Poppy Delevingne and Ilene Joy join forces for a…

Poppy Delevingne and Ilene Joy join forces for a dreamy jewelry line

Kicking off New York Fashion Week on Tuesday was the launch of Ilene Joy Jewelry, a new line founded by mother-daughter pairing, Ilene Joy and Rae Scheer.

The event, which took place inside the American Thread Building in Tribeca, also launched the collection’s first campaign starring British model and actress, Poppy Delevingne.

Dressed in a L’Agence light pink silk jumpsuit, Delevingne greeted an array of beautiful, fabulous and famous faces, including actress Sienna Miller, designer Tabitha Simmons, Moda Operandi co-founder Lauren Santo Domingo and blogger Louise Roe.

Also there to marvel at the exquisite first collection – which included bracelets in 18k rose gold and rings with Tahitian pearls – was Christina Hendricks and Jane Krakowski, who chatted animatedly while Hendricks' husband, Geoffrey Arend, looked on.

Tabitha Simmons (Joe Schildhorn/BFA.com)

Fashion stalwarts were spotted amongst the crowd too: Fabiola Beracasa, Natalie Joos and Leigh Lezark, Elizabeth Saltzman Walker (Delevingne’s personal stylist) and Erin Walsh (who styled the campaign), while Barron Hilton and his wife, Tessa Gräfin von Walderdorff Hilton, also made an appearance.

Christina Hendricks and Jane Krakowski (Joe Schildhorn/BFA.com)

Party guests drank Casamigos tequila cocktails and ate bites served up by New York City hospitality juggernaut Major Food Group, and rocking out tunes from the decks was DJ (and friend of Delevingne's), Harley Viera-Newton.

But it was the jewelry that everyone was talking about, Delevingne especially, when I caught up with her. “One of the things about the brand that I loved the most was it was this dynamic mother-daughter duo – [a] force to be reckoned with,” she said.

“I love the diversity, how some of the jewelry is so rock and roll, and the rest of the pieces can be so elegant, romantic and refined. I’ve always loved being able to wear fine jewelry with a white t-shirt and jeans – and I felt the brand really embodied all of that.”

Jaded Earrings

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Feather Bolo Lariat

$23,140 | Fine Feather Bolo Lariat | Buy it now

Duet Baroque Princess Cuff

$5,970 | Duet Baroque Princess Cuff | Buy it now

The campaign was shot on a horse farm up near Greenwich, CT – riding is a passion of Ilene Joy’s – which was a location that “made the campaign really special” according to Delevingne.

And while she gushed about the variety of Joy's pieces – the pearl necklace pendant and feather earrings she sported for the evening, for example – she revealed her own personal jewelry tastes are just as eclectic: “There shouldn’t be any rules in terms of mixing metals," she explained.

Chain Reaction Pearl Necklace

$10,600 | Chain Reaction Pearl Necklace | Buy it now

Shoulder Duster Earrings

$48,200 Shoulder Duster Diamond Post Pearl Earrings | Buy it now

Medallion Eternity Ring

$13,220 | Medallion Eternity Ring | Buy it now

Fine Feather Earrings

$9,800 | Fine Feather Medium Earrings | Buy it now

"Some people avoid silver or gold altogether, but I’m someone [who] loves that mixture. Especially if you do a yellow gold or rose gold with diamonds, the more you experiment the more fun you have."

Curb Chain Ring

$5,380 | Petite Flexible Curb Chain Ring | Buy it now

As for the piece she’d never leave home without? “My engagement ring,” she replied.

Designed by her husband of five years, James Cook, the piece features sapphires and diamonds and was inspired by her mother’s engagement ring. “If my house was burning down, it would be the first thing I would grab," she said.