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De Beers Millennium Diamond in Media Spotlight
Jul 30, 1999 4:17 PM
By Daniel Parker
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(Rapaport…NY, July 30, 1999) The De Beers Limited Edition Millennium Diamond Group held a press event to launch the commemorative stones into the consciousness of consumers. The sightholders who have presold all 20,000 gems, have teamed with New York-based entertainment public relations firm B/W/R to create consumer press awareness of the Millennium diamonds. The move was made by the sightholders as a goodwill gesture to retailers to help generate interest in the gems and to help ensure sell-through to consumers. Model/Actress, Heidi Klum, who has appeared in the Sports Illustrated Swimsuit edition and on Spin City, was presented with a Millennium Diamond set in a platinum necklace, valued at $30,000 and designed by bridal jewelry designer Scott Kay. He will be designing earrings to match. Ms. Klum will act as the ambassador and celebrity spokesperson for the De Beers Limited Edition Millennium Diamonds, wearing the jewel during her many public appearances when there will be photo opportunities. She has already made an appearance on Late Night with David Letterman wearing the necklace. Other appearances will include Access Hollywood, Fox News, UPN and E! Entertainment Network. B/W/R plans to promote the Millennium Diamond in a variety of ways including auctioning it at charity events. The PR agency is currently in negotiations with the Women’s Breast Cancer Foundation to do an event later this year. In addition B/W/R will be actively doing film and television placement with the jewel.
After being cut to exacting specifications each De Beers Millennium Diamond is sent back to De Beers where it will be inscribed with the Millennium logo, the De Beers name and an individual number from one to 2000 paired with the name of one of the brightest stars in the universe — Altair, Canopus, Rigel, Regulus, Achernar, Antares, Capella, Vega, Aldebaran or Arcturus.
The Millennium Group is comprised of ten of the 14 Millennium diamond sightholders: M. Fabrikant & Sons Inc., Leo Schachter & Co. Inc., Codiam Inc., W.B. David Co. Inc., S. Muller & Sons, Hasenfeld-Stein Inc., Eurostar Belgium Inc., Rosy Blue, Taché CIE S.A., Overseas Diamonds N.V. According to a B/W/R spokesperson, the remaining four Millennium Diamond sightholders — Chow Tai Fook, R. Steinmetz & Sons, Star Diamond Trading Co.,Tasaki Shinju Co., Ltd. Naka-Machi — declined to participate believing that the media coverage would not be relevant to their market and have instead chosen to concentrate their efforts locally.
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Tags:
Belgium, Consumers, De Beers, Jewelry, leo, Sightholders
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