The stars trading Golden Globes and gold records for jewellery deals

By donning diamonds for Australian jewellery brand Jan Logan, actress Claude Scott-Mitchell has become embroiled in a glamorous war against pop stars Troye Sivan, Beyoncé and K-pop sensation Jackson Wang.

In the trademarked blue corner is Tiffany, who brought out the big guns in August with a campaign featuring Beyoncé wearing a 128-carat yellow diamond alongside husband Jay-Z. In the red corner is Cartier, who last month launched an extensive Christmas campaign with Sivan, Wang, and actresses Maisie Williams and Lily Collins.

The Jan Logan advertisements launched on Friday, starring The Dry’s Scott-Mitchell, might seem flyweights in the battle for big spenders but managing director Angus Logan feels at home in the celebrity space embraced by international rivals.

“This is not something that we have wandered into recently or a strategic change,” Logan said. “We have been doing it since Rose Byrne worked with us in 2001.” Since then, Jan Logan has annually launched collections with rising stars including The Crown’s Elizabeth Debicki (2012) and Maddison Brown (2017) from Dynasty.

“While there’s many new people competing in this space, we are quite happy doing things our way. The more, the better.”

There is plenty of money available in a buoyant jewellery market. Tiffany & Co, now owned by French luxury conglomerate LVMH, is expected to make €4.3 Billion ($6.8 billion) in sales this year according to HSBC analysts. Cartier is forecast to achieve a staggering €7.4 billion ($11.8 billion) in sales and will open a 783 square-metre store on Sydney’s George St in March.

For Cartier, the celebrity space is already paying dividends, with customers responding positively to their roll call of A-list ambassadors.

“It’s true that Maisie Williams and Troye Sivan are particularly popular with Australian customers,” said Alban du Mesnil, managing director, Cartier Oceania. “Each time we collaborate with Maisie, most popular for Game of Thrones, we have many enquiries about the pieces. Rami Malek also does really well.”