Queen for a Day: How Brides are Leasing Celebrity-Style Bling

Ever imagined yourself on the red carpet, trying not to squint in the glare of those asteroid-sized flashbulbs, shouting "Gaultier!" over your shoulder as the press snaps your gown?

Of course you have. It's easy as breathing.

And be honest, most of us want to weave a little of this red-carpet madness to the biggest party we'll ever throw: the wedding.

Which is why a lot of the green stuff goes toward things that might serve no practical purpose, but transform the affair into one you'll remember all your life. The limos, for example. The tuxes. The gown, a gorgeous extravagance that no one quite knows what to do with after the big day. The entertainment, the venue. The linens, the staff. The tiara, for heaven's sake.

They're all ephemeral.

And they're all indispensable.

Which is why we were intrigued when we heard about a service launched by AdornBrides: rented bridal jewelry, red-carpet style.

Bert Stouffer, president and founder, talked us through the process.

"The trend began with award shows, of course," he says. Where as everyone knows, even the most well-heeled people on the planet tend to lease — or merely borrow — their fire and ice for the night.

"People like luxury," he continues. "And they like variety, and they want to have certain experiences. We're seeing this pop up in so many ways: luxury motorcycle clubs, luxury auto clubs. People share fractional ownership and get to drive a Ferrari one day, and a Maserati the next. These are good trends, ones that let you pack more varied and interesting events into your life.

"The result: even very high-end wedding gowns are getting rented now, which extends an exclusive experience to more people than before. High-end jewelry was definitely the next logical step."

Easier Than Getting an Agent

But how does it work, exactly?

Couldn't be simpler, says Stouffer. A bride-to-be goes to the web site, points and clicks on her favorite sparklers, enters her event date, and checks out.

Soon afterward, a black package arrives in the mail with a little something inside.

"We do a reserve on your account for a third of the retail price," says Stouffer, "then settle up when the jewelry comes back."

But the actual cost of the rental is much less. For example, a $10,000 diamond necklace leases for $330, a scant 3% of its value.

"On the whole, our brides are making significant investments in their weddings. So the price of leasing isn't very high compared the flowers and other major expenses," points out Stouffer.

Are You Feeling Fabulous, Dahling?

We wanted to know how business was going. After all, the concept was pretty new. Were brides on board?

"If people know about us, they're interested," says Stouffer. "The biggest hurdle is getting the word out.

"But our clients are happy clients. Sometimes people read about us in magazine, but it's really word-of-mouth that brings the brides to our door."

Stouffer paints us a word picture of the encounter as clients have told it.

"The jewelry is intimate," he explains. "It's glamorous, and it's part of the anticipation phase. The bride gets the package in the mail ahead of time. She can't wait to open it.

"There are several layers of security packaging to get through. By the time she gets to the bottom, there's a jewelry box. It's just like opening a gift on Christmas morning."

If you're Jackie O. or an oil heiress, that is.

"Best of all," he continues, "the experience lasts through the whole event. She puts it on when she dresses; she wears it down the aisle. It's there while she makes her vows; it shows up in all the photos. She wears this beautiful necklace as she greets all her guests; and she's still got it on as she steps into the limo at the end of the night."

It's all so powerful, some brides find it impossible to keep the goods to themselves. "I had one client who ordered a luxury necklace for her event. But when she held in her hands, she had to have one for her sister, too."

The Hottest of the Haute

So which items were flying off the shelves (if only in boomerang fashion, alas!), we wondered?

Stouffer pointed out AdornBride's "Multi-Tier Diamond-Drop Necklace," a take-no-prisoners piece of bling that couldn't be more perfect for today's streamlined straplesses.

Number two, he says, is a pearl and diamond necklace in a clean, contemporary design, also hovering around $10,000 green ones.

"Brides really appreciate the bigger, higher-dollar pieces," he said. "On the whole they gravitate toward sets in the $8-$10,000 range, but they're telling us they want more selection.

"Plus, they're telling us to go even bigger — that they want pieces in the $20-$30,000 range."