Dallas’ Biggest Social Media Star Makes a Bold Move

Social media powerhouse Tina Craig has long enchanted us with honest and witty handbag reviews on her Bag Snob blog, but one of her newest projects delves into another luxurious realm. It’s a collab with Nouvel Heritage, whose studio is tucked away on rue de la Paix near Place Vendôme.

When the French fine-jewelry brand first designed a bespoke piece for Craig — a necklace of two dog tags with a diamond and her own lip print — she knew she had to share the customizable, quality craftsmanship with her devotees.

Craig began her Bag Snob blog in 2005 and later transformed it to include Snob Essentials, a site that kept its lavish content but also touched on more attainable fashion and beauty topics. (For its 10-year anniversary last fall, she launched a collection with designers, ranging from a $195 Rag & Bone fedora to a $2,195 Mark Cross bag.)

Craig’s digital presence has remained pervasive. Her redesigned blog dishes on her favorite bags of the moment; via Snapchat, we watch her cook dinner and get a facial; and her Instagram is a collage of images from dinner parties with Reese Witherspoon, beauty events with Victoria Beckham, and travels that take her from Venice to Paris, London to Malibu.

Now she’s back to her roots and focusing on what her followers adore: her practiced eye for luxury accessories. Featuring her favorite sparkle emoji, the Tina Craig x Nouvel Heritage capsule collection includes chokers, necklaces, rings, a bracelet that converts to a body chain, and soc pins (versatile enough to wear as a brooch, earrings, or pinned to a choker), handcrafted in 18K yellow, white, and rose gold, with black and white diamonds.

“The collection is strong and modern, yet super feminine, and will never look dated,” Craig says. “In a hundred years, no one’s going to think, ‘Why is there a smiley face on this piece of jewelry?’”

Ylang 23 and Neiman Marcus are among the retailers Craig selected to carry the collection (plus Forty Five Ten in Houston), and a slew of celebs are already fans: Who What Wear’s Hillary Kerr co-hosted a launch party at Neiman’s in Beverly Hills, and Nicky Hilton followed suit for Bergdorf’s in New York City.