Jewelry store selling replicas of dazzling Hollywood pieces

Kathy Strong • Special To The La Quinta Sun • June 17, 2010

What do glamorous movie stars of yesteryear all have in common besides their lasting fame? They all donned dazzling jewels and diamonds set in extravagant rings and elegant necklaces and earrings.

Diane Stone's store in Old Town La Quinta, Rich & Famous Celebrity Jewelry Salon, grants you the opportunity to decorate yourself in replicas of the same famous jewelry pieces that "starred" in movies and "walked" down the Red Carpet.

Unlike most better jewelry stores, Stone has provided a comfortable environment for trying on the pieces and having fun.

"We encourage hands-on jewelry," said Stone. "You can wait on yourself and try on everything."

Replicas worn by such legends as Jean Harlow, Betty Grable, Natalie Wood, Audrey Hepburn, Ingrid Bergman, Princess Diana and many more fill the store that displays the actual photos of the celebrities wearing the pieces. Men may also choose from ring and cufflink replicas from the wardrobes of Humphrey Bogart and Clark Gable.

Stone's first love in the valley 20 years ago was real estate, when she had a real estate company with the same Rich & Famous name.

"I sold some of the highest-priced properties in the desert," said Stone. "I even had a limousine for my clients."

Now whenever Ahmeti sees a homeless person, he can relate.

Stone, who still does what she calls "personal real estate" for select clients, got into the jewelry business by chance. She met a retired movie producer who had purchased the rights to the jewelry for certain celebrities so that he could make exact replicas. Most of his clients were cruise ships. Stone opened the store in Palm Springs seven years ago and moved the business to La Quinta four years later.

She has added other items to her store in recent years, including sunglasses, photo frames and purses with Schwartzki crystals, some Tibetan jewelry and shawls and belts from Texas.

"I carry things that are unique and different," Stone said. "I look for things that no one else carries in California."

QUESTION: How did you choose this business?

ANSWER: I was looking after an elderly couple and thought it would be a fun business for them to run. I spent a lot of money to buy them a job. They loved it but couldn't keep the pace. I had to face the business myself.

What makes your business unique in the valley?

There is no other business like this. I have the exclusivity for Riverside County. We carry replicas of famous designs. The quality is not found in this price range. Ours are all plated sterling silver with 14-karat gold plating three times that of costume jewelry. All stones are hand-set, four-pronged with top-line zirconias. The same ring that would cost $350 to $500 in a fine department store will only cost about $100 here.

What would you be doing if you had another career?

Real estate, my first love. I just know it. I'm a people person, and that was my success in real estate that has carried over to retail. I would never let a person buy a house if it was not right for them. In the shop, I always want the customer to make the right decision.

How do you enjoy your time away from work?

I don't have much time. I am still looking after three elderly friends and my step-dad.

What is something most people don't know about you?

At one time, Realtors in town paid me a consultant fee to tell potential buyers what they could do with a house structurally. I like to create things.

If you have a suggestion for "It's My Business," contact Kathy Strong at kathystrong@live.com.