Jewelers and the Celebrity Factor
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Jewelers know that when a celebrity wears their designs, sales soar. Jewelers know that all it takes is some glam star having a picture taken wearing a piece of theirs, and it is instantly sought-after. That is the power of celebrity.
Stars shine so bright that zillions of fans want whatever they wear. Jewelers know that when a celebrity is wearing one of their pieces, their sales will jump. After all, if a million women see Michelle Obama wearing a Tom Binns piece, it’s likely to be sold out soon.
Publications habitually have a “what celebrities are wearing” feature; it sells merchandise. Many jewelry-makers look for what celebs are wearing then copy them. A form of flattery for the original jewelry designer, copying beautiful pieces has been around since the first gorgeous pieces of art, fashion, or jewelry were created. Data shows that sales can jump 1000% when a celebrity is wearing a designer’s jewels.
Swag is free stuff given to celebs because they are photo’d often. There are swag parties before charity events, movie award shows, and music awards. Jewelers compete to have their goods included in these swag bags. The expense of giving away a piece of jewelry, pays for itself a zillion times over, when that celebrity or music mogul wears their jewelry and are photographed. Jewelers also commonly loan their jewels to celebrities before events and this too creates demand.
Most commercial and chain jewelers will tap into to runway shows and create offerings that emulate popular looks. This is standard practice; after all…who would buy anything that’s not in style? From European runway shows to Fashion Week in New York, the hip and cool have copied designer looks and are rocking all the latest pieces.
Jewelers are creating statement pieces, such as Tom Binn designs that we see on the First Lady. There is a resurgence of 20s style jewelry too that we’re seeing on Hollywood’s starlet set; this spring, gold is hotter than silver. Tribal will be big for spring, so watch for raw stones and recycled pieces in chunky pieces. Big bold rings are keeping jewelers busy. Blue is the new diamond, be it any number of stones and gems that are rocking necklaces, bracelets, and earrings. With exception of the jeweler trendsetters who started the styles to begin with, look for these trends in jewelry this spring and summer.
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