Diamond Nexus Labs, a marketer and manufacturer, is behind the promotion, via its new role as the "official jewelry sponsor" of Miss Universe--as well as Miss USA and Miss Teen USA. Miss USA airs April 19, and Diamond Nexus is creating a crown for the winner there, too.
NBC Universal is billing the link with DNL as part of its company-wide efforts to support the environment. Diamond Nexus' man-made gemstones are "all synthesized in clean labs using environmentally friendly processes."
"We are very excited to have partnered with the earth-conscious Diamond Nexus Labs to create this year's crowns," said Paula M. Shugart, president of the Miss Universe Organization.
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Donald Trump is an executive producer of the pageants.
"Miss Universe," in line with "Miss America," has seen ratings for the broadcasts drop recently. In 2008, the event drew a 2.3 rating among women ages 18 to 49--down from a 2.9 in 2007. It garnered 6.7 million viewers last year--down from 7.2 million the year before.
An opportunity for viewers to select the winning crown could spur interest.