Everyone Wants Kate Middleton’s Engagement Ring?
Now you can have replica...Ever since Prince William proposed to Kate Middleton on November 16 with his late mother Diana’s sapphire and diamond engagement ring, replicas of the bauble have been selling faster than they can be made. Same was true 30 years ago with the original ring. Replica royal rings inspired by the solitaire sapphire surrounded by diamonds have been selling out everywhere and at every price — from high-end diamond manufacturers for thousands of dollars to channels such as QVC for only $29.
Au-Co Mai, president of Emitations.com, a company that specializes in trendy fashion jewelry, said that she already carried a Diana-inspired ring and when Prince William announced his engagement, sales skyrocketed. “Traffic on the site doubled that day and the ring was sold out. We had orders coming in from over 50 countries — people are shipping them to friends all over the world. Everyone wants one.”
But it was not that long ago that some jewelers in the U.S. were scrambling to replicate a pink diamond ring from loosely defined Hollywood royalty. Jamie Lossie, a buyer for Atlanta-based Solomon Brothers jewelers, recalled that when Ben Affleck proposed to Jennifer Lopez back in 2002 with a Harry Winston pink diamond, interest in rare gemstones spiked across the board. “[Celebrity engagements] definitely brings awareness, to both the designer and to pink diamonds. Even if someone comes in and does not actually buy a replica of the ring, they will ask questions about it. It gives retailers an opportunity to educate customers as well.”
But let's face it — the opportunity presented from high profile engagements don't happen every day.
What exactly does flash in the mind of consumers following celeb-inspired jewelry headlines, whether it be Jessica Simpson’s unique ruby engagement ring or Beyonce’s 5-carat rock?
Dr. Erik Gregory, a psychoanalyst and executive director of the Media Psychology Research Center in Boston, explained: “Throughout history, people have emulated what celebs have done. It’s called para-social interaction. When we copy them — and Oprah is a good example — we feel like they have some special insight, or greater taste or opportunity than we have and we feel like we are connecting.”
Gregory said that especially in today’s celebrity-oriented culture, it’s so important to feel this bond with Hollywood or Buckingham Palace. “If you buy a ring that Kate Middleton has, you feel in some psychological sense that you are connected to her, even if there really isn’t any psychological connection. Why do we put celeb names on clothing? If we wear Jessica Simpson’s line, we feel like we are taking on a sense of importance.”
The answer might be programed. Dr. Stuart Fischoff, senior editor of the Journal of Media Psychology and emeritus professor of media psychology at California State University at Los Angeles, cites the reason in our biology. “It’s built in our DNA to be attracted to alpha male and females. Celebrities and royalty are our cultural alphas. It also feeds the fantasy of romance and it’s just the escape from reality that Americans seek so much. It’s why Walt Disney was so successful.”
It is not only U.S. consumers who are clamouring for Kate Middleton’s engagement ring -- or blue dress. Experts say this phenomenon to buy copies is certainly widespread and not just limited to any culture or income level.
“My guess is that people up and down the affluence scale are buying the ring, since affluent shoppers buy both faux/costume jewelry as well as real. The Diana engagement ring is a classic and with repros priced from $1,000 to $39-or so at QVC, people have their pick of quality levels. A beautiful ring is a beautiful ring, faux or real,” said Pam Danziger, president of Unity Marketing.
Mai, whose company carried a wide inventory of celeb-inspired jewelry, said that sales for blue sapphires will definitely be on the rise leading up to the royal wedding in April, and its all due to an inner need to make an emotional investment.
“People already know that this is an aspirational business, you want to create a product that you want people to engage in emotionally. I choose to do this because I think it’s fascinating,” Mai said.
Dr. Gregory concluded that our celeb-obsessed culture is not a cause for concern though. “Human beings are social creatures, we are always looking for cues in our surroundings as to what other people are doing.
"When you try to become something you are not, that’s when it becomes a bad thing, but if you are doing it to boost some happiness, then it’s perfectly healthy,” he said.
By: Denise Romano
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