Here's What Happened To Kim Kardashian's Jewelry Line 'Belle Noel'
Kim Kardashian has a variety of businesses to her name, from her SKIMS clothing and shapewear brand to her SKKN skincare line. Kim’s businesses have turned her into a billionaire, with KKW Beauty (which is currently being rebranded) was sold in a deal worth a reported $1 billion to Coty Inc. in 2021.
However, not all of the reality star’s business ventures have been successful, especially some of the ones she started early in her career, like Belle Noel. The brand was a jewelry line Kim did in collaboration with designer Pascal Mouawad over a decade ago. However, Belle Noel was short-lived and here’s why.
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3 The Inception Of Belle Noelle In 2011
Keeping up with the Kardashians fans were thrilled when Kim debuted Belle Noel in September 2011, which was available exclusively at select department stores, including Bloomingdales and the Bay. Kim was named the creative director of the line.
At the time, it was reported that the jewelry collection was Egyptian-inspired. It featured a variety of costume pieces, including earrings, bracelets, and rings with prices ranging from $38 to $188. The majority of the pieces in the collection were 14k gold plated.
“Belle Noel was designed with Kim’s true aesthetic at the core – amazingly glamorous pieces that are both functional and easy,” a description of the brand from 2011 stated.
“The line features statement, daytime and evening styles from understated, casual pieces to bold, lavish creations reflecting her myriad influences from her travels around the globe,” it continued.
2 Belle Noelle's Unexpected Performance And Sudden Disappearance
Kim went all-out to promote Belle Noel, and not only by the way of social media. The KUWK alum even made in-person appearances at stores carrying the jewelry line in order to support sales.
For example, in April 2012, Kim made Canadian headlines when she scheduled a meet-and-greet for the following month the Bay’s flagship location in downtown Toronto.
However, even with Kim’s star power, it appears the collection went awry. There was no official notice that the partnership was being terminated, but also no word on the future of the collection. Moreover, fans didn’t seem to care this much, as more people forget about Belle Noel’s existence than wonder about what happened to the gawdy jewelry.
Glamour suggests that the “brand never took off and disappeared into the ether.” It’s possible (and perhaps most likely) that the line was axed because it wasn’t profitable enough.
Another possibility is that some sort of conflict caused the collaboration to fall through, like creative differences. In many cases, brands and celebrities will release a statement (or a shady tweet) if this is the case. But Kim has always been silent on Belle Noel’s demise.
There are also no know lawsuits involving Kim and Belle Noel, which would’ve been more likely had there been some sort of dispute that led to the brand’s cancellation.
Kim has been involved in many lawsuits over her businesses. One of her earliest ventures was Kardashian Beauty, which she did in collaboration with her sisters Kourtney and Khloe Kardashian. After a dispute about money, and allegations the family didn’t do enough to promote the brand, they got entangled in a years-long lawsuit. The Kardashians eventually won $11.5 million in damages in a 2021 ruling.
More recently, Kim and her sister Kylie Jenner were named in a lawsuit alongside Coty Inc., which accuses them of misappropriating trade secrets.
1 The Many Failed Businesses Of The Kardashians
Having a failed jewelry line may sound embarrassing, but it’s all part of business, which the Kardashian-Jenner family knows all too well. They’ve started and ended many businesses over the years. But considering the family is well worth over a billion dollars in total, they seem to be more successful than not.
The family-owned Kardashian Khaos, a Kardashian-themed souvenir store, at the Mirage Hotel and Casino in Las Vegas. It opened in 2010 and was alive for a few short years before closing its doors in 2014.
Around the same time, Kim, Khloe, and Kourtney launched Kardashian Kollection in partnership with Sears. The clothing line was a huge success and was raking in millions of dollars before it was revealed that sweatshops were being used to manufacture the garments. The line was cancelled in 2015 amid backlash.
Moreover, Kim faced a massive lawsuit when her Kimoji app was accused of breach of contract and hit with a case that was seeking $100 million in damages. After three active years, the app was ended following the lawsuit.
Even some of Kim’s more recent lines have been paused. In 2021, the reality star announced she was rebranding KKW Beauty. She went on to debut SKKN the following year, which is largely considered a rebrand of her former beauty brand.
Also in 2012, Kim announced she was doing the same with KKW Fragrance and would likely relaunch the perfume under another name in the future.
The following year, she announced she was doing the same with KKW Fragrance and would likely launch both brands under one. “We can relaunch fragrance in the future under a brand new name - and under a new web store where you purchase from all beauty categories under one site,” Kim said in a statement.
There’s been speculation Kim wanted to remove the “W” from her beauty and perfume brands after filing for divorce from her husband Kanye West, as it stood for her married name. If one thing is for sure, Kim will likely continue to expand her business empire, although another jewelry brand may not be in the cards.
Sources: Celebrity Clothing Line, Forbes, Forbes, CTV, Elle,
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