The press announcement said, “Elizabeth Taylor will bring her legendary passion for jewelry to the public via an exclusive partnership with Jack and Monty Abramov of Mirabelle Luxury Concepts in Los Angeles, California. Under the terms of the agreement, Mirabelle and its subsidiary, Techline, will become a new entity, House of Taylor Jewelry.”

Maybe, it’s an offshoot of her New York Times best selling book, 'My Love Affair with Jewelry', wherein she discussed her passion of collecting and understanding the beauty and mystery of gems.

Or, maybe, it is an extension of her brand, “House of Taylor, which already has an incredible success in the arenas of fragrance, cosmetics, gaming and publishing.

Nevertheless, Ms. Taylor is not alone in making use of her “brand,” i.e., her popularity and celebrity status to sell merchandise. As already seen in New York, Jennifer Lopez had her first ever runway show for her eponymous fashion brand, “JLo by Jennifer Lopez.”

“I knew that I wanted to share my passion for jewelry with others so that they could truly enjoy the thrills and pure happiness that jewelry has brought to my life. Something wonderful is about to happen,” Ms. Taylor said in a statement.

The House of Taylor Jewelry collection will premiere to the trade at JCK Las Vegas and exhibit in New York at the JA show.

The Elizabeth Taylor collections will include a traditional fine jewelry assortment as well as one of a kind couture pieces with price points of over one million dollars.

The partnership is unique in that effective immediately, Ms Taylor will consult on all brands distributed by House of Taylor Jewelry in addition to developing her signature collections for the firm. The Abramov brothers will acquire additional licenses to support the House of Taylor Jewelry endeavor.