PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
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
Editors' Picks
Sponsored by
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
TechnologyAug 20, 2026
A New AI-Powered Gemstone Identification App Is HereFounder Vik Westermann said the app is a “starting point” to inspire people to work with appraisers and gem labs, not replace them.
AuctionsAug 20, 2026
Storied Unicorn Brooch Up for Auction Gallops to New Home The Verdura brooch, which belonged to the late Virginia Fortune Ryan Ogilvy, was sold to a private collector in Asia.
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.
Events & AwardsAug 20, 2026
MJSA Education Foundation Names 5 Scholarship WinnersThe five students were awarded a total of $10,000 through the nonprofit’s 2026 “Future of Jewelry Making” scholarship.
Weekly QuizAug 20, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsAug 20, 2026
Plumb Club Elects 2026-2027 BoardSteven Lerche is now beginning his term as the youngest member to become president of The Plumb Club’s elected executive committee.
MajorsAug 19, 2026
Mike Alexander To Succeed Scott Murphy as Jewelers Mutual CEO Murphy will retire at the end of the year and Alexander, currently the company’s president, will take over at the start of 2027.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Policies & IssuesAug 19, 2026
Spinelli Kilcollin Embraces Dupes With Trade-In ProgramThe jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every DayThe new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.
SourcingAug 19, 2026
Vasant Mehta, a Dedicated Diamond Industry Leader, Dies at 81Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.
CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash RobberyOne is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.
ColumnistsAug 18, 2026
Peter Smith: The IKEA Effect and Bridal Branding In a new column, Peter Smith posits that people actually enjoy putting together IKEA furniture, and the same is true for engagement rings.
CrimeAug 18, 2026
Thieves Snatch $1M in Jewelry From New Jersey Jeweler9lakha Jewelers in Iselin, New Jersey, was the target of a smash-and-grab robbery on Aug. 8.
Lab-GrownAug 18, 2026
Ring Concierge, Kendall Jenner’s Tequila Brand Collab on GiveawayThe jeweler has partnered with 818 Tequila to gift lab-grown diamond studs to a bride-to-be and their bridal party.
Events & AwardsAug 17, 2026
Exhibition on Louis Comfort Tiffany’s Studios to Open at The MetThe exhibition will feature more than 100 drawings of stained-glass lampshades, windows, and more, many created by women and émigrés.
CollectionsAug 17, 2026
Marquise Diamonds Dance in Spinelli Kilcollin’s ‘Wren’ CollectionMarquise-cut diamonds in drop charms are the center of the new collection, reflecting the movement of a dancer in modular styles.
Events & AwardsAug 17, 2026
There’s a New Jewelry Show Coming to FloridaThe inaugural Fort Lauderdale Jewelry, Antique, & Object Show will be held from Jan. 28 through Feb. 1, 2027.
IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth LocationThe family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.
CrimeAug 14, 2026
Wife of Man Convicted in Jeweler’s Murder Sentenced for Conspiracy Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.
Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk AboutSponsored by American Gem Trade Association
FinancialsAug 13, 2026
Pandora’s ‘Talisman’ Collection Shines, Lab-Grown Diamond Sales FallIn the United States, second-quarter sales were flat amid soft consumer sentiment and lower in-store traffic.
AuctionsAug 13, 2026
This Gold Cadbury ‘Conundrum’ Egg Set a World Auction RecordThe 22-karat gold egg, sold at Batemans Auctioneers in the U.K., was part of a 1980s treasure hunt ad campaign for Cadbury Creme Eggs.
SourcingAug 13, 2026
2,488-Carat Diamond, Largest Found in Botswana, Has a New Owner Lucara Diamond Corp., which recovered the “Motswedi” diamond from the Karowe mine, sold the stone for an undisclosed amount.
CollectionsAug 13, 2026
John Hardy Infuses ‘Icon,’ ‘Heishi’ Collections with ColorThe expanded collections now feature hand-cut gemstones like topaz, tanzanite, chrysoprase, chalcedony, smoky quartz, and fire opal.
Lab-GrownAug 13, 2026
Jean Dousset Opens Third StoreThe lab-grown diamond jewelry brand’s newest boutique is in Westfield Valley Fair in Santa Clara, California.
SourcingAug 12, 2026
Eshed-Gemstar on the Painstaking Process of Cutting ‘The Legacy Emerald’The gemstone supplier and manufacturer acquired the remarkable 104-gram Zambian emerald at Gemfields’ auction in May.
