Diamonds International, the Caribbean-based diamond retail chain, got some star-power publicity in April when its show-stopping earrings made a guest appearance at the Essence Awards. Celebrity wife Pauletta Washington, wife of Oscar-winning actor Denzel Washington, chose the 6.6-ct. fancy yellow diamond earrings and paired them with a sleek strapless pink dress. The celebrity placement is part of an emerging trend in the industry—retailers, rather than designers, are linking up with stars and placing jewelry for high-profile events. Diamonds International follows in the footsteps of legendary retail stores like Harry Winston, which have historically dominated celebrity product placement. Diamonds International operates about 60 stores in the Caribbean Islands and United States.