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Molly Sims’ next big show is on HSN.
This story first appeared in the September 14, 2009 issue of WWD. Subscribe Today.
The actress is launching a fashion jewelry line called Grayce on the shopping channel in November. The line retails from $30 to $120 and is inspired by Sims’ love of photography and art, combined with references of past decades. Sims and her mother have been collecting vintage jewelry for years, a hobby evident from the line’s wide range of influences.
“All of these pieces are designed so you can change your look from day to day,” Sims said. “Women are never one thing all the time. Sometimes I’m feeling retro, some days I feel more girly, some days I’m more classic. So you can design your different looks around these pieces.”
Sims said the line’s name is derived from growing up in a household where her mother always tried to instill in her a sense of grace.
“It is something I have incorporated into my life to this day, to always be graceful and always be grateful,” she said.
Grayce features a range of styles, including Eighties-inspired metal mesh necklaces and layered neck pieces in gold, silver and hematite. The Deco necklace and cuff are chunky enameled pieces with pavé crystal and metal detailing. Geometric drop earrings with baguette crystals and oversize cocktail rings make up the Red Carpet group, a nod to Sims’ many appearances at premieres and events. Sims noted that unlike television, where she may be called in for a specific scene, designing jewelry has shown her how to achieve the creative process in its entirety.
“It’s great to be a part of something in the beginning, middle and end,” Sims said. “It’s been one of the biggest learning experiences of my life, having a vision and seeing something all the way through.”
Sims was feted last week at a dinner hosted in part by Nate Berkus and Stefani Greenfield, both of whom also have lines on HSN. She joins a roster of celebrity jewelry designers on the network, including Loulou de la Falaise, Serena Williams and Paula Abdul.
“Molly has a distinct sense of style that shines through” in the collection, said John Bosco, senior vice president of jewelry merchandising at HSN.