Swiss-based jeweler Orianne Collins plans to open her first U.S. store in September in a 3,400-square-foot space at 655 Madison Avenue, opposite Barneys New York.

This story first appeared in the May 3, 2010 issue of WWD. Subscribe Today.

To stand out from the phalanx of jewelry shops along the avenue, Collins, the former wife of singer Phil Collins, is creating some special touches: a Champagne bar; a range of lifestyle items from cosmetics, art pieces, TVs and laptops to books, contemporary furniture and music, and exclusive pieces from other designers as well as her signature fine jewelry line of gemstones and diamonds.

She’s calling her store the O.C. Concept Store.

Collins, based in Nyon, Switzerland, has four stores in that country and intends to open a shop in Saint-Tropez this summer.

“As designers look to real estate as a means to build brand image, this is an excellent opportunity to market to the savvy luxury consumer, with Baccarat, Hermès and the Pierre hotel in the neighborhood,” said Laura Pomerantz, a principal of PBS Real Estate, which represented Collins in the leasing transaction.

Collins, who was not available for comment Friday, is known for jewelry that is on trend and for featuring a mix of contemporary and classic styles.

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