One of my favorite activities in NYC is looking at the jewelry store
windows. There are so many beautiful objects from different time periods and
places that it feels like you are taking a trip to many exotic locations. On
one of my trips I came across a window with a beautiful diamond Cartier Tiara.
The tiara was stunning with perfect details in platinum and diamonds. What
really made this piece special was a note accompanying the tiara. A
representative of Cartier had reached out to the store owners asking to borrow
the tiara for an exhibit May-July in Beijing.
This exhibit is a follow up to the 2009 ‘Cartier Treasure’ exhibit, the second Cartier exhibit held at the Forbidden City. I read the note and some of the history and thought how fortunate this store (L’etoile Royale) is to get to share a piece they bought in this exhibit. For this post I will look a little at the history of this Cartier Tiara and then talk about partnerships and marketing.
History of Cartier Tiara
The tiara was made in 1908 for Miss Ada Ismay for her wedding to Henry Anthony Chandos Pole in October of that year. Miss Ismay’s father, Thomas Henry Ismay was founder of the Oceanic Steam Navigation Company (also known as the White Star Line), one of their most famous ships was the RMS Titanic. Ada’s brother Joseph was on the maiden voyage but survived. Both of Ada’s parents had passed before her wedding. She had two children. Her husband was a Brigadier-General that passed away in 1934.
The Cartier Tiara was made by Georges Harnichard in the London workshop. A perfect piece from the Belle Epoque era. It was auctioned at Christie’s London Important Jewelry Auction in November 2003. The estimate was 50,000-70,000 Great British Pounds (GBP) and sold for 103,810 GBP (with buyer’s premium).
The tiara also made an appearance at the ‘Diamond Divas’ exhibit in
Antwerp in 2008. It has made it into the care of L’etoile Royale on Madison
Street and will again be seen by thousands of people in Bejing for the summer!
The Cartier Tiara can be taken apart to have a piece be made into a stomacher. And
comes in its original box!
Marketing and Partnerships
This is a great opportunity for the store. The publicity is one plus
and forming relationships with people who can see you as a credible source in
the future is important in any business. For those that are not as fortunate to
buy a tiara that a major jewelry house wants for its exhibit here are a few ideas
to find your own opportunities:
Partner with another business to create an event
that would serve your customers better than if you were to do it alone.
See about loaning you space to a group that
would be your ideal client (women entrepreneur’s, bloggers etc.)
Offer to customize an item just for that store
(look at my post on how Weitzman worked with a boutique to create a shoe that
he hoped Jennifer Aniston would buy)
If you are still looking for more ways contact me at email@example.com and we
will put or thinking caps ( or tiaras) on and come up with ways to grow your
business. Thank you for following and please return soon for more Data in the
With summer in full swing many of you probably have plans for how you will spend your summer, trips to the beach, finishing outdoor projects, planning family outings, etc. Summer also has fewer jewelry auctions to preview and is traditionally a slower time for jewelry stores so not a lot of new inventory is in. How will I spend my summer to fill that void of jewelry? I plan on starting on a summer reading list focused on jewelry, book bling. So for the summer I plan to post once a week a book review of a jewelry book I have read. I went to the local library and found several that will be fun to learn about. My first deals with famous jewelry collectors. The book, Famous Jewelry Collectors, is by Stefano Papi and Alexandra Rhodes published in 1999. Here is the cover:
I saw this cover and knew this book was off to a great start. I have featured several of the Duchess of Windsor’s jewels on my Instagram and consider her jewels the finest collection I’ve ever seen!
The chapters about the collectors are broken out into three groups by their social class.
1: Screen Actresses and a Diva
Merle Oberon – Mary Pickford– Ava Gardner – Paulette Goddard – Joan Crawford- Renata Tebaldi
Cornelia, Countess Carven-Gladys Duchess of Marlborough-King Umberto II of Italy-The Princess Royal, Countess of Harewood – The Princes von Thurn und Taxis – The Duchess of Windsor
Countess Mona Bismarck – Lydia, Lady Deterding – Daisy Fellowes – Ganna Walska – Barbara Hutton – Helena Rubinstein
I want to then look at one collector from each group to highlight their story and jewels.
