The most famous earrings on Instagram have once again proved their popularity after jewelry lovers went wild for a new take on the beloved hoops, which sold out less than an hour after they were released.
Designed by celebrity-loved jewelry expert Alison Chemla, the brains behind Insta-famous brand Alison Lou, the Loucite hoop earrings have been a celebrity staple since they were first released two years ago – however the latest offering from the line may well be the most successful yet.
Released as part of Alison’s summer collection, the $155 Ombre Jelly Hoops are multi-colored lucite earrings that sparked a frenzy on Instagram when the brand first posted a picture, with commenters hailing the design ‘gorgeous’ and ‘incredible’.
Pretty in pastel: Celebrity-loved jewelry brand Alison Lou went viral for the umpteenth time after releasing an ombre version of its phenomenally popular Loucite Jelly Hoops
Going, going, gone! The Ombre Jelly Hoops sold out less than an hour after they were released on the Alison Lou website
Unlike previous designs in the collection, the ombre hoops feature more than one color, revealing a pretty pastel rainbow of shades as the wearer turns around.
‘Light in weight and perfect in size – these hoops are 2″ in diameter with a rounded shape,’ the website says of the design.
But much to the dismay of Alison’s biggest fans, the hoops promptly flew off shelves, selling out less than 60 minutes after they were first posted on her site – leaving hopeful buyers devastated.
‘OMG I can’t believe I missed this. Please stock again,’ one person commented, while another added: ‘Dang it I totally missed it please restock.’
Others simply expressed their love of the earrings, with one particularly enthusiastic commenter writing: ‘Love these!’
One other person penned: ‘These hoops are incredible!’
Speaking to DailyMail.com, Alison confirmed that the release of the new hoops exceeded all expectations, revealing that they ‘sold out within an hour’ – while offering some positive news for all those who missed out on the first batch.
Popular: Designer Alison Chemla, the brand’s founder, first released the Loucite range in May 2018, and since then they have sky-rocketed in popularity
New face: The new summer collection, which is modeled by Salem Mithcell, includes a fun variety of new shades and sizes – offering thinner hoops for the first time
Something for everyone! Each of the four hoop sizes – including the thin small hoops (pictured) – comes in three different colors
Don’t panic: The Ombre Jelly Hoops are due to come back into stock ‘in a few weeks’, the designer revealed, but in the meantime there are 12 other shades of Jelly Hoop available
‘We have a waitlist now and we are getting more back in stock in the next few weeks,’ the New York-based designer revealed.
In the meantime, the brand has plenty of other new Jelly Hoops on offer in an array of sizes and, for the first time ever, in different widths.
The new summer collection – which is modeled by LA-based Salem Mitchell – includes 12 different color options, with three shades offered in each size of the earrings.
As with previous collections, this latest range includes small and medium hoops, and both sizes are also now available in a thinner, sleeker width.
Colors available include ‘creamsicle’, a vibrant peachy orange, ‘flamingo’, a bold pink, ‘aqua’, a bright turquoise, ‘grape’, a cheery purple, and ‘sky’, a beautiful pale blue shade.
‘Summer Jelly Hoops are here!’ the brand announced on its Instagram account. ‘So excited to launch our latest (and greatest!) colors along with a new, thinner hoop available in both small and medium!’
Rainbow: Colors available include ‘creamsicle’, a vibrant peachy orange, ‘flamingo’, a bold pink, ‘aqua’, a bright turquoise, ‘grape’, a cheery purple, and ‘sky’, a beautiful pale blue shade
Superstar: Announcing the launch on Instagram, Alison said that it was ‘an honor’ to have Salem star in her newest campaign
Making changes: The New York-based designer had her latest campaign shot in Los Angeles
Giving back: Alison also revealed that 15 per cent of profits will be donated to The Loveland Foundation, a non-profit organization set up by activist Rachel Cargle
The Instagram caption went on to share a few details about how the brand made its new campaign happen in the midst of the pandemic, revealing that Salem shot the images in Los Angeles, rather than in New York where Alison Lou is based.
‘It is an honor to have @salemmitchell as the latest face of Loucite,’ the statement continued.
