Internationally known fashion house Escada is the latest in a chain of fashion brands that have launched fine jewelry lines.

Like Christian Dior and Chanel before it, Escada is looking to sell its own fine jewels to its affluent female customers. Acknowledging the strength of female self purchasers of fine jewelry, these houses are adding fine jewelry to a growing list of products that designers are creating to build brands. Like Ralph Lauren and his sheets, Escada is moving to increase brand recognition through its diamond jewelry.

The French fashion house’s New York boutique played host to the rich, famous, and fashion-forward in October for a launch celebrating its new line. Pairing up with the diamond industry’s own brand-hungry giant, De Beers, Escada welcomed 500 guests-editors, celebrities, and top customers-to its New York store.

The collection was launched in the same season that Christian Dior launched its first fine jewelry boutique, adjacent to its New York flagship store on 57th St. Plans are in the works for another boutique in Paris this year.