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The social selling company aims to fill a void it sees in the market when it launches Covet by Stella & Dot this week, featuring six necklace styles that retail for less than $300.
This pave diamond initial necklace in 14-karat gold is priced at $298.
New York--Stella & Dot, the company known for its team of sellers who hold trunk shows and jewelry parties, is moving its jewelry business upscale a bit.
The social selling company, started by Jessica Herrin a little more than a decade ago, was designed to offer flexible entrepreneurship for women, allowing them to sell jewelry and other accessories on their own time.
Now Stella & Dot is getting into fine jewelry, aiming to fill what it sees as a void in the affordable luxury market with retail price points below $300 in the United States.
Covet by Stella & Dot, which took two years of development, features six necklace designs made in 14-karat gold with white and black diamonds described by the company as “conflict-free.”
The styles include dainty, stackable designs like an arrow, a cross and initial pendants, created for the consumer “looking for a valued keepsake,” according to a Stella & Dot spokesperson.
Each comes with a custom-developed chain produced in the U.S. that can be worn at four different lengths (15-inch through 18-inch).
The Covet line also includes high-end handbags and wallets priced between $118 and $248.
Covet by Stella & Dot has been available for pre-order through its network of personal sellers since mid-August and will launch online Thursday.
The company did not give National Jeweler details on how they planned to expand the collection, only indicating that, as its first foray into luxury jewelry, they “are excited to see how the line will grow and evolve.”
The diamond pave “Intention” necklace in 14-karat yellow gold ($298)
The “Abundance” necklace with 14-karat yellow gold and black diamonds ($298)
Another diamond pave initial necklace, this one in 14-karat white gold ($298)
The “Intention” necklace in 14-karat white gold ($298)
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