Grossman's strategy is to tell the backstory -- "to bring the fragrance, the brand and who he is to life. We think Sean has a huge following and he has got a great story to share." Specifically, Grossman said Combs will "be sharing his beliefs behind his fragrances, why he developed them and what are the reference points."

She added, "We have a real diverse audience and we see the opportunity for Sean to bring in a broad segment of new customers." Grossman concluded, "This is a very embedded part of the strategy to really create a very exciting, dynamic distribution channel for prestige fragrances. It's about coming into that movie."

One of Heidi's friends tells In Touch, "Heidi has always wanted to do her own fragrance. This is another one of her dreams come true. She lives a charmed life."

The line, dubbed Rarities: Fine Jewelry with Carol Brodie, is comprised of red carpet and high end jewelry-inspired pieces with diamonds, gemstones, gold, silver and gold vermeil, with prices ranging from $89 to $799.90. Brodie will conduct her debut show June 21, the same day the line will launch on hsn.com. "Jewelry is my passion and my love," said Brodie, who has been collecting since she was a child. "I have always been obsessed with fine jewelry and gemstones my entire life."

Her personal collection includes rare diamonds, signed pieces and notable works from Tiffany & Co. and Buccellati. The collections are divided into cities where Brodie has traveled and found inspiration. The Palm Beach series incorporates white quartzite cuffs with gold and turquoise; the Rio collection contains faceted amethyst and smoky quartz cocktail rings, and the Capri collection has bright stones echoing the vibrancy of the island.

"I always want to make a statement, both on and off the court," Williams said. "One of my dreams has always been to share gorgeous gifts of fashion and luxury with the world. Off the court, my passion is fashion. Signature Statement is my own line of accessories and fashion, complete from jewelry to dresses." The collection will retail from $29.95 to $100 and includes a fashion-forward range of jewelry, handbags and knits. Williams described the accessories as "feminine, classic, statement pieces."

Williams joins the ranks of Iman and Paula Abdul, who have developed accessories lines with the $3 billion HSN, which, like its competitor, QVC, is focused on supplying viewers with fresh talent and bold-faced names.

"The world has always known Serena to be number one on the tennis court, and now they'll rediscover her as a fashion icon because she brings the same dedication and expertise to her collection as she does to the court," said Joy Mangano, HSN president of Ingenious Designs, a wholly owned subsidiary that operates the firm's celebrity division.

On Monday, HSN is announcing the nation's first shop-by-remote system for digital TV customers. It will be available in New York City and Hawaii, where it's been tested in some homes. Other major cities will get access in coming months.

"We've been chomping at the bit" to offer the service, says John McDevitt, vice president of finance for HSN, based in St. Petersburg, Fla. "It's a natural evolution for our industry."

HSN viewers who have pre-registered credit card information with the company can use the service. No special remote or cable box is needed. Digital TV companies get a cut of the network's sales.

"It's a big deal," says Thomas Umstead, programming editor for MultiChannel News, a trade publication that covers the cable TV industry. "Instead of having to pick up the phone to call and order the latest Gucci bag, you just point and click."

Shopping by remote takes about 30 seconds, says McDevitt. Calling and placing an order takes about 2 minutes.