You saw the film. You own the toys, videogame and breakfast cereal. But will you buy the $250 ID bracelet in14K gold?
White Trash Charms in Los Feliz is no stranger to Hollywood. Founder Brooke Dulien has been a stylist for Gwen Stefani and Jessica Simpson and her jewelry was often seen on Carrie Bradshaw’s neck in “Sex and the City.”
Now WTC is jumping to the bigscreen with “Charlie and the Chocolate Factory” and a line of Golden Ticket jewelry, available as pendants, cufflinks, rings and bracelets for prices ranging from $66 to $262.
Says WTC rep Mia Weinsieder, “It’s not in-the-Happy-Meal jewelry.”
However, like a Happy Meal, it was a studio brainchild, with Warners Bros. Consumer Products exec Patti Buckner overseeing WTC’s development. Smaller but virtually identical to the ticket in Tim Burton’s movie, the jewelry is already a hit, with WTC facing backorders on some pieces.
However, WTC isn’t the first to capitalize of the high end of pop culture iconography. In Echo Park, Han Cholo’s line includes rings, pins and pendants that feature a Cylon from “Battlestar Galactica,” a “Star Wars” Wookie and a Sleestack from “Land of the Lost.” Available metals range from pewter to platinum.
Unlike White Trash Charms, Han Cholo doesn’t hold the icons’ licenses. “It’s a small production thing,” says Guillaume Pajolec, who owns the store with Brandon Schoolhouse. “No one cares.”
That might sound naive, but it’s not like George Lucas doesn’t know; he bought a Wookie ring for himself. And Han Cholo is hardly dodging corporate America; Pajolec has done private-label work for Texas Instruments and Virgin Megastore and is designing a sneaker for Nike. “We’d totally love to do something (for a movie),” Pajolec says.
For now, however, Han Cholo’s biggest project is for a member of rapper Kanye West’s entourage — a $10,000 pendant made of pink gold and white diamonds, in the shape of the Han Cholo logo.
“It’s going to be huge,” Pajolec says. “It’s not something I would wear, but it’s going to look cool.”