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Stefani Greenfield launches accessories line Theodora & Callum

March 23, 2011 |  9:00 am

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Stefani Greenfield has been a retailer, a consultant and a TV pitchwoman. And now she's setting her sights on the accessories business with Theodora & Callum, a new label launching now.

StefaniThe collection of shoes, clutch purses, scarves and jewelry is inspired by her travels in Greece, Turkey, Morocco and Malibu, where the New York-based Greenfield spends every August. "It's really inspired by anywhere you can wear a little bronzer," she says.Tote

For spring, it's all about the Marisa Berenson, "gypset" look -- ikat linen tote bags with rope handles, bright Aztec print scarves that can be worn as pareos, espadrilles with Navajo diamond-patterned wedge heels and sash ties, and necklaces with oversized firebird-shaped pendants.

Greenfield co-founded the Scoop retail boutiques in New York City in 1996, before going on to host "Curations," a show on the Home Shopping Network featuring hand-picked items curated and designed at accessible price points.  In 2008, she created the consulting firm My Next Act to build "fashtainment" brands, such as the Grayce by Molly Sims jewelry collection. 

Theodora & Callum is being launched in collaboration with L.A.-based "Project Runway" co-creator and executive producer Desiree Gruber. (The line is named after Greenfield's daughter and Gruber's son.) "Desiree and Biarritz_sungrain_f I wanted a creative factory," Greenfield explains. "I love scarves and jewelry that signify a place I’ve been or want to go. We dreamed of the collection as wearable art, with that bohemian, gypsy, late 1960s, early 1970s vibe." (For fall, the collection dips into darker colors and heavier fabrics.)

So far, the response has been impressive. In its first season, the line was picked up by Neiman Marcus, Nordstrom, Saks Fifth Avenue, Intermix and Scoop stores. A large part of the appeal is the prices. Scarves range from $48 to $298, jewelry from $75 to $525; totes are $295 and shoes $395.  

"We don't want people to just buy one thing," Greenfield said.

Stefani Greenfield will be making a personal appearance for Theodora & Callum at Neiman Marcus on April 9 from 2-4 p.m., 9700 Wilshire Boulevard, Beverly Hills, (310) 550-5900. 

 -- Booth Moore

Photos of Stefani Greenfield and the spring collection courtesy of Theodora & Callum.

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