By  on June 18, 2007

Oscar de la Renta's ladies love their fine jewels, and now the designer is offering looks for less within his O Oscar line.

The company has tapped Haskell Jewels Ltd., the New York-based fashion jewelry firm that produces baubles for brands such as justsweet (Jennifer Lopez's line) and Betsey Johnson, to create a collection of fashion jewelry for O Oscar.

"We see jewelry as another way for a woman to [express] herself," said Eliza Bolen, creative director of licensing for Oscar de la Renta. "We all like to accessorize. It's another dimension, another fashion item you can put on."

The line exudes the de la Renta sense of femininity and sophistication with a double row chain necklace with black coral branches and other beads hanging off, and a resin link bracelet inset with a variety of gray and white pearls. Other de la Renta motifs incorporated into the line include coffee beans, a scripted "O," and a quilted fabric technique.

The line, which retails from $35 to $250, arrives in stores such as Macy's in early August.

"It seems to be a trend," said Gabrielle Fialkoff, executive vice president and chief operating officer of Haskell Jewels Ltd., about costume jewelry taking the spotlight once again. "You're seeing costume on the runway. With statement jewelry, nothing gets more attention."

Fialkoff projects the line will garner about $2 million in wholesale volume in its first year. O Oscar, a better sportswear line licensed to Kellwood Co., was relaunched in 2006 as an exclusive line for Macy's. Product categories such as shoes, sunglasses, and now fashion jewelry, have a wider distribution.

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