Diamond Jewelry Designer: Available & Happy
Diamonds.net, NY
(Rapaport…April 6, 2006) Two trend spotters –as they are called– authored the book, What Women Really Want, which also has a long subtitle reflecting how women are changing the way they live in the United States. For the book, authors Kellyanne Conway and Celinda Lake profiled diamond-jewelry designer Ruta Fox among many other women leaders.
The authors chose Fox, who is president of Divine Diamonds, for launching her company five years ago. Fox hit upon the idea of creating diamond jewelry for single women. Oprah Winfrey’s magazine featured Fox’s first creation, The Ah Ring, in the March 2001. Fox was subsequently featured in Fast Company and Entrepreneur magazines for creating affordable and stylish diamond jewelry. Sales prices for the line of jewelry are between $290 and $315 plus shipping.
Old rules don’t apply anymore, the book authors say, which is what lead Fox to design the pinkie Ah Ring, to bring confidence and joy to single women Fox said. The word Ah comes from the first letters of ‘available’ and ‘happy.’ “Even women that are not single can wear The Ah Ring, for them, it symbolizes they are attached and happy.” Fox subsequently added three diamond jewelry designs to her small web-only business.
Retail sales are approaching $2 million for the line, according to her spokesperson Cheryl Gentry. The Ah Ring features 11 full-cut diamonds totaling .21-points and is set in 14-karat white gold.
Since no two snowflakes are alike, Fox created the Snowflake Necklace, featuring 34 full cut diamonds totaling .26 points, set in 14-karat white gold chain.
Earrings in the shape of flower petals inspired Fox’s The Loves Me design. The pair of pierced earrings feature 34 full-cut diamonds totaling .18 points. These lever-back earrings are done in pure 14-karat white gold, with millegrain detailing around each petal for brilliant sparkle.
The Tranquility Cross is Fox’s fourth design, which features twelve deep blue square cut sapphires and four sparkling round diamonds set in 14-karat white gold.
Fox said she is working on new designs and plans to grow her brand presence internationally.
