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New Jewels for Dollhouse

NEW YORK — Dollhouse is the latest fashion brand to jump into the bustling jewelry arena.<br><br>The new line of Dollhouse jewelry, produced under license by New York firm O.K. Originals, will bow at the WWDMAGIC show in February in time for...

NEW YORK — Dollhouse is the latest fashion brand to jump into the bustling jewelry arena.

The new line of Dollhouse jewelry, produced under license by New York firm O.K. Originals, will bow at the WWDMAGIC show in February in time for summer and back-to-school selling.

The junior jewelry business is already crowded and includes brands such as Guess, Tommy Hilfiger and Nine & Co., as well as chains like Claire’s. But Dollhouse believes there is room for more.

“We are a lifestyle company and jewelry is very important for teens,” said Eddie Ash, director of licensing. “It will fit in well with the hip, trendy looks that we offer.”

Dollhouse jewelry features fashion-forward looks, such as silver necklaces with large heart and rose pendant necklaces, beaded bracelets, chandelier earrings and leather, studded cuffs. The line is being shown out of O.K.’s new showroom at 389 Fifth Avenue here.

Wholesale prices range from about $1.25 to $3.50. Peter Kaplan, O.K.’s vice president of sales, projected first-year volume of about $1 million. Dollhouse is the first license for the 22-year-old fashion jewelry company.

The jewelry is primarily produced overseas and targeted distribution includes the same stores where the apparel and other products are sold, in department stores and specialty chains, including Gadzooks and Rampage. Dollhouse’s sales now hover at about $70 million, and licenses account for about $20 million, Ash said.

The seven-year-old junior sportswear brand has been rapidly adding licensees in recent years, and now has six licenses, covering categories such as dresses, shoes and handbags.