How to Get Your Jewelry on TV and in Films
Do you ever watch your favorite TV show and think, "My jewelry would look perfect on her!"
Getting it on her might not be as impossible as it sounds. Costume designers have to come up with a lot of costume changes for their characters, especially when it comes to a weekly series on a tight production schedule – and they rely on help.
So, how do you get on their radar? Well, you could track down their publicists and barrage them with emails and phone calls, or show up at their studios with trunks full of jewelry. But it might be more effective to use an intermediary – preferably one who knows the designers and has a track record for supplying them with jewelry and accessories.
This is where Jessica Cohen comes in. She's not the only one out there doing jewelry product placement for television and movies, but she's one of the best-connected and definitely among the most accessible. You can register to have your jewelry represented by LupRocks for as little as $99 a month.
That gets you your own page with unlimited images (that can be changed as often you like), contact information, a brand image/logo with an embedded link to your website, 500 words describing you and your jewelry, and links to your social media accounts. You also get promoted via quarterly emails to over 400 production contacts with photos and links to your LupRocks page, access to a message center that tracks your production correspondence, and traffic stats for your page.
Cohen began working on film productions herself for several years, so she knows firsthand how the process works. She also happens to be known primarily for jewelry. In fact, jewelry accounts for more than 80 percent of the product she places.
Her site, LupRocks.com, was redesigned in February and now it's easier than ever for both production crews and costume designers to find the props and jewelry they're looking. Among the designers who have had success through Cohen's service:
Alex Woo has had her jewelry placed on several shows, including the popular and fashion-heavy Gossip Girls. "Her placements generate sales," Cohen says.
Catherine Zeta-Jones wore a necklace by Amelia Rose on a 2008 movie set, which got much photographed. Since then, her jewelry has appeared on the NBC hit show The Good Wife, among many others. Cohen thinks part of her success is due to the mix of fashion, gemstone, and fine jewelry she offers. Nashville-based designer Judith Bright has seen her handmade jewelry show up on TV and film, worn by Jennifer Lopez, Meryl Streep, Frances McDormand, Blake Lively, and Julia Louis-Dreyfus.
What's the key to becoming one of the chosen? It helps to have the kind of jewelry costume designers are seeking, of course, particularly for certain characters. But Cohen claims a lot of it comes down to the designers themselves. "I find the people who are most successful are the ones who are proactive, willing to try different things, and easy to work with," she says.
If you have an idea of the shows – and, better yet, specific characters – where you think your jewelry would work, let her know when you sign up. She will have her own ideas as well. After that, it's largely up to you to track the shows and promote appearances on your website and social media. Stream shows, take screen shots when you spot your piece. Your friends and followers will be thrilled for you and happy to help spread the word.
NET PROFITS is a regular feature about using the Internet for jewelry selling of special interest to those with a home-based jewelry business that appears in Lapidary Journal Jewelry Artist. Learn more in "Product Placement: Put Your Jewelry in the Spotlight."