Magnetic Baby Issue #38

Justin Tranter follows his own rules in life, music, and jewelry design

By Andrea Rice
Published: December 1st, 2008 | 12:00am

Justin “Precious” Tranter, a tall, lean, platinum blond fashionista donning heavy black eye makeup, is the front man of new New York glam band Semi Precious Weapons and the founder and designer of his own jewelry line Fetty (a hybrid of “fucked-up” and “pretty”). Never one to be shy, Tranter doesn’t mind saying he loves you as much as he loves himself and reveals that “Magnetic Baby,” the single from the band’s debut album We Love You (Razor & Tie), is about more than just being fabulous. “If you’re a magnetic person you get all the benefits,” Tranter explained, “both positive and negative.”

More Velvet Goldmine than Hedwig and the Angry Inch, the confident front man boasts a high-energy, balls-to-the-wall show including high-kicks and delivering a shrilling F-sharp soprano. Tranter’s buzz grabbed the attention of famed producer Tony Visconti (David Bowie and T. Rex) and publicist-turned-DJ BP Fallon (Death of Disco Parties). The legends took the rocker and his band under their wings.

Between coordinating a taping of MTV series Made as a rockstar coach, being handpicked by Perez Hilton for a CMJ showcase earlier this year, and gearing up for his album to drop with an extensive tour to follow, how does this 28-year old ever find the time to incorporate his jewelry into the mix? “It’s been pretty much an 18-hour-a-day job,” Tranter said.

What’s unique about Tranter’s lucky charms, aside from being the perfect merch for his gigs, is that he started this biz before he reached fame. Tranter has personally touched over 100,000 pieces in the last year. Fetty and Tranter’s new line, Fame, have been picked up by Urban Outfitters and Hot Topic. Together, the lines have paid for the band’s record deal and even caught the eye of Kate Moss and her accomplice, Princess Beatrice. Tranter’s high-end collection of bangles and pendants, with messages in Braille made of raised diamonds, can be found at Barneys New York.

“Too many celebrities and rockstars start putting their names on things after they get famous, just to make more money,” Tranter said. “I’ve done it all myself.”