One month ago, leadership in team-play with stars belonged to Chopard, which used the Cannes Film Festival for its PR activity to the full extent. In particular, the company gave a helping hand to the first ever Russian Pavilion in Cannes in its performance there. Chopard also put itself on record in Moscow with L.U.C Chopard Classic Weekend Rally, the sixth rally of old time automobiles. For this purpose, the top managers of the jewelry house split their own team – Caroline Gruosi-Scheufele attended the Cannes events, while her father Karl-Friedrich Scheufele awarded the winners of the Moscow rally with his brand’s watches.
For some years already, Carrera y Carrera happens to be the jewelry partner of the Moscow Film Festival (the thirtieth cinema forum was held on June 19-28). In particular, the company made a devolving symbolic diamond chain bearing the image of St. George the Victor for the Chairman of the Jury. Russian cinema stars appeared in Carrera y Carrera jewelry on the red carpet at the opening and closing ceremonies of this summer festival and also took part in special photo sessions.
Many of them, the Komsomolskaya Pravda daily says, took the jewelry pieces on hire, as is now customary. According to Carrera у Carrera spokesmen, famous ladies came to their boutique before the ceremony trying on one or another piece of jewelry several times to walk the red carpet all glitters and sparkles.
As the daily says, Renata Litvinova was the leader in the number of hired jewelry. While Vera Sotnikova led the team in terms of jewelry value scoring 4,000,000 roubles.
Tatyana Mikhalkova, who appeared in public wearing her own adornments evidently also made by the official jewelry house told about the “inner workings” of such ceremonies:
- My jewelry pieces were modest, not of the latest collection, so you would not see them even under a microscope. Their value? Oh, I don’t remember – two or three thousand dollars. I like small things and I’m not bent on large and clumpy stones for I’m not an Oriental woman to wear such bulky diamonds. As a rule, actresses take them for a show under a note of hand and then return. Many companies consider it a high privilege to take part in such events.
- Under what conditions do they issue jewelry adornments?
- You put the whole of their value to your name, sign the papers and afterwards return the jewelry. When we were in Cannes with “The Siberian Barber,” I was approached by Japar (an owner of a fashionable jewelry brand) [It is evidently the reporter’s mistake since the context clearly implies Chopard. Koranis.], who gave me an incredibly expensive jewelry piece, may be worth three million, and put a guard who was tracing my every step. So it is better if you walk the carpet and immediately return the thing, otherwise if you lose it you will not be able to pay for it for the whole of your life!
- Do jewelry companies provide guards at our film festivals too?
- Here we deal with jewelry items of a quite different value, they are not so expensive.
The Russian Newsweek magazine gives a list of the most expensive advertising contracts of Russian-born stars in sports, cinema and show business in 2007. The top line scoring the mark of $14 million is occupied by Sharapova advertising Canon, Motorola, Tag Heuer and Nike. Her aggregate fee earnings exceed ten times those of Dima Bilan closing on her tail, who gains a total of $1.3 million from Volvo, Gloria Jeans and McDonalds. In May 2008, Sharapova entered into a new contract with Tiffany & Co. Under the terms of this deal she is to wear this brand’s jewelry at all the tournaments of the Grand Slam in the course of the next two years.
Jewelry promotion with participation of Russian stars has evidently a rather regular character. The relationship developed between opera diva Anna Netrebko and Chopard may serve as the most well-known example of cooperation between a Russian celebrity and a prominent jewelry house. As is known, currently Anastasia Kollegova, a young soloist of the Mariinsky Theatre of Ballet, is the face and muse of a new collection released by TENZO, the Belgian jewelry trademark.
As for Russian manufacturers and sellers, it should be mentioned that some time ago Tatyana Navka turned into the face of a new collection made by EPL Diamond. There was a lot written about the collaboration between Natasha Koroleva and Kristall Mechty, which resulted in a jointly made collection “Daughters - Mothers.” The 585 Network is flirting with the idea of inviting Xenia Sobchak to cooperate with the company.
If you will visit the Altyn gold hypermarket, you will have a chance to see there your favorite artist, says the advertising press release of this company published in the Komsomolskaya Pravda. Starting from 2008, the Altyn hypermarket network is polling their buyers on a weekly basis under the slogan “Whom of show business stars would you like to meet at our store?” The survey resulted in a list of the most popular theatre and cinema stars. The winners of this demotic rating are invited to one of the Altyn stores, where they are ceremoniously awarded a “Favorite People’s Artist” gold statuette and a gift certificate worth 15,000 roubles. The stars are also given a 25% discount card for further purchases at Altyn’s gold hypermarkets. Meanwhile all the visitors may get in touch with their favorite artist. The first prize of the Altyn Holding was awarded to Olga Prokofyeva, a well-known actress of the Mayakovski Theatre, who won country-wide affection in the role of Zhanna Arkadyevna featured in the “My Perfect Nanny” series.
The second celebrity guest of Altyn was Yulia Rutberg, an actress of the Vakhtangov Theatre and the winner of the “Seagull-1997” Theatre Prize and that of the “Faces of the Year-2005” prize.”
