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They are really good, smart people. And they don't put demands on what we must keep in inventory or how much we must sell. We chose Chamilia [over larger competitors] because their Elsa Peretti Open Heart bracelet are more appealing to our clients."And they generate return visits."Chamilia produces sterling silver bracelets, necklaces and earrings that can be adorned by buyers from a selection of 600 hand-finished beads or charms designed by Rieder and her staff. The beads and charms are gold, silver, glass or stones in an array of colors and shapes that appeal to customers' interest in sports, travel destinations and even charitable causes from breast cancer to autism. Some are shaped like Disney characters.

Jewelers are carrying Chamilia pieces because they get teenage girls, their boyfriends and parents into stores to purchase starter bracelets -- with just a bead or two -- for under $100. The gifts often Discount Tiffany Sets a birth, graduation or remembrance of a loved one lost to cancer. A complete bracelet of many beads, built in a day or over years, can cost up to $1,000. And the initial purchase helps jewelers Discount Tiffany Pendants a relationship that can lead to sales of watches and wedding rings.Rieder, 37, a graduate of tiny St. Charles High School near Winona, went off to New York a couple of decades ago to study at Manhattan's Fashion Institute of Technology and worked for several years at Tommy Hilfiger and Ralph Lauren Polo.

Jewelry as personal statementRieder, long passionate about jewelry, launched Chamilia in her New York flat, naming it after the chameleon lizard that changes color to suit its environment. She envisioned the fledgling brand as a personal statement that would allow women to customize necklaces or bracelets with colorful beads to fit their passions, mood or the occasion."Accessories Discount Tiffany Necklaces just as important as clothing," Rieder said. "It's a $36 billion business, mostly jewelry, scarves and purses."I had thought about clothing years ago. But in jewelry there is more opportunity for individualization. It's hard to personalize your own clothing line. ... And jewelry is timeless. It's not about the season. It is often handed down to children."