In a strategic move that merges design with philanthropy, Lifetime Brands has licensed the Darbie Angell tabletop brand.
Known for its bold feminine patterns and commitment to social responsibility, Darbie Angell is designed to bring a fresh perspective to the tabletop market. The partnership aims to expand the brand’s global reach while maintaining its mission of empowering women and promoting education.
Darbie Angell’s journey began 17 years ago when she left a legal career to pursue her passion for design and social responsibility. Inspired by a love for hosting and a desire to create a lasting impact, Angell set out to disrupt the market with vibrant, unconventional tabletop designs.
Angell’s designs reflect her personal style: bold patterns, vibrant colors and an emphasis on detail. This aesthetic, combined with women empowerment, set her brand apart, she said. Employing women in Bangladesh and funding education initiatives for girls has become part of her purpose-driven products.
“We’ve been able to impact so many lives and also bring a new flavor to tabletop with feminine, joyous pieces,” Angell said.
Darbie Angell visiting Bangladesh at one of the schools she helped to build.
Lifetime Brands, a leader in housewares and tableware, thought Darbie Angell would be a perfect complement to its portfolio. The partnership enables Lifetime to tap into Angell’s following her ability to blend luxury and approachability.
“Darbie is known for her sophisticated and elegant design style, which blends a timeless appeal with modern sensibility,” David Mackrell, president of tabletop at Lifetime, said, sharing insights into the acquisition. “Her work usually combines vibrant colors, intricate patterns and unique textures, making the design appealing to a wide range of consumers. This really aligned with Lifetime’s target audience.”
For Lifetime, the collaboration with Angell is an opportunity to redefine what tabletop products can represent: beauty, function and commitment to making the world better.
“Historically, Lifetime has been known for the quality of our product, our brands like Mikasa, Pfaltzgraff, Farberware and more,” Mackrell said. “Darbie’s look and style allow us to broaden our offerings, especially in the area of dinnerware, glassware and some home accessories.”
Angell’s background and commitment to social responsibility also spoke to Mackrell and Lifetime. With Lifetime’s support, these initiatives will continue to expand.
Lifetime Brands Darbie Angell Rising Up Blush Dinnerware, available at e-commerce retailers now
Developments from the collaboration include an expanded product line. Traditionally focused on dinnerware, the Darbie Angell brand has now ventured into glassware and flatware, featuring designs that balance elegance and usability and seasonal collections with holiday-themed products that bring festivity and sophistication to tables. Future categories will include home décor, gifting items and outdoor entertaining products.
This strategic diversification allows the Darbie Angell brand to appeal to a wider demographic, from Millennials and Gen Z, seeking vibrant, social-media-worthy pieces to traditional consumers looking for timeless elegance, Mackrell stated.
“Consumers are looking for ways to elevate their everyday dining experiences, especially trying to blend casual dining with a sense of luxury,” Mackrell asserted. “And dinnerware, for the most part in the home, is a really emotional purchase; it’s not like a spatula or a fork. You are really tied to that pattern. You have to love it before you buy it. We see a rising demand for something that is stylish, but something that is going to be durable and approachable that you can use every day and still feel special about it.”
Lifetime Brands Darbie Angell Dappled Cloud Drinkware, available at e-commerce retailers January/February 2025
Lifetime Brands Darbie Angell Angell Wings Flatware, available at e-commerce retailers January 2025
Marketing is another area where the partnership has an opportunity to shine. Angell has always been a storyteller, weaving her personal journey and social mission into the brand. Lifetime plans to leverage this storytelling approach across multiple channels with a particular focus on digital and social media.
TikTok and Instagram will be used to showcase product functionality, behind-the-scenes content and the brand’s philanthropy, while Pinterest will inspire consumers with ideas for hosting, home décor, and event styling. Plans for retail partnerships and collaborations with major retailers are being developed to increase visibility.
By emphasizing the emotional and aspirational aspects of the brand, Mackrell added Lifetime aims to strengthen its connection with consumers.
Despite stepping back from day-to-day operations, Angell remains deeply involved in the brand’s creative direction and messaging. Her focus on trends, marketing and product development will ensure that the brand stays true to its roots while evolving to meet new market demands.
“It’s been an exciting journey so far,” Angell said. “Lifetime has allowed me to trend report to the design team, and I’ll submit designs that I’ve been working on for the brand to them. I’m so glad that I still get to be hands-on with that and with the buyers coming in.”
With Lifetime handling logistics, Angell can devote her time to inspiring her audience and growing the brand’s impact.
The partnership between Lifetime Brands and Darbie Angell is not just about products; it’s about creating experiences and making a difference, the company asserted. The blend of bold design, affordability and social good resonates with modern consumers who value purpose alongside quality.
Darbie Angell products from Lifetime Brands have begun rolling out at e-commerce retailers, with the initial launch extending through February 2025 and select collections becoming available at off-price retailers.
Pictured top: Lifetime Brands Darbie Angell Golden Charm Dinnerware
