By  on May 12, 2008

DOOR-TO-DOOR: Lia Sophia, one of the largest sellers of jewelry through direct sales, is launching West End Two today, part of its Red Carpet Collection, at the Lucky Club, the three-day hospitality suite at the Ritz-Carlton in New York staged for Network Upfront Week. The West End Two line marks Lia Sophia’s fourth year of doing high-end collections, designed by Nylon magazine style director Dani Stahl and featuring diamond stretch bracelets, oversize hoops and pieces inspired by Sixties London. The collection retails from $100 for a ring to $2,000 for a crystal and oval-link necklace. Formerly known as Lady Remington, Lia Sophia changed its name and image in 2004. It is still owned and run by the New York-based Kiam family — founders of Lady Remington in 1986 — and has gone from 8,000 sales advisors four years ago to 30,000.

This story first appeared in the May 12, 2008 issue of WWD. Subscribe Today.

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