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Vegas next stop for Ivanka's jewels

By Teresa Novellino
May 30, 2008

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New York—If the jewels sparkle brightly enough to stand out to those coveted female self-purchasers strolling along Madison Avenue, why wouldn't they draw the ladies perusing the boutiques of Caesar's Palace?

Las Vegas is the next stop for Ivanka Trump's eponymous jewelry store, which opened last fall in Manhattan and will open its second U.S. store next year at the Forum Shops at Caesars, according to public relations coordinator Alix Jurick, who introduced the real estate heiress-cum-jeweler's new fall collection in press showings at the New York store on Thursday.

The brand has largely succeeded by targeting women buying jewelry for themselves in an elegant retail setting that has a cozy, feminine Victoria's Secret-ish vibe. And it draws consumers with a variety of budgets by offering prices that range from a few hundred bucks for modest pieces to a million for the retailer's jaw-dropping diamond creations.

One of the key philosophies of the brand is that women who accessorize with jewelry want to be both stylish and practical.

"If I'm going to buy this piece, how am I going to be able to wear it?" is one of the questions that the retailer wants to help women address by offering pieces that can be worn multiple ways, Jurick said.

Hence, a necklace charm does double duty by serving as the dangly part of a hoop earring, and earrings are sold with bales so that they may also be worn as pendants. The new black and white diamond collection allows the wearer to flip the jewelry and put the emphasis on the black or white stones depending on how it is worn on the ears or the fingers.

The latest collection features some of Ivanka Trump's most popular themes, leaning heavily on the use of rock crystal, diamonds, white agate and black onyx, and often mixing the stones together.

The Asian-inspired Pagoda motif appears throughout the new collection, which also features a newer version of the doorknocker earrings that deploy rock crystal. Instead of the diamond tassel earrings that were popular last year, the new collection will offer a similar dangly pair with diamond baguettes.
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