For an industry as fickle as fashion, surviving 45 years is quite an accomplishment. This year, Steven Lagos is now a proud member of the club. Since launching his company at just 19 years old, Lagos has been able to carve out a name for himself in the jewelry world. An early pioneer of contemporary jewelry, he emerged on the scene by tapping into a new market of jewelry made to last that sat somewhere in between low-priced costume jewelry and high-priced fine jewelry. By delivering luxury at an accessible price point, Lagos carved out a name for himself with his signature designs and high-quality finishes.

Today, Lagos commands a strong global presence – widely known for the signature Caviar style. It hasn’t always been a straight road to success – enduring economic downturns, production issues, the rise of competitors, etc. – but through it all, Lagos has managed to endure for its loyal customer base and maintaining a high-quality product.

As we mark the CFDA member’s anniversary, we talk to Lagos about his career beginnings, favorite moments, and what is next for the future of the brand.

Congratulations on the anniversary! As you head into your 45^th year in business, can you take us back to how it all began? 

I always knew I wanted to live a creative life. I dabbled with many art forms before discovering jewelry. I saw there was a gap in the marketplace for everyday fine jewelry and I wanted to create a brand women could trust and feel empowered to wear.

I started with a small trade shop and was able to gain a lot of experience working with the more seasoned jewelers in town. They became my mentors and I learned and practiced the techniques and skills to become a Master Jeweler.

My first high-end department store was Nan Duskin. Two years later, I cold-called Neiman Marcus – they weren’t really interested. A year later they decided to create a new category “Bridge Jewelry” and they invited me to be involved. At that time, ready-to-wear was new and growing fast. They recognized an opening for a similar classification to sit between fine and costume jewelry.

As a goldsmith and Master Jeweler, I was able to use my skills to create one of the first fine jewelry collections mixing sterling silver and 18-karat gold. The customers loved it and the two-tone jewelry classification was born. Today, we are distributed in over 250 locations and on LAGOS.com. We’ll sell over 300,000 pieces of jewelry this year.

This was an especially challenging year for the fashion industry. How is the business today, and how was LAGOS able to weather the pandemic?

I’ve been doing this for nearly 45 years, and there have been ups and downs throughout. Today, our business is stronger than ever. With everyone socially distanced and holidays and birthday celebrations on hold, many people celebrated by gifting jewelry. We have always been a customer-first company with a major focus on digital for the last 10 years. With customers buying more online we greatly benefited from these investments.

What effect has Smart Caviar had on your overall business and why do you think it has such staying power?

Our customer immediately responded to the Apple Watch. She’s a busy professional and the functionality is remarkable, serving a purpose in her lifestyle. While the watch is perfectly designed, it was sporty/casual and didn’t always work with her other jewelry. That’s where Smart Caviar comes in. Smart Caviar – the fine jewelry bracelet for the Apple Watch – was launched in 2018. The design transforms the watch into a piece of fine jewelry, and it was an instant hit.

Smart Caviar can be worn alone or pairs perfectly with other bracelets. The Apple Watch has become a necessity for the consumers who have bought it. Luxury wearables are the future, and we are the leader in the space. I see no signs of this trend slowing down.

Any advice you have for someone who’s thinking of getting into fashion and following the path of a designer?

Be authentic. Find your niche and be original. Create a unique style and develop it over and over and over. A brand/designer requires a signature attribute/a recognizable look. This is hard to do and requires a lot of focus and discipline.

As creatives, we want to explore all of our different ideas – to be prolific. While people may love what you’re doing, you cannot be truly successful until people recognize your work without seeing a label. When you see Caviar, you know it’s LAGOS. Over the years, we have obsessively refined the details to the point where it’s almost impossible to copy.  Discover and nurture the DNA of your designs. It may take a while to find and to lock-in, but that’s half the fun.

Are there any career highlights or defining moments that you look back on fondly? 

We’ve hit so many milestones over the years and each one has felt momentous in its own way. My first cover story, discovering Caviar, opening major accounts, seeing my work on celebrities, anniversaries, developing ceramic jewelry and creating Smart Caviar. Our teams are really serious, and we have all worked hard towards each of these moments. For me, it’s about the people rather than the milestones. I have employees and customers who have been with me since the beginning.  I look back fondly on our dedication and teamwork over the years.

If you could do it all again, anything you’d do differently?

There were definitely challenges that I probably could have avoided. That said, looking back I wouldn’t change a thing. The lessons learned were invaluable to my personal growth and the success of the company. They say no pain, no gain. If you don’t make mistakes, you’re not trying hard enough. Success, while exciting, can often mask weaknesses within your plan. It’s the struggles that build resolve and lead to even more creativity. In the end, this is where I always wanted to be. We have a huge, loyal customer base and our business is stronger than ever. At this level, pressure is a privilege. I look forward to more challenges in the future.

Anything new planned for 2021?

We just introduced Smart Caviar Rose in stainless steel, 18-karat gold and two-tone with diamonds. It really softens the sporty look of the Apple Watch. So much of what we do is about listening and responding to our customers.  In this case, the demand was for rose gold, and we were happy to deliver.

What’s next for the brand?

I work seasons ahead, so what’s next for the brand is what’s happening for me now. Ceramic has really become a differentiator for LAGOS. I’m currently developing new styles that will transform how customers wear and enjoy color. I’m really excited about what’s next.