Edmonton-based jewelry brand So Pretty Cara Cotter has secured a major partnership with the National Hockey League, becoming an official NHL licensee.
Founder Cara Cotter began making jewelry from her home two decades ago. As she raised her family, she slowly built her business, which now celebrates a significant milestone with this national agreement.
Cotter revealed that the opportunity came through a longtime NHL executive.
“Samantha from the NHL, who’s been with them for over 20 years and leads retail for their hard goods, has actually been a customer of ours for about five years,” Cotter said. “She followed our journey, and in November, she reached out. She said she thought we were ready for something bigger and pitched the idea. We immediately said yes.”
To launch the partnership, Cotter has designed a full jewelry line for four NHL teams, including her hometown team, the Edmonton Oilers. The licensing agreement allows So Pretty to create jewelry for all NHL teams, meaning fans across North America could soon be wearing her designs.
“This is a dream for us,” Cotter said. “I grew up in Sturgeon County, my kids go to school in St. Albert, and our business is based here. The hockey community in Edmonton and St. Albert is strong, and we’re proud to be part of it.”
Cotter emphasized that while the NHL has strict guidelines for licensed products, her designs will still reflect the So Pretty brand’s unique style.
“We’ve built a great reputation with our customers,” she said. “Now we get to share it with a new audience — especially female sports fans.”
Cotter also spoke about her commitment to supporting women in sports.
“We sponsor a girls’ Raiders hockey team in St. Albert, even though I have two boys who play. We believe in supporting female athletes and fans. Their excitement is growing, and we want to be part of that movement.”
After 20 years of hard work, Cotter says she’s grateful for how far her brand has come.
“The key is to stay focused, never give up, and stay true to your vision,” she said. “I’ve always dreamed of growing this brand — and now the sky’s the limit.”
The So Pretty NHL collection will be released in fall 2025, at the start of the new hockey season. It will feature designs for the Edmonton Oilers and three other teams, still to be announced. The news comes as the Oilers continue their Stanley Cup run, adding local excitement to the brand’s national debut.
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