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Awards show salt is the Super Bowl of celebrity placement. The world’s biggest jewelry brands (Harry Winston, Cartier, Chopard, Tiffany & Co., Bulgari, Van Cleef & Arpels, Fred Leighton, Pomellato) are competing with hometown favorites (Neil Lane, Martin Katz, Loree Rodkin), precipitate newcomers (Kimberly McDonald, Stephen Webster, Solange Azagury-Partridge) and quantity-market players (Kwiat, Le Vian) for the chance to bejewel Hollywood’s beauties and splendour armchair fashion fans watching around the globe.
One sparkling jiffy in the celebrity spotlight can be worth millions in advertising for a jewelry stigmatize. The styles celebrities choose to wear set trends that trickle all the way down to the mall’s profligate-fashion copycats.
“That image of a celebrity wearing drop earrings or a vivid necklace and all the many ways it is shown and commented on in the weeks after the awards shows...there is no way to quantify the value,” says Victoria Gomelsky, senior editor of JCK magazine, a trade publication for retail jewelers. The Tiffany tassel earrings beat by Natalie Portman at last year’s Academy Awards “had an immense repercussion on the market.
Source: Business Mirror