By  on May 30, 2007

NEW YORK — "Don't get mad, get everything!" might have been her mother's mantra, but Ivanka Trump wants women to feel comfortable buying their diamonds — and she intends to show the jewelry industry just how it's done.

In an exclusive interview with WWD on Tuesday, the 25-year-old real estate executive and daughter of Donald and Ivana Trump revealed plans to launch a diamond jewelry line that she will sell in her own boutiques.

Trump has formed a partnership with Dynamic Diamond Corp., a Diamond Trading Co. siteholder, to create a complete line of diamond jewelry under her name. The venture, which was first reported by WWD in December, is not a license but rather a partnership between Trump and Moshe Lax, principal of Dynamic Diamond, who became friendly through the real estate world. Three Ivanka Trump boutiques are planned to open this year. The first, a 1,100-square-foot unit, will open on Madison Avenue in September, followed by one in Las Vegas. She declined to give the exact addresses or the third location.

Trump, who received her undergraduate degree from the Wharton School, works as senior vice president of real estate development for Trump Organization. This is her first foray into branding her own name. She also has been board adviser on her father's reality TV series "The Apprentice," which was omitted from NBC's fall schedule.

"I remember going to the couture shows as a little girl with my mother," said Trump, decked out in a black skirt suit from Brioni, Christian Louboutin pumps and, of course, several pieces from her line. "I always had an appreciation for fashion and [especially] jewelry."

While familiar with the fine jewelry world through her mother's prolific collection, Trump got herself an education on diamond and jewelry making. Her line even has a proprietary diamond cut: an oval-shaped diamond with a step-cut arrangement.

The line comprises four groups and a total of 80 styles with a "young/old Hollywood feel," suitable for women in their 20s as well as more mature women such as Ivana and her jet-setting friends, said Trump. Each piece has an oval coral enamel detail, a signature for Trump. Coral is a favorite hue that reminds her of her childhood holidays in Europe, not to mention the lavish coral bathroom in her Manhattan apartment.Prices range from about $750 for a ring of white gold-enameled ovals to about $350,000 for a necklace of pavé diamond spheres — her rendition of a modern pearl necklace. There are several dainty bracelets with diamond briolettes and seed pearls and Art Deco-inspired drop earrings with onyx and white agate. There are also several engagement ring styles. Customization is an option, so prices can escalate into the millions. All the pieces are made in New York.

Eventually Trump may incorporate colored stones and perhaps even other product categories, but first things first. "For now, we're focusing on diamonds," said Trump. "I think it's often a problem where people aren't clear about who they are. This is what I stand for."

There are no plans to wholesale the jewelry.

The stores will be feminine with white satin drapes trimmed in coral fabric and lacquered black python display cases. There will be private selling rooms, as well. Trump wants her customers to feel comfortable and unintimidated by the shopping environment.

She also believes the sometimes-stodgy jewelry industry could use a little young blood. "That's the one thing I think this industry needs," she insisted. "I know when I walk into some of these jewelry stores, I feel uncomfortable. That has to change."

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