Michelle Phan Branching Into Jewelry Design

The YouTube sensation is launching a line for Pascal Mouawad’s Glamhouse called Ever Eden.

PHAN’S FANS: YouTube sensation Michelle Phan is branching into jewelry design with a line for Pascal Mouawad’s Glamhouse called Ever Eden, which she celebrated with Champagne and sweets at Blushington Makeup & Beauty Lounge in West Hollywood on Monday night. The first collection, inspired by Joan of Arc, includes filigree and medieval designs that retail between $25 and $95.

“Every ‘chapter’ or collection from here on out will be inspired by my subscribers and viewers. They’re going to help me select the next story and the next character,” said Phan. She is unique to the celebrity-based Glamhouse division. “Her following is on YouTube, so what’s different is that she has a big online audience, and it made a lot of sense for us to partner because I was about to launch my Web site,” said Mouawad of glamhouse.com, where the jewelry is sold.

This story first appeared in the June 20, 2012 issue of WWD.  Subscribe Today.

But Phan isn’t abandoning Lancôme, where she’s been video makeup artist since 2010, explaining, “I’m still with Lancôme, and we’re having fun with this amazing marriage. Makeup is the accessory to the face, and jewelry is the accessory to the body. It goes hand and hand.”