SurveysOct 16, 2026
How Inflation, Gas Prices Will Affect Holiday Sales The NRF is expecting holiday sales to increase this year, but consumers and retailers alike are facing Grinch-like headwinds.
TrendsFeb 23, 2016
Designer’s Diary: Celebrity Placements–Flash or Foe?
In her latest diary entry, designer Jacqueline Stone ponders the potential ROI on getting Kate Winslet to glide down in the red carpet in a piece of her jewelry.
Where is Tom Binns now? Does anyone know? I went to TomBinnsDesign.com, which is now in German and definitely isn’t all about jewelry. His Facebook page hasn’t been updated since 2014. When I tried to call the phone number listed it just rang continuously. I almost cried.
For me, my search for answers in the tale of Tom Binns brought to mind the question, does celebrity placement necessarily equate to increased sales?
It’s awards seasons. The Golden Globes, Emmys and Oscars have us all making popcorn dates with our besties so we can ooh and ahh at all the magnificent gems to grace the lobes of gorgeous starlets as they saunter across the red carpet.
Take away the business aspect and the awards season gives jewelers their place to shine. Factor money back in and it’s not always the wisest move. Does it give the jeweler publicity and prestige? Yes. Does it lead to direct sales? Most likely not. In my mind celebrity placements are equivalent to advertising versus strategic marketing.
RELATED CONTENT: The Dressing Game–What brands gain from styling the stars
Let’s test my theory. The online blogger recaps of the red carpet baubles are splashy and fun, but take a closer look and you won’t pick up on any new or relatively unknown designers. Naomi Watts has a Bulgari diamond-encrusted snake wrapped around her neck, Emily Blunt sports garden-inspired earrings dripping in bling by Lorraine Swartz and Jessica Alba sparkles so brightly in a diamond necklace by Harry Winston that we can barely see her! I see no
one sporting bling created by the magician Alishan, the impeccable craftsmanship of Aaron Henry or the elegance of Spencer Fine Jewels. Heck, even the superstar of our trade, Mr. Todd Reed, doesn’t seem to be making a cameo. Have I missed something? Perhaps.
I posed the question to some jewelry designers whom I respect and admire. Kevin Potter of Potter USA stated, “I have made pieces for famous people. The first time I did I thought I’d be flooded with work and unfortunately there was absolutely no change. The second time I was a little more realistic. I have made a few pieces over the years and can honestly say it’s had no effect on my business other than a good sale.”
Priyanka Murthy of Arya Esha, a 2015 JCK Rising Star, might have a different opinion.
The emerging designer has seen her work grace the décolletage of many a famous starlet. Has it directly boosted her bottom line? No, but Ms. Murthy understands the power and long-term benefits of advertising. Potential buyers see her grace the pages of the glossies and are intrigued.
When I approached her at JCK Las Vegas last year I was convinced her work was worn by so many leading ladies due to a huge publicity campaign. I was shocked to discover my assumption was dead wrong. Priyanka calls the celebrities and/or their stylists or agents herself. She’s had a ton of doors slammed in her face, but she doesn’t take it personally. She knows for every 10 inquires only one might be a yes. This gal has gumption! I admire her guts and drive.
If you have time available to hustle and make the difficult phone calls, by all means go for it. Most emerging designers don’t have this luxury and don’t necessarily need this to be their focus in the beginning. As I learned from one of my awesome mentors, the fabulous Cindy Edelstein, too many newbies jump into the public relations game way too soon. She encouraged me to put my focus back where I really needed it: sales and strategic marketing to my target clientele.
What does this mean for the rest of us emerging designers?
Well, like most things in life, balance is key. I dream one day my jewelry will be worn by the likes of Kate Winslet, but for now I need to put a lot more energy into my benchwork and building relationships slowly with emerging designer friendly retailers (FYI, Squash Blossom is probably my favorite.)
Or maybe I need to dream bigger. Lately I’ve been fantasizing about a glittering sea of yellow diamonds and golden birds being worn by one of my best friends, Maggie Belle Caplis. Stopped while sauntering down the red carpet she’ll proclaim, “Oh this old thing? Jackie told me to wear it for good luck. I’m up for best actress after all.”
Jacqueline Stone has a background in finance, marketing, advertising, product development, fine jewelry manufacturing, design and sourcing. She is the chief creative officer of her company, Salt + Stone, working primarily with private clients to build custom engagement rings and wedding bands.
I posed the question to some jewelry designers whom I respect and admire. Kevin Potter of Potter USA stated, “I have made pieces for famous people. The first time I did I thought I’d be flooded with work and unfortunately there was absolutely no change. The second time I was a little more realistic. I have made a few pieces over the years and can honestly say it’s had no effect on my business other than a good sale.”
Priyanka Murthy of Arya Esha, a 2015 JCK Rising Star, might have a different opinion.
The emerging designer has seen her work grace the décolletage of many a famous starlet. Has it directly boosted her bottom line? No, but Ms. Murthy understands the power and long-term benefits of advertising. Potential buyers see her grace the pages of the glossies and are intrigued.
When I approached her at JCK Las Vegas last year I was convinced her work was worn by so many leading ladies due to a huge publicity campaign. I was shocked to discover my assumption was dead wrong. Priyanka calls the celebrities and/or their stylists or agents herself. She’s had a ton of doors slammed in her face, but she doesn’t take it personally. She knows for every 10 inquires only one might be a yes. This gal has gumption! I admire her guts and drive.
If you have time available to hustle and make the difficult phone calls, by all means go for it. Most emerging designers don’t have this luxury and don’t necessarily need this to be their focus in the beginning. As I learned from one of my awesome mentors, the fabulous Cindy Edelstein, too many newbies jump into the public relations game way too soon. She encouraged me to put my focus back where I really needed it: sales and strategic marketing to my target clientele.
