Jessica and Eric at LAX heading toward NYC in 09/07/2015



It seems like just yesterday, Jessica Simpson was celebrating her 35th birthday in grand style. But this September the fashion mogul fêtes another major milestone: the 10th anniversary of her brand, The Jessica Simpson Collection. Talking to PEOPLE, Simpson dishes on her personal style, and shares behind the scenes photos of her soon-to-launch capsule collection, which includes over 50 fashion and lifestyle items, created to celebrate the brand’s birthday.



Not surprisingly, the line includes cowboy boots. But not just any pair. Her new red “Caralee” style (available at Macy’s stores) pays homage to her The Dukes of Hazzard character Daisy Duke’s signature boots, which Simpson still owns to this day. “Daisy’s red cowboy boots ended up being [the inspiration for] the first shoe to launch my collection, [and] I was really excited to bring them back for the 10th anniversary,” Simpson explains. “As the collection has evolved, we’ve always kept that All-American spirit. When we do store visits or PA’s I still see girls wearing the original cowboy boot. I love that. We all have those iconic pieces in our wardrobe and I am honored that people have embraced our brand that way.”

The collection also features an anniversary scent, called Ten. “It’s my most sophisticated fragrance to date,” says Simpson. “It draws inspiration from my journey as a designer and in business, and evokes a sense of celebration and confidence as we look ahead to everything great to come!”

While Simpson has designed hundreds of items over the last decade, she says the piece she’s most proud of is a pair of platforms. “The Dany shoe has become a timeless piece that people love.”

As for her own personal style, Simpson really has a thing for jewelry. Other than her wedding band, the mother of two never takes off her Jacquie Achie bracelets. (Her faves are the the designer’s 7 Diamond and Deco V finger styles.) And she splurges on, what else? Diamond studs: “Every time I sign a big contract, I trade the ones I own in for a bigger pair!”