Belk launches spring collection designed by A&T fashion alumna

A 2023 North Carolina A&T graduate is helping Belk’s Crown & Ivy clothing line celebrate its 10^th anniversary this spring with a new line of women’s wear available online and in stores.

 “Jewel Moser x Crown & Ivy,” a limited-edition collection designed by Jewel Moser, an alumna of the Fashion Merchandising and Design Program, launched on March 11.

“It’s been a surreal experience to have my designs produced and sold in Belk stores,” Moser said. “I have been overwhelmed by the way people are purchasing and enjoying the pieces as I’ve visited different locations to see the collection.”

Belk opened its “Belk Crown Worthy Celebration College Design Contest” in late 2022, giving students in college fashion programs across the country the chance to create an original, 10-piece collection. Moser entered the contest as a junior, researching the decade-long history of the brand while adding her own spin to the design.

“I was inspired by the beach, coral reefs, and warm summer nights spent with friends,” said Moser. “I drew inspiration from the colors of the sunset to create a day-to-night collection that dresses women in comfort and style.”

The end result: a combination of dresses, jumpsuits, and two-piece sets, each carrying a distinct summertime aesthetic.

Moser’s hard work paid off. She won the contest, and last summer, as she interned at Belk’s corporate headquarters in Charlotte, she worked with Crown & Ivy designers to create technical drawings, select fabrics and materials for her pieces, create patterns and develop the technical specifications used to mass-produce her collection.

Belk President and Chief Merchandising Officer MaryAnne Morin said the company was “thrilled to work with Jewel” on the Crown & Ivy collection.

“We know how challenging it can be for young designers to break into the retail industry, and that’s why we wanted to offer this opportunity to a promising college design student,” Morin said. “We loved how Jewel’s designs used vibrant colors and refined silhouettes that tied perfectly to the Crown & Ivy aesthetic, while also adding her own twist to the collection. We’re honored to provide this opportunity and love how excited our customers are about her designs.”

Elizabeth Newcomb Hopfer, Ph.D., an associate professor in the Department of Family and Consumer Sciences, said the designs “convey the spirit and joy that I associate with Jewel’s personality.”

“I am sure that competition evaluators could see Jewel’s attention to detail as well as her careful consideration of color, pattern and print ideas,” Hopfer said.

Since graduating in 2023, Moser has acquired another internship, this time as a dress and soft woven design intern, with Anthropologie in Philadelphia.

“My professors ensured that I was well equipped with all of the tools, skills, and information I needed to enter into the fashion industry, but they emphasized that belief in myself would take me far,” she said.  “The confidence they instilled in me has been my driving force.”

“[Jewel]’s success serves as an inspiration to current and future FMD majors,” said Devona Dixon, Ph.D., associate professor in the fashion program. “I have no doubt that Jewel’s line will be met with enthusiasm. I am excited to see her already flourishing is in her career just a few months after graduating.”