Lorraine Schwartz knows what stars need. Some days it's a 30-carat canary-yellow diamond ring (P. Diddy wore one to celebrate his 33rd birthday). Other days it's a dainty amethyst pendant to ease the blahs. (Schwartz sent one to frequent client Elizabeth Taylor when the actress was under the weather; perked her right up.) Sometimes it's lunch.

Britney Spears, Pharrell Williams and David Beckham are among those who have tucked into the kosher buffet that Schwartz, a third-generation jeweler, lays out daily at her Manhattan office.

Since her pieces sell for up to $5 million, Schwartz, 38, feels that personalized service is part of the deal. She makes house calls and offers jewelry advice to newly wealthy stars who need a little guidance. "I don't do 'bling-bling,' " she says. "I sell them really good stones."
Schwartz began in her family's business by selling loose stones. In 1998 she started making her own pieces, from the delicate to the decadent. "She's a lovely, lovable being," says Elizabeth Taylor, "and it's reflected in her shimmering, dancing gems." And, occasionally, in the perfect corned-beef sandwich.