Meet the Trendy Houston Jewelry Queen with a Celebrity Following

And while business has grown exponentially, Frasier Sterling remains nimble enough to respond quickly to consumer demand. Take, for example, the obsession with HBO’s Euphoria, which launched an entire online aesthetic when it premiered last June. “When Euphoria was on, every single comment was like, ‘oh, this is so Euphoria,’” Lipton says. So she pounced, making a simple gold bracelet engraved with a line from the show: ‘Bitch, you’re my soulmate.’ “I thought it was cute—I liked it and I got it, but I had no idea how it would be received—and it went absolutely crazy,” Lipton says. “Euphoria’s stylists reached out to us to pull pieces for the second season, and that was one of the things they pulled, so it kind of came full circle. I was definitely stoked about that.”

Over time Lipton has built an impressive client list that most notably includes the Hadid and Jenner sisters, a feat made even more remarkable by the fact that the average Frasier Sterling order is just $40.

“I think that’s the main selling point of Frasier Sterling: We sell affordable, trendy jewelry that people like Bella and Gigi and Kendall and Kylie want to wear, but that’s accessible—when it’s not sold out—to anyone,” Lipton says.

Celebrity placements have long been a key component of Lipton’s business. “I’m such a hustler, and living in L.A. I made all these connections and I collected addresses. Now whenever we launch new products, I send them to my list of celebrities,” she says. “They get thousands of gifts every single day, and we’re just sending it to them; they have no obligation to wear it. Bella Hadid has tagged us in her Instagram stories. Do you know how much that costs? A million dollars, probably—her reach is insane. It’s priceless.”

Last fall Bella repeatedly wore Frasier Sterling butterfly huggies—$44 earrings that had been selling “okay,” Lipton says. The product became an overnight sensation. “We were suddenly selling thousands,” Lipton says. Then Gigi wore the same huggies at her highly photographed 25th birthday party. “You’d die for a major moment like that.”

Even that philosophy goes back to Nini: In her prime Weisz amassed clients like Miss America contestants and Paula Abdul. “Obviously they weren’t online back then, but it’s so funny because there are so many synergies. She had such a similar path to me,” Lipton says. “She has always loved designing, and she was a hustler, too.