TJX Cos. debuts new home décor from Secret Celebrity Licensing


Celerie by Celerie Kemble for Secret Celebrity

Photo: Courtesy of Secret Celebrity

NEW YORK — Secret Celebrity Licensing is marking its 10th anniversary in the home business with the launch of a new ceramic tabletop collection designed by artist Lynette Reed and new home decor from designer Celerie Kemble.

The Bella Vita tabletop collection conveys the sense of a beautiful life through craft ceramics featuring debossed black and white floral prints on an open stock assortment that includes a cereal bowl, pasta bowl, dinner plate and mug.

The collection, like all the other elements of Secret Celebrity’s home assortment, is exclusive to the TJX Cos. which includes HomeGoods, TJMaxx and Marshall’s.

Lisa Cammarata and Kathy Sio, who previously worked together in the apparel and beauty business, founded Secret Celebrity Licensing more than a decade ago. Neither Cammarata nor Sio had any experience or knowledge of the home décor business but already had established relationships with retailers through their prior work with brands such as Bill Blass, Calvin Klein and Revlon and “recognized an opportunity in home goods products,” according to Cammarata.

But what does the name Secret Celebrity mean? Cammarata explained: While at a bar watching a Red Sox game many years ago, Cammarata, whose family has ties to the Red Sox, struck up a conversation with a well-known actor who was equally invested in the game. When the actor asked who she was, she jokingly replied that she was a “secret celebrity.”

The secret celebrity bar joke was the inspiration behind the new company’s name. Rather than combining Cammarata’s and Sio’s last names or using their initials, they decided on “Secret Celebrity.” “We let people assume what that means,” Sio said, and it has sparked many conversations.

Coming out of the apparel business, Secret Celebrity launched its business with home textiles such as decorative pillows, throws and table linens. It made a foray into lighting and trays but was less successful with those categories and ultimately dropped them. It has also offered candles since its inception, including ceramic vessel designs created by Reed which Cammarata described as “modern and timeless.” They were well received by customers, she added.

When Cammarata and Sio decided to introduce a tabletop collection to the assortment, they once again turned to Reed, who came up with sketches of a sunflower, heart, dragonfly and poppy. The products hit the shelves a few weeks ago at “consumer friendly” retail prices that range from $3.99 to $6.99 per item. Soft home SKUs such as table linens round out the assortment.

“We’re very pleased on how things went with the launch, which was a segue from our candles which are best-sellers,” Sio said.

Secret Celebrity also works closely with designer Celerie Kemble of Kemble Interiors, who created a line branded “Celerie by Celerie Kemble” for Secret Celebrity that includes both soft and hard home and appeals to the design needs of the more sophisticated shopper. Decorative pillows, throws and table linens have been successful thus far, Cammarata said, “and where we’re leaning our 2023 with Celerie.”

“We adore Celerie,” Cammarata said. “She has been an incredible partner, professionally and creatively, since the inception of our business.” Secret Celebrity has renewed its license with Kemble for another three years.


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