Sundance Catalog spent years building a brand and an audience. Now it is spinning off in new directions

By Catalog Success Staff

While Jewelry needed to have brand consistency with Sundance and a similar merchandise line as the core book, it also required a new look that appealed to its specific customer base. The product mix is heavy on jewelry, but has accessories and shoes to balance it out. Jewelry developed a very light, airy, ethereal feel with the only identifying mark tying it to Sundance Catalog being a small reference in the Jewelry masthead on the cover. Unlike the core book, Jewelry doesn’t contain editorial by Redford, and its product presentations are drastically different on cross-marketed items.