NEW YORK — “It’s just being a girl; every girl loves jewelry.”

It’s as simple as that for Paris Hilton, who on Wednesday launched the Paris Hilton Collection of jewelry in an exclusive agreement with

The socialite heiress and star of Fox’s “The Simple Life” has designed a 10-piece sterling silver and Swarovski crystal collection, including a belly chain, a belly bar, an ankle bracelet, necklaces, earrings and a charm bracelet.

In a telephone interview from the Miami set of National Lampoon’s “Pledge This!” in which she stars, Hilton said this is the first time she has dabbled in jewelry design, but something she has been interested in for a while.

“I just love jewelry, ever since I was a little girl,” Hilton said. “When I was little, my parents would give me jewelry.”

Overall, retail prices range from $15 to $95. “This jewelry is so great, because it’s really affordable,” Hilton said.

For instance, the collection includes a silver and Swarovski crystal heart belly bar, priced at $15; a silver and crystal heart belly chain, at $95; a silver rosary bead necklace with a Swarovski crystal cross, $60, and a silver and crystal heart anklet, $60.

“I love the belly chains with the matching belly button rings, and the crosses are really beautiful,” Hilton said. “I am wearing it right now…the belly button ring and the Paris heart necklace and heart earrings and heart bracelet.”

To support the collection, Amazon has put up a Paris Hilton Boutique at that showcases Marc Baptiste-shot images of Hilton wearing her own jewelry. There are also detailed product shots, as well as video footage of the photo shoot and of Hilton working in the design studio. Each piece will be shipped in a midnight blue velvet jewelry pouch.

In addition to Hilton,’s Jewelry Store offers jewelry by such resources as Fortunoff, Mondera,, Luxuria and Kane Marie Fine Arts Gallery. It also has special features such as a Learning Center and Create a Diamond Ring.

A spokeswoman for Amazon declined to give sales projections for Hilton’s line, but said that, as of Wednesday morning, Paris’ star pendant necklace, for $30, was already the number two seller in Amazon’s Jewelry Store, while the belly bar came in eighth.

This story first appeared in the September 2, 2004 issue of WWD. Subscribe Today.

“We worked with one of our top manufacturers to produce the line,” said the spokeswoman. “Paris and Amazon worked closely together to design the pieces. This is exclusive to for a minimum of six months.”

Last spring, Hilton signed a deal with Parlux Fragrances to develop her own perfume and related beauty products. By expanding into fashion and accessories, Hilton is following the footsteps of her sister, Nicky, who just launched her Chick clothing collection.

There are plans to develop the jewelry collection beyond the first season, and Hilton said she is open to the idea of adding pricier fine jewelry. But for the moment, the focus remains on the silver and crystal designs — along with the other projects Hilton has in the pipeline.

“There’s a shoe line, fragrance, makeup, clothes, jeans,” she said of her future plans.