The resourcefulness of a local diamond dealer could pay off big tomorrow during the Super Bowl. The queen of pop Taylor Swift is a hair’s breadth away from bringing the Quebecer’s new creation to 120 million viewers.
“It’s screwed up! My necklace is in the hands of its stylist,” exclaims Virginie Roy, who runs the company Proud Diamond and who still can’t believe it.
The 39-year-old Montrealer was inspired by the Rolling Stones and Taylor Swift’s iconic mouth to create a piece of jewelry in 14K recycled rose gold with 26 diamonds and 384 rubies set in reverse.
The $12,000 necklace
photo provided by Virginie Roy
Thanks to her neighbor and childhood friend, who is Taylor Swift’s great friend, Virginie Roy arranged for the $12,000 item to be just one small degree away from the biggest star on the planet.
AFP
On Sunday, Taylor Swift could wear the “made in Quebec” jewel when, after a show in Tokyo on Saturday evening, she will arrive at Allegiant Stadium in Las Vegas to encourage her lover, number 87 of the Chiefs, Travis Kelce.
The making
photo provided by Virginie Roy
“We keep our fingers crossed,” breathes Virginie Roy, who has everything planned if the miracle happens.
Miniature replicas will be on sale on its site for $1,900. She intends to take advantage of the enthusiasm of Swifties, the artist’s fans.
Go big or go homesays the entrepreneur, adding that she is all in with “the iconic mouth” of Taylor Swift.
The $1900 necklace
photo Alexandra Bourgault
A golden opportunity
The queen of pop has attended her new lover’s match every Sunday since September 24.
Its mere presence in NFL stadiums generated $330 million in additional revenue for the league, the American firm Apex Marketing Group calculated this week.
“The news media were very interested in his presence. Not just social networks, which are not at the top of the study,” underlines experienced advertising executive Luc Dupont.
The NFL commissioner had a good laugh this week when he said he wanted Travis Kelce and Taylor Swift to be in love “as long as possible.”
For the NFL, it is a godsend to be associated with the international star. “It couldn’t be better than that,” sums up Luc Dupont.
There have always been three reasons to watch the Super Bowl: the game, the commercials and the halftime show. A fourth is now added with the presence of the interpreter of Cruel Summer.
Everyone is wondering if she will accompany Usher, in charge of the show, for a song at halftime. Some oddsmakers even offer bets on the issue.
Trendsetter
Taylor Swift is an essential trendsetter. She demonstrated it again, on February 4, on the Grammy red carpet.
She wore a choker from the punk and goth years of 1980 and 1990 with a watch set to midnight in the center, a nod to her award-winning album Midnights that evening.
“The trendsetters go back in time,” exclaimed the New York Postwhich talks about the “resurrection of retro punk-rock accessories.”
All retailers in Quebec to whom The newspaper asked this week if they sold more of such accessories and said no. All their hopes rest on Virginie Roy on Sunday evening.