A new line of diamond-accented pendant necklaces in 14k gold, gemstones, and diamonds from New York City–based Doves aim to hit a price point. The company debuted the styles at the Centurion show (held Feb. 2–6 in Scottsdale, Ariz.), where vice president of marketing Debbie Hakimian told JCK that the pieces were made in 14k gold instead of 18k gold to keep the price down.

“They are all $620 retail, and the writing is laser-cut into solid gold and topped with a semiprecious stone and 0.05 ct. t.w. diamonds,” she says. Gemstones used include amethyst, blue topaz, citrine, and white topaz, and 12 looks exist—from initials to peace signs. Buyers can personalize them further with different combinations of stones and three colors of gold (yellow, white, and rose).

“We call it the Persona collection, and we made it because we wanted something at a lower price point that would be a good gift item,” she adds.

Retailer response was strong at the show, where Hakimian met with about 50 stores, of which about 40 placed orders. “We had a lot of people ordering 4–5 different colors and styles,” she says. Adding to the interest is a minimum buy-in of just $200.

“There are a lot of personalized pendants that are just discs on the market, but these are nice because the messages are under the stone, so there’s more dimension,” she says.

JCK