Snuggling up to Diamonds

The poster girl for the next generation consuming traditional luxury, Ivanka Trump believes the sometimes-stodgy jewelry industry could use a little young blood. "That's the one thing I think this industry needs," she insisted. "I know when I walk into some of these jewelry stores, I feel uncomfortable. That has to change."

If she feels uncomfortable, that's a big statement. Ivanka's first step toward change is her own line of diamond jewelry and a new Madison Avenue store.

The line has a "young/old Hollywood feel," suitable for women in their 20s as well as more mature women. Each piece has an oval coral enamel detail, a signature for Trump. Coral is a favorite hue that reminds her of her childhood holidays in Europe, not to mention the lavish coral bathroom in her Manhattan apartment. All the pieces are made in New York.

The stores will be feminine with white satin drapes trimmed in coral fabric and lacquered black python display cases, and private selling rooms.

The venture is not a license but rather a partnership between Trump and Moshe Lax, principal of Dynamic Diamond, who became friendly through the real estate world. And there are no plans to wholesale the jewelry.

This has all the makings for new luxury: authenticity, sumptuousness, local design, provenance, exclusivity. The deciding factor: Who will be the first to walk through her doors and make a purchase? The uber-blessing is critical.

Read the whole WWD story.

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