Using Celebrity to Sell Pearl Tiaras
Posted on | September 28, 2010 | No Comments
I have a friend who owns a pearl jewelry store in the heart of London. She makes the most exquisite jewellery, mostly one off pieces, but also a number of ranges, including a small series of pearl bridal tiaras, earrings, and necklaces. She had been finding it a little tough to get business, despite the fact that her work is matchless, and her prices are not entirely unreasonable.
Anyway, last Tuesday, who should walk into the store than an actor in 4 weddings and a funeral. She is planning on getting married in the next few months, and it was amazing to see her not only in my friends shop, but also fawning over her bridal tiaras. Apparently they are making a comeback, and my friend has inadvertently stumbled into being the poster girl for the London pearl revival. From that one contact, she has recieved a number of other celebrity clients, and she is now finding that business is really picking up.
The use of celebrity to model a fashion brand, and demonstrate and widen its appeal is not a new thing, as they are in high demand, and are usually highly visible. Ever since Prince of Monaco married a Hollywood A lister, who had already become a fashion icon, we have seen the increasing enmeshment of industry and celebrity, beyond just the models who are paid to wear and represent brands. Whether it’s movies or other media, it’s now commonplace.
I read of another celebrity who decided to wear a pearl tiara as they went down the aisle, which then upped tiara sales in bridal shops through out the western world when the photos hit the tabloid magazines. Most fashion brands are looking for people called “incfluencers” as described by the book “The Tipping Point”. The concept is that people look to them for direction when it comes to trends of fashion and dress. They are usually famous, or prominent, or are experts in their field.