In Spring 2005, Simmons Jewelry Co. and Sanrio announced a co-branded jewellery licensed partnership. “Kimora Lee Simmons for Hello Kitty” was launched exclusively at Neiman Marcus prices ranging from $300 to $5000 Designed by Kimora Lee Simmons and launched as the initial collection. The jewellery is all hand-made, consisting of diamonds, gemstones, semi-precious stones, 18K gold, Sterling silver, enamel and ceramic.
In Fall 2008, Simmons Jewelry Co. and Sanrio debuted a collection of fine jewellery and watches named “Hello Kitty® by Simmons Jewelry Co." The collection launched with Zales Corporation to further expand the reach of the brand, and it developed accessories to satisfy every Hello Kitty fan. The designs incorporate colorful gemstones and sterling silver to attract a youthful audience with retail prices starting at $50.