Hockey fan merchandise is getting a significant style upgrade, moving beyond traditional jerseys and caps. A Canadian jewelry brand has introduced a line of chic accessories that allow fans to show their team spirit with elegance.
Edmonton Brand Teams Up with the NHL
The Edmonton-headquartered jewelry company So Pretty has launched a new collection officially licensed by the National Hockey League. Founded in 2005 by Cara Cotter, the female-founded brand is known for creating timeless and affordable luxury pieces. The new line features designs for all 32 NHL teams, with team names and logos crafted in gold vermeil, which is a layer of gold over sterling silver.
Pieces in the collection include sparkling necklaces bearing team names like 'Canucks' and pendant necklaces featuring iconic logos such as the Vancouver Canucks' orca fin. The initiative aims to fill a gap in the market for fashionable merchandise tailored to women who are hockey enthusiasts.
Designed for the Female Fan
According to founder Cara Cotter, the collection was created especially for women, whether they are new fans or lifelong supporters. The goal was to provide high-quality, thoughtfully designed jewelry that allows female fans to celebrate their love for the game in a stylish way, both on game days and in everyday life. Cotter noted that most existing merchandise often consists of loud logo T-shirts or bulky chains, which many women find less appealing.
A key feature of the collection is its versatility. Almost every piece can be mixed, matched, and customized, with components that can be removed or added. This modular design increases the jewelry's wearability, making it suitable for layering and adapting to different occasions.
The Collaboration Story
The partnership between So Pretty and the NHL began in November 2024. Samantha Paul, Senior Manager of Consumer Products Licensing at the NHL, initiated the contact. Paul had received a piece of So Pretty jewelry as a gift years earlier and was impressed by its quality and design. She had been following the brand on social media ever since.
When the NHL identified an internal opportunity to expand its female-focused merchandise offerings, Paul immediately thought of So Pretty. She reached out to propose a licensing agreement, which the Edmonton brand enthusiastically accepted. The collaboration moved quickly from there into the design and production phase for the full 32-team collection.
This launch represents a significant shift in how sports leagues approach fan apparel, acknowledging a demand for sophisticated options that blend personal style with team allegiance. For Canadian hockey fans, especially women, it offers a new way to showcase their pride.