What does this mean for the rest of us emerging designers?
Well, like most things in life, balance is key. I dream one day my jewelry will be worn by the likes of Kate Winslet, but for now I need to put a lot more energy into my benchwork and building relationships slowly with emerging designer friendly retailers (FYI, Squash Blossom is probably my favorite.)
Or maybe I need to dream bigger. Lately I’ve been fantasizing about a glittering sea of yellow diamonds and golden birds being worn by one of my best friends, Maggie Belle Caplis. Stopped while sauntering down the red carpet she’ll proclaim, “Oh this old thing? Jackie told me to wear it for good luck. I’m up for best actress after all.”
Jacqueline Stone has a background in finance, marketing, advertising, product development, fine jewelry manufacturing, design and sourcing. She is the chief creative officer of her company, Salt + Stone, working primarily with private clients to build custom engagement rings and wedding bands.
More on Trends
The Latest
CollectionsOct 16, 2026
Christina Puchi’s Earrings Hold the UniverseOur Piece of the Week gathers the planets, represented by a variety of colored gemstones, in a pair of 14-karat yellow gold earrings.
IndependentsOct 16, 2026
Reeds Jewelers Expands, Relocates FlagshipThe New York-based jeweler is moving its Amherst flagship store to a larger location in nearby Snyder.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
MajorsOct 16, 2026
Katy Chen Appointed Executive Vice President of Graff USA Chen, who worked at Cartier and Tiffany & Co., will lead retail sales and operations for the luxury jeweler’s 11 U.S. stores.
Weekly QuizOct 15, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsOct 15, 2026
Retailer Hall of Fame 2026: Amy and Elise Greenberg For 40 years, sisters Amy and Elise Greenberg have helmed their 126-year-old family business, leading with appreciation and integrity.
ColumnistsOct 15, 2026
Peter Smith: What Is the Culture REP?It’s a term Smith coined and felt compelled to share following a bad experience with an aborted flight and an unfeeling flight attendant.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
WatchesOct 15, 2026
Stephanie Gottlieb’s New Movado Watches Are Made for Your Wrist StackMovado teamed up with the New York-based fine jewelry designer on a new collection of Movado Museum Velura watches.
SourcingOct 15, 2026
Signet Jewelers, Richemont May Join Bidder for De Beers, Report SaysThe two companies are reportedly in talks to join the Global Diamond Consortium, led by former De Beers CEO Gareth Penny, as per Bloomberg.
CollectionsOct 15, 2026
Wolf x Marla Aaron's New Jewelry Box Is for Some (Not All) of Your ThingsThe “Some of the Things” box follows the two larger “Everything” box designs with the look and function of antique sewing and toolboxes.
IndependentsOct 14, 2026
Retailer Hall of Fame 2026: Coleman and Mitchell ClarkFourth-generation jewelers Coleman and Mitchell Clark exemplify the best qualities of their predecessors: humility, modesty, and confidence.
SourcingOct 14, 2026
Manuel Marcial de Gomar, ‘The Emerald Whisperer,’ Dies at 90The gem hunter, whose 70-year career was defined by adventure and exploration, is remembered for his steadfast faith and sense of wonder.
FinancialsOct 14, 2026
LVMH’s Jewelry Brands Turn in ‘Very Good’ Performance in Q3 Tiffany & Co. continued its full-scale store renovation project while Bulgari’s high jewelry collection generated “record-breaking revenue.”
Events & AwardsOct 14, 2026
Chicago Responsible Jewelry Conference Releases 2026 ProgramThis year’s sessions feature leading voices from human rights, legal, and conservation organizations.
MajorsOct 13, 2026
David Webb Owner Purchases Lugano JewelryThe high-end jewelry retailer was sold to private investment firm Middle West Partners and a group of longtime clients.
Lab-GrownOct 13, 2026
Stephanie Gottlieb Takes Lab-Grown Diamond Collection WholesaleThe jewelry designer has partnered with Sofer Jewelry to distribute her 85-piece lab-grown diamond collection.
IndependentsOct 13, 2026
Retailer Hall of Fame 2026: Sean DunnDunn, this year’s Single-Store Independent inductee, is passionate about innovation and telling the story of natural diamonds.
AuctionsOct 13, 2026
Christie's Geneva To Auction 'Bulgari Pink' DiamondThe 24-carat fancy intense pink diamond ring could fetch up to $18 million at the November sale.
IndependentsOct 13, 2026
Greenwich St. Jewelers’ New Candle Smells Like HomeThe “Island Jewel” candle honors New York City and Puerto Rico and raises money for the island’s water relief efforts.
TechnologyOct 13, 2026
GemFind Is a New JA Member Benefit Partner The partnership will give JA members access to preferred pricing, exclusive benefits, technology solutions, education, and resources.
SurveysOct 09, 2026
These Will Be the 10 Busiest Days for In-Store Shopping This Holiday SeasonStores should expect to see the most customers on Nov. 27, and Christmas week is expected to be hectic too, as Dec. 25 falls on a Friday.
CollectionsOct 09, 2026
Elisa Solomon Collabs With Serendipity 3 on ‘Frozen Hot Chocolate’ CharmThe charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.
AuctionsOct 09, 2026
8-Carat Blue Diamond Goes Unsold at UK Jewelry Auction The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.
WatchesOct 09, 2026
Movado to Sell Majority Stake in Ebel for $66.5MThe watch company agreed to sell a 95 percent interest to a group comprised of F.P. Journe, Chanel, and Swiss watch exec Pierre Jacques.
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
