By  on August 26, 2009

Dean Harris is making tele-vision his reality.

The New York-based fine jewelry designer has inked a deal to sell his wares on multichannel retailer QVC, under the name Signature Dean Harris.

Harris has designed a sterling silver collection, inspired by his signature line, which incorporates 18-karat gold jewelry with gemstones, diamonds and other rare objects found in nature. Harris’ collection will debut Saturday at 2 p.m. during QVC’s 24-hour Designer Jewelry Event alongside designers such as Robert Lee Morris, Judith Ripka, Anthony Nak and Elizabeth Showers.

Harris — whose signature line retails from $500 to $40,000 at stores such as Barneys New York, Jeffrey, Mario’s of Seattle and Lane Crawford — had a taste of selling to the masses in 2008 when he did a jewelry line for Target.

“I had this new audience that was so enthusiastic once the Target project ended,” said Harris, who was encouraged by Morris to partner with the shopping channel. “QVC seemed natural because it is a niche brand, and I don’t feel like I’m compromising my relationship with my current retailers.”

Signature Dean Harris echoes the main line’s design tenets with vinelike strands of sterling silver surrounding gemstones and organic looking elements such as abalone, mother-of-pearl and jasper. Standout looks include a reversible necklace of silver and mother-of-pearl discs that retails for $250 and branchlike earrings inlaid with iridescent green abalone that sell for $100.

“I get to create bold pieces for her that would be much too expensive in gold,” added Harris. “The timing is incredible in terms of the economy as people are looking for new ways to spend their money wisely.”

Doug Howe, executive vice president and chief merchandising officer for QVC, said the channel is constantly seeking new designers to add to its roster. The newest to QVC include Avindy and Echo of the Dreamer.

“What we love about him is credibility in the industry [and his] beautiful product,” said Howe, who added the jewelry segment is still successful at QVC. “The designer jewelry piece [of the business] is doing very well. The whole idea of bringing aspirational luxury design to our customer is very interesting.”

Howe and Harris declined to reveal sales projections for the new collection.

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