Kimora Lee Simmons showcases her new jewelry collection, Simmons Jewelry Co, baby phat “Diamond Diva” collection in New York, NY at the Bloomingdale's (59th St. and Lexington Avenue) in December ’04.

“Simmons Jewelry Co. believes that fine quality diamonds can be affordable. You don’t need to spend a lot of money to live the diamond lifestyle. Everyone can afford to have my look, you can be ’phabulous’ at any pricepoint,” says Kimora Lee Simmons. “Simmons Jewelry Co. wants to give women what they REALLY want. Not just jewelry, but real fashion!”

The 75 piece “Diamond Diva” collection ranges from $350 to $3,500 and has distinctive themes such as “Phabulous,” “Paparazzi,“ “Grand Entrance” and “It’s All About Me,” clearly targeting fashionistas everywhere. Ms. Simmons is also introducing the “Diamond Diva Watch,” a numbered limited edition, rose gold and diamond timepiece priced at $1,495. Shoppers will also be treated to an exclusive sneak peak at never before seen pieces from the baby phat ® collection priced from $2,500 -$8,000.

The collection will also debut at select Bloomingdale’s and Marshall Field’s stores nationwide. Kimora Lee Simmons, CEO and Creative Director for Simmons Jewelry Co., designed the baby phat ® collection and select pieces have already been spotted on the likes of Alicia Keys, Mary J.Blige, Naomi Campbell, Star Jones and Tyra Banks.

Simmons Jewelry Co. is a joint venture between M. Fabrikant & Sons, one of the world’s largest distributors of polished diamonds and fine jewelry, and Russell Simmons & Kimora Lee Simmons.