Gold and Platinum Promotions Succeed in Fashion, Celebrity Worlds

March 14, 2002

Gold and Platinum Promotions Succeed in Fashion, Celebrity Worlds

Generating buzz for fine jewelry in the worlds of fashion and Hollywood has long been a goal for jewelry industry promotional groups. After a long period of being frozen out, however, jewelry is all over the place.

On March 13, Platinum Guild International announced platinum and diamond shoes designed by high-end shoemaker Stuart Weitzman will allow some Hollywood starlet to play Cinderella at the Oscars this year.

The World Gold Council also scored – designer Robert Lee Morris convinced his friend Donna Karan to use real gold jewelry for the first time at her Fall 2002 fashion show in New York City.

Both initiatives are expected to raise consumer consciousness about how desirable real jewelry is.

Weitzman is collaborating with Kwiat, New York City, which will provide the 464 round and pear-shaped diamonds set in platinum to adorn the shoe. Weitzman is designing the open-toed 4-inch stilletto so the platinum-and-diamond jewelry can be removed and worn as a necklace and bracelet too. Metals supplier Johnson Matthey provided the platinum, which will be a special spun form of the metal that is woven into fabric. A matching handbag also will be made from the material.

Kwait and Weitzman will donate $30,000 to a charity chosen by the celebrity who wears the shoes. Weitzman will unveil the shoes and the name of the star who will wear them during Oscar week at his L'Hermitage hotel showroom. Kwiat will also host a suite at L'Hermitage to meet with stylists that week.

Morris designed a new collection for his collaboration with Karan, featuring bold geometric shapes in lightweight hammered 18k gold. The designs have fashion appeal and price tags to match, says WGC. The collection was inspired by the recent designs Morris created for the Gold Virtuosi 2002 international design competition, for which he was named as one of six American finalists. Winners of Gold Virtuosi will be announced in June.

Karan used the gold jewelry by Morris as accents for jackets and flowing dresses, where the large disks and squares complemented her softer designs. Bold concave square rings and large dangling circular hoop earrings added finishing touches. Morris's new collection will be introduced to the market in May at the Couture Jewellery Collection & Conference in Scottsdale, AZ.

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