By  on October 14, 2011

Model and eco-activist Angela Lindvall will hit QVC this week to hawk a new jewelry line created in collaboration with John Hardy.

The Angela by John Hardy collection is the first lower-priced range offered by the Hong Kong-based jewelry brand, known for its silver designs inspired by the culture of Bali. The QVC line, which includes cocktail rings, bangle bracelets, stud earrings and necklaces, will retail for $79 to $500. The pieces are mostly fashioned from recycled silver with 14-karat gold accents and both natural and Diamonique cubic zirconia gemstones.

There are 45 stockkeeping units in the first delivery this month, with 25 new items to be added in November and 15 in December.

“Everything was inspired by Balinese culture but blended with my own lifestyle here in Los Angeles,” said Lindvall, who is also gearing up for the 2012 debut of “Project Runway All-Stars” on Lifetime, which she hosts. “There’s a symmetry to the designs, with flowing lines and balance and fluidity.”

The collection will launch on QVC on Oct. 18 with Lindvall hosting live segments at midnight, 2 p.m. and 8 p.m. Additional shows are tentatively slated for Nov. 20 and Dec. 6. The collection will also be available on qvc.com.

Lindvall was first tapped as a spokeswoman for John Hardy in 2009 and appeared in the brand’s advertising campaign last year. She worked closely with the company’s design and merchandising teams in Bali to create the collection for QVC.

Unlike John Hardy designs, which are made by craftsmen in an expansive company compound in Bali, the QVC line is manufactured in Thailand. “We’re not replicating the John Hardy brand — the product looks very different — but we bring the same manufacturing excellence to it,” said Damien Dernoncourt, chief executive officer of John Hardy. The average price for the QVC line is $150 while the average price of the original John Hardy collection is $900, he noted.

The company is aiming to reach a new consumer segment with the diffusion line. “QVC made a lot of sense because they have a large customer base for jewelry and it was a natural fit at that price point. The market has changed a lot in the past three years and I think the financial crisis made people look at new avenues to buy and sell product, with more luxury brands going to television and online.”

The U.S. is John Hardy’s biggest market with the brand sold in about 475 doors, including Saks Fifth Avenue, Neiman Marcus, Bloomingdale’s and Nordstrom. The company operates one freestanding store in Jakarta, Indonesia, and is set to open a second store in Hong Kong.

“John Hardy is a brand that we’ve been interested in for a long time,” said Doug Howe, executive vice president of strategic planning, merchandising and sales at QVC. “We’ve been very focused on the jewelry business and what we love about John Hardy apart from the beautiful product is that it has a very controlled distribution and its pricing model is not promotional.”

At QVC, the Angela by John Hardy designer jewelry line joins costume jewelry collections by Heidi Klum, Rachel Zoe and Kenneth Jay Lane.

“There was a moment when I was a little bit nervous because I was in the high fashion and luxury world for so long,” said Lindvall, who has appeared in campaigns for Chanel, Prada, Louis Vuitton and Valentino, among others. “But then I thought about it and there’s this built-in audience of millions of women whose attention I have right in their living rooms — and that’s wonderful. This is a real opportunity to bring a level of luxury to a more mainstream audience at an attainable level.”

The QVC deal is open-ended with Lindvall and John Hardy and will remain in place as long as sales are positive, said Dernoncourt.

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