Bold Toronto-Based Jewellery Line ‘Musesa’ Expands Retail Distribution

Date:

Share post:

For Monica Frangulea, the designer behind the Toronto-based fine jewellery line Musesa, jewellery is much more than an accessory. In her view, it’s a dramatic way of making a statement.

Monica Frangulea

“When you have a simple outfit, the moment you add a statement piece, it totally changes the look,” Frangulea says. “It adds glamour.”

Frangulea is an architect from Romania who made her foray into the jewellery business six years ago, with the launch of Musesa. The brand specializes in bold, unique statement pieces, which incorporate precious and semi-precious gemstones, such as rubies, emeralds, sapphires, diamonds, as well as elements of gold and sterling silver.

“Our pieces are very bold and very big,” Frangulea says. “Even the smaller pieces are very noticeable.”

Image: Musesa

Musesa’s line includes a broad array of necklaces, bracelets and earrings. The items feature colours ranging from neutral blacks, browns and greys to bold shades such as turquoise, red and purple – including some pieces that incorporate all colours of the rainbow. The pieces range in price from $40 to $600.

Given the bold style of Musesa jewellery, Frangulea says it captures attention when her customers wear it, and leaves a lasting impression. “The most important feature in Musesa jewellery is the design – it’s recognizable,” she says.

The name of the jewellery line – Musesa – stems from the word ‘Muse’. That ties in with the broader inspiration for the line, which lies in ancient Greece and other historical civilizations. Having spent much of her life in Europe, including several years in Greece, Frangulea was inspired by the history-rich Mediterranean surroundings in that part of the world.

Although Frangulea often replicates pieces that she has made using different colours and different stones, and each piece is unique. “You will never find exactly the same piece twice,” she says.

Frangulea’s architectural background comes in handy when creating jewellery, she says. When designing large, heavy statement pieces, in particular, she says it’s important to consider the positioning of each stone and the structure of the piece.

“You need to very carefully control the geometry, and the weight of the material, so it doesn’t lose shape,” Frangulea says. “That’s where my architecture background comes into play.”

Image: Musesa

Although the jewellery line was originally targeted towards a slightly older clientele, Frangulea says it has appeal among a broad range of customers.

“I was surprised to get a lot of younger clients,” she says. “My customers are millennials all the way to older generations.”

Musesa jewellery is available at four retailers in Toronto: Made You Look on Queen Street West; Luxe Style Boutique and Putti Fine Furnishings Boutique, both on Yonge Street; and Novelle Spa & Salon in the King Edward Hotel on King Street East. Frangulea is actively exploring new retail partners in order to expand distribution for the jewellery line.

Musesa also offers e-commerce sales, which lets the jewellery line cater to customers across Canada and abroad.  “I have clients all over the world,” Frangulea says.

You can follow Musesa on social media including: 

Facebook page : https://www.facebook.com/MusesaDesignJewelry/

Instagram : https://www.instagram.com/monica_frangulea/

Twitter : https://twitter.com/MonicaFrangulea

Pinterest : https://www.pinterest.ca/musesa/

Megan Harman
Megan Harmanhttp://torontoretail.wordpress.com
Megan Harman is a business reporter based in Toronto. She writes about topics including retail, financial services and technology. Megan covers Toronto’s retail industry through her blog Retail Realm (torontoretail.wordpress.com).

LEAVE A REPLY

Please enter your comment!
Please enter your name here

More From The Author

RECENT RETAIL INSIDER VIDEOS

Advertisment

Subscribe to the Newsletter

Subscribe

* indicates required

Related articles

RONA Completes Nationwide Transformation with Launch of RONA+ and Pilot Conversion of Réno-Dépôt Stores in Quebec [Interview/Photos]

Dozens of former Lowe's stores in Canada have been converted to new banners, following Rona's acquisition of the US-based retailer's Canadian operations.

Streetwear Retailer PLUS Unveils New Flagship Store at Toronto’s Yorkdale Shopping Centre [Photos/Interview]

The upscale Canadian retailer has opened its largest store to date, attempting to create a wow factor with the store design and product assortment.

Retail Loyalty Programs in Canada: Booming Subscriptions but Lacklustre Engagement Challenge Retailers [Feature Interviews]

A shift towards more exclusive and personalized loyalty experiences is required according to experts, as Canadians seek out programs for savings at a challenging economic time.

The International Retailers that Entered Canada in 2023 and their Expansion Plans [Feature]

Retail Insider profiles the international brands that entered the Canadian market by opening stores over the 12 months of 2023, discussing how and when they arrived and what's planned in terms of any expansion.

A&W to Replace Birks Store in Downtown Victoria [With Rendering]

It's the first in the company to feature a walk-up window. The historic building will be renovated with original elements preserved.

CF Sherway Gardens: Sales Per Square Foot Record Set as New Retailers Open [Podcast]

Craig and Lee discuss CF Sherway Gardens' success as it adds retailers, as well as the future of the centre which features a hollowed-out Saks Fifth Avenue.

The Body Shop Canada Goes into Restructuring and will Close 33 Stores [Article Includes Expert Analysis]

The UK-based retailer filed overseas last month, and its Canadian operations will now be downsized as part of a restructuring that will see many stores remain open for now.

One Bloor East in Toronto Secures Nike Flagship and Mango as Key Retail Tenants [Exclusive]

First Capital REIT has leased-out the entire retail podium at the iconic Yonge and Bloor corner, including space to another new tenant in the main-floor space formerly occupied by Nordstrom Rack.

Anatomy of a Leader: Ken Keelor, CEO of Calgary Co-op

After moving to Canada from India in 1995, Keelor began working at Save-on-Foods and then other major retailers as his career progressed upwards.

Unprecedented Opportunity for Canadian Retailers to Sell to Consumers in China Online

China is the world’s largest online consumer market, and it is projected to grow for years to come.

Modern Golf Opening Innovative Golf Social Experience in Downtown Toronto’s First Canadian Place [Interview]

The 8,500-square-foot Financial District space will feature multiple bays, bars, lounge areas, and partnerships with Food Dudes for food and beverage offerings, marking a significant shift in the company's growth strategy.

Krispy Kreme Doughnuts Gears Up for Nationwide Expansion in Canada with Innovative Store Formats [Interview]

New locations in new markets are planned, including a mix of Doughnut Café concepts and manufacturing locations for the public called 'Theatre Hubs'.