Companies like to attach their brand to people of influence, such as performing artists or sport heroes. The World of Diamonds Group, one of the world’s largest privately held diamond corporations, is taking the opportunity to tap into the international star power of British-American actress Jane Seymour.
On Monday the organization will unveil “The Jane Seymour”, a platinum ring set with a rare 2.08-carat cushion-cut fancy vivid blue diamond, during a private dinner party honouring her at CÉ LA VI Singapore.
From the mining of the diamond in Russia, to the crafting of the jewel in Geneva, all of the work was done by the international diamond company.
Blue diamonds of this size and saturation are among the rarest and most sought after gems in the world, commanding extremely high prices at auctions the past few years. However, World of Diamonds Group claims this ring is priceless due to its association with the multitalented actress, producer, philanthropist, painter and businesswoman. The jewel is accompanied by a handcrafted leather “treasure chest.”
“The Jane Seymour,” a platinum ring set with a rare 2.08-carat cushion-cut fancy vivid blue diamond
“The invitation to behold this creation would rather you not compare The Jane Seymour to anything else in the high jewellery world,” said Karan Tilani, director of World Of Diamonds Group. “It is a celebratory treat, more comparable to a mega-yacht or a ticket to the moon.”
At the same event at the restaurant and nightclub Seymour will receive an amethyst (her birthstone) weighing more than 20 carats.
Seymour is in Singapore to star in the British Theatre Playhouse’s production of “The Vortex” by Noel Coward, at Jubilee Hall Theatre inside Raffles Hotel. As a key supporter of the play, World of Diamonds Group will host a VIP showing on April 29, followed by the “Art For Charity” gala at Raffles. The event is titled “Great Gatsby, Red Carpet Glamour,” and guests include Singapore President Tony Tan and his wife, Mary Tan, the EU Ambassador to Singapore, Michael Pulch, and the British High Commissioner Scott Wightman.
At the event Seymour will wear the Ville de Genève diamond necklace, boasting an18.18-carat Fancy Vivid Pink Diamond. The handcrafted 18k white gold jewel, modelled after coniferous trees in the Alps, is additionally adorned with 456 round brilliant diamonds, (D-F, VVS, 37.70 total carat weight); and 55 marquise brilliant diamonds, (D-F, IF-VVS, 1.65 total carat weight). The necklace is valued at approximately $24.3 million, according to the company, which again was involved in every stage of creating the jewel.
Ville de Genève 18k white gold and diamond necklace, boasting an18.18-carat fancy vivid pink diamond
The World Of Diamonds Group specializes in the mining, manufacturing, distribution and marketing of diamonds and diamond jewellery. It is based in Russian with offices for its various operations throughout the world.
As a result of its efforts in Singapore, the organization is receiving international publicity, earning face time with well-heeled potential customers and showcasing their skill at producing one-of-a-kind jewels with rare gems.
Seems like a good marketing strategy to me.