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Ritani debuts Diamonique collection on QVC

By Catherine Dayrit
January 08, 2010
The "Ritani Diamonique Sterling Endless Love Dangle Earrings" retail for about $97 and feature pear- and round-shaped Diamonique simulated diamonds surrounded by bead-set round Diamonique simulated diamonds.

West Chester, Pa.--Ritani fans, be they brides who already sport the brand's wedding or engagement rings or ladies who aspire to own their first piece bearing the Ritani name, can now find offerings that feature the brand's signature styling at more wallet-friendly prices.

On Thursday evening, the bridal jewelry brand debuted a new jewelry collection created specifically for QVC.

While Ritani is known for its platinum and 18-karat gold designs set with diamonds, the pieces in the QVC collection are crafted in sterling silver and feature "Diamonique," QVC's brand of simulated diamonds.

QVC said in a media release that the "Ritani for Diamonique" line boasts "the same elegant, refined detail exhibited prominently throughout Ritani's signature collections," but with pieces priced between $60 and $160.

Back in the fall of 2009, the multichannel electronic retailer offered one signature ring by Ritani for Diamonique to celebrate a QVC Diamonique event and to give shoppers a sneak peek at the new collection.

"The response was certainly positive," Sue Atherholt, director of merchandising for QVC, told National Jeweler. "In fact, shoppers have been contacting us asking us when the entire line will be available."

Given the accessible price points and Ritani's strong brand name, QVC is expecting the pieces to continue garnering interest.

"The Ritani name has traditionally been synonymous with innovative, exquisitely detailed jewelry designs that are often given as celebration pieces," Atherholt said. "By offering the Ritani for Diamonique collection, we can now allow shoppers to experience the same craftsmanship and attention to detail that Ritani uses in their fine jewelry lines at prices that are perfect for everyday wear."

Unlike Ritani's bridal diamond jewelry, though, most of the pieces are expected to be self purchases.  

"Our shoppers like to treat themselves, and with its exquisite design and affordability, we believe that they will respond very well to the collection," Atherholt said.

Among the designs shoppers can indulge in are hoop earrings retailing for approximately $113, a three-stone ring retailing for about $60 and a framed round pendant retailing for about $67, plus much more.

The Ritani for Diamonique line is now available on QVC's Web site, QVC.com. The collection joins another Diamonique line that carries the name of a famed bridal jewelry design company. The "Tacori for Epiphany" collection, featuring Diamonique simulated diamonds and "Platinum Clad," QVC's brand of sterling silver, launched on QVC in February of 2009.
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