Even if you've never heard of Lia Sophia, the largest direct-selling fashion jewelry company in the world, chances are you've seen their pieces on the necks, wrists, and ears of sizzling celebrities like Rihanna, Mena Suvari, and Brooklyn Decker.

Or perhaps you saw Blake Lively's character, Serena van der Woodsen, sporting Lia Sophia on a recent episode of "Gossip Girl."

Just how did the family-owned jewelry company become an A-list favorite?

"We have about 500 pieces in our catalog and that's the mainstay of the company," co-founder Elana Kiam, who owns Lia Sophia with her husband Tory (Lia and Sophia are the names of their two daughters), tells StyleList.

"We thought there was an opportunity to reach out to the tastemakers, celebrities, and press with red carpet collections that really targeted what was going on."

To that end, the Kiams tapped Nylon magazine Accessories Director Dani Stahl to design these capsule collections. "We wanted to be with somebody whose day job it was to understand the styles and trends," says Kiam.

"Each collection has a very distinct look; the common thread is that there's a certain glamorous, vintage-y feeling with a modern twist."

What sets Lia Sophia apart from the other trend-oriented lines seen in the pages of glossy mags is their business model. "We have 30,000 women hosting jewelry parties -- it's like Tupperware," Kiam tells StyleList.

"We're as much about women's empowerment as we are about selling jewelry. There's no ceiling on what you can do. We have a woman who's making almost 4 million dollars this year, and she's from the projects of Chicago!"

The spring collection, called Lanaya, was inspired by the beautiful colored pearls found in Thailand. "But we did it in an irreverent way with chains, geometric crystals. There's a lot of gunmetal and black in the collection, which speaks to the edgier looks of the season.

"We always have chunky cuffs and big cocktail rings -- they are always relevant. Those pieces can make a white T-shirt and jeans look red-carpet ready," says Kiam.

"With fashion jewelry, you want to feel like you have something beautiful and timeless, but still speaks to the trends. And that's the formula behind our collections."

Sound good to you? Find out more about becoming a Lia Sophia sales representative.

Plus, check out these spring jewelry launches.