Jewels Created for Princess Diana Going up for Auction in New York
3 min
A diamond and South Sea pearl necklace and pair of matching earrings created for the late Princess Diana—and worn by her just once, at a 1997 English National Ballet performance—will go up for auction in June and could fetch as much as US$15 million.
The auction will take place not long after the coronation of Diana’s ex-husband, Charles, who will become king in a ceremony on Saturday at Westminster Abbey in London.
New York-based auctioneers Guernsey’s will oversee the sale at Manhattan’s Pierre Hotel on June 27, according to a news release. The jewels were speculated to have been commissioned by Dodi Fayed, Diana’s paramour, before the couple perished in an August 1997 car crash, a Guernsey spokesperson said.
Along with its clusters of pearls and 178 diamonds, the necklace is significant because of Diana’s mystique—and the scarcity of her possessions on the market, according to Arlan Ettinger, president and founder of Guernsey’s.
“This is the only major jewellery of Diana’s that will ever be sold,” Ettinger says. “The family is not about to start parting with treasured items from their late mother.”
The prized jewels are being sold by Mark Ginzburg, a Ukrainian real-estate developer who bought them in 2009 at Guernsey’s and now is being forced to sell because of the war against Russia
Guernsey’s declined to disclose how much Ginzburg for the set.
One report, however, said Ginzburg paid US$632,000, which Penta couldn’t independently confirm.
“The family’s success in Ukraine enabled them to buy the jewels, but their business has been largely devastated by the war,” Ettinger says. “This is a motivated sale.”
The Crown Jeweller, which has created baubles for the Royal Family for centuries and at the time was the venerable British jeweler Garrard, designed the necklace for Diana after meeting with her in early 1997, according to Guernsey’s. Two years after Diana’s death, her family authorised the Crown Jeweller to sell the necklace.
Diana “didn’t have much in the way of jewelry while she was princess,” Ettinger says. “Most of what she wore was jewellery owned by the crown, given for an occasion, but not permanently.” Once Diana divorced then-Prince Charles, “she emerged as her own woman, and the fact that the Crown Jeweller created this for her is a big deal.”
Once the necklace was completed, Diana wore it to a June 3, 1997, premiere of Swan Lake by the English National Ballet. She returned the necklace to the jeweller after the ballet so he could complete a set of matching earrings, although Diana never had a chance to wear them, Guernsey said.
“It has been said that the Princess of Wales—who was also England’s Patron of Dance—was photographed more often on that occasion than at any other time of her life, with the exception of her wedding day,” according to Guernsey’s.
Next month’s sale will mark the third time the necklace has changed hands. Ettinger handled the first sale in 1999; the buyer was Houston furniture magnate James McIngvale. Ten years later, McIngvale put the necklace up for auction with Ettinger and Guernsey’s, which is when Ginzburg bought it.
The diamonds and pearls on their own “are intrinsically worth at least US$1 million to US$1.5 million,” Ettinger says. “But what they’re worth on the market is hard to predict.”
He estimated the necklace may sell for anywhere from US$5 million to US$15 million, though there was no official range provided by the auction house.
“This is connected to someone who was one of the most admired and accomplished women in the world,” Ettinger says.
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With US$40 million already committed, the Global Talent Fund is attracting investor attention with a strategy focused on building globally scalable consumer brands alongside high-profile talent.
2 min
A new investment fund targeting celebrity-founded consumer brands has secured US$40 million in commitments and is rapidly approaching its US$50 million fundraising target, signalling growing investor appetite for alternative opportunities beyond traditional asset classes.
The Global Talent Fund, which has a maximum raise of US$100 million, focuses on building and investing in consumer businesses alongside celebrities, athletes, and influential personalities who play an active role as co-founders rather than simply endorsing products.
The strategy is based on the belief that changes in consumer behaviour, particularly the rise of social media and digital engagement, have fundamentally altered how brands are built and scaled.
GTF founding partner Jeremy Hunt, who is helping lead the fund’s strategy, said consumers increasingly feel connected to personalities they follow online and are more willing to support products developed by those individuals.
“Consumers are searching for content to engage with, and when a celebrity they like or follow takes them on the journey of creating a product or brand, they genuinely feel part of that process,” he said.
The fund is targeting high-growth consumer sectors including wellness, hydration, beauty and recovery, areas Hunt believes continue to benefit from strong global demand and ongoing innovation.
Rather than backing celebrity endorsement deals, the fund is seeking businesses where talent is deeply involved in product development, brand creation and long-term growth.
According to Hunt, authenticity remains one of the biggest differentiators between successful celebrity-backed brands and those that fail.
“The consumer can see clearly if someone is simply being paid to promote a product,” he said. “The winners are typically the brands where the celebrity has genuinely helped build the business from the ground up.”
The model has attracted support from several prominent Australian investors and business families, reflecting broader interest in alternative investments with global growth potential.
Hunt said consumer brands offered a level of tangibility that many investors found appealing.
“Consumer brands are what we touch, feel, smell and taste every day,” he said. “Our investors understand the growth potential in the model, but they also want to be part of the journey.”
The fund’s rapid progress towards its fundraising target comes amid growing recognition that celebrity influence, when combined with strong commercial execution and scalable business models, can create significant enterprise value.
With several high-profile celebrity-founded businesses generating billion-dollar exits in recent years, supporters of the strategy believe the opportunity remains in its early stages.
For more information, contact marc@kanebridge.com.au
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