Celebrity Diamond Circle Pendant
As movie stars, film industry power-brokers and high profile stylists converge on the French Riviera for the 67th Cannes Film Festival, jewellery brands will have just one thing on their minds – ensuring celebrities are photographed wearing their jewels.
But while celebrity endorsement can tie a celebrity to a brand in consumers’ minds for a very long time, the path to an actress’s paparazzi-littered red carpet moment, or even a viral selfie, does not always run smooth.
One year, Chopard lent Elizabeth Taylor a pink and white diamond necklace and earring set. Late one night, Taylor’s bodyguard called up saying she was insisting on keeping the jewels until the next morning. Chopard feared they might have a problem on their hands, but 10 minutes later, the bodyguard called again to say Taylor wanted to buy them and the deal was struck.
Sometimes, the return on investment for luxury brands can be instantaneous. When Jennifer Lopez wore a .1 million 50.4 carat yellow diamond ring by Cora for a performance of American Idol, it sold within 24 hours. Earrings worn by actress Octavia Spencer at the Golden Globes sold during her acceptance speech.
All of which explains the lengths jewellers are prepared to go to in order to win over influential celebrities. When Brits winner Ellie Goulding wore 77 Diamonds jewels at the We Day charity concert this March and for her solo show at the 02 Arena later that week, arranging last-minute jewellery viewings required a flurry of emails, extending from dusk to dawn, between 77 Diamonds and Ellie’s stylist. The timing turned out to be perfect. Prince Harry attended the We Day concert for his first official outing with his then girlfriend Cressida Bonas, and garnered the event – and Ellie’s appearance wearing 77 Diamonds jewels – even more publicity than anticipated. Ironically, Prince Harry has since split up with his girlfriend.
“When it comes to celebrity, there are some things you can’t plan for. But sometimes, timing is everything, ” says 77 Diamonds managing director Tobias Kormind.
As the Duke and Duchess of Cambridge undertake their first royal tour with son, Prince George, the world is watching to see the happy family together as they carry out official engagements during their tour of New Zealand and Australia.