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Jewelry Designers Partner With Celebrities
The concept of Jewelry "Branding" is nothing new to many designer Jewelry companies. There are some jewelry manufacturers who have recently partnered with celebrities to promote their designer jewelry.
Unlike with advertising and marketing which takes years to really make an impact; Celebrities offer instant name recognition.
The house of Mouawad (jewelers) has collaborated with supermodel Heidi Klum on a jewelry collection for the last three years. Klum designed a jewelry collection that includes about 100 pieces of fine jewelry priced from $300 to $80,000. Klum is heavily involved in creating the line and can offer her fans a product with more than just her stamp of approval as a spokesmodel.
In addition to her involvement in the design, Klum is extremely visible in the Jewelry's marketing, appearing in advertisements and at special events promoting the line, to help customers make the connection between the products and her name and image.
A-list actor Brad Pitt has also been affiliated with Fashion Jewelry Designer, Damiani after working with the designer to create wedding rings for himself and his (soon to be ex) wife Jennifer Aniston.
More recently, Damiani has partnered with actress Gwyneth Paltrow to be their spokesmodel for 2005.
Silvia Damiani with the new face of Damiani for 2005 Gwyneth Paltrow
While jewelry manufacturers benefit from the instant branding of their jewelry products, the partnership offers benefits to the celebrities as well.
Robert Thompson, an expert of popular culture and Professor at Syracuse University says that the move toward celebrity products represents a natural evolution for celebrities, spurred partly by the American public's facination with them. He adds that jewelry is especially suited to celebrity endorsements due to its grandeur.
"Jewelry is one of those luxury items that you get for its association with glamour and wealth, and the kind of lifestyle that only big celebrities can sell and endorse.," he says.
The celebrities themselves are seeing that, rather than being advertisements for someone else's designs, they can create (and profit from) their own design. This is a very powerful motivator for them and has been the catalyst for many celebrities including Paris Hilton, Jennifer Lopez and Pamela Anderson launching (their own) wildly successful fashion jewelry collections.
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