‘Thank you Salem and thank you to the amazing team in LA who made this shoot possible. Happy shopping!’
The brand concluded its post by revealing that 15 per cent of all profits will go to The Loveland Foundation, a non-profit organization set up by activist Rachel Cargle with the aim of ‘bringing opportunity and healing to communities of color, and especially to Black women and girls’.
Alison Lou’s latest Loucite collection comes two years after the brand first launched the range in an attempt to draw in a wider customer base.
Since then, the earrings have been worn by a slew of A-list celebrities, from Busy Philipps to Celine Dion to Selena Gomez, as well as thousands of the brand’s most dedicated fans – many of whom have happily flashed their growing collection of Jelly Hoops on social media.
Celebrity fans: Alison’s Loucite Jelly Hoops have been worn be a slew of celebrities, including Selena Gomez, who wore a small white pair while promoting her Puma collaboration
Super stars: Victoria’s Secret star Martha Hunt (left) is also a fan, as is Emily Ratajkowski (right), who actually modeled the hoops in Alison Lou’s first ever Loucite campaign
Screen time: Alicia Keys wore a pair of the white medium hoops while on The Voice
Insta favorite: Not long after being released, the earrings started popping up all over Instagram on stars like Priyanka Chopra (left) and Blake Lively (right)
In May last year, Alison, 32, opened up about the launch of her more budget-friendly line, revealing how the brightly-colored lucite hoops not only enabled her to reach a bigger group of jewelry lovers – but also ended up earning viral social media fame in the process.
The first Loucite collection, which was released in May 2018, was modeled by model and actress Emily Ratajkowski, who posed in a sizzling campaign that saw her posing topless while flashing the vibrant earring designs – sending Instagram into a spin.
From there, the success of the range sky-rocketed, and the hoops flew off the shelves, with almost every single one of the various designs and colors selling out in days – thanks in large part to the huge number of celebrities who began showcasing the hoops on their own Instagram accounts.
Everyone from Busy Philipps to Kendall Jenner to Elizabeth Banks to Celine Dion have been seen wearing the Loucite hoops, which have now been released as part of four different collections – with the latest being unveiled in honor of the line’s milestone first anniversary.
Looking back, Alison said she could never have predicted the success of the range, which she admitted was created as something of an experiment to see how people might respond to a lower price point design.
‘I was so confused about how it was going to go, I had no idea,’ Alison – who also designed Jennifer Lawrence’s engagement ring – told Fashionista.
Famous face: Alison also designed the dazzling engagement ring that Oscar-winner Jennifer, pictured in February 2019, was given by her now-husband Cooke Maroney
Updates: Alison has now released a host of different color collections, all of which have been snapped up by her A-list fans – including Elizabeth Banks (pictured)
Tip top: The designer revealed last year that her most popular shade has been white, as seen on Kendall Jenner (left) and Tracee Ellis Ross (right)
Fan: Busy Philipps is a big fan of the earrings, and regularly modeled several different versions of the hoops on her TV show Busy Tonight
Bargain: The earrings, seen on Gabrielle Union (left) and Julianne Hough (right), are much cheaper than Chemla’s other popular designs, with prices starting at $125
Model: Emily posed topless for the first ever Loucite campaign, which debuted one year ago to much excitement
‘Doing a cheaper line for me was something I’ve always been scared about, but I also always wanted to do, so I just wanted to see how it went.’
The designer also admits that the initial sell-out success of the Jelly Hoops – which were originally made available in three different sizes and an array of colors – was a little bit quicker than it should have been, because she didn’t order as many of the items as she now knows she should have done.
‘[In] summer [2018], we kept selling out because we just couldn’t believe it; we were like, “There’s no way that we’re going to order this many and they’re going to keep selling out,”‘ she explained.
‘I thought it was just going to be a little fun thing that people liked, but I didn’t think it was going to blow up the way that it did whatsoever.’
Since that first launch, the Loucite range has expanded with each new release, with more colors being added each time – as well as a collection of bracelets – and it seems that the popularity of the collection is showing no signs of waning.
Quite the opposite in fact.