Iconery’s tag line — “Because life’s too short to wear fake jewelry” — is a little bit cheeky and perhaps just the right amount of truth to compel the customer on the fence between real and fake to sway to the fine jewelry side.

The e-tailer’s latest collaboration, with Los Angeles costume jewelry line Luv AJ, is a slight spin on that pronouncement with the 11-piece capsule collection Luv AJ’s first foray into fine jewelry.

Each of the 11 styles — a mix of Luv AJ bestsellers or new takes on customer favorites — is offered in different variations such as rose, white or yellow gold and some coming with a choice of white or black diamonds. The Luv AJ x Iconery capsule, sold exclusively through Iconery, is priced from $425 to $975.

It’s new territory for the 14-year-old Luv AJ, which sells its pieces typically between $40 and $200.

“That’s always been my sweet spot, working with costume jewelry,” Luv AJ founder Amanda Thomas said.

That changed when Thomas got married last year and experienced the process of designing her wedding band and fell in love with the idea of having jewelry she can wear forever.

A capsule into fine jewelry thus “felt like a really natural transition,” Thomas said of when Iconery ceo and founder Ivka Adam approached her about working together.

Iconery, launched last year by Adam and creative director Andrea Linett, uses 3-D printing technology in its manufacturing process and pitches itself as a full-package production toolbox for fine jewelry designers. Their specialty and point of differentiation in the marketplace, they say, is small batch manufacturing and the support it offers designers from the point at which a computer-aided design drawing is made to stone sourcing and advice on what may or may not sell online.

Product on the site retails from $95 to $7,000 with most styles under $500 — a key price point ceiling that allows most shoppers to still feel comfortable pulling the trigger on a purchase, Adam said. Iconery currently carries about 500 stockkeeping units across 20 designers as well as its namesake brand and Adam sees that ultimately growing.

“We see ourselves as a marketplace and we will continue to expand the marketplace and on board,” Adam said.

Still, it’s a balancing act with Iconery wanting to not offer up too much to customers, she added.

“We will always keep it curated for the customer so it’s not this overwhelming abundance of inventory,” Adam said. “We are oftentimes putting new pieces on and taking pieces off.”

Iconery is backed by Canyon Creek Capital, Crosscut Ventures and L.A. accelerator Amplify. It closed on a seed round, of which the amount was undisclosed, in December.

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