The Canadian superstar Celine Dion and the popular Chinese multi-media host Yang Lan announced that they have decided to create a new line of diamond jewelry and engagement rings as well as gifts and women`s accessories. The brand name is HV Love.

In an interview, Yang Lan stated that through the new brand, she and Celine Dion plan to cater to the needs of China`s urban female consumer.

The two superstars noted that the diamond and precious stone jewelry market came to $20.8 billion in 2006. One third of this figure constituted diamond sales alone. Sales of fashion accessories and gifts reached $13.1 billion.

The company will market the jewelry and accessories through stores as well as the Internet, with the aim of tapping maximum benefit from the Beijing Olympics to be held at the city next summer. By 2010 the company intends to sell its products at 200 stores throughout China.

Superstar Dion stated that the new brand will offer an assortment of jewelry and accessories "designed to reflect the most wonderful, human emotion of all — love. Jewelry has the unique ability to convey the power of love in a way that no other item can come close to duplicating."

Both women stated that they will take an active role in designing the jewelry as well as marketing. Celine Dion is extremely popular in China and Yang Lan reaches an audience of about 180 million monthly viewers.