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Kim Kardashian fans line up to see her new jewelry line at Revolve store

February 4, 2011 |  1:02 pm


There was a long line of ladies dressed in asymmetrical leopard-print dresses and bandage-style skirts in the parking lot between Taste and Lucques restaurants on Melrose near La Cienega on Thursday night. They weren’t waiting for a table or a bite of chicken paillard or sticky toffee pudding from Lucques but rather, a glimpse of their style idol Kim Kardashian and her new jewelry line, Belle Noel, at the Revolve store that’s nestled between (and behind) the two restaurants.

Most of the fans shivering in their micro-minis and platform shoes had heard about the event on Kardashian’s website or by following Revolve on Twitter. First in line was Carolyn Alvarez, who had been standing in the parking lot for about 45 minutes after driving an hour from her home in La Habra. She and her friends were let in shortly to join the frenzy happening inside the store.

Kardashian showed up right on schedule -- at 8:15 p.m. on the dot (she was coming directly from taping the Jimmy Kimmel show and later left at 9 p.m. to dash to a “business meeting”) and went immediately into on-camera interviews.

Guests stretched their necks and held camera phones as high as their arms would reach in order to get a shot of the tiny (yes, very tiny) Kardashian, who was in a black blazer, leggings and an uncharacteristic up-do that was tied up with several elastic head bands and looked like a pork loin wrapped in twine -- but in a really pretty way, of course.

The jewelry, designed by Kardashian and produced by jeweler Pascal Mouawad’s Glam House, the division of Mouawad’s company that also manufactures Low Love by Erin Wasson and House of Harlow 1960 by Nicole Richie, was displayed through the store and certainly attracted as much attention as the designer herself, not just for the edgy/glam aesthetic but for the uber-affordable prices (the average prices fall around $30-$48 for earrings, necklaces, rings and even ponytail chains).

“Designing jewelry is such a great way for me to express myself,” said Kardashian. “The line is fun, edgy, young and kind of rocker, but still with my signature glam look. Since I dress really feminine I like to wear these pieces to add a little toughness to my outfit.”

Consider this yet another successful venture in the Kardashian empire, which includes fragrance, shoes, clothing, weight-loss supplements and now Silly Bandz in the shape of the three reality star sisters. That’s right, Silly Bandz made in their likeness -- something colorful to layer in with the spiked silver bangles from the Belle Noel line. I’m sure the 600 people who came to see her last night have already thought of the combo.

-- Melissa Magsaysay

Photo: Kim Kardashian at a party for her jewelry line, Belle Noel, at the Revolve store in Los Angeles. Credit: Alexandra Wyman/WireImage.