WWD.com/fashion-news/fashion-features/heidi-klum-mouawad-unite-for-jewelry-line-747777/

NEW YORK — Model Heidi Klum is on her way to amassing a fashion empire. The Victoria’s Secret catwalker-turned-entrepreneur already has a signature fragrance and now she is launching a jewelry collection.

This story first appeared in the October 11, 2002 issue of WWD.  Subscribe Today.

Klum has teamed up with Mouawad, the diamond and jewelry firm, to launch a line of high-end jewelry in time for spring selling. The diamond and colored gemstone collection features about 22 products, including necklaces with pavé diamonds, pieces in white and yellow gold, a pendant that converts to a ring, and pieces with precious stones.

“I love jewelry and I love venturing into other areas,” said the 29-year-old German-born model in a phone interview Wednesday. “I have designed some clothes and hair accessories, but never jewelry.”

Mouawad executives met Klum a few years ago when both were involved with the Victoria’s Secret runway show, and they stayed in touch and decided to venture into business together.

While models and celebrities have brought their entrepreneurial skills into other fashion areas — namely beauty and sportswear — there have been relatively few bold-faced names who have entered the jewelry arena.

Price points for “Mouawad, the Heidi Klum Collection” range from $500 to $100,000, according to Pascal Mouawad, owner of Mouawad, who said distribution will include such stores as Neiman Marcus, Saks Fifth Avenue and Bailey Banks & Biddle. Mouawad projects first-year sales at retail of about $20 million.

While the line is launching initially in the U.S., the company plans eventually to distribute it around the world.

Klum said she has been collecting jewelry for some time, and is a fan of older styles. Inspiration for the initial collection came in part from her travels to Mongolia and Italy, and especially from a Duomo she visited in Milan.

“I saw a marble inlay that had a clover pattern and I was inspired by that shape,” she said.

While many celebrities affix their name to products without having much input into design, Klum said she has been very hands-on in conceiving the collection.

“I don’t want this collection to be too trendy,” she added. “I want it to be classic and enduring.”