Hooray for Hollywood!

Hooray for Hollywood! And Broadway! And TV and hometown theater! And local film festivals! Why? Because entertainment award events-like the Oscar or MTV awards or even local TV Emmy awards-provide jewelers with unique, attention-getting ways to boost business and build community awareness of their stores. Such events are naturals for marketing tie-ins and promotions, because they showcase not only celebrities but also fine jewelry and watches. And what celebrities wear can influence styles and trends. The late Princess Diana was credited with popularizing colored stone engagement rings. And remember how pearl station necklaces took off a few years back after Rene Russo wore one in the movie Tin Cup, and how Y-necklaces were popularized by the TV show Friends? De Beers certainly does. Its efforts to promote "diamond line bracelets" (formerly known as "tennis bracelets") as a fashionable

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