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Ever wonder how all those diamonds make it on the stars that walk the red carpet? We all love to watch highly publicized celebrity events such as the Oscars, the Academy Awards, and the Golden Globes. It is certainly because we anticipate the awards the celebrities will walk away with, but it is also because the American public is very interested in the gowns and celebrity diamond jewelry the stars will grace the red carpet with. Hollywood celebrities go all out with glitz and glamour in the hopes that not only will they win the award they have been nominated for, but will find their picture in the headlines the next day for the title of "Best Dressed." Â While many stars can afford the celebrity diamond jewelry they wear to these red carpet events, the truth is, they don't have to pay a penny. These awards ceremonies are some of the most highly watched television events of the year and advertisers, fashion designers, and jewelry designers have come to realize this. The red carpet has become a huge marketing event for clothing, shoe, and jewelry designers, and the stars are often gifted their gowns and lent their gems. Whoopi Goldberg, to the 1999 Oscars, wore the most expensive ensemble; she sparkled with more than $41 million in diamonds! Â Designers did not always lend their most expensive gems; the incredible celebrity diamond jewelry worn by many stars prior to the 1950s was actually their own. Marlene Dietrich, in the 1950s Hitchcock movie Stagefright, wore her own rubies, and Elizabeth Taylor's name has become synonymous with the word diamonds thanks to her lavish collection of jewelry. Since the movie business became successful in the 1950s, clever jewelry designers have come to realize the benefits of lending their luxury gems to actresses who walk the red carpet, and much of the jewelry you will see today is borrowed. Â Red carpet events have become such a huge marketing opportunity that some designers are even paying celebrities to wear their diamond jewelry. The stars that are nominated for the biggest awards, such as Best Actress, are offered more than $100k to wear jewelry. Hilary Swank sent back jewelry she was lent by a leading diamond designer in exchange for being paid to wear gems from another company at the 2005 Oscars. Charlize Theron also returned her original lent jewelry after being nominated for Best Actress and was paid more than six figures to wear her diamonds. Today stars are not only paid to appear in television and film roles, paid to appear in ad campaigns for everything from bottled water to automobiles, but are also paid to appear in clothing and celebrity diamond jewelry.
Rachel Corrine writes for William Goldberg, creator of the incredible Ashoka Diamond. She also writes for industry blogs including Wedding Rings
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