How Top Jewelry Brands Are Making An Appearance In Hollywood

The concept of product placement in film and TV is not new. Brands have aimed to be featured in high-profile pieces of content for a long time.

James Bond with its allegiances to Aston Martin and Omega, Nike in Back To The Future, and Wilson in Cast Away. The jewelry industry specifically is going through some sort of a renaissance in film and TV with a string of notable features.

Cartier had a slew of appearances in the Oscar-nominated Don’t Look Up starring Leonardo DiCaprio and Meryl Streep. The latter had a few scenes wearing a Trinity de Cartier ring with matching earrings of the same brand.

Cate Blanchett and Tyler Perry play news anchors in the film. An interview with Leonardo DiCaprio’s character reveals Brie Evantee (Blanchett) to be wearing a Clash De Cartier necklace in rose gold.

Another scene with DiCaprio in a subsequent interview showed his character wearing a Cartier Tank Solo Watch.

Key quote

Elber Bekdas, CEO of Labelle Jewelry, said on current industry machinations:

“It’s important to try and take a different approach and stand out as much as you can. Having your products on-screen in front of millions of viewers is always going to be a plus.”

“You would certainly think that in this instance the jewelry house would pay the production to be featured, rather than the other way around.”

Bekdas has provided unique jewelry products to athletes and other public figures, such as Jaxon Hayes (NBA), Cordarrelle Patterson (NFL), and Giannis Antetokounmpo (NBA).

Though, his most famous work was with Stefon Diggs (NFL). The jeweler created a Starbucks chain that featured more than 1,000 emeralds and VS diamonds, the piece reportedly took over a month to complete.

Simple product placement is usually seen as the most straightforward way to incorporate a brand feature but sometimes the brand is the focal point of the entire film or TV show.

In 2018’s Ocean’s 8, we see an all-female group of heist artists set about to steal a Cartier necklace named The Toussaint. A replica was used on set for which Anne Hathaway wore.

An upcoming high profile jewelry brand inclusion is Piaget, the official jewelry and watch provider for The 355 starring industry heavyweights, Lupita Nyong’o, Fan Bingbing, Jessica Chastain, Penelope Cruz and Diane Kruger. Jewelry this time is laced within the storyline as a useful item through which gadgets can be utilised.

Bekdas added: “There’s a lot of competition in the industry. Different designs, and using key projects or people for marketing, are some of the few ways to stand apart. Custom pieces are always great also, it can give a project or a person a sense of original identity that can help a brand stand apart.”