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.
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.