As summer winds down and the cool breezes of fall approach, jewelry enthusiasts and fashion lovers alike are looking for the latest seasonal trends. Yael Fraynd, founder and president of Yaya Publicity, offers an insider’s perspective on what to expect this fall — especially for those embracing the chic lifestyle of the Hamptons.
Fraynd, who has specialized in jewelry PR for over 15 years, shared her journey and expertise. Reflecting on her career, she shared that prior to opening her company, she worked for one based in Miami, where she is originally from. The company opened a New York office, which led Fraynd to move to New York to run the office. Over the course of a few months, she realized she did a majority of the work on her own.
“I thought to myself, ‘why am I working for someone when I’m in essence, all by myself?’ So I started my own company,” Fraynd shared. She explained how jewelry has always been a passion in her life and how the pandemic strengthened that focus. “During COVID, it really cemented the value of jewelry… People were really buying… Women still want it to feel great… If you had the right jewelry, you were totally put together.”
With a long history of successful placements, she proudly recalled landing a client’s jewelry on the Super Bowl halftime show. She remembered mailing the brooches and thinking how many others may be doing the same. “I got one of my clients on the Super Bowl halftime show with Kendrick Lamar… Unless it was another Super Bowl Halftime Show, I would never be able to get that feeling again.” Fraynd admitted she doubted the pieces would be selected, given the vast competition and the prestige of the client and event. But as she sat on the couch watching the Super Bowl with her family, excitement and disbelief washed over her when she saw the jewelry featured on the screen.
Looking ahead to fall, Fraynd described the evolving styles with enthusiasm. For fall, expect to see bold statement pieces, rich gemstone colors like orange and a playful mix of metals.
She also noted the influence of pop culture on jewelry trends, including celebrities like Taylor Swift, who is recently engaged, saying, “It could also be just, you know, with Taylor Swift, who has such a big effect on what people like.”
On the seamless transition from summer to fall styles, she observed, “In the summer, you see a bit of Western-inspired pieces, and I think that they really do kind of transition into fall really nicely.
Specifically, Fraynd noted that bolo tie necklaces in turquoise were very popular during the summer season and should transition nicely into the fall season. She also added that layering jewelry remains a popular look. “People have their everyday pieces and then add layers … it feels like you could go to a dinner (and it’s) so fancy, but it still just feels so elevated.”
She also spoke about the growing trend of mixing metals. “Back in the day, people were so specific with (metals being) yellow or white (and now) people have gotten a lot more creative and more adventurous with jewelry,” she said.
Despite popular trends, Fraynd emphasized the personal nature of jewelry. “It really is a representation of what you want, how you feel, the mood you’re in, and there should not really be that many rules.”
With 15 years in the business, Fraynd remains passionate and excited for what’s ahead. “I love what I do, I love my clients, and I love this space. I love the stylists, the editors that I’ve met,” she shared. “I always say that I’m a one-stop shop … I’ll always have something for someone whenever they need it.”
