Celine Dion and Yang Lan to Launch Jewelry Line HV Love

As one of the latest in a stream of celebrities cashing in on a lucrative jewelry design industry, international pop diva Celine Dion has teamed up with Chinese journalist and media personality Yang Lan to create a jewelry line in China, under the corporate name HV Love.

The collection consists of diamond engagement rings, personal jewelry and women’s accessories. Lan commented in a recent interview that they will cater to China’s urban female customer by leveraging China’s growing love affair with diamond jewelry.

The company plans to utilize both online and offline channels – it has already begun to market the items on its e-commerce site, and plans are in the works to open around 200 retail outlets in China by 2010.

“You cannot build an image of superior quality and design at highly competitive prices without allowing consumers the option of viewing our exclusive products in a store environment,” says Lan. “Consumers want to touch and examine the jewelry in a store setting….Knowing that…the consumer will always have the option of making their purchase in a real-world store setting considerably strengthens consumer trust.”

Dion remarked that the collection was designed to reflect “the most wonderful human emotion of all – love….Our goal is to create a collection of diamond and other fine jewelry and accessories that place elegance of design agreed of price. HV Love has unique advantages to achieve that goal in China.”