Jessie Steele Unveils Reinvigorated Brand Identity

JESSIE STEELE has announced an expanded product line and fresh, new collections of its aprons, kitchen accents, totes, and other signature accessories. This brand reinvigoration comes on the heels of efforts to curb widespread counterfeiting of the brand both in the United States and overseas.

“As our brand became more internationally recognizable, so did the gray market for our products,” said Jessie Steele founder and CEO Helena Steele. “We became an international brand at the start of a tectonic shift in world commerce. Lower quality imitations began flooding the marketplace, especially online, which hurt our loyal boutique vendors and eroded sales, diluting our brand. Protecting our reputation for high quality home goods and accessories, by protecting our brand assets and trademarks on a global scale has been an ongoing learning experience.”

While Steele has recently partnered with Cyber Investigations Services to help eliminate current counterfeit product listings online, she took more creative measures to breathe life into the brand with inspired new collections of both classic products and new expansions. The collections feature a fun, whimsical take on iconic time-honored designs from the 20th century, envisioned through Steele’s modern eye. The new patterns and styles highlight the brand’s unique blend of elegant modernity and festive celebration of the joys of family, home, and entertaining.