'Star Wars' fans are getting a jewelry treasure trove for May the Fourth

GameStop partners with online retailer Love and Madness to bring Star Wars colle

Photos via Monserrat Fernandez | Remix by Fernando Alfonso III

Love and Madness's Force-filled items will arrive just in time for Star Wars Day.

Star Wars fashionistas who have been looking for jewelry inspired by the franchise will are sure to love this year's annual Star Wars Day on May 4. That's because independent online retailer Love and Madness will bring some unique Star Wars accessories from the Internet to GameStop stores in honor of the holiday.

Necklaces, hair accessories, temporary tattoos, and an impressive opening-crawl bracelet from Love and Madness' Star Wars collection will be sold in GameStop stores nationwide and on ThinkGeek's website (it was acquired by GameStop last year). The items feature subtle, stylish designs with prices ranging from $5 for a hair tie to $50 for the highly detailed bracelet.

According to Love and Madness president Heather McAvoy, the partnership came about when GameStop buyer Peter Montgomery approached their booth at New York Comic Con and they started talking.

"We're going to be working with them on a lot of their jewelry so I'm super excited to work with him. He gets it. He gets what we're doing," McAvoy told the Daily Dot.

Love and Madness

Love and Madness

Love and Madness

Love and Madness is trying to give fangirls more unique options when it comes to geeky jewelry. McAvoy started Love and Madness in 2014 because she saw a void in the market when it came to options for women. While she noticed people making strides in the areas of T-shirts and bags, she didn't see anyone doing much with accessories.

“Nobody was doing anything with jewelry or hair that was really cool and different so I left my job and started Love and Madness,” McAvoy said.

Before starting this geek-girl driven company, McAvoy already had experience working with licensed properties. She worked in licensing throughout her career and previously worked with Disney on a Disney Couture jewelry line while at Lucas Designs. 

The piece McAvoy is proudest of in the collection is the crawl bracelet, which was in development for six months as they tried to figure out how to make it wrap around and fit everyone's wrist size. Originally it was going to be a necklace, but McAvoy couldn't figure out how to make it sit right on a body. They were able to make the crawl work as a bracelet by creating different sized plates each displaying a varying number of words so it can move in different ways to fit any wrist. 

Love and Madness

Love and Madness

"I think what we wanted to do really was to put out pieces that you can wear as a layering collection that you could wear to work. They're understated more than anything else," McAvoy said. "You could wear them and it would be almost like a surprise, like 'What is that?' 'Oh it's Star Wars.'"

Love and Madness has more Star Wars pieces in the works as well and fans can expect more items like the crawl to be released in the next year or two. 

Even more Love and Madness will eventually appear at GameStop locations in the future. McAvoy said they are working with Montgomery on The Walking Dead line right now, some of which is also available at Hot Topic. In addition to these stores, at the end of the year you'll see more pieces arrive in other physical locations too as they target two different types of retailers.

"We're also starting now to work on our higher-end pieces which you won't see until the end of the year and those will be in the Nordstroms and whatnot of the world. We kind of held those back,” McAvoy said.

You can see more pieces from the line that will be at GameStop and ThinkGeek starting May 4 below. 

Love and Madness

Love and Madness

Love and Madness

Love and Madness

Photos via Monserrat Fernandez | Remix by Fernando Alfonso III
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