Only the best: Karo Vartanian , costume supervisor of the TV show "Desperate Housewives" checks out pair of diamond earrings by Erica Courtney while Courtney talks with Michael O'Connor , a jewelry and style expert and television commentator, during the Centurion Gem Show at the Westin La Paloma .

Lindsay A. Miller / Arizona Daily Star

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With the Academy Awards a month away, some Hollywood stylists and wardrobe consultants weren't window shopping on Rodeo Drive last week.

They were browsing just off East Sunrise Drive.

Michael O'Connor and Karo Vartanian were among the invited Hollywood insiders at the Centurion Jewelry Show, at The Westin La Paloma Resort & Spa, 3800 E. Sunrise.

O'Connor and Vartanian were at the show perusing the latest in rings, necklaces, broaches and bangles on behalf of celebs who seek their expertise, including actress Stockard Channing, "American Idol" judge Randy Jackson and the ensemble of the hit ABC program "Desperate Housewives."

For five years, the Westin has been home to the Centurion — considered one of the few exclusive jewelry trade shows in the country, where high-end luxury designers, buyers and retail stores get together and display their latest collections.

Held in conjunction with the Tucson Gem, Mineral & Fossil Showcase, which runs through Feb. 12, the Centurion show is a by-invitation-only affair — for both visitors and exhibitors.

"As opposed to looking at things as a fashion or a trend, we look for things that we can use for the show," Vartanian said of "Desperate Housewives."

At Centurion, O'Connor said, "You get a real insight into what's happening around the country, all in one place. And whereas other people follow the trends, others here are setting them."

"This is where you will find the best in the world for our celebs — and ourselves — to choose from," he said.

This year more than 115 jewelry exhibitors at the show were showing off their wares, from cultured pearls by the Japanese company Mikimoto to eggs displayed by Dallas-based Fabergé. Vera Wang — designer of wedding gowns — also debuted a new jewelry line at the show.

"It's one of the most prestigious jewelry trade shows around," said Howard Hauben, president of Centurion Jewelry Show By Invitation Only LLC. "People here have an exclusive look at what's new and exciting with gems and jewelry. When people look around here, it can be intoxicating."

It can also be profitable for Tucson. The Centurion show's exhibitors and visitors occupy all the Westin La Paloma's 487 rooms, and overflow visitors are sent to other area resorts, said Mark Lindsey, the resort's director of sales & marketing.

The Centurion visitors are among 50,000 people expected to come for the gem show this year. Last year, the show contributed $76.5 million to Tucson businesses, according to the Metropolitan Tucson Convention and Visitors Bureau.

Each year the Centurion Jewelry board votes on which stores to include at the show and which guests to invite. Exhibitors pay thousands of dollars for exhibit space — neither the organizers nor the exhibitors would be more specific.

After clearing metal detectors and security guards, guests can enter the pavilion, where goods are displayed behind glass windows and where jewelry retail values can range from $100 to $2 million and beyond.

Though the show attracts clients who come to buy, the Centurion also gives retailers and distributors a chance to talk with each other about issues affecting their businesses.

Chief among them last week was competition from the Internet and wholesale stores, such as Costco and Sam's Club. An industry survey found that 33 percent of Centurion exhibitors were losing diamond sales to the Internet and to big boxes.

"People are always looking for the best value," said visitor Tracy Alpert, owner of Wisconsin-based Rummele's Jewelers.

Alpert spoke at the show about the recent trend of losing "GIA-certified" diamond sales to wholesalers. GIA certification is issued by the Gemological Institute of America to certify and grade diamonds.

What high-end stores have to do is provide tremendous customer service, Alpert said.

"It all goes back to maintaining a store name," she said.

Alyce Alston, CEO of De Beers USA, who was at the show, agrees and said retail stores can meet the challenges of a changing market by maintaining their store identity.

"More stores need to be more aggressive and have to define their brand's identity," said Alston, who heads retail operations in New York and Beverly Hills. "They have to push their limits and be willing to say, two out of 10 might not come to our stores, but we have some who are staying with our brand."

While some retailers discussed industry issues at the pavilion, others did business.

O'Connor and Vartanian were looking for the latest pieces their clients could wear for upcoming events. Some retailers lend the jewelry pieces to celebrities and stylists, who don the gems while attending award shows or wear them as part of a program's wardrobe.

As he scouted the jewelry pieces, O'Connor said white diamonds and the colors, pink, yellow and blue were the "hot trends" this year at the Centurion.

Lightweight pieces, long necklaces, and stacked bracelets also caught the eye of Vartanian, costume supervisor for "Desperate Housewives."

At Centurion, Vartanian picked up a pair of Penny Preville white gold earrings for actress Eva Longoria and a red coral necklace for Nicolette Sheridan to be worn in an upcoming episode.

"We found a lot of beautiful things to use," Vartanian said. "And I have a lot of girls that I need to dress."