The fashion landscape is changing rapidly and designers are taking note. Vita Fede is no exception. The CFDA member brand unveiled a new business model last month that rethinks the traditional wholesale model by shifting the focus towards its digital platforms (the jewelry brand will still be offered with select retailers including The Webster and Barneys Japan).

Vita Fede recently redesigned its website – complete with a new logo, aesthetic, and offering of product categories- all with a charitable twist.

We caught up with Founder and CEO, Cynthia Kozue Sakai to hear more about the thought process behind the brand’s new business strategy and charitable aspect. 

Cynthia K. Sakai in her New York office.

Why does this switch to this new business model make sense for Vita Fede? 

The scope of what we as a brand are doing is expanding so quickly – we wanted to be able to tell these stories to our customers directly. The shift has allowed us not only the freedom to move quickly on new launches and initiatives, but also the ability to incorporate a significant philanthropic component into the business.

What has been the most difficult part about making this change? 

We put all sales on hold for the past eight months while we redeveloped the brand and business model, which was definitely difficult, but it’s only made us even more excited to show the world everything we’ve been working on.

There’s a huge charitable component to this relaunch as well. What’re some of the organizations you are donating to, and how were these selected? Why is this important to you personally? 

Giving back has always been a priority for me, and I think there’s so much opportunity to incorporate it into our lives and make philanthropy as effortless as layering jewelry. I reimagined the way Vita Fede operates to build a platform that allows us all to make a difference, seamlessly. Ten percent of the purchase price from every dollar we sell is donated to our philanthropic partner.

We’re launching this program alongside charity: water, who do incredible work. Vita Fede translates to ‘life’ and ‘faith’ and charity: water works to facilitate both life essentials and faith in our future. They are privately funded, meaning every dollar donated goes directly towards their mission of providing safe drinking water for people in developing countries. Our hope is to fund enough water for 20,000 people by the end of 2019.

Vita Fede ‘Cassio’ Earrings

What are some of the new products and categories that you’re excited to launch? 

With the relaunch, we debuted Floralist, a line of floral arrangements. It’s Vita Fede’s reimagining of the nature of a gift. Very much in line with the aesthetic of the jewelry, the arrangements are modern, elegant, and functional. They can be sent with or without an added gift of jewelry and delivered same-day in Manhattan.

We also just introduced our Titan collection in fine 18-karat gold and sterling silver with customizable diamond and sapphire cone tips, as well as a line of phone cases in partnership with PEGACASA and series of prints by the amazing photographer Charlie Bennet juxtaposing pieces of jewelry against sculptural foods. These are truly just a taste of what we have planned to come. We couldn’t be more excited about what’s next.

Designs from ‘The Floralist’

What advice do you have to offer to other designers considering taking this shift in business model? 

Trust your instincts. If it feels right, there’s a good chance it is.