For designers and jewelers the publicity effect of an adornment worn by some star stalking along the red carpet is worth hundreds of thousands of dollars, Jewelry.com writes. Pictures of glittering celebrities vested in artwork pieces of clothing made by these blue ribbons are replicated all over the world implying to all of us that this is the choice of “those who are aware.”
From year to year, the fight for the right to get one’s jewelry onto a star is turning ever tougher. Some up-and-doing stylists made it a rule to require companies to pay upfront, although not even being sure whether top models will swank in their apparel or jewels. Others are frankly asking for “space to rent.” Simply stated, they insist on their right to “rent some space on the star” for “placing” their jewelry – adding a new meaning to the concept of “market place.”
Some years ago, this practice of buying “space on a star” got into news headlines, when, according to the London Times, Hilary Swank returned the jewelry borrowed from Harry Winston for the 2005 Oscar ceremony (it was she then who won the Best Actress statue) because Chopard, according to reporters, offered her $90,000 for wearing its jewels instead. The Los Angeles Times recently noted that both Swank and actress Charlize Theron had returned their loaned Harry Winston jewels within 24 hours before the 2005 Golden Globes, reportedly after receiving “six figure checks” from Chopard to wear its designs to the event.
This is by no means common practice, the Web site says, and, thanks God, there are still a great number of stars, who wear jewelry, which they like, without any contracts. And there are so dazzling jewelry pieces that stars are literally fighting for the right to wear them for a single night.
The site brings to memory the example of an impressive celebrity-backed jewelry promotion: in 1997, a Chanel diamond piece worth $490,000 was literally purchased off the neck of Celine Dion. The buyer called Chanel an instant after the singer appeared on the Oscar carpet to buy the diamond comet entwining her neck.

The most significant celebrity promotion events (Grammy, Oscar) happen earlier, others (like the Cannes or Venice Film Festival) are coming later (this year, the Cannes Film Festival was opened on May 14). Still, almost always there is a possibility to promote jewelry within the frames of less prominent events, which nevertheless attract attention of large audiences.
Thus, in April, the Natural Color Diamond Association (NCDIA) served as an official sponsor to Billboard Latin Music Awards-2008. In the run-up to April 8 and 9 events, NCDIA hosted a celebrity jewelry suite at Hollywood. The show featured more than $30 million worth of jewelry supplied by Black, Starr and Frost, and George Walton’s Gold and Diamond Co.
The “latino” music awards ceremony took place on April 10, when Kat de Luna, Fanny Lu, Olga Tanon, Yuridia and other luminaries appeared in public in colored diamonds.
According to official data, the Latin-American population in the U.S.A. is currently no less than 15%. Its number will grow substantially. Incidentally, the popularity of Latin American beats is evident among a significant part of the rest U.S. population. Therefore, collaboration between jewelry merchants selling color diamonds and the community of musicians playing latino should evidently facilitate the development of this segment of the U.S. jewelry market.

Along with official events, celebrities’ private happenings, including first of all engagements and weddings, are an important element of the star promotion. For the jewelry industry, this part of commodity promotion strategy is all the more important taking into account analytic forecasts saying that jewelry pieces made for weddings will be an important sales catalyst under conditions when the whole jewelry market is affected by recession.
Engagement-tuned promotion is mainly important because it propagates the engagement ring concept, whereas many modern women believe it to be an “old-fashioned custom” and a “silly waste of time.” As the Daily Telegraph’s woman journalist puts it, “most of us still dream of a big ring within a tiny box from Tiffany’s or Asprey’s. The lure of the diamond ring is writ large - I am obsessed with the late Diana, Princess of Wales’s ‘Tell Me Yes’ ring given her by Dodi Fayed.”
The economic effect of a celebrity, who appears before mass media wearing an engagement ring made by this or that jewelry company, may be compared with a red carpet defile. However, the practice shows that a “bad shot” may not be avoided here as well. Thus, Mariah Carey’s ring manufactured by Jacob & Co fanned a mass media dispute as to whether it was new or the bridegroom gave it once to her former fiancé. The result was that Jacob Arabo, hasty to author the ring and to issue a dedicated complimentary press release, had to prove the ring had been made for this particular woman singer.

The strategy of promoting Leviev’s brand to the U.S. market is based on collaboration with celebrities. This has repeatedly been mentioned by mass media.
The wedding of Ivana Trump, the former wife of billionaire Donald Trump, was a new feather in the brand’s bonnet.
During the week-long pageant launched on the occasion of her wedding to Rossano Rubicondi, Ivana appeared wearing a multitude of Leviev’s jewelry.
At the ceremony in Florida, Ivana Trump added a 71.76 carat diamond necklace and 6.39 carat diamond earrings to her wedding dress made by designer Zuhair Murad.
During the first night of festivities she appeared in a 140 carat fancy intense yellow diamond set from Leviev, while for the reception after the wedding ceremony she chose a Leviev diamond bracelet, earrings and necklace totaling over 150 carats.

Sometimes, the lucky chance to “hit the headlines” happens to jewelers from the “back country.”
The wedding of Jenna Bush, the U.S. President’s daughter, took place on May 10. It was preceded by an engagement during which the President’s daughter sported in a diamond and sapphire ring made by Charles Schwarzschild Inc. of Richmond.
Jane Sternheimer, owner and president of Charles Schwarzschild Inc., kept the order in secret, but opened it to mass media on the wedding’s eve. The jewelry company owner told the story details to the June issue of the National Jeweler.

Claire Danes, a 29-year-old actress (best known for her Juliet performance in Baz Luhrmann’s “Romeo and Juliet”), was announced the face of the forthcoming Gucci campaign to promote its jewelry line. Danes will replace Drew Barrymore, who was the brand’s jewelry face in 2007-2008. The campaign is said to be started in fashion magazines this autumn.
“Claire Danes is a modern icon,” says Gucci creative director Frida Giannini. “For me she is one of the most interesting young actresses on the international scene. She is very natural, fresh and has a carefree attitude that is reflected in the roles she has chosen. Claire’s sensual, confident beauty and her passionate, independent and strong character embodies today’s Gucci woman.”

Finally, a star may not only be a model for jewelry, but a jewelry designer. Not so long ago, Nicole Richie began to develop her own jewelry collection. Jane Seymour, the “medicine woman,” turned to be a jewelry author. Kay Jewelers released an “Open Hearts” collection based on her drawings.
The collection features diamond necklaces, earrings, bracelets and rings ranging from $40 to $1,500. The collection of more than 40 pieces is available in 14-carat gold (yellow, white and two-tone) and sterling silver.
In a media release Seymour said, “To me, the universal symbol of love is an open heart, and the Open Hearts by Jane Seymour collection celebrates every kind of love in your life and serves as a perfect reminder that true love has no boundaries.
I wanted to create this collection of iconic jewelry that would be available at popular price points, so everyone could enjoy. And by partnering with Kay, my collection is accessible to everyone, nationwide.”