Frederick Goldman, a prominent manufacturer of gold and platinum bridal jewelry, has announced the launch of a new sterling silver jewelry line geared to the fashion-conscious, self-purchasing woman.

Named “Lyric,” the new line is a collection of sterling silver and gemstone jewelry that incorporates elements of the old “Lyric” floral pattern from the ArtCarved bridal line manufactured by Goldman. Each piece will feature some element of the Lyric design, with small diamonds in the flowers.

The line will launch at The JCK Show ~ Las Vegas. It’s targeted to women age 20 and up who are fashion-conscious and who express their personal style through their apparel and accessories. The launch collection will consist of about 70 different styles, ranging in price from $79 to $579, and will be distributed through independent jewelers.

Amy Lopatin, formerly on the design team at David Yurman, is designing the line. “I want to be sure the pieces are both comfortable and easy to wear,” she says. Many pieces in the collection, such as bangles, half-hoop earrings, and pendants, are designed in different sizes to accommodate customers of different ages and sizes.

Rebecca Foerster, marketing manager for Goldman, says the Lyric line was specifically designed and priced to fill a market niche between popular low-end sterling that’s designed for a younger consumer, and high-end designer silver. The typical Lyric customer is likely to shop at Banana Republic, Ann Taylor, and similar department or specialty stores for her clothing. She’s a woman with sophisticated tastes but not necessarily the budget for designer clothes or designer jewelry. “This gives women the opportunity to buy a designer look at affordable prices,” Foerster explains.

Goldman has created a separate business unit for Lyric. The marketing program to support the brand includes a flexible display system in the Lyric color (periwinkle blue), packaging, tags, gift cards, a consumer mini-catalog, duratrans, and a Web site with a retailer locator. The brand launched with trade advertising (a gatefold in the May issue of JCK) and will be a featured brand at the Welcome Reception of The JCK Show ~ Las Vegas. Jewelers are invited to see the full line presentation at the show at the Frederick Goldman booth, #19, in the Plumb Club pavilion.