August 1998



Convertible jewelry seeks an audience with resourceful women

Women today may not save jelly jars and plant Victory Gardens like their mothers and grandmothers did during World War II, but jewelry designed for them reflects the same practicality. Like jewelry houses of the 1940s, a number of today's jewelry companies have incorporated shield rings, pendant/brooches and changeable earring drops into their lines.

"We as women want to feel like we have a little more control," says designer Josefa Hirsch of H & F Diamond Inc., who has created a full line of convertible diamond jewelry. "When we buy clothing, we mix and match. But when we buy diamonds, we usually wear them only to black-tie affairs. This new line gives women something they can wear every day and can design themselves."

Hirsch's creations snap, screw and slide like toys for inquisitive children, changing into new pieces with each dismantling. For example, a multilayered diamonds-by-the-yard choker unsnaps into a tennis bracelet, two long necklaces and a set of earring pendants. Another necklace transforms into brooches, bracelets and earrings. Matte rings slide into pavé shields, and sapphire pendants unscrew to make way for pearls, sliding from a necklace to an earring. The links and connections blend with the rest of the jewelry.

Two-, three- or four-in-one jewelry creations can appeal to the modern self-purchase customer as well as the gift-giver who ultimately will be back for more. Hirsch has targeted a variety of ideal consumers for her jewelry, among them businesswomen and travelers, value-conscious women and the "women with everything" who will use such jewelry as a conversation piece.

H & F Diamond Cutters, New York, NY; (800) 255-6171 or (212) 719-1777, fax (212) 719-3184.

– by Stacey King

The 18k and diamond ring at (middle) can be worn alone or with a diamond-sprinkled shield (left) or diamond pavé shield (right).

Copyright © 1998 by Bond Communications.


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