Spinelli Kilcollin has launched a “Trade-In Bar” program that gives customers store credit for counterfeit or lookalike versions of its signature linked-ring designs. The Los Angeles-based jewelry brand says the initiative is a direct response to the popularity of “dupes,” lower-cost products that mimic the look of luxury items without carrying fake logos.
Influencers have promoted these lookalike rings on social media, often tagging them as “Spinelli dupes” for followers who want the aesthetic at a fraction of the price. Brand co-founder and Creative Director Dwyer Kilcollin framed the phenomenon in stark terms. “When an influencer with 2 million followers posts a $20 ring and tags it as a ‘Spinelli dupe’ that’s not just a copy in one person’s jewelry box. That’s a recommendation, scaled,” she said.
Trade-In Bar Lets Customers Swap Dupes for Credit
Under the program, customers bring their dupe rings into one of the brand’s three stores — in New York City, Los Angeles, or London — drop them into a jar, and receive a $50 credit toward the purchase of an authentic piece. The goal is welcoming dupe owners rather than shaming them for owning design theft.
The idea came from a customer who visited the New York location and admitted she bought a dupe to “test it” before committing to the real thing. That conversation led the company to think about how to convert curiosity into sales. Spinelli Kilcollin reports it has already collected several hundred trade-ins, even though the program wasn’t formally advertised until this month. The quiet rollout suggests demand was there from the start.
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In-store only, the Trade-In Bar operates at 91 Crosby St. in New York, 747 N. Western Ave. in Los Angeles, and 6 Brook St. in Mayfair, London.
Sterling Silver Line Offers a Cheaper Entry Point
The company has also expanded its sterling silver collection, with pieces starting at $390, giving consumers a more accessible way into the brand without requiring a dupe trade-in. That move pairs with the credit program to lower the barrier for first-time buyers. The season’s luxury trends show that accessible entry points are becoming common among established houses.
The approach marks a notable shift for a luxury house, which could have pursued legal action against copycats. Instead, the brand is treating the dupe trend as a funnel — a way to move shoppers who already like the design into stores where they can see the real craftsmanship up close. Whether that goodwill translates into long-term sales remains to be seen, but the early trade-in numbers suggest the company has touched a nerve with customers who wanted an authentic piece all along.
Kilcollin’s own comment hints at the scale of the problem the brand is trying to address. A single social media post can push thousands of people toward a $20 knockoff. The Trade-In Bar won’t stop that, but it does give the brand a seat at the table in a conversation that was happening without it.
