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Royal Underground to Launch Debut Jewelry Line

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Nikki Sixx and Kelly Gray team with King Baby

NEWPORT BEACH, Calif., Sept. 10 /PRNewswire/ -- Royal Underground announced it will launch its debut men's jewelry line later this year.

Royal Underground, co-creators Nikki Sixx, the bassist for world-renowned rock band Motley Crue and fashion icon, Kelly Gray styled the collection in conjunction with Mitchell Binder of King Baby, the high-profile jewelry brand.

The 20-piece line, which will hit stores before the end of the year, will comprise of both silver and gold metals. It will convey the same edgy rock 'n' roll sensibility of Royal Underground clothing. Jewelry styles are founded on bold motifs, including those representing the Om symbol and references to the Hindu elephant god, Ganesh.

"The enormous demand we received from our retailers was a pleasant surprise," said Sixx, of the decision to widen the label's offerings. "Expanding into jewelry is the obvious next step."

Gray and Sixx share a commitment for their growing company. They have been quoted in interviews saying this is a business partnership meant to last a lifetime. The first two pieces Binder designed for the Royal Underground collection were his-and-hers matching bands for Sixx and Gray.

"When Nikki and I saw the premiere items Mitchell designed for our jewelry collection, we knew immediately that we found the right partner for Royal Underground," said Gray. "Both Nikki and I continue to wear these special order, diamond and 18K white gold rings every day."

"After viewing the cutting edge Royal Underground clothing line, it became irresistible to work with Nikki and Kelly," said Binder. "I'm very pleased to partner with them on their first jewelry collection."

About Royal Underground:

Royal Underground, LLC the hot menswear line co-created by Sixx and Gray is currently in its third season, and will debut its women's clothing and men's jewelry collections, by the end of 2007. The spirit of Royal Underground is reflected in its name: a sophisticated and soignee approach to cutting-edge fashion with its roots in rock 'n' roll.

About King Baby:

Founded by designer Mitchell Binder in 2000, King Baby has risen to the fore in the niche, high-end sector of the jewelry market, captivating retailers and consumers alike with its dramatic pieces fashioned from semi-precious stones and pave diamonds set into silver, gold and leather. The line encapsulates a unique Southern Californian spirit, merging a rock music vibe with the glossy sheen of celebrity.

About Motley Crue:

Since its inception in 1981, Motley Crue has sold more than 40 million records globally. Founded by bassist Nikki Sixx, the band also includes Tommy Lee, Mick Mars and Vince Neil. Motley Crue is considered one of the most successful and authentic rock groups of all time. Their ninth studio album is due to be released in 2008.

About Nikki Sixx:

Nikki Sixx's latest project, "Heroin Diaries: A Year in the Life of a Shattered Rock Star" (MTV/VH1 Pocket Books, a division of Simon & Schuster), will be released in the US and Canada on September 18, 2007. Accompanying the book is the Heroin Diaries soundtrack; the sonic companion written and produced by Sixx, James Michael and DJ Ashba under the moniker Sixx: A.M. Inspired by the "Heroin Diaries" book, the soundtrack (Eleven Seven Music), was released on August 21, 2007.

About Kelly Gray:

By the time Kelly Gray became CEO and creative director of St. John, the international fashion and accessories company founded by her parents in 1962, she was able to take the firm from a $100 million-a-year company to $400 million. Having been part of the Irvine-based brand since she was young, starting her career by working over the summer, Kelly learned everything she needed to know about running a fashion company -- from designing and merchandising to production and marketing -- all skills that she has brought to the Royal Underground label.