Chipotle Spices Up Valentine’s Day with Jewelry Collection

New York—Chipotle’s new Valentine’s Day jewelry collection is a little extra, by design.

The fast-casual restaurant chain partnered on a limited-edition collection with Bing Bang NYC, a brand by fine jewelry designer Anna Sheffield.

Bing Bang is Sheffield’s more accessible, tongue-in-cheek line featuring a wide selection of small stud earrings for multiple piercings and nameplate-style necklaces featuring words like “hustle,” “naps,” and “feminist.”

The theme for Bing Bang NYC x Chipotle is “extra,” a nod to Chipotle charging extra for guacamole on its burritos, bowls, and more.

In recent years, “extra” has also been used as a descriptor by younger generations for someone who is being excessive, dramatic, or doing more than what is required. Some have embraced the term, preferring to be “extra” rather than ordinary, a mindset this collection celebrates.

The collection includes an “Extra” necklace ($135) and a pair of mix-and-match studs ($80), one “Extra” and one small heart.

“We teamed up with Bing Bang NYC to create fun, fresh jewelry that fuels Gen Z’s passion for authentic self-expression,” said Shelley Sheppard, Chipotle’s creative director. “The ‘Extra’ collection is handcrafted in the U.S. for our purpose-driven superfans who aren’t afraid to be a little bit extra.”

The “extra” phrase can also be found on merchandise sold on Chipotle’s website, including a T-shirt and a tote bag that reads, “It’s okay to be a little extra.”

“At Bing Bang, we've long been known for our nameplates and playful use of words across all of our jewelry collections, so the opportunity to collaborate with Chipotle on the ‘Extra’ capsule was a super- special aligning of the stars,” Sheffield said.

“We love spreading the love, and the give-back component with all of the products was really important to us, and shows our mutual interest in bringing happy-making goodies to the wider community with a little bit of charm and a lot of heart.”

The minimalist jewelry is made of sterling silver and became available Thursday on ChipotleGoods.com.

Proceeds from the sale of the collection will be donated to charity, though the spokesperson did not specify which charity by press time.