Russell Simmons Invest in Urban Male Focus Jewelry Line

Announcing the launch Simmons said, the collection is meant to appeal to "urban-minded men who appreciate the hip hop lifestyle."  Simmons says his jewelry company's mission is to understand the lifestyle and desires of youth culture and to fulfill their needs for diamond jewelry and watches.

The collection which will launch mid-December at Macy's in New York City will include a diamond dice pendant that rotates, abacus cufflinks with moveable parts, and heavy bracelets, "all giving the line an urban identity," he said. A basic chain in the collection will retail for $200; a 0.50ct diamond steel and rubber bracelet will retail for $1,500, while a bracelet encrusted with six carats of diamonds will retail for $10,000, quite an investment for the average man.

“The hip hop generation has not been spoken to in their own language. These 18-40 year old guys should have fine pieces that fit the lifestyle,” said Simmons.

Scott Rauch, president of Simmons Jewelry Company said, "Russell is a visionary and needed to work with someone who could interpret his creative vision. He wanted to partner with a jewelry manufacturer that had a history of experience, and M. Fabrikant & Sons is a 110-year-old jewelry manufacturer with partners around the world," which Rauch said tipped the scale in their favor for Simmons.

Simmons Jewellery describes its male customers as between the ages of 18 and 35, with 80 percent of them being white suburban males.