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Biography of an Idea: The Founding Principles of Public Relations by Edward L. Bernays

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chapter 23

PIERRE CARTIER: DIPLOMAT IN TRADE

An expanding economy, a booming stock market and small income taxes in the Twenties spawned a garish generation of millionaires eager to gain status by a display of wealth. Two brilliant, individualistic Frenchmen helped them to do it—Pierre Cartier with precious jewelry and Germain Seligmann with old and modern masters.

My association with Cartier began as a result of a Cheney fashion show at the Ritz-Carlton. To make the show more newsworthy and to add a touch of French glamour, an indispensable part of high fashion then, I suggested we borrow jewels from a distinguished French jewelry establishment and decorate our models with them. The jeweler would receive a program credit line in return. Cheney ...

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