Southern Jewelry News

The Celebrity Factor

11:39

January

2008

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Article Autor: Mia Katrin

Celebrity fever. We all have it. Whether it’s watching the glitz and glamor on the red carpet on Oscar night, defending our favorite sports heroes, or following the latest exploits of Paris and Brangelina in the tabloids, it’s our collective guilty pleasure.

Is there some deep-rooted impulse in our psyche that drives our fascination with these symbols of fame, wealth, prowess and beauty? As we collectively experience these iconic lives, following their ups and downs, we bond together. In former times, kings and queens were the figureheads fulfilling this function. Today, celebrities are our royalty. The late Princess Diana skyrocketed this cult of celebrity. Arguably the most famous woman in the world of her time, combining celebrity and actual royalty, one strategic photograph of her could be worth millions.

On another level, idolization appeals to our impulse for perfection. Although we know that stars are not flawless, we like to imagine they are. It makes the world a rosier place. Idolatry is, literally, making an idol - transforming an object or person into an ideal of perfection.

We see our stars, with their images carefully crafted by agents, stylists and public relations experts, as if they had no physical flaws, led charmed lives with perfect families, and generally embodied the rarefied air of privilege and perfection we only dream about. They embody the ideal; they make it tangible. They keep our dreams alive.

Classic celebrities like Grace Kelly and Jackie O belonged to a more graceful age. Our lives are now faster-paced. Cell phones with video capacities are ubiquitous, making every aspect of stars’ lives a media event. Daily entertainment news shows analyze their every move. As a result, the cult of celebrity has now reached fever pitch.

Star power attracts. A well-placed celebrity endorsement is worth its weight in gold. An A-List icon photographed walking the red carpet wearing a designer original can have an impact greater than a major ad campaign.

In the past, a designer considered it an honor to be chosen as an icon’s couturier. We no longer live in such an innocent age. PR agencies touting celebrity access recruit designers as paying clients. Stars accept offers from designers, who pay for the privilege to dress them for events. “Who are you wearing?” may often be who put in the highest bid.

But has something been lost in all this? Recall a time when having a sense of style meant more than having a good stylist. Grace Kelly, Audrey Hepburn - they had elegance, carriage, grace, a sense of design and proportion. Currently, stars such as Reese Witherspoon and Natalie Portman project such a genuine sense of style. Gwyneth Paltrow, the night she won her Oscar, wore a magnificent Harry Winston diamond necklace, which her parents then bought for her. How refreshing to have a star actually wear her own beautiful jewelry that complements and enhances her own personal style!

How should the retailer tap into this star power? First, be aware of what the trend setters are wearing - your clients already are. Position yourself as the expert. Jewelry today is about fashion. Trends are set on the red carpet that ripple throughout the industry. The shoulder-duster earrings seen everywhere at the Oscars are reflected in long, lean earring lines, today’s version of the chandelier. The big bangles and cuffs from the Awards are everywhere. By tapping into today’s trends, you can make fashion work for your clients.

Every woman knows deep down she’s a star. Appeal to this source, enliven it, and you will be a success. Perhaps ultimately this is why we identify with icons of perfection. We see through them that same element in ourselves.

By nourishing this element in your clients, you help bring to fruition their desires. When a woman puts on an incredible necklace, it’s transformative. She begins to live the dream. She sees becoming the star she already knows she is - the star in her own world.

Mia Katrin is an award-winning, internationally celebrated couture jewelry designer, specializing in one-of-a-kind and limited edition high-end necklaces with precious gems in 18-24 karat gold and platinum. Her Collections, which have been worn by A-List Hollywood celebrities, are featured in many top galleries and stores throughout the country, where she regularly hosts Trunk Shows. Contact Mia via her website, http://jeweljewel.com, e-mail info@jeweljewel.com or call (877) JEWEL-MY.