KEEN ON COLOR
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
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.