Lily Oswald Chief Executive Officer of Sorrelli
Headquartered in Kutztown, Sorrelli’s founders (Lily Oswald’s parents) decided to bring the brand to Downtown Allentown. Read on to hear how they’re spreading sparkle in the Valley and beyond.
Lily Oswald
Chief Executive Officer
Sorrelli was one of the first retail stores to open at the beginning of Allentown’s revitalization. How have you seen the city grow and what’s it like to be at the heart of downtown?
On a daily basis, we are reminded how lucky we are to be here. It has been so great watching the city and downtown come alive again, and we are happy to be a part of that. Sorrelli has enjoyed watching the buildings, spaces, stores and businesses grow and thrive, and we can’t wait to see what comes next.
Sorrelli is headquartered in Kutztown. Tell us the significance of being based there.
Our founders (my parents), Lisa and Kermit Oswald, met at Kutztown University. After spending some time in New York City, they decided to return to Kutztown (where Kermit is from) to start their family and grow their brand. Looking back, it couldn’t have been better planned for a more central location—Sorrelli being headquartered in Kutztown allows us to spread the sparkle from Lehigh to Berks and everywhere in between.
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How would you describe the style of jewelry made and sold by Sorrelli?
Sorrelli is a fashion jewelry brand that features crystal and semi-precious stones. We’re known for offering a lot of variety—variety of colors and shapes, variety of styles and occasions. We have something for everyone, whether your taste is a casual, everyday look or you love to wear sparkle for a night out. It is timeless, and thanks to our lifetime guarantee, you can wear our jewelry for many years to come.
We live in a world where everything is mass-produced and replicated. But each piece of Sorrelli jewelry is handcrafted and unique, with slight variations from one to the next. Explain why that is so important to the brand.
People are unique and should be celebrated for their differences. Shouldn’t jewelry be the same? We don’t all look the same or dress the same, so our jewelry should be as unique as we are. Plus, today, when everything seems to be a throw-away purchase, our quality product and lifetime guarantee work towards changing that. Sorrelli is meant to be enjoyed for many years, even generations—our process and our quality make that possible.
Tell us about the materials used to make each piece of jewelry.
There are all types of crystals and semi-precious stones that go into Sorrelli jewelry. We use a lot of crystals in a variety of sizes and colors. We also use components like semi-precious stones and cabochons. These variations of colors and stones make our jewelry unique. And, our styles are set in a jeweler’s metal, which is a brass base. We have three metal finishes—antique gold tone, antique silver tone and bright gold tone—because who doesn’t love options? The best part about our jewelry is the fact that it is made by hand—stones set, piece assembled. It is as special and unique as the person wearing it.
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Who is Sorrelli’s customer?
She’s many women—and she does many things. But mostly, she wants to feel amazing when she gets dressed and she chooses our jewelry to do that. Whether she is wearing it every day or she wears it for special events and moments in her life, Sorrelli gives her confidence and that finishing touch that makes her feel put together.
What’s an item or style that continuously flies off the shelves at the store?
Well, we have a group of styles called Sorrelli Essentials and, as you can tell by the name, they are key to have in any jewelry box! They come in a variety of shapes and colors and are the perfect accessory for any day and any occasion. We have amazing stud earrings, as well as our Riveting Romance cuff bracelet, which is adjustable to fit almost anyone.
What’s new or on the horizon for Sorrelli?
We’re really excited about our new Polished Pearl collection! It is fresh for our brand—using pearls as the focus, and complementing them with crystal elements. While we all love to sparkle, we’re really excited about using a new element like pearls in our jewelry!
Any recommendations for a good gift for mom this Mother’s Day?
Definitely something from our new Polished Pearl collection! Our personal favorites are some of the long strand necklaces, which will be great layered on for the summer months, or our new slider toggle bracelets that adjust to the size of your wrists. Style and function all in one! Plus, the bright gold setting for this collection looks great on everyone.
645 W. Hamilton St., Suite 104, Allentown | 610.295.5995 | sorrelli.com
