Since then, it's become synonymous with the famous Millennial socialite sisters Paris and Nicky, who have been pop culture icons since the names Kardashian and Jenner were only associated with O.J. Simpson's lawyer and an Olympic track star.

The siblings have never rested on their family wealth and bore the same entrepreneurial spirit that their great-grandfather possessed.

Paris, 43, explored reality TV, a DJ career, and a tongue-in-cheek cookbook, among other pursuits. At the same time, little sis Nicky, aka Nicholai Olivia Rothschild, 41, has lent her name, style, and fashion design experience to handbags—who can forget the uber-trendy Samantha Thavasa handbags—footwear and, more recently, a capsule collection of dresses with Australian social occasion frock maker Rebecca Vallance, among other ventures. 
 
Now, the younger Hilton sister is leaning in to create a brand of her own based on some other important names, such as those of her daughters. Backed by the Tenen Group, a data-driven, technology-first, top-quality jewellery brand with the ability to scale, Hilton is introducing Theo Grace, a jewellery brand focused on personalisation.
 
Social etiquette also comes with the Hilton name. When gift giving herself, Hilton prefers a personal touch rather than an impersonal one to reflect the time and thought put into the offering. Celebrating life's meaningful and joyous moments, from family to daily life to gift-giving and beyond, Hilton believes in jewellery's ability to form connections, becoming more than an accessory but a symbol of love, friendship, and life. The collection's personalised nature also tells the wearer's story.
 

The collection is charm- and locket-based and can be personalized in several ways, whether names—one necklace style features necklace shanks with customized nameplates in between bow charms— or initials, dates, secret messages, and even photos. Initials appear as engraving on simple heart charms on a pair of earrings or hexagonal discs on a necklace or bracelet. 

The wow factor that sets the mass-focused brand apart is its photo personalisation service. Customers can send a digital photo that can be transferred onto the metal with amazing realism and clarity. The process takes approximately two weeks to complete the piece. Standouts include a bee motif locket, which holds within it a photo, and a round signet-style ring with a photo ensconced by crystals.

 
"I had long dreamed of creating a jewellery brand rooted in personalisation and the emotional power of connection and love. Gifting is part of who I am—I'm always looking for meaningful, creative ways to show love and gratitude to the people in my life, whether for big milestones or everyday moments: my kids, family, or friends. I hope everyone can find that special gift that says, 'I love you,' 'Thank you,' 'Congratulations,' or any heartfelt message, with depth and individuality. I truly believe in the magic of gifting and doing it on your own terms", said the Theo Grace co-founder, Hilton.

Theo Grace designs are available in gold and silver and will be available online via the brand's online store. While Tenen Group will continue to create the line's core styles, Hilton will create special capsule collections yearly. To celebrate, the brand is throwing a launch celebration at New York's SeaGlass Carousel, which is itself a personal gift to the citizens of New York.