February 1998

Diamonds: News


A variety of hues attracts attention

Rare fancy colored diamonds are intriguing enough to represent millions of years of diamond history, science and culture in an exhibit at the American Museum of Natural History in New York City.

A collection of diamonds from Aurora Gems, New York City, illustrates a promotion for an exhibit at The American Museum of Natural History.


The museum chose a kaleidoscopic image of colored diamonds floating in white space to promote "The Nature of Diamonds," which runs through April 26. Part of a 260-piece collection loaned to the museum by Aurora Gems of New York City, the naturally colored diamonds dance across full-page New York Times ads, brochures and museum shop souvenirs. "We needed to find a signature image that worked, and it was an arresting image," says Holly Evarts, senior publicist for the museum.

The initial reaction has been curiosity, she says. Once in the exhibit, however, visitor's notice the bigger stones - the Tiffany diamond, the 407.48-ct. Incomparable and Liz Taylor's emerald-cut Krupp - no matter what the color.

The publicity may not send consumers into stores screaming for fancy colored diamonds, but it does promote awareness. "Anything that educates consumers will result in more demand in the long run," says Alan Bronstein of Aurora Gems.

The first milestone: hearing over and over again as visitors file through the museum: "Diamonds come in colors? I didn't know that."

- by Stacey King

Copyright © 1998 by Bond Communications.


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