In the discussion, there are frequent proposals to organize the production of Jewel Mania collections, dedicated to concerts, movies, cult TV series, festivals, theatre productions and other performing arts, as well as intended for their participants. We propose to discuss within the framework of this question, what could be the priorities for the implementation of this initiative, as well as what is the best way to generate the demand for jewelry among the fans of these movies, serials, performances, etc. and their stars.