01.01.70

LOS ANGELES -- It comes by Point's truck and is hand-delivered by security guards. It is served up on cutlery platters and in lighted glass vitrines at chi-chi cocktail parties. The finest jewelry in the coterie is in Hollywood during the weeks leading up to the Golden Globes and Oscars. Because no question how valuable a diamond may be, a photo of a celebrity wearing one on the red carpet is high-priced.

Award show season is the Super Bowl of celebrity placement. The magic's biggest jewelry brands (Harry Winston, Cartier, Chopard, Tiffany & Co., Bulgari, Van Cleef & Arpels, Fred Leighton, Pomellato) are competing with Hollywood hometown favorites (Neil Lane, Martin Katz, Loree Rodkin), headlong newcomers (Kimberly McDonald, Stephen Webster, Solange Azagury-Partridge) and lot-market players (Kwiat, Le Vian) for the chance to bejewel Hollywood's beauties and magnificence armchair fashion fans watching around the globe.

One sparkling blink in the celebrity spotlight can be worth millions in advertising for a jewelry mark. The styles celebrities choose to wear set trends that trickle all the way down to the mall's speedy-fashion copycats.

Source: San Jose Mercury News

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