A TANGLED WEB: Stephen Webster, the British fine jeweler known for putting his Gothic, gem-drenched wares on customers like Madonna, Elizabeth Hurley and Gwyneth Paltrow, is preparing to launch a men's collection with De Beers.

A De Beers spokeswoman was mum on details of the collection, which will bow in June. Last summer, there was speculation that Webster would replace Jade Jagger as creative director of another British jewelry brand, Garrard. However, billionaire Ron Burkle, founder of Yucaipa Cos., who attended some New York runway shows in February, is said to have eyed Webster's eponymous company recently.

PROJECT HEIDI: Heidi Klum literally made a splash introducing her second jewelry collection for QVC last Friday at the Beverly Hills Hotel. Klum fell into the pool, but, like a well-trained contestant on "Germany's Next Top Model," still managed to pose with a group of male models and show off her earrings.

In the newest 19-piece collection, Klum builds on the clover motif that brought her success in the first collection. It sold out on QVC in 36 minutes. She has, however, added smoky quartz, amethyst and pearls to the latest jewelry. Prices range from $22 to $185.

In addition to her hosting work on "Germany's Next Top Model" and "Project Runway," Klum will appear on QVC on Saturday and again on July 5. For those wishing to follow in her supermodel footsteps, Klum said "confidence and a great makeup artist" are the keys to staying beautiful while wet.

DEVI DOTCOM: Accessories company Devi Kroell is to relaunch its e-commerce Web site today. The accessories brand has had an online business intact for the last two years, but the updated version is fully loaded with all of Kroell's exotic-skin handbags, shoes and small leather goods, and they're presented with a high-end aesthetic like that of her company.

"If you look at the old Web site, it's not the same standard," said Devi Kroell, president, chief executive officer and creative director of the eponymous label. "It was something more like what a small company does online. We've never invested in it that massively, as we didn't expect people to shop that way."But Kroell underestimated the power of the Web; her online business jumped 500 percent in the last year. Initially, Kroell was stunned that customers were paying an average of $1,400 to $2,800 for one of her pieces that they couldn't see or touch, but about 20 percent of her total revenue is now Web-based. Kroell has also tightly controlled her online business — she won't sell on any site but her own, even though her items are available in Barney's New York, Jeffrey, Ikram in Chicago and luxury retailers around the world.

"I want to control the way my customer receives the purchase, which is the whole idea of a luxury experience," said Kroell. "I would like to really give our customer the adequate shopping experience they deserve."

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