Trends

Designer’s Diary: Celebrity Placements–Flash or Foe?

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.


Jacqueline Stone is the chief creative officer of her company, Salt + Stone, working primarily with private clients to build custom engagement rings and wedding bands.
Ever heard of Tom Binns Designs? Maybe the name rings a bell. Launched in 2007, this designer’s work was splashed over all the pages of every major fashion magazine from Glamour to Vogue. His proportions were magnificent. The medium? Ground-breaking. He was one of the first designers to play with the space between fashion and fine and dyed freshwater pearls in every color of the rainbow. It took my breath away when Jennifer Aniston graced the cover of a magazine wearing nothing but a rainbow of cascading pearls in hues of red, orange and yellow. And let’s not forget Michelle Pfeiffer sporting a lengthy pearl-encrusted number on the cover of InStyle, July 2009.

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.

Jacqueline Stoneis a recovering jewelry designer who now works in marketing and runs her own e-commerce site, TotemsandTarot.com.

The Latest

Stock image of people shopping in a mall
SurveysApr 03, 2025
2025 Retail Sales to Grow More Slowly Amid ‘Uncertainty,’ Says NRF

The National Retail Federation expects retail sales growth to return to pre-pandemic levels as consumers continue to face inflation.

158.2-carat yellow diamond from Diavik
SourcingApr 03, 2025
Canadian Mine Produces 158-Carat Yellow Diamond

Rio Tinto unearthed the diamond at its Diavik mine in Canada’s Northwest Territories.

Buccellati Naturalia exhibition
CollectionsApr 03, 2025
Buccellati to Open Immersive Exhibition in Milan

The multisensory experience, open April 8-13, will feature the brand’s silver creations among dream-like scenes of natural landscapes.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Jewelers of America logo
Policies & IssuesApr 03, 2025
Jewelers of America to Hold Webinar on Tariffs

The virtual event will take place April 7 at 3 p.m.

Weekly QuizApr 03, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Bea Bongiasca Animali Tarallo Collection Royal Blue Tang Fish “Dory”
CollectionsApr 02, 2025
Bea Bongiasca’s ‘Tarallo’ Collection Expansion Is a Zoo

The pieces in “Animali Tarallo” portray animals from stingrays to elephants through portraits and interpretations of their patterns.

Neiman Marcus Downtown Dallas store
MajorsApr 02, 2025
Neiman Marcus’ Dallas Flagship Will Remain Open, For Now

Parent company Saks Global said the iconic location will be open through the holiday season as it decides what to do with the space.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Natural color diamonds on display at Smithsonian National Museum of History
SourcingApr 02, 2025
Winston’s Collection of Natural Color Diamonds Now on Display in D.C.

Ronald Winston, son of Harry Winston, donated the diamonds to the Smithsonian National Museum of Natural History in Washington, D.C.

Punchmark
Events & AwardsApr 02, 2025
Punchmark to Host Client Workshop

The educational event will take place in Charlotte, North Carolina, this May.

Bergman Jewelers family
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 Years

The independent jeweler first opened its doors in 1888.

QVC Group Inc. logo
MajorsApr 01, 2025
QVC Group to Cut 900 Jobs in the U.S.

The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.

Coconut Grove Jewelry & Watch Show
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in Florida

The debut event will take place in Miami’s Coconut Grove neighborhood this fall.

The Jewelry Symposium (TJS)
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor Shortage

The roundtable will take place May 17 ahead of the trade show’s welcome dinner.

Peanuts x Monica Rich Kosann Collection Bracelets
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry Collection

The “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.

Graphic for What Do We Mean When We Say “Recycled” Gold webinar
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?

Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.

Lashbrook ring
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With Acquisition

The Utah-based company known for making wedding bands has acquired Doubloon Golf.

Bulgari and LVMH Watches CEO Jean-Christophe Babin
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH Watches

The longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.

Surveillance footage of robbery
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry Store

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Nephrite and Jadeite by Heinrich Fischer, Richard W. Hughes
SourcingMar 28, 2025
19th-Century Jade Book Now Available in English

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

LÖF The Valentine Ring
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ Ring

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

Eggs on a shelf
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ Outlook

The Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.

Richard Rainsford memorial ring
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction

However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.

Austin Butler
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand Ambassador

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

ICA Congress Brazil 2025
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress

The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.

Bailey’s Fine Jewelry storefront
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent Jeweler

The family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.

Bulova 150 Art Deco Miss America Watch, 150 Art Deco Pocket Watch
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco Watches

The “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy