The stylish and beautiful Ivanka Trump wearing one of her own creations at London Jewelers in East Hampton. Caption Here

East Hampton - Since birth her famous name has hung around her neck like a dazzling bauble, last week Ivanka Trump arrived at London Jewelers with some baubles that are strictly creations of her own.

It was not an art opening at a Gallery, it was not an opening night performance at Guild Hall and it was not a book signing, but based on the crowds and buzz it might have been as East Hampton's most prominent jewelry venue unveiled the Ivanka Trump Collection.

Crowded indeed from front door to back counter as the RSVP listed guests packed the store which not only features fine gems and jewelry, but the most extensive McKenzie-Childs collection in the East End. Attendees were treated to champagne, designer water and hors d'ouevres along with the opportunity to chat with Trump and get a first look at her new signature collection of rings, bracelets, necklaces and earrings.

The collection itself is absolutely stunning in a style Trump describes as "heirloom chic" with inspiration from vintage styles from the 1920s through the 1960s. Particularly stunning were the seed pearl tassel earrings with matching seed pearl tassel pendant necklace. This matching set is highlighted by a carved black opal onyx oval that really offsets the pearls perfectly.

The cocktail rings were dazzling to put it mildly.

Other elements of the collection include striking bracelets of rose gold emerald cut rock crystal with diamond connections with matching earring sets and her signature oval pave diamond link bracelet among other wrist wear options.

Trump's use of diamonds in combination with black onyx is subtle and deft and they exude a look of understated elegance, much like the designer herself. There are several earring options that compliment the matching necklace perfectly based on earring length preference.

There is plenty of bling in the nature of diamonds to go around and I found Trump's use of sterling in combination with small cut diamonds in geometric design particularly tasteful and timeless. Frankly she has a diamond and black spinel octagonal cocktail ring I would be tempted to wear myself. Another winning ring was her large rock crystal cabochon pagoda cocktail ring with diamond accents, pure vintage glamour.

The seed pearl earrings with black onyx accents and matching necklace were particular favorites.

I asked Trump to describe the collection herself, "I take a lot of my inspiration just generally from architecture so there is a strong deco feel, for me it is the line. I bring that similar sensibility to the buildings that I work on and the interior spaces I create for the Trump organization. That has been a consistent pattern that I follow. I think as well there is an unusual femininity for serious fine jewelry. I think most of what you see tends to have heaviness to it, sort of the traditional estate pieces. I wanted to bring a delicate lightness to fine jewelry and I think I accomplished that, a womanly sensibility."

A regular in the Hamptons all season, I asked Trump if she was headlining any charitable events this summer, "Out here specifically no, but through my partnerships and through London Jewelers as well I am a newly named ambassador for the United Nations Foundation. I will be selling pieces of jewelry where 100 percent of the proceeds will go to the U.N. Foundation and we will be selling those pieces here as well."

A classic Hamptons event that was not particularly exclusive to the classic society crowd as many young Hamptonians attended to get a glimpse of and possible picture with the woman who has become an iconic symbol of success and style for their generation. At London Jewelers all about the bling was, in truth, all about the Trump.

For more information go to londonjewelers.com or www.ivankatrumpcollection.com.

London Jewelers in East Hampton drew a packed crowd for the unveiling of Ivanka Trump's new collection.