Last week we have already shared the thrill with our readers: petite singer Lily Allen is about to launch a new jewelry line, called, hold your breaths, Lily Allen. Now the moment we’ve been waiting for has finally come, and we can’t wait to share all the juicy details about “Lily Allen” (the commercial one), that is targeted at women between the age of 14 and 40 (quite a broad range, I have to add).

Lily Allen jewelry line called "Lily Allen"

“Firstly there’s the coin collection,” Lily told journalists, when unveiling one of the nine collections that consist of the Lily Allen jewelry line, “which is a nod to my gypsy past. My grandmother was a proper gypsy, and I have inherited quite a lot of her pieces. We took the idea of coins as the basis and then updated them by putting moons and stars on the faces. I also wanted to do something with fruit and animals, and of course, smiley faces to match my body tattoo.”

Items from the Lily Allen Jewelry Line

Other pieces of the collection feature whimsical themes, such as colorful flamingoes, fruits, flowers, traffic signs, and smiling faces in silver or gold, with each piece reflecting her style.

The 24-year-old Lily also admitted that while she’s not a newbie in the fashion industry (two years ago, she designed a full collection of dresses for British clothing store New Look), jewelry design was a complete terra incognita to her.

“I was in New York,” she was quoted as saying, “and literally went straight out to a bookshop and bought about 40 reference books, on everything from antique jewelry to modern-day bling. Then I went through them and chose loads of things that inspired me. I sent them to the designers with annotations on how I wanted the pieces to look and how to update them.”

A carefully planned design process, I give you that. The pieces of the Lily Allen collection are expected to hit the stores sometime in September (exact dates are yet unknown, but rest assured that we will keep you informed), and their prices will be between $60-$100.

It was a swelteringly hot, slow, summer afternoon, when the thrilling news came in and turned everything upside down. At the moment I can hardly breathe from the excitement of finding out that singer and socialité Lily Allen is about to launch a new jewelry line.

Photography: I-D Magazine

That is, only a few months after becoming the face of luxury fashion brand Chanel.

Invitations for the launch party were just sent out yesterday (we’re not invited), the official unveiling party will take place at London’s Claridges hotel next week. Until then, the actual items of the new jewelry line are firmly kept in secret.

What we already know is that, the new line will include nine collections, aimed at Lily’s fans. Lily did the designing herself, giving her best, to be attractive for her 14 to 40 year-old target group. According to her official statement, “each piece will reflect her eclectic London style”. The collections are expected to hit the stores in late September.

Somewhat surprisingly this is not the first attempt of the now 24-year-old Lily to break through as a fashion designer: two years ago she teamed up with New Look to create a collection, called Lily Loves.

The new jewelry line will be called, very aptly, I have to say: Lily Allen.

If you are a celebrity designer and shopkeeper, owner of a high profile Los Angeles boutique with a client base including Paris Hilton, Shirley MacLaine, Miley Cyrus, Nicole Richie, Halle Berry, Reese Witherspoon, Heidi Klum, Vanessa Hudgens and Kate Moss, there is a very high probability that mass trends will not be of your concern.

Well, apparently, not if you are called Jaye Hersh, and your LA boutique is called Intuition.

A $9.99 Mixed-media bracelet designed by Jaye Hersh in Target's debutant Hollywood Intuition collection

Because major retail chain Target has just announced to debut Jaye Hersh’s accessories collection this week. The collection, aptly named HollywoodIntuition, referring to both its origin and the celebrity appeal it aims to radiate, will be available in all 1,698 Target stores throughout the US and online.

To celebrate the deal she managed to ink with Target, Jaye Hersh recently threw a party in Jean Wright’s Golden Valley home, where she told friends and journalists: “This is my dream: to have my collection at Target. It’s the culmination of everything I’ve done.”

The HollywoodIntuition collection, that has its own display in Target stores (marked with Hersh’s portrait photo) features jewelry, handbags, makeup bags, headbands, hats, HollywoodIntuition Fashion Tape and a book co-authored by Hersh, titled “HollywoodIntuition”.

Hersh has a reputation of being a few steps ahead of people’s taste. “Intuition – it’s about being able to pay attention to my hunches; trying to anticipate what my customers are going to want before they know about it,” she writes in her book HollywoodIntuition.