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Fallon is a jewelry brand founded by Dana Lorenz in 2008, a higher-end collection Fenton and lower-priced diffusion line Fallon often get mixed up. Lorenz, after obtaining degrees as a painter from the University of Iowa and the School of the Art Institute of Chicago, Dana entered the fashion industry, working for Gucci and Donna Karan. She has collaborated with ready to wear designers like Proenza Schouler, Thakoon and Prabal Gurung for runway, and occasionally does limited edition capsule collections for retailers such as Opening Ceremony and JCrew.