Jewelry Brands Face Awards Season Short on Hollywood Glitz

“It’s a bucket list moment for every designer to have one of their creations walk the red carpet at the Academy Awards,” said Los Angeles designer Anita Ko, who had just that happen in February when Scarlett Johansson wore the $2.5 million, 26.65-carat diamond loop earrings Ko created with Forevermark to the Oscars.

All of which has dramatically altered the red carpet dressing derby that’s usually gearing up this time of year, and turned off the spigot of money that brands typically pour into the Hollywood economy, where stars can garner $100,000 to $250,000 for wearing a brand’s baubles on the red carpet.

“There is none of that,” said stylist and jewelry aficionado Micaela Erlanger, an ambassador for The Platinum Guild who unveiled the Forevermark x Micaela bridal collection in September. “In a normal year, I would be hosting events and press previews, not doing virtual desksides and webinars,” she said. “But without the red carpet, brands looking to tastemakers is a great option, because we are still the authorities.

Case in point: For the at-home Emmys, Tracee Ellis Ross set up a red carpet in her backyard, where she twirled for her 9.8 million Instagram followers wearing a diamond choker and tagged Tiffany & Co..Chopard is another brand closely linked to the red carpet, as lead sponsor of the Cannes Film Festival. Every year since 2007, the house has been creating a number of high jewelry pieces equivalent to the edition number of the festival.

“Now more than ever, consumers are passionate about supporting brands that prioritize socially and environmentally conscious business practices,” said Mona Akhavi, chief executive officer at L.A.-based Vrai, which has also been targeting tastemakers behind celebrities, with its latest Stylist Edit curated by stylist Samantha McMillen, for example, and an upcoming collaboration with stylists Rob Zangardi and Muriel Haenn.

Mario !

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