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East and West, diamonds were the best as sizzling stars of Hollywood and Bollywood walked the red carpet to receive their awards for the films they made in 2007! What's more, most diamond jewellery worn by stars from Nicole Kidman to Vidya Balan was designed and crafted in India, proving once again that India remains the diamond capital of the world! It was a kind of 'stunning news' - but in a pleasant way! Last week, Oscar presenter million-dollar-earner Hollywood star Nicole Kidman showed off what was perhaps the most admired diamond necklace in recent history when she walked the red carpet at the Oscars. Made of several strands of hand-selected diamonds, necklace was studded with Forevermark diamonds. It was created by designer L'Wren Scott and manufactured Unidesign in India and Paris. The designers chose every diamond for this sautoir necklace over 6200 man-hours to create the dramatic, attention-grabbing necklace which cast a spell on all celebrity guests. Other Hollywood stars were not far behind - Jessica Alba, Ann Hathaway, Helen Mirren, Amy Ryan, Olivia Thiriby, Jennifer Hudson, award winner Marion Cotillard, Keri Russel and Jennifer Garner were other stars that dazzled with jewellery of glittering diamonds when they walked the famous red carpet. Julianne Moore also wore a cuff made with diamonds weighing an impressive 57 carats, designed by Mona Mehta of Orra Diamonds,. The cuff is reportedly inspired by the anklet owned by the Nizam of Hyderabad. Those who watched the Oscars night on television reported that it was certainly an 'India night' where diamond jewellery was concerned. The scene was not much different at the Filmfare Awards Night back home in Mumbai. Best actor winner Kareena Kapoor sported 21 carat chandelier earrings designed by Farah Khan. Preity Zinta wore diamond earrings and a bracelet with 14 carats of the precious stone. Bipasha Basu sported a 19 carat bracelet with huge studs in her ears. Not to be ignored, newcomer Deepika Padukone wore earrings designed by Farah Khan and to beat them all, Vidya Balan wore a 6 carat solitaire ring and chandelier earrings designed by a Hyderabad jeweller. This huge show of diamonds by film stars on both sides of the Pacific has once again brought back India's position as the number one country in the world for diamonds - indeed the diamond capital of the world where the most magnificent stones are given shape and the most dazzling jewellery is created by expert craftspersons and designers. Following the trend set by film stars and celebrities, diamonds and jewellery, though considered to be the preserve of the rich and royal, has become the coveted possession of middle class families or even teeny-boppers from colleges and schools. The slogan 'A Diamond Is Forever', which has been used in advertising campaigns throughout the world for half a century, has finally become a reality for a huge number of Indian women. Through these campaigns, a diamond is marketed as the symbol of every mood and aspect of love - it signifies romance; married bliss; family fun; tender love towards children; playful flirting; teen crushes as well as everlasting love. De Beers, who have the monopoly of diamond mining world-wide, have built up the 'A Diamond Is Forever' campaign to such rarefied heights that every single person in the world associates the stone with luck, love, luxury, status and riches, though but for this marketing strategy, a diamond is merely a nice collectible to own. It is a wonderful co-incidence that this show of diamond jewellery on the red carpet at both the Hollywood and Bollywood awards ceremonies has come at a time when the royal riches of the Moghul emperors and Rajput kings have been displayed in Ashutosh Gowarikar's Jodha Akbar. The jewellery created by Tanishq has mesmerised millions. The association of the diamond with royal riches is not new to India. Indian kings - specially the Rajputs and Mughals - were known for their fondness for diamonds and gems. Records prove that Shahjehan had so many of them that a regular manager was employed to count a portion and keep an inventory each day of the year. The Mughal and Rajput treasures, perhaps the largest the world has ever known, were looted and scattered all over the world. Many major diamonds were sent to the Czar of Russia - the Shah diamond still is displayed at the Moscow treasury. The blue Hope diamond is in the Smithsonian Institution in the US. The Rose diamond is in the tiara of the last Czarina and now is in the Russian collection. The most famous gem of the world, the Kohinoor, is in the British Royal collection. Several other Indian gems and jewellery are in the queen's personal collection. So the lustre of gems is not just a 'market concept' in India. Indians consider gemstones as symbols of the planets, mystical snakes or gods and goddesses. Modern marketing strategy has brought the diamond within the reach of all women, without taking away any of its royal and magical connotations. The diamond today retains its glamour and phenomenal value in the world celebrity scene. But it also features in a simple valentine ring or in a small gift of jewellery to a daughter or a ring to a wife who has showered a family for long with love. As the new millennium unfolds in India, the diamond trade is burgeoning by leaps and bounds. The new diamond bourse being built as a huge complex in suburban Mumbai will hold conventions, seminars, export showcases, and training demos. It will have a luxury hotel, a convention hall, conference rooms and offices of all important diamond merchants. The industry will contribute one-fifth of India's foreign exchange earnings every year in the near future! |
