SHEESH! had the pleasure of catching up with Abby Zuckerman, who goes by Zuck, creator of the innovative and avant-garde jewelry line Shop Zuck. Since our last encounter, Shop Zuck has gained the attraction of over eleven thousand followers on Instagram and sold out many successful launches. Sixth months after our initial interview with Zuck, we were able to chat about a recent collection she’s curated alongside designer Charlotte Hourston, creator of Charlie Beads and full-time design student at Parsons the New School, and creative director Isabelle Lesh, Emory University film and media graduate.
A vital component of their collection entails a profound message that goes beyond its visuals, encouraging us to adapt to love for those you love. All three women desire to shine a warm light upon the validity of virtual relationships. The CHARLIE x ZUCK Valentine’s Day collection highlights how we’ve had to drastically alter the way we show affection to our loved ones due to the pandemic. Although our affection and presence have shifted from the tangible world to the virtual one, the ultimate message is that they are just as significant and valid. Photographed by Riley Taylor, the 12 piece assortment of ‘virtual candy grams’ convey the same inclusivity and nostalgia of the Valentine’s Day experience in grade school. No one is left behind and everyone is loved.
A Collaboration is Born:
Zuck: Isabelle and I had a fever dream about a Valentine’s Day collection and I chatted about it with Charlie. Charlie and I have always been within proximity of each other through mutuals and the first meeting we had, we had minimal context of what the collection would be about. Within two hours we were entirely on the same page and no one’s opinion was ever lost, it was so fluid and it has been entirely cohesive.
Charlie: For this collaboration, and even in the start of my brand, I wanted to express this part of me that I hadn’t before, in a fun wearable way. Similar to Zuck, jewelry became this cool thing for me and people liked it and wanted to buy it. Cut to a year later, this business was born in the pandemic and has grown so drastically. Since the beginning we’ve built on each other so well with our ideas.
The Creative Influences:
Isabelle: I loved what Zuck was doing and I came to her as a photographer last August. We clicked creatively and it eventually turned into creative direction. I work with two extremely creative people and it doesn’t feel like I’m solely the creative director, it feels like three creative people creating something cohesive. Both Abby and Charlie are incredibly creative so it’s all about keeping both brands looking good and being equal parts both brands. I got my start in film and analog photography and in leaving college I eventually became a creative director for a few artists in the music industry. We all have knowledge from different industries and we cover each other’s blind spots. It’s a crazy hybrid of all our talents
Zuck: We’re all rapid fire, constantly executing. This collaboration was the perfect storm of people coordinating the piece that they wanted and it worked out perfectly.
A Look into The CHARLIE x ZUCK Message:
Zuck: The campaign has a message that goes beyond visual. I feel like for so many this is a rough territory considering the space we are in due to Covid. It’s been so hard for many to be alone and away from their loved ones due to the pandemic. The territory we were leaning into was the nostalgia of being in grade school and receiving candy grams from everyone and no one is left behind or left out. We’re in a new space where every kind of communication is happening virtually. It’s how we’re talking to our families, friends, and partners. There’s something that’s quite overarchingly devastating about how our lives have been altered. We hope what we’re doing here can encourage others to adapt to the whole virtual thing. We want to highlight how it’s okay to love someone virtually. We’ve had to learn to love each other from afar. We’ve had to sit with the anxiety that comes with distance and space, but these things deepen love. Yes, they’ve strained love and they’ve challenged love, but that doesn’t mean that there’s any less love to give; just because it’s more challenging doesn’t mean it isn’t there. It wasn’t on my radar to think of how I would show my affection to others but love shouldn’t be lost on anybody, especially during the time we’re in. If you are solo, it feels so solo. In its actuality these times are so unprecedented. And we’ve had to adapt to love ourselves and the people around us.
Charlie: Love has shifted this year, for a lot of people they’ve been quarantined at home with their families. All of our relationships have been affected and will affect how we show our love in 2021. That’s why we highlight so many different kinds of people. This Valentine’s Day experience will be so drastically different for everyone.
Isabelle: The way that we show our love for each other at the moment is different, but it doesn’t mean that the actual love is different. It’s the same amount of love and the same kind but we have to work a bit harder to show it. You can’t be there to hug and touch them. We’re featuring different types of love, love between friends, between partners of various kinds, and most importantly loving yourself. This year people have really struggled to love themselves. People have had to face their mental demons and had to figure out how to love being alone and that’s okay. My whole family watched my grandpa blow out the birthday candles that he lit for himself over Zoom. This year has made virtual relationships less taboo. Tell people that you love them, and be kind. Times are looking up but they’re not better yet.
Shop the collection here and follow Charlie’s Beads and Shop Zuck on Instagram to stay up to date with new releases.
This interview has been edited and condensed for clarity
