Avakian Jewels Dress the Stars at Cannes Film Festival 2013
As Hollywood movie stars, film industry powerbrokers and big name stylists converged on the French Riviera for the 66th Cannes Film Festival, Avakian, couture jeweller to royalty and celebrities, geared up for a dazzling 12 days.
Third-generation family jeweller Avakian’s connections to Hollywood’s elite are well-established, largely thanks to the Avakian boutique in the Beverly Wilshire Hotel in Beverly Hills, steps away from Rodeo Drive.
Stylists at the Cannes Film Festival are not just interested in dresses; they are responsible for curating outfits for their celebrity clients which include perfectly matched jewels. With the help of six staff in Cannes for the duration of the Festival, Avakian exhibited exceptional one-of-a-kind jewels in a suite at the Carlton Hotel on the Croisette, just seconds from the red carpet of the Festival Hall, inviting stylists and celebrities for private appointments.
“Celebrities have a habit of changing their minds at the last moment about what they’ll be wearing for their red carpet appearances, so ensuring our jewellery is seen is always exciting. We know jewellery is emotional, it’s often about impulse,” says Avakian marketing director Corinne Avakian.
With emerald green having been declared by colour experts Pantone as the colour of 2013, Avakian displayed show-stopping emerald pieces including a magnificent 120 carat cabochon emerald pendant on a necklace glittering with 240 carats of emeralds, 190 carats of blue sapphires and 35 carats of diamonds, and a 60 carat heart shaped emerald and ruby necklace. Avakian also showcased diamond and coloured stone cuff bracelets completed just days before the Festival opened.
For Avakian, the Cannes Film Festival offers unique access to an enormous number of influential individuals and friends old and new in one small city over a short time.