Aussie jeweller puts ring on leading lady
Sydney-based jewellery designer Amy Robson experienced a publicity dream
last week when actress Kristen Stewart was photographed wearing one of
When actress Kristen Stewart was in Sydney recently for the red carpet premiere of her new film Snow White and the Huntsman, Amy Robson, director of Amy Robson Jewellery & Objects, mustered some courage and approached her. Robson presented Stewart with a modified version of one of her ‘Rock Rings’, specifically created to suit Stewart’s style.
“I looked at a lot of images and the style and type of jewellery she wears,” Robson told Jeweller. “It wasn’t bright and blingy because she doesn’t come across as someone who would like that. I gave it a variation to suit her style, which is a bit edgy. I oxidised the ring, and made the rocks slightly different shapes, with some darker areas to accentuate the texture on the ring.”
The ring proved an immediate hit with the star who tried it on and wore it for the rest of the night. Proof she wasn’t just being polite, Stewart was photographed days later on several occasions wearing the ring.
“I found images of her at Sydney Airport wearing it,” Robson said, “then I found more pictures the next day at LAX, and she was wearing it on a date with Robert Pattinson.”
Robson was elated when she saw the pictures, and sought to capitalise on the coverage, moving on from delighted bragging to trying to get mainstream media attention for her burgeoning brand.
“Other than carrying around my laptop at the gallery where I was working and screaming about it, I got the photos and put them up on my website,” she explained. “I found some sites that had picked up the photos, Kristen Stewart fan blogs and fashion mags, and got in contact with them and said ‘in case it’s any interest to you, I designed the ring she was wearing’.”
Robson said several sites wrote about the ring, including her hometown newspaper the Adelaide Advertiser, and the coverage snowballed through social media sharing. Her website received over 6,000 hits in two days, and she was courting buyers from overseas, which resulted in a number of orders being placed for Rock Rings.
Robson has given jewellery to celebrities in the past, she gifted Katy Perry some pieces when she was visiting Australia, and said seeing her work in paparazzi photographs is a personal thrill as well as a boon for business.
“I think I get more excited personally that someone in the spotlight is really interested in my design,” she said. “There’s a lot of personal satisfaction that people want to wear them, and a style icon getting photographed a lot is just someone doing publicity for you.”
The coverage has given Robson momentum that is accelerating her business’ move into the retail market.
“The collection was being finalised to get into stores just as the photos came up,” Robson said. “Now that I’ve had my bum kicked into gear, I’ve got to go and present the body of work to retailers.”
Posted July 02, 2012