Nicole Richie is launching a new line called ‘Wylde Honey’ for NowWith Network by Yahoo Lifestyle. It’s named after her childhood nickname “Honey Child” and her personal hobby of beekeeping and honey-making. It includes 40 pieces, all under $100, featuring silk pillowcases, eye masks, robes, pajamas, scarves, headbands, face creams, essential oils and gold costume jewelry.

The ‘Honey Wylde’ collection is exclusive to the interactive e-commerce platform, NowWith, appearing in shoppable videos from on November 15th. Speaking with WWD, Nicole said “This is a way to speak to my customer and through these videos, almost create my own store, so it really does feel like me instead of giving something to another retailer and letting it hang in their space.

I’m creating the backdrop, the music, the lighting, the tone. I see clothes on the runway, but not every woman has that for when they are buying a piece of clothing or jewelry so this is our way to give them a real story so they can value where they are spending their money also and see it in the designer’s vision.”

Click here for the full interview and more information on the line.

16/11 UPDATE: The name of the line has been changed to ‘Honey Minx’.