on and off-campus, as well as online."
The Dillard's debut comes just as students flock back to campuses and a new sports season fuels intense fan loyalties. CEO Lande concluded, “We got the timing just right. The products will hit Dillard's just in time for the beginning of football season and back-to-school.”
Lande, a University of Maryland MBA graduate, founded Dayna Designs in 2004. The privately-held company began rapid growth the following year with the introduction of the Dayna U college jewelry line, which includes officially-licensed necklaces, bracelets, earrings, rings, and cuff-links. The company holds licensing with 61 schools nationwide. The products are made from sterling silver and natural, semi-precious gemstones. Many of the items are proudly assembled in Maryland at a job center for developmentally disabled workers.
Dillard’s (NYSE: DDS), a major department store chain based in Arkansas, was on the prowl for a quality line of college jewelry to expand its collegiate product offerings, and Dayna U fit the bill. With the majority of its 330 stores based in 29 mid-western and southern states, Dillard’s collegiate products cater to the students, alumni and fans of many of the nation’s large campuses.
For further information, please contact Dana Lande at 866-443-2962 or dlande@daynadesigns.com.
www.daynau.com
