Eyewear brand Elisa Johnson expands into jewelry

Her name is known worldwide. Elisa Johnson, daughter of legendary basketball player Magic Johnson, and sister to reality star EJ Johnson, is now trying to make a name for herself through her eponymous sunglasses brand.

A student at New York’s Fashion Institute of Technology (FIT), Johnson launched her sunglasses brand in 2021 and designed the first models herself, including the Jane frame, which would become her best-seller a few months later.
 
With investment from her father, Magic Johnson, the Elisa Johnson sunglass brand first launched with a timeless and one-of-a-kind eyewear collection that fuses classic, street, and luxury styles.

“Before my dad agreed to invest – he told me ‘no’ at first – I was selling my personal handbags and such to have the cache to produce samples. Yes, I had a different level of support than most, but I still wanted to demonstrate that I could make things shake on my own,” said Johnson in an interview with CFDA.

The young woman, now 30 years old, who confides having suffered from chronic anxiety, faced with the media pressure weighing on her family, recognizes having “taken the extra step to pursue an education and obtain a degree in a field that I was truly interested in because I didn’t just want your to be another famous person’s daughter who came out with some arbitrary line or something.”

Four years after launching her brand, Johnson now works with a small team and produces her collections in Hong Kong. In addition to the 200 styles she offers, she notably collaborated last year with model Lori Harvey on a capsule collection.
 
At a Los Angeles event on June 10, Johnson presented a new development for her brand with the launch of her first jewelry line at the Grove shopping center in Los Angeles. Her father shared the news on his Instagram account: “I am so incredibly proud of my beautiful daughter. She just launched Elisa Johnson jewelry, available now.”
 
“Designed with intention, this eight-piece earring collection is a study in contrast where simplicity meets statement,” said Johnson, on her website. “Inspired by the symbols and rhythm of astrology, the pieces carry subtle references to the stars while staying grounded in modern minimalism.” 

Positioned as an affordable brand, Elisa Johnson’s earring line offers prices ranging from $87 to $140. This is similar to its low-priced sunglasses line, which ranges from $87 to $130.
 
While the brand does not currently have its own stores, it is distributed through several department stores such as Saks Fifth Avenue, Neiman Marcus, Nordstrom, and Kith, and is available online through Shopbop, Revolve, and Dissh. One showroom is also open for fittings in Los Angeles.