Last fall, while Kelly Osbourne was busy defending the $250,000 black-diamond manicure she wore to the Emmy Awards, Azature Pogosian saw the makings of a new business venture.

This story first appeared in the April 26, 2013 issue of WWD. Subscribe Today.

The Los Angeles fine jewelry designer and creator of the $250,000 nail polish rushed to release a more affordable collection with formulas infused with glitter and a small pavé black diamond, dropped by hand into each bottle. His vision is to have the talons of the masses dripping in diamonds. Meanwhile, the one lone bottle of the $250,000 nail lacquer — which contains 267 carats of full-cut and faceted black diamonds — is on view at Selfridges. “[It] has not sold yet,” said Pogosian.

The initial $25 Azature Black Diamond Collection includes colors inspired by different types of diamonds, including black, red, pink, champagne, blue, green and canary. The latest color collection is set to launch in the next several weeks, and includes an assortment of softer, pastel shades including white, lilac and gray, among others. Pogosian emphasized the colors are not seasonal, but intended to flesh out the permanent collection. The polishes are currently sold at Selfridges, Harvey Nichols Saudi Arabia, Ron Robinson, Ron Herman Japan and Kitson.

Pogosian has a particular fondness for black diamonds, even using the term as a nickname for his mother and grandmother, and said they convey women’s empowerment.

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Pogosian said the brightly colored collection is a marked change from the bespoke jewelry pieces he crafts using principally black and white diamonds. His jewelry has been worn by Rihanna, Fergie and Beyoncé.