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— DIANE CLEHANE

The joint was jumping when I arrived for my weekly lunch at Michael’s today. Between the bestselling authors, media mavens, and the social swans of the Upper East Side, there was a real buzz in the room — or was it just all that pesky pollen from the azaleas on every table?

I was joined today by jewelry designer and all around renaissance woman Carol Brodie. I’ve known Carol since her days at Harry Winston when she managed to get every A-lister you could possibly name to show up at the Academy Awards dripping in the iconic house’s diamonds. In 2009, Carol launched her own fine jewelry collection, Rarities, on HSN and has become the shopping network’s number one resource for fine gems. With prices ranging from $59.90 up to $10,000 for one of a kind pieces, that’s a lot of bling! It’s amazing to learn just how much people pony up sitting at home watching in their pajamas. She’s also launching a collection of watches next month.

Carol has become something of an overnight success in the digital world, since her mantra is ”click and order” over “bricks and mortar.” As a completely digital brand, she has garnered plenty of attention for her social media prowess and recently spoke at the Fashion 140 conference at Lincoln Center along with fellow Twitter fanatics Robert Verdi and Elle’s Joe Zee. Besides the “priceless” exposure she gets on HSN (her next appearance is scheduled for May 20, when the network celebrates ‘Brazilian Day’), Carol stays in constant contact with her customers through Facebook and tweets up to the minute on virtually everything she is doing, wearing and selling. (She, of course, tweeted our lunch.)

“Social media is the ‘Main Street’ of my brand,” she told me. “I want to talk directly to my customers, and they want to talk directly to me.” Carol is also planning to do a lot more talking with an upcoming book and television show in development (“a cross between Antique Roadshow and Pawn Brokers“) that she’s working on with a former Oprah producer. She kind of makes you feel guilty about all those hours spent watching Bravo instead of designing your website, doesn’t she?

Here’s the rundown on today’s crowd:

1. Sam Haskell, author (Promises I Made My Mother) and former head of William Morris’ worldwide television division, with his wife and daughter — both named Mary. The group was  joined by Kathie Lee Gifford, who I grabbed for a brief chat. When I asked how her Mother’s Day was, she said, “It will be better tonight — Cody is coming home from college!”

2. Former HarperCollins head Jane Friedman, now CEO and co-founder of Open Road with uber ad man Richard Kirshenbaum and Jeffrey Sharp, president and co-founder of Open Road.

3. Diane Sokolov

4. Charlie Schuler

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