The Versace Tiara

[Pierre Tavlitzki]

In 1995, Gianni Versace wants to extend his range of luxury products and is interested in fine jewelry. For the launch of this new activity, he had made a tiara of diamonds by his ateliers. This type of jewelry was perfectly appropriate to his project. Large, well placed on a hair, it is more visible in society than a necklace, a brooch or a ring. Versace signed, there will always be beautiful celebrities to wear it.

Who speaks diamonds immediately thinks De Beers. De Beers Diamonds seconded Versace with their 1996 international award attributed to this jewel composed of 1,200 diamonds totaling 101 carats. Gianni Versace was murdered in 1997, which ended the entrance of his business into the market for luxury jewelry.

It was recently purchased by the jeweler Bidz.com, who is selling it on the web with a starting bid of $ 699 K and said he could be worth $ 3 million. The auction will begin on March 23.

This is an opportunity for the company to ensure a vigorous promotion through the media. A website dedicated to the sale of this lot shows the certificates of the largest diamonds and of the tiara as a whole. A part of the revenues from the sale will go to a charity in the fight against AIDS, and we expect an active participation in this promotion by Carol Channing, known as an interpreter of the song "Diamonds are a Girl's Best Friends".

[Pierre Tavlitzki]

With a starting price of $ 499 K, this jewel ended with no bid.
Top items have no place in online auctions.
I made the same point last year after the failure of the sale of Lang Lang piano.