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

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.