By  on September 17, 2007

LOS ANGELES — Almost 10 years after leaping from orthopedics to footwear design, Taryn Rose compares her feverish pace with that of a surgeon.

Rose, a practicing physician for five years after getting her medical degree from the University of Southern California, discovered cultured diamond producer Gemesis Corp. in March and is introducing a jewelry line using the man-made stones this month. Rose's debut eco-conscious collection of shoes and bags — called Taryn Rose Verde — will hit stores from December to January, only about eight months since she considered going green.

"Being a surgeon, you are used to working under pressure," she said. "My feeling is that a successful business these days needs to move fast."

Rose, who made her name creating functional shoes that sit in luxury departments next to Jimmy Choo, Stuart Weitzman and Manolo Blahnik, enters new categories to offer practical solutions for busy women. She described the Taryn Rose limited edition jewelry pieces, priced at $5,000 to $25,000, as affordable alternatives to most fine jewelry brands and a way to avoid the social and environmental concerns spawned by natural diamonds.

"We probably didn't need Taryn Rose to be a jeweler, except I felt that, with this project, I was the perfect person to combine the craftsmanship and design with technology to give women a lot more for their money," Rose said.

For most of the eight to 10 jewelry designs, production will be limited to 100 pieces, although there are a few styles that net just one or two pieces, including $10,000 yellow diamond hoop earrings that Rose recently sold to a private buyer. Many rings, earrings and pendants are centered on rose and dome themes, and contain yellow diamonds and stones up to two carats. Rose intends to sell the jewelry at Neiman Marcus and Saks Fifth Avenue, as well as her four signature shops.

"Taryn really is the first person from the fashion industry to really attach her name to something like this," said Stephen Lux, chief executive officer and president of Gemesis, referring to the company's cultured diamonds certified by the Gemological Institute of America. "She is a proven risk taker with strong success."

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