Trump gets into jewelry business

Saturday, July 31, 2010

Move over Liz Taylor. The Donald is moving into the jewelry market.

Jewelry manufacturer SHR, a division of M. Fabrikant & Sons, announced Thursday that it has partnered with Donald Trump to create its first branded jewelry collection, to be called the Donald J. Trump Signature Fine Jewelry Collection. The real estate mogul-cum-reality TV star/producer said in an SHR press release that the jewelry is aimed at men who wouldn't mind stepping into his dress shoes someday.

"People aspire to connect with my lifestyle. A collection of fine jewelry is a natural step for my brand," Trump, star and producer of popular reality show, The Apprentice, said in the release, issued Thursday. "This collection is aspirational, elegant, and completes the dressed for success look."

SHR says the designs, to be inspired by Trump's "gilded milieu and distinct sense of style," will include diamonds, gold and gemstones. Highlights include a 14-karat gold ring and sterling silver cuff link boasting the Trump crest and a likeness of Donald Trump's image.

"The men's jewelry market is increasing dramatically and there is a huge void in the marketplace for branded men's jewelry," SHR President Scott Rauch said in the release. "Given the powerful brand equity of the Trump name, this collection lends immediate recognition and credibility. We feel this collection will have enormous appeal to those who understand the importance of dressing for corporate success."

The line, set to debut at the JCK show, consists of rings, cuff links, bracelets, money clips and key rings in 14-karat white and yellow gold, sterling silver and stainless steel, and is targeted to men between the ages of 25 and 55. Price points for the 50-SKU collection range from $95 for a stainless steel key chain with the Trump signature crest, to $5,000 for a 14-karat yellow gold bracelet with onyx inlay and five diamonds.

The collection is not Trump's only foray into fashion. Trump launched his Donald J. Trump Signature Collection, which includes men's suits, dress shirts, neckwear, cuff links, watches, eyewear and fragrance in the fall of 2004.

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