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Stella & Dot, the social-selling fashion accessories brand, hopes to make a splash in the fine jewelry space with the launch of Covet by Stella & Dot.

The expansion has been in the works for about two years, during which chief creative officer and co-creator Blythe Harris and chief executive officer and founder Jessica Herrin worked to find the right diamond supplier.

“I’ve always loved fine jewelry and I’ve been really passionate about bringing that luxury craftsmanship to Stella & Dot,” said Harris, who spent several years prior to Stella & Dot working in fine jewelry at LVMH Moët Hennessy Louis Vuitton, where she helped launch the De Beers business at retail. “Over the years we’ve developed so much capability in fine jewelry both internally and from vendors, and with delicate [jewelry] trending on and off, we wanted to do something to celebrate it.”

The Covet by Stella & Dot collection offers six necklaces in 14-karat white and yellow gold with conflict-free pavé white and black diamonds sourced in India. The styles include diamond arrow, cross, chevron and first initial pendants, and each one features a customizable chain that can be adjusted to four different lengths.

“The design inspiration for Covet was really about taking these fundamental motifs…about what you covet in life — what’s important to you in life,” Harris said, explaining that the arrow symbolizes adventure; the cross, faith and the horn of plenty, abundance. “It’s all about being able to layer these essential pieces.” Each piece will retail for under $300.

Harris and Herrin will also launch a line of higher-end handbags under the Covet umbrella. The brand currently offers handbags and wallets for well under $150, whereas Covet by Stella & Dot styles will be priced slightly higher, from $118 to $248. “We’re positioning these as ‘un-status bags,'” Harris said. “They’re our take on classic silhouettes — a bucket, a fold-over clutch, a zip-around wallet — but done with understated and beautiful details…We’re not putting our logo on it. People just want quality, and every detail is custom.”

Every style is made from pebbled grain leather or leopard-printed calf skin dyed without chemicals.

The Covet by Stella & Dot collection will launch on stelladot.com on Sept. 8 and will be available for pre-order through the brand’s network of personal sellers on Aug. 18.

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