Friday, February 03, 2012

Jewelers Seek Out Red Carpet Exposure

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

Awards show season 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), brash newcomers (Kimberly McDonald, Stephen Webster, Solange Azagury-Partridge) and mass-market players (Kwiat, Le Vian) for the chance to bejewel Hollywood's beauties and dazzle armchair fashion fans watching around the globe. 

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

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