1: Screen Actresses and a Diva: Merle Oberon
I have always admired Ms. Oberon’s work. If you haven’t seen Wuthering Heights (1939) (photo of scene below) costarring Laurence Oliver, it is a must!
Her striking features were due to being born to a mother who was Indian and a farther that was British. He died when Merle was a small child, which had her and her mother relocate from Bombay to Calcutta. The fact her mother was dark skinned created a lot of prejudice against Merle and left her ashamed of her past. Her background was kept secret when she became a star. How did Merle go from India to Hollywood? With her stunning looks she always had admirers and one of them offered her a chance to go to France when she was in her late teens. The fling ended when the man met Merle’s mother but now with her in France she found another man who offered her a part in a film he was directing. She moved to London where she worked as a hostess at a café while getting small roles. As she climbed up the ladder to stardom she had suitors and husbands that gifted her with amazing jewels. One of my favorite pieces is a necklace by Cartier bought in London, 1938. The beads are emeralds with diamond spacers (pictured below).
Another fun set to see was a set of brooches in turquoise and diamonds by Van Cleef & Arpels (below).
Merle also had earrings and a necklace to match. She also wore some of her real jewels in her movies. The 1967 movie, Hotel features the turquoise necklace and earrings. The 1938 movie, The Divorce of Lady X, also features an antique emerald and diamond necklace owned by the actress as she costars again with Laurence Oliver. I could not get a good photo of that stunner for this post. Many of her jewels were auctioned by Christie’s in April 1980 after her death in 1979.
2: Aristocracy: Gladys, Duchess of Marlborough
The next collector I chose because of her story being unique to all the others in this group. Although it is the usual start with Gladys being very beautiful and charming, pursued by many eligible bachelors. Gladys declined their advances and pursued learning, mastering new languages and increasing her knowledge of art. This was rare for a woman, especially one in high society to not marry, but Gladys had an independent spirit. Her admirers gifted her with jewels throughout her years. One in particular was the Duke of Marlborough, she met him in 1897 when she was about 16 years old and he was 26. The Duke was engaged to a Vanderbilt whom he married but always kept in touch with Gladys. He was married 26 years to his first wife when he had it annulled and finally got Gladys to marry him when was now 40. She was hesitant because she loved her life without constraints. She did get some major perks and one of them was the jewelry. Below is an imperial pearl and diamond tiara.
This belonged to the Romanovs, the Duke bought it after the Bolsheviks sold it and other items of royalty off. Another item of great beauty is this amethyst and diamond sautoir by Cartier, a great example of art deco jewelry (picture below).
The marriage was not successful they separated in 1933 and the Duke died in 1934. She disappeared out of much of the public view. She was tracked down by a biographer whom heard of her through mentions in a diary by an admirer. The biographer found her in a little village and got her story. She died in October 1977 at age 97 and her jewels auctioned in 1978.
3: Society: Helena Rubinstein
I had not heard of this woman until reading this book. Helena Rubenstein is the founder of the beauty product line that bears her name. Helena was born in Poland in 1870 and traveled to Australia at 18 to spend time with her brother’s family. She packed several jars of beauty cream with her for the harsh Australian weather. She shared this cream with her new Aussie friends who were happy with the results. The cream was not invented by her but she ended up partnering with the maker to open shops in Australia to sell this cream. She married and had children but continued building her businesses. The jewelry was mostly bought by her. She would buy what she called ‘quarrel jewelry’. When she and her husband would have disagreements she would indulge herself with a beautiful piece of jewelry.
She loved chunky jewelry which I found interesting because of her petite size. She height was only 4’10’’. She acquired quite a bit of jewelry and in this book it had a story about her experience with airport security. Her jewels were sold big and colorful that Helena would lie and say they were costume and security always believed her! Below are some photos of her and her jewelry.
I really enjoyed this book and could not cover it all in one post. I hope the women I highlighted help guide you into reading more on them or finding other books that give more details into the life of the collector. Please let me know your thoughts or if you have a question about this book! Look for more book reviews this summer!